VICTORIA BURCH
Lakland
Summary
Results-oriented healthcare sales and operations leader with 15+ years of progressive leadership experience across the home health and hospice sector. Proven track record of driving aggressive growth, expanding market share, and aligning sales strategy with operational execution. Skilled in leading high-performing teams, scaling business development operations, and negotiating strategic partnerships that increase revenue and enhance service delivery. Expertise in referral generation, budget performance, and operational efficiency. Known for delivering consistent results across highly competitive markets.
Overview
31
31
years of professional experience
1
1
Certification
Work History
Regional Vice President of Sales (Director of Care Transitions)
VitalCaring Group
05.2022 - 01.2025
- Directed sales operations across Florida, managing a team of Area Sales Directors and aligning sales strategy with operational capacity and clinical resources.
- Delivered 121% month-over-month admission growth, consistently surpassing revenue and census targets.
- Championed CRM implementation and rebranding across the market, streamlining sales workflows and improving pipeline visibility.
- Developed and scaled an evidence-based care transitions program, reducing readmissions and improving referral conversion rates from hospitals, ACOs, and SNFs.
- Negotiated and secured preferred provider agreements with health systems, driving sustainable volume growth.
Director of Sales and Marketing
Trilogy Home Health Care
07.2021 - 05.2022
- Built and led a sales team of 8, establishing agency as top referral choice in Polk County.
- Collaborated with operational leaders to enhance STAR ratings and reduce re-hospitalizations.
- Developed field-based sales protocols aligned with transitional care pathways and clinical staffing models.
Director of Business Development
Seasons Hospice
Tampa
01.2020 - 01.2021
- Company Overview: Tampa, FL
- Managed 12-member business development team, exceeding Medicare hospice growth targets by 115.4% and capturing an additional 9.1% market share.
- Collaborated with clinical operations to streamline admissions, optimize case mix, and improve responsiveness to referral partners.
- Drove census and revenue growth with 108%+ achievement in Q1 and Q2 of 2021.
- Tampa, FL
Area Vice President of Business Development
Amedisys Home Health Care
Winter Haven
01.2015 - 01.2020
- Company Overview: Winter Haven, FL
- Oversaw sales operations in four counties, partnering with operations to drive consistent census growth and margin improvement.
- Maintained market dominance during post-merger integration by retaining key talent and aligning both sales and ops teams under a unified strategy.
- Secured multiple preferred provider partnerships with major health systems and SNFs.
- Winter Haven, FL
Regional Director of Business Development
Comprehensive Home Care
Tampa
01.2013 - 01.2015
- Company Overview: Tampa, FL
- Managed multi-county sales force and executed regional marketing strategies.
- Increased Medicare census by 100%+ in targeted markets through strategic territory planning, referral targeting, and operational readiness alignment.
- Tampa, FL
Regional Director of Business Development / Clinical Marketing Rep
Ace Homecare
Lakeland
01.2008 - 01.2013
- Company Overview: Lakeland, FL
- Achieved top 1% sales performance rankings by aggressively growing referral pipelines and penetrating new hospital accounts.
- Conducted market and competitor analysis to inform territory strategy and support leadership on operational decisions.
- Lakeland, FL
Cardiovascular Nurse Educator / Category Captainship
Novartis Pharmaceuticals
Orlando
01.2006 - 01.2008
- Company Overview: Orlando, FL
- Delivered training and education to providers and pharmacists, increasing product enrollment and driving market share growth for Diovan/Lotrel.
- Managed multiple outreach campaigns aligned with regional marketing and sales operations strategies.
- Orlando, FL
Account Manager / Hospital Nurse Liaison
Amedisys Home Health Care
Lakeland
01.2004 - 01.2006
- Company Overview: Lakeland, FL
- Drove Medicare admission growth by cultivating high-value hospital partnerships and coordinating with operational teams to ensure smooth care transitions.
- President's Circle Award: 2004, 2005, 2006
- Lakeland, FL
Director of Marketing / Physician and Patient Educator
Lifeline Home Health Care
Lakeland
01.1999 - 01.2004
- Company Overview: Lakeland, FL
- Grew census from 3 to 80 in six months and increased market share by 112% through aggressive territory development and sales execution.
- Supported operational rollouts for new therapy services including in-home anticoagulation management.
- Lakeland, FL
Team Leader / RN
Lakeland Regional Medical Center
Lakeland
01.1994 - 01.1999
- Company Overview: Lakeland, FL
- Led a high-performing nursing team of 15; participated in hospital-wide strategic planning and process improvement initiatives.
- Supported operational quality efforts as a member of the Physician Satisfaction and Organizational Improvement Committees.
- Lakeland, FL
Education
Bachelor of Science - Business Administration And Management
Florida Southern College
Lakeland, FLAssociate of Science - Nursing (RN)
Polk Community College
Winter Haven, FLSkills
- Regional Sales Leadership & Market Expansion
- Cross-Functional Operational Collaboration
- Budget Development & Performance Management
- Strategic Growth & Referral Optimization
- Team Building, Coaching & Retention
- Data-Driven Sales Forecasting
- Post-Acute Care Program Development
- Contract Negotiation & Strategic Partnerships
- Performance Analytics & Growth Forecasting
- Clinical-Sales Workflow Optimization
- STAR Ratings & Quality Metric Alignment
Certifications And Technical Skills
- CRM Systems: HCHB, Salesforce, Trella, Tableau
- Microsoft Office Suite (Excel, Word, PowerPoint)
- Performance Analytics & Growth Forecasting
- Clinical-Sales Workflow Optimization
- STAR Ratings & Quality Metric Alignment
Certification
License number RN 3020112
Timeline
Regional Vice President of Sales (Director of Care Transitions)
VitalCaring Group
05.2022 - 01.2025
Director of Sales and Marketing
Trilogy Home Health Care
07.2021 - 05.2022
Director of Business Development
Seasons Hospice
01.2020 - 01.2021
Area Vice President of Business Development
Amedisys Home Health Care
01.2015 - 01.2020
Regional Director of Business Development
Comprehensive Home Care
01.2013 - 01.2015
Regional Director of Business Development / Clinical Marketing Rep
Ace Homecare
01.2008 - 01.2013
Cardiovascular Nurse Educator / Category Captainship
Novartis Pharmaceuticals
01.2006 - 01.2008
Account Manager / Hospital Nurse Liaison
Amedisys Home Health Care
01.2004 - 01.2006
Director of Marketing / Physician and Patient Educator
Lifeline Home Health Care
01.1999 - 01.2004
Team Leader / RN
Lakeland Regional Medical Center
01.1994 - 01.1999
Bachelor of Science - Business Administration And Management
Florida Southern College
Associate of Science - Nursing (RN)
Polk Community College
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