Director of Marketing
Job Description
Drive Census Growth and Strategic Referral Relationships in a Specialized Post-Acute Facility
Director of Marketing / Business Development
Oakland, California Area
A Rare Opportunity: Lead Growth for a Clinically Complex Sub-Acute Facility
Many skilled nursing marketing roles focus primarily on assisted living outreach or basic community marketing. This opportunity is different.
A specialized sub-acute and transitional care facility serving the Oakland area is seeking a Director of Marketing / Director of Business Development to lead referral development and census growth across hospital systems, managed care organizations, and physician networks.
This role supports a facility known for managing medically complex residents including trach/vent patients, traumatic brain injury, spinal cord injury, complex wound care, and short-term rehabilitation. Because of the clinical acuity, the Director of Marketing must be comfortable interacting with hospital case managers, ICU discharge planners, pulmonology units, and trauma teams.
If you are an experienced healthcare business development professional who enjoys building hospital relationships and growing census in complex post-acute environments, this opportunity deserves your attention.
What Makes This Opportunity Different
High Clinical Acuity Environment
Unlike traditional SNF marketing roles, this facility specializes in ventilator care, neurological recovery, and complex rehabilitation, requiring a marketing leader with strong clinical literacy and credibility with hospital teams.
Strategic Hospital Referral Network
The Director of Marketing will develop and maintain relationships with major hospital systems across the East Bay region, focusing on complex discharge planning and post-acute placement.
Managed Care & ACO Partnerships
Success in this role includes managing relationships with Medicare Advantage plans, Medi-Cal managed care organizations, and ACO partners to ensure appropriate patient placement and reimbursement alignment.
Opportunity to Grow Census
With current occupancy below capacity, the incoming marketing leader will have the opportunity to build referral pipelines and drive meaningful census growth.
What You’ll Lead
Hospital & Referral Relationship Development
Build and maintain relationships with hospital discharge planners, case managers, and