Shawna Kelly
Spencerport,NY
Summary
Dedicated sales and marketing professional with a passion for senior living. Strong track record of driving qualified leads to senior living communities and driving occupancy. Confident in ability to develope and execute effectives sales and marketing strategies.
Overview
20
20
years of professional experience
Work History
Strategic Marketing Specialist
Watermark Retirement Communities
04.2022 - Current
- Created promotional materials such as signage, newsletters, brochures, advertisements, emails, and website content.
- Monitored competitor activities to stay ahead of the competition.
- Collaborated with internal teams to maximize effectiveness of online and offline campaigns.
- Provided leadership and direction on creative strategy for branding projects.
- Developed and implemented comprehensive marketing plans to increase brand awareness and customer loyalty.
- Managed the production of all printed materials including catalogs, flyers, posters, postcards and signage.
- Developed social media campaigns to engage customers across multiple platforms.
- Collaborated with sales teams to align marketing strategies with sales objectives.
Multi-site Sales Director
Watermark Retirement Communities
Rochester, NY
08.2018 - 04.2022
- Achieved highest mystery call shop score company wide. Rated #1 out of 92 scores and #4 out of 172 scores.
- Streamlined triage visits to struggling communities and created a comprehensive plan of action to improve sales processes to increase overall occupancy.
- Quickly identify breakdowns of processes and develop strategic plan to correct.
- Deliver coaching around strategic database management for Sales Directors and Executive Directors.
- Standardized onboarding process for Sales Directors, Sales Associates and Move in Coordinators.
- Partnered with Regional Sales Director to lead yearly standard accreditation reviews for assigned communities.
- Developed outreach initiative to grow partnerships with professionals to increase referrals into communities.
- Create and maintain yearly outreach and marketing plan to drive occupancy and referrals.
Sales Director
Watermark Retirement Communities
Rochester, NY
01.2018 - 07.2018
- Successfully drove occupancy to exceed budget.
- Restructured community tour protocol for prospective residents and families to improve tour experience.
- Performed ongoing coaching and training with the sales team.
- Managed move in coordination and paperwork for all new residents.
- Provide accurate projections on the Sales Department in daily stand up meetings, weekly DNR calls and monthly Sales meetings.
- Developed strategies to increase resident referrals and overall increase census.
- Managed inventory turnaround process to ensure standards are met for market ready inventory.
- Created professional networking group at the community to grow professional partnerships.
- Developed and implemented all community marketing initiative to increase employee engagement in the sales process.
- Developed and implemented yearly marketing plan including prospect and professional events and campaigns.
- Maintained monthly spend down to accurately track spending and stay on budget.
Sales Associate
Watermark Retirement Communities
Rochester, NY
08.2017 - 12.2017
- Present the community in a professional way that would show the value of what was offered.
- Built and maintained effective relationships with peers and upper management to drive team success toward common sales, service and operational goals.
- Effectively managed CRM system to ensure healthy pipeline.
- Maintained marketing materials at appropriate level and readily available for prospects.
- Identify and recommend options that would be best fit based off of prospects needs.
- Coordinated move ins and move outs with prospects and families
- Ensured all move in paperwork was signed and submitted prior to moving in.
- Successfully planned and executed marketing events in accordance with marketing plan.
Supervisor
The Village at Unity
Rochester, NY
10.2004 - 07.2017
- Created and implemented policies to improve overall customer satisfaction and increase productivity.
- Established and enforced clear goals to keep employees working collaboratively.
- Interviewed applicants, recommended individuals for hiring and evaluated staff performance.
- Identified and corrected performance and personnel issues to reduce impact to business operations.
- Resolved customer complaints and account discrepancies.
- Assessed, motivated and empowered team members to work to build resident satisfaction.
- Enforced adherence to company policies, answered coworkers' questions and trained new personnel.
- Developed open and professional relationships with team members, enabling more effective issue resolution.
Education
Some College (No Degree) - Hospitality Administration And Management
Monroe Community College
Rochester, NYHigh School Diploma -
Gate Chili High School
Rochester, NY06.2007
Skills
- Sales and marketing leadership
- Content creation management
- Brand strategy development
- Social media strategy
- Sales funnel management
Timeline
Strategic Marketing Specialist
Watermark Retirement Communities
04.2022 - Current
Multi-site Sales Director
Watermark Retirement Communities
08.2018 - 04.2022
Sales Director
Watermark Retirement Communities
01.2018 - 07.2018
Sales Associate
Watermark Retirement Communities
08.2017 - 12.2017
Supervisor
The Village at Unity
10.2004 - 07.2017
Some College (No Degree) - Hospitality Administration And Management
Monroe Community College
High School Diploma -
Gate Chili High School