Kelly Martin
New Orleans
Summary
Dynamic Executive Director with a proven track record excelling in strategic planning and community engagement. Spearheaded initiatives that enhanced organizational efficiency and fostered relationships, driving significant move-ins. Adept in budgeting and financial management, while cultivating a collaborative team environment to achieve long-term sustainability.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Executive Director
Mother House, LLC Dba Laurel Senior Living
01.2021 - Current
- Operation and Management of the community in accordance with the standards and guideline of the owners and federal/state/local laws and regulations.
- Develop, implement, and modify external business development plans that foster relationships within the community to drive business that maximizes move-ins.
- Oversaw financial management, ensuring fiscal responsibility and long-term sustainability for the organization.
- Managed a diverse team of professionals, fostering a collaborative work environment for increased productivity.
- Represented organization to local public by giving presentations and speeches and participating in community events.
- Evaluated program outcomes using data-driven metrics, identifying areas for improvement and implementing targeted interventions.
- Increased organizational efficiency by streamlining processes and implementing new systems.
Quality Management Outreach Coordinator
Aetna
01.2021 - 12.2021
- Coordinate and perform telephonic and electronic outreach to members and providers to support the completion of HEDIS-required services and screenings.
- Collect, track, and manage medical records for HEDIS abstraction; ensure data integrity and compliance with HIPAA guidelines.
- Maintain documentation in member records and data systems to ensure accurate tracking and reporting.
- Collaborate with quality improvement, provider relations, and care coordination teams to promote member engagement and provider participation.
- Monitor progress toward HEDIS goals and assist with internal reporting, audit preparation, and performance improvement initiatives.
- Communicate regularly with providers to address questions, gather documentation, and support education on quality measures.
Intake Director
Community Care Hospital
08.2018 - 01.2021
- Enhanced client experience with timely follow-ups and comprehensive documentation of their needs and concerns.
- Streamlined the intake process by implementing new protocols and procedures, resulting in increased efficiency and client satisfaction.
- Maintained strict compliance with regulatory guidelines, ensuring accurate documentation and reporting of information obtained during the intake process.
- Led a team of intake coordinators, ensuring all tasks were completed accurately and on time to meet organizational goals.
- Addressed any concerns or issues that arose during the intake process promptly, demonstrating commitment to client satisfaction and effective problem resolution skills.
- Established productive relationships with external partners such as healthcare providers, insurance companies, and community organizations to facilitate smooth client transitions into our services.
- Coordinated seamless handoffs between teams involved in different stages of the service delivery process through clear communication and collaboration.
Director of Admissions (contract)
St. Luke's Living Center
04.2020 - 12.2020
- Conducted regular evaluation of admission policies and procedures, making necessary adjustments to maintain alignment with institutional objectives.
- Develop and maintain strong referral relationships with hospitals, physicians, case managers, and community organizations.
- Developed and implemented census-building strategies and marketing plans.
- Monitor occupancy goals and contribute to achieving the facility’s census and revenue objectives.
- Represent the facility at community events, hospital fairs, and professional networking opportunities.
- Serve as the primary point of contact for prospective residents, families, hospital discharge planners, and referral sources.
- Coordinate and manage the admissions process from inquiry through move-in, ensuring a positive experience for the resident and their family.
- Conduct facility tours and present services, amenities, and care capabilities in a compelling and compassionate manner.
Account Executive
Heart of Hopsice
07.2019 - 03.2020
- Develop and execute territory sales plans to achieve and exceed admission goals.
- Identify, cultivate, and maintain relationships with hospitals, physicians, skilled nursing facilities, assisted living communities, home health agencies, and other potential referral sources.
- Conduct professional presentations and in-services to educate referral sources about hospice philosophy, services, and eligibility criteria.
- Serve as the primary point of contact for new referrals, assisting with the coordination of admissions and ensuring a seamless handoff to the clinical team.
- Collaborate with intake, clinical, and leadership teams to ensure timely and appropriate patient transitions to hospice care.
- Maintain accurate records of sales activities, referral data, and outreach efforts in the CRM system.
- Analyze referral trends, identify growth opportunities, and adjust strategies to maximize market penetration.
- Represent the organization at community events, health fairs, and professional association meetings to raise awareness of hospice services.
