• Sales & Marketing
• Toronto

*Current Opportunity*

SPRING LIVING OVERVIEW

Spring Living Retirement Communities (springliving.ca) is a boutique, rapidly growing Canadian senior living owner/operator, who currently owns and operates 23 retirement communities in Ontario and Quebec. The company has an ambitious growth plan to expanding through acquisition of mid-market retirement residences across Canada over the next 5 years. Spring Living’s mission is to create warm, welcoming and secure environments for residents, foster caring connections, and provide personalized services by team members who are committed to making a significant IMPACT every day.

Spring Living is the Retirement Community platform of the BAZ group; a Real Estate company that strategically acquires, develops, constructs and repositions assets throughout North America.

JOB OVERVIEW

REPORTS TO: Chief Operating Officer (COO)

The Vice President of Sales and Marketing is a strategic and operational leader responsible for driving revenue growth, occupancy performance, and brand presence across all Spring Living communities. Reporting to theChief Operating Officer (COO), this executive is a key member of the executive leadership team with Ontario wide responsibilities. This role will plan, direct, and evaluate all aspects of sales, marketing, digital strategy, and referral development in alignment with the company’s mission, vision and values. The VP of Sales and Marketing brings a strategic, revenue-focused mindset to align sales, marketing, strategic pricing, rate review, promotional initiatives, and payer strategies across the full continuum of care. This role is responsible for driving occupancy, optimizing revenue growth, and strengthening market positioning through data-informed decision making, market analysis, and collaborative partnerships with operational leaders.

This role leads a high-performing, self-correcting team of Sales and Marketing professionals and works cross-functionally with Operations, Finance, Clinical, IT, People Leadership and external partners to ensure a consistent and compelling customer journey—from first impression to move-in.

The Vice President will also oversee centralized and community-level efforts in sales, digital and traditional marketing, public relations, and market intelligence to ensure brand consistency, effective outreach, and strategic market alignment across all service areas.

ROLES AND RESPONSIBILITIES

Strategic Sales and Marketing Leadership

• Develop and execute an integrated sales and marketing strategy to increase occupancy, optimize value per unit, and expand market presence.
• Leverage data analytics (including performance metrics, CRM, consumer surveys, market trends, and ROI analysis) to inform strategic growth plans and optimize marketing and sales tactics based on results.
• Use data and performance metrics to balance occupancy targets with rate integrity, ensuring sustainable growth without compromising margins.
• Proactively monitor internal performance and external market trends to refine strategy and stay ahead of emerging opportunities and challenges.
• Lead long-term growth initiatives (ex: market repositioning, new developments, and expansion) while driving measurable results that create long-term value.

Sales and Marketing Oversight

• Lead and coach the Sales and Marketing professionals, regional directors and community-level leaders to meet and exceed occupancy and conversion goals across all regions and community types.
• Design and optimize scalable sales systems, lead tracking, and performance management through modern CRM platforms.
• Strengthen referral networks by building strategic enterprise-level partnerships.

Digital Marketing and Brand Strategy

• Lead Spring Living’s digital marketing strategy, including managing the website, online advertising (SEO, Google Ads, social media), email marketing, reputation management, and content creation.
• Oversee brand consistency, public relations, and corporate communications, acting as ambassador for Spring Living.
• Implement analytics tools (e.g., Google Analytics, M.A.P.) to monitor engagement, lead source attribution, and ROI.
• Ensure Spring Living’s digital presence reflects its mission, differentiators, and service quality across all channels.
• Manage external sales and marketing partnerships to drive occupancy growth, ensure strong ROI, and deliver results aligned with brand strategy and market demand.

Team Leadership and Talent Development

• Recruit, develop, and retain a high-performing Sales and Marketing team aligned with Spring Living’s Values (IMPACT).
• Equip community and regional leaders for success by providing training, performance tools, benchmarks, and a supportive accountability framework.
• Foster a culture of innovation, collaboration, and accountability focused on the employee, resident and family experience.
• Promote an environment that supports employee growth, career development, and work-life harmony.
• Develop and maintain the Spring Living sales platform, incorporating it into training programs to ensure effective adoption and team performance.

Cross Functional Collaboration

• Partner with Operations, Clinical, People Leadership, IT and Finance to ensure alignment in strategy development, pricing, service delivery, and customer experience.
• Support initiatives that impact employee recruitment, community reputation, and long-term sustainability.
• Lead sales and marketing analysis and integration of new acquisitions to support revenue growth and market expansion.

Customer Experience and Compliance

• Provide coaching and communications support to Operations regarding inquiries and concerns from residents and families to ensure they are addressed promptly and professionally.
• Demonstrate honesty, transparency, and ethical behavior in all interactions aligning with Spring Living’ values.
• Uphold compliance and ethical standards in all marketing and sales activities.
• Champion a service-oriented approach that builds trust, transparency, and long-term satisfaction.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business Administration, Healthcare Management, or a related field (Master’s preferred).
• Strategic mindset with the ability to execute with speed and efficiency based on market trends and internal performance insights.
• Proficiency in CRM systems (e.g., Aline, Sherpa, Salesforce, Yardi ) and digital platforms (e.g., HubSpot, Google Analytics).
• Excellent interpersonal and communication skills, with a passion for leadership and innovation.
• Deep expertise in leading the sales function, including standardized best practices, training and development, performance management, and data-driven sales analytics.
• Ability to work cross-functionally and lead through influence.
• 5+ years of senior-level or equivalent experience across sales, marketing, and analytics in senior living, healthcare, or hospitality.
• Demonstrated success in leading digital marketing campaigns, improving occupancy, and managing multi-site teams.
• Experience aligning pricing, payer strategy, and sales tactics to maximize revenue across a continuum of care is strongly preferred.
• Deep understanding of digital marketing tactics and tools, including CRM and marketing automation platforms.

**Pay:**From CA$140,000.00 per year

Spring Living is committed to ensuring equal access and participation for people with disabilities. We are committed to treating people with disabilities in a way that allows them to maintain their dignity and independence. We believe in integration, and we are committed to meeting the needs of people with disabilities in a timely manner. We will do so by removing and preventing barriers to accessibility and by meeting our accessibility requirements under Ontario’s accessibility laws.

Spring Living is committed to fair and accessible employment practices. If you require accommodation (including but not limited to, an accessible interview site, alternative format documents, ASL Interpreter or Assistive Technology) during the recruitment and selection process, please let us know.