Misty Covington
Summary
Results-driven Director of Sales & Marketing with extensive experience leading occupancy growth, revenue generation, and strategic business development within independent living, assisted living, and memory care communities. Proven ability to build high-performing referral networks, develop innovative marketing initiatives, and cultivate lasting relationships with healthcare partners, physicians, hospitals, case managers, and community organizations throughout Oklahoma. Recognized for consistently exceeding occupancy goals, creating impactful community events, and delivering exceptional customer experiences that translate into move-ins and long-term resident satisfaction.
Overview
29
29
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work History
Director of Sales and Marketing
Renaissance of Stillwater
Stillwater
10.2024 - Current
- Director of Sales and Marketing | Assisted Living and Memory Care
- Dynamic and results-driven professional with a proven track record of driving occupancy and revenue growth within the senior living industry. Expert in developing and executing strategic marketing plans that elevate brand visibility and engage prospective residents and their families. Skilled in leading high-performing sales and marketing teams to consistently exceed sales targets in competitive markets.
- Brand Development & Awareness
- Lead Generation & Conversion
- Strategic Market Analysis
- Community Outreach & Event Coordination
- Sales Cycle Management
- Relationship Building & Networking
- Senior Living Compliance & Regulations
- CRM & Data Analytics
- Director of Sales and Marketing | Renaissance of Stillwater
- Led sales and marketing initiatives that enhanced occupancy and maintained high resident satisfaction in assisted living and memory care units.
- Developed and executed strategic marketing plans that increased brand awareness and generated qualified leads.
- Leveraged industry-specific software tools, such as Welcome Home, Yardi, Harmony, Igloo, and Quiltt, to optimize operations, manage lead generation, and monitor occupancy and resident satisfaction.
- Built and nurtured strong relationships with healthcare professionals, community partners, and referral sources to ensure consistent business growth.
- Managed the full sales cycle, from initial inquiries and tours to move-ins, consistently meeting and exceeding occupancy goals.
- Conducted market research to analyze trends, identify opportunities, and assess competitive positioning, tailoring campaigns to align with market demands.
- Led community outreach programs, organized promotional events, and collaborated with internal teams to enhance resident experiences and position the Renaissance community as a top choice for senior care.
- Utilized CRM and data platforms to track performance metrics, providing actionable insights to the executive team to guide strategic decision-making.
- Maintained compliance with senior living regulations, ensuring all marketing and sales activities adhered to industry standards.
Director of Sales and Marketing
Renaissance of Ponca City
Ponca City
10.2024 - Current
- Director of Sales and Marketing
- Accomplished and strategic leader with a proven track record of driving occupancy and revenue growth within the assisted living community. Expertise in developing and executing marketing strategies, enhancing brand visibility, and fostering strong relationships with referral sources. Demonstrated success in leading sales teams, organizing community events, and utilizing digital marketing initiatives to effectively engage target audiences and promote services.
- Developed and executed comprehensive marketing strategies that increased occupancy and revenue growth, maintaining 100% occupancy for several months.
- Managed sales team, implementing training programs and performance management, achieving and exceeding established sales goals.
- Cultivated relationships with healthcare professionals and referral sources, enhancing community visibility and increasing referrals.
- Led the creation and promotion of brand messaging, ensuring alignment with community values and a commitment to quality care.
- Organized community events, open houses, and educational seminars to engage potential residents and enhance the community's reputation.
- Conducted market analysis to identify trends and competitor offerings, providing insights that informed strategic planning and decision-making.
Director of Sales and Marketing
Glade Avenue Assisted Living and Memory Care
Bethany
12.2023 - 10.2024
- Director of Sales and Marketing
- Experienced and strategic Director of Sales and Marketing with a strong history of driving occupancy growth and brand visibility in senior living communities. Skilled in implementing marketing strategies, building meaningful prospect relationships, and leading sales teams to achieve measurable success. Passionate about providing excellent service to seniors and adept at managing the unique challenges associated with dementia and aging processes, while upholding company core values.
- Key Responsibilities:
- Lead and implement comprehensive marketing and branding strategies to maximize occupancy.
- Trained, mentored, and supported sales team members to enhance sales effectiveness.
- Conduct tours and presentations for prospective residents and families, ensuring a high-conversion sales process.
- Managed and monitored marketing budgets to ensure alignment with strategic goals.
- Oversee Customer Relationship Management (CRM) database to ensure accurate and up-to-date lead tracking.
- Utilize the Sherpa Methodology and tools to enhance sales performance.
- Coordinate with internal departments (plant operations, life enrichment, dining services) to optimize the resident experience and event success.
- Planned, organized, and participated in marketing and networking events to increase brand awareness and generate leads.
- Serve as a community ambassador, representing the organization at industry and professional networking events.
- Partner with the Executive Director to facilitate lease signings and ensure seamless move-in experiences.
- Provide superior customer service and engagement to residents, families, and guests.
- Perform home visits and personalized follow-ups with prospects to build trust and facilitate decision-making.
- Ensure compliance with state and federal regulations, professional standards, and company policies.
- Manage competing priorities and deadlines while effectively identifying and resolving challenges.
- Execute additional tasks based on project needs.