- Stay current with Medicare regulations, industry trends, and competitor offerings.
Regional Director of Sales and Marketing
Schonberg Care
11.2013 - 04.2018
- Provide leadership, coaching, and oversight to on-site sales and marketing teams across assigned senior living communities (independent living, assisted living, memory care, etc.).
- Develop and implement regional marketing plans and sales strategies aligned with organizational goals.
- Monitor and analyze occupancy trends, inquiry-to-move-in conversion rates, and local competitive landscapes to optimize performance.
- Conduct regular community site visits to support sales team development, pipeline management, and tour effectiveness.
- Collaborate with Executive Directors and corporate leadership to align sales efforts with operational capabilities and resident satisfaction goals.
- Train and onboard community sales teams in CRM usage, sales techniques, and company standards.
- Identify sales gaps and recommend targeted action plans to improve lead generation and closing ratios.
- Build and maintain relationships with referral partners, healthcare providers, and local organizations to drive traffic and brand awareness.
- Track and report on key performance indicators (KPIs) and provide timely updates to corporate leadership.
Director of Sales
Sunrise Senior Living
03.2013 - 11.2013
- Drive occupancy and revenue growth by developing and executing a strategic sales plan tailored to the local market.
- Manage all incoming inquiries, conduct tours, follow up with leads, and close sales to meet or exceed move-in goals.
- Maintain a strong and active sales pipeline using a CRM system.
- Build and nurture relationships with local referral partners, including hospitals, physicians, discharge planners, senior centers, and home health agencies.
- Deliver exceptional customer service to prospective residents and their families during the decision-making and move-in process.
- Collaborate with the Executive Director and other department leaders to ensure seamless move-ins and high resident satisfaction.
- Represent the community at events, expos, and in the local senior care network to build brand awareness and drive lead generation.
- Track and report key performance indicators (KPIs), including inquiry-to-tour and tour-to-move-in conversion rates.
- Conduct competitive analysis and provide feedback on local market trends, pricing, and service offerings.
Director of Business Development
Colonial Oaks and Belle Vie Living Center
01.2005 - 03.2013
- Supervise admissions staff (if applicable) and ensure timely, professional follow-up with inquiries and referrals.
- Maintain accurate records of referral sources, admissions activity, and conversion metrics in CRM or tracking systems.
- Report regularly to facility leadership on census trends, marketing efforts, and referral patterns.
- Develop and execute strategic marketing and business development plans to increase admissions and maintain optimal census levels.
- Establish and maintain strong relationships with hospitals, physicians, discharge planners, home health agencies, and other referral sources.
- Represent the facility at hospital meetings, community events, health fairs, and professional networking groups.
- Monitor local market trends and competitor activity to inform outreach and positioning strategies.
- Conduct presentations and in-services to promote the facility’s services and specialties (e.g., rehab, memory care, long-term care).
- Oversee all aspects of the admissions process, including inquiry tracking, pre-admission screenings, insurance verification, and paperwork completion.
- Coordinate with clinical, nursing, and administrative teams to ensure appropriate placements and timely admissions.
- Provide tours of the facility and serve as the main point of contact for prospective residents and families.
- Ensure all admissions documentation complies with state, federal, and facility policies.
Education
Biology
William Carey University
Hattiesburg, MS05-2010
Skills
- Community engagement
- Strategic planning
- Business Development
- Leadership development
- Public speaking
- Budgeting and financial management
Certification
- PAC Champion Teacher, Teepa Snow's Positive Approach to Care
Professional Affiliations
- Co-Chair, Alzheimer's Association New Orleans Chapter
Timeline
Executive Director
Mother House, LLC Dba Laurel Senior Living
01.2021 - Current
Quality Management Outreach Coordinator
Aetna
01.2021 - 12.2021
Director of Admissions (contract)
St. Luke's Living Center
04.2020 - 12.2020
Account Executive
Heart of Hopsice
07.2019 - 03.2020
Intake Director
Community Care Hospital
08.2018 - 01.2021
Regional Director of Sales and Marketing
Schonberg Care
11.2013 - 04.2018
Director of Sales
Sunrise Senior Living
03.2013 - 11.2013
Director of Business Development
Colonial Oaks and Belle Vie Living Center
01.2005 - 03.2013
Biology
William Carey University
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