Dynamic healthcare executive with a track record of over 15 years in driving revenue and operational success. Expertise in leading teams and deploying innovative strategies to fulfill business targets. Proficient in cultivating stakeholder relationships to enhance brand presence and referral generation. Committed to elevating patient care standards and improving overall healthcare outcomes.
Hi, I’m
Krystal Martinez
Houston,USA
Summary
Overview
21
years of professional experience
Work History
Bluebonnet Hospice & Palliative Care
Regional Sales Director
02.2023 - Current
Job overview
- Directed regional sales strategy and market expansion, driving exceptional performance and revenue growth.
- Led a team of 5 sales professionals, achieving a 30% increase in referral volume and provider engagement.
- Implemented innovative sales techniques to improve conversion rates, reduce sales cycle time, and enhance customer satisfaction.
- Collaborated with cross-functional teams to optimize sales processes and align strategies with organizational goals.
- Utilized data-driven insights to identify growth opportunities and develop targeted marketing campaigns.
Sodalis Senior Living
Director of Sales & Marketing
12.2019 - 02.2023
Job overview
- Cultivated strategic partnerships with healthcare providers and community organizations to expand referral networks and boost senior living admissions.
- Implemented data-driven sales processes and CRM systems to optimize customer engagement and streamline marketing efforts within senior living operations.
- Directed market research initiatives to identify emerging trends and resident preferences, informing targeted marketing strategies for senior living services.
- Negotiated high-value contracts and pricing agreements with key clients, contributing to sustained revenue growth and market share expansion in senior living.
- Championed brand repositioning and digital transformation projects that enhanced online presence and increased qualified inquiries for senior living communities.
- Spearheaded sales and marketing strategies for senior living communities,
- Achieved a 35% increase in occupancy rates over two years.
- Directed digital marketing initiatives including SEO, PPC, and social media to expand the Assisted Living community’s online presence and engagement.
- Cultivated strategic partnerships with healthcare providers and community organizations to enhance brand visibility and referral networks.
Heart To Heart Hospice
Community Education Representative
06.2015 - 12.2019
Job overview
- Forged and cultivated strategic partnerships with Discharge Planners and Case Managers across 15+ high-value facility accounts, driving sustained referral growth and brand loyalty.
- Spearheaded data-driven sales initiatives that boosted hospice utilization and patient admissions by over 30%, consistently outperforming regional benchmarks.
- Served as the executive liaison bridging hospital administration and clinical operations to ensure seamless, compliant, and compassionate patient transitions.
- Championed educational outreach through daily in-services and professional development events, positioning the organization as the premier resource in end-of-life care.
- Empowered healthcare professionals and families with consultative education on hospice services, resulting in a measurable surge in high-quality referrals from target accounts.
- Surpassed annual admission goals by 15% through strategic business development, relationship optimization, and targeted physician engagement.
- Directed intake and admissions operations with precision, maintaining a 100% compliance rate in all documentation and procedural standards.
- Negotiated and secured high-value contracts, including a respite daily rate agreement that enhanced profit margins while strengthening long-term partnerships with Assisted Living networks
- Diagnosed systemic inefficiencies within discharge workflows (e.g., readmission prevention, transport coordination), positioning hospice care as the strategic solution to elevate facility performance and patient outcomes.
Honest Home Health & Hospice
Business Development Manager/ALT Administrator
12.2011 - 06.2015
Job overview
- Directed multi-market business development and operational performance across hospice and home health, driving sustained census growth and expanding market share in highly competitive territories
- Built and managed a high-performing referral network of 200+ physicians and 150+ healthcare facilities, generating a consistent and scalable pipeline of qualified referrals
- Increased referral volume and provider engagement by 2045%, revitalizing underperforming territories & securing key account relationships
- Led cross-functional alignment between sales, intake, clinical, and operations teams, significantly improving referral-to-admission conversion rates and patient experience
- Served as Alternate Administrator, overseeing daily operations, regulatory compliance, and interdisciplinary team performance to ensure survey readiness and quality outcomes
- Optimized intake and admissions processes, reducing turnaround time from referral to admission and accelerating revenue capture
- Spearheaded strategic market expansion initiatives across Houston, Pasadena, Baytown, and Clear Lake, identifying growth opportunities and penetrating new referral channels
- Established and strengthened partnerships with hospitals, SNFs, ALFs, and specialty physician groups, positioning the organization as a preferred hospice and home health provider
- Utilized market intelligence and performance data to refine territory strategy, improve targeting, and maximize return on outreach efforts
- Mentored and guided marketing and intake teams, driving accountability, performance consistency, and professional growth
- Played a critical leadership role during organizational transitions, maintaining referral stability and protecting market share during periods of change
Community Health Associates
Community Liaison Promoted to
09.2005 - 12.2011
Job overview
- Coordinated community outreach programs to raise awareness and increase utilization of hospice and home health care services.
- Facilitated communication between patients, families, and healthcare providers to promote compassionate and personalized care.
- Developed and maintained strong relationships with local organizations to enhance community support for hospice & home health care services.
- Managed daily administrative operations to ensure seamless coordination between hospice & home health care teams and community partners.
- Led training sessions for staff and volunteers to improve service quality and community engagement in hospice & home health care.
- Analyzed community needs and feedback to continuously improve administrative processes and patient support initiatives.
- Oversaw compliance with healthcare regulations and documentation standards to maintain accreditation and quality assurance.
- Implemented efficient scheduling and resource allocation processes to optimize patient care delivery in hospice settings.
Education
Alvin Community CollegeAlvin, TX
Bachelor of Business Administration from Marketing & Advertising
01-2026
University Overview
- Awarded a Bachelor of Business Administration with a 3.8 GPA, reflecting strong academic performance and a solid foundation in business, leadership, and strategic marketing.
- Phi Theta Kappa Honor Society
- Utilized classroom knowledge to develop strategic marketing plans and case studies.
- Developed comprehensive marketing strategies for local businesses.
- GPA: 3.8 GPA
Skills
Operational Performance & Intake Optimization Leadership (streamlining referral-to-admission workflows, improving turn around times, and maximizing revenue capture)
End-to-End Growth Strategy Leadership (market analysis, go-to market execution, referral pipeline development, and revenue optimization across multi-site healthcare operations)
Integrated Sales–Marketing, Operations Alignment (bridging front-end growth strategy with backend execution to drive conversion, census, and performance consistency)
Enterprise Relationship & Network Development (building, scaling, and managing high-value physician, hospital, and post-acute partnerships that produce sustained referral volume)
Multi-Market Expansion & Territory Optimization (identifying, penetrating, and scaling underperforming and emerging markets through data-driven targeting and strategic outreach)
Executive-Level Team Development & Performance Management (leading, coaching, and aligning cross functional teams to exceed KPIs, drive accountability, and sustain high-performance cultures)
Cross-Continuum Care Alignment Strategy (integrating hospice, home health, and senior living services into cohesive growth pathways that enhance patient outcomes and referral continuity)
Strategic Market Repositioning & Competitive Advantage Development (identifying gaps, redefining value propositions, and elevating brand presence to outperform competitors)
Scalable Growth Infrastructure Development (building systems, processes, and team alignment that sustain performance across multiple locations and evolving markets)
High-Impact Partnership & Influence Strategy (securing, expanding, and retaining key accounts through executive-level relationship building and long-term value alignment)
Transformational Leadership & Team Performance Strategy (developing, mentoring, and empowering teams into top-performing units by instilling accountability, ownership, and a results-driven culture that drives consistent growth and leadership bench strength)
LANGUAGE
Spanish
Professional Working
English
Native or Bilingual
Timeline
Regional Sales Director
Bluebonnet Hospice & Palliative Care
02.2023 - Current
Director of Sales & Marketing
Sodalis Senior Living
12.2019 - 02.2023
Community Education Representative
Heart To Heart Hospice
06.2015 - 12.2019
Business Development Manager/ALT Administrator
Honest Home Health & Hospice
12.2011 - 06.2015
Community Liaison Promoted to
Community Health Associates
09.2005 - 12.2011
Alvin Community College
Bachelor of Business Administration from Marketing & Advertising