Director of Business Development & Marketing
Northwest Nursing Center
Oklahoma City
01.2021 - 09.2023
- Director of Business Development & Marketing
- Strategic Marketing & Brand Awareness: Design and implement comprehensive marketing plans, including digital and traditional campaigns, social media, email marketing, and print materials to increase brand visibility and patient acquisition.
- Sales & Business Development: Execute external sales initiatives, including networking visits and outreach to physicians, hospital discharge planners, and case managers, to drive referrals and revenue growth.
- Census Growth & Admissions Strategy: Developed and executed strategies to maximize facility census, streamline admissions process, and enhance resident satisfaction.
- Referral & Community Engagement: Establish and maintain strong relationships with referral sources, business leaders, physicians, and the media to drive admissions and build community partnerships.
- Market Analysis & Competitive Positioning: Conduct in-depth market research to analyze local healthcare trends, identify competitive advantages, and develop targeted sales and marketing strategies.
- Marketing Performance & Budget Management: Monitored and analyzed key marketing metrics, optimized strategies for increased ROI, and managed budgets for marketing and business development initiatives.
Cosmetologist
Salon West
Oklahoma City
11.2020 - 04.2023
- Delivered expert hair services, including cutting, coloring, highlighting, and styling, to meet individual client preferences and needs.
- Provided personalized consultations to assess clients' hair type, face shape, and desired outcomes, ensuring tailored results.
- Maintained a high standard of cleanliness and organization in the salon, ensuring compliance with safety regulations and sterilization protocols.
- Built and maintained lasting relationships with clients through exceptional service, resulting in repeat business and client referrals.
- Stayed current with industry trends, continually improving skills through professional development and training.
- Managed client scheduling, inventory, and billing to maintain smooth daily operations and enhance customer satisfaction.
Patient Access Supervisor
Deaconess Hospital
Oklahoma City
05.1997 - 05.2010
- Patient Access Supervisor
- Results-driven and detail-oriented Patient Access Supervisor with a strong background in managing hospital patient access operations. Adept at overseeing registration processes, verifying insurance coverage, and ensuring strict compliance with hospital policies and healthcare regulations. Skilled in training and mentoring staff to enhance efficiency, improve patient satisfaction, and deliver exceptional customer service. Proficient in leveraging healthcare management software to optimize workflows, streamline operations, and drive process improvements. Committed to fostering a collaborative environment that prioritizes patient care while supporting the hospital's mission of delivering high-quality healthcare services.
- Key Responsibilities & Achievements.
- Led team of patient access representatives to streamline registration, scheduling, and patient intake, enhancing patient experience and improving operational efficiency.
- Developed and implemented policies and procedures that improved workflow efficiency, reducing patient wait times by 20% and boosting overall patient satisfaction scores.
- Collaborated with clinical teams and hospital administration to optimize resource allocation, maintaining regulatory compliance and supporting operational excellence.
- Trained and mentored new staff, fostering a culture of accountability, professionalism, and continuous improvement within the department.
- Utilized data analytics to monitor key performance indicators, identify trends, and implement strategic improvements in patient access operations.
- Liaised between patients, insurance providers, and healthcare teams to resolve billing inquiries and facilitate timely reimbursements.
Education
Cosmetology - Cosmetology
Paul Mitchell the School of Norman
Norman, OK 10.2019 - 11.2020
Some College (No Degree) - Business Administration
Oklahoma City Community College
Oklahoma City, OK 08.1996 - 12.1998
Skills
- Healthcare Sales
- Medical Sales
- Business Development
- B2B Sales
- Territory Management
- Account Management
- Client Relationship Management
- Referral Development
- Occupancy Growth
- Census Development
- Lead Generation
- Sales Strategy
- Revenue Growth
- Strategic Planning
- Community Outreach
- Senior Care Marketing
- Memory Care Marketing
- Memory Care
- Digital Marketing
- Social Media Marketing
- Digital Marketing Automation
- Content Creation
- Event Planning & Management
- Public Speaking & Presentations
- Market Analysis
- Negotiation
- Training & Development
- Team Leadership
- Team Management
- Senior Leadership
- Business Management
- Healthcare Operations
- HIPAA Compliance
- Medical Terminology
- Customer Service Excellence
- CRM Software
- Epic
- Yardi
- Senior Living Software
- Microsoft Excel
- Microsoft Word
- Canva
- DocuSign
- Organizational Skills
- Time Management
- Communication Skills
- Analytical Skills
- Attention to Detail
Certification
- Driver's License - current
- Cosmetology License - current
Languages
English - Fluent
Timeline
Director of Sales and Marketing
Renaissance of Stillwater
10.2024 - Current
Director of Sales and Marketing
Renaissance of Ponca City
10.2024 - Current
Director of Sales and Marketing
Glade Avenue Assisted Living and Memory Care
12.2023 - 10.2024
Director of Business Development & Marketing
Northwest Nursing Center
01.2021 - 09.2023
Cosmetologist
Salon West
11.2020 - 04.2023
Cosmetology - Cosmetology
Paul Mitchell the School of Norman
10.2019 - 11.2020
Patient Access Supervisor
Deaconess Hospital
05.1997 - 05.2010
Some College (No Degree) - Business Administration
Oklahoma City Community College
08.1996 - 12.1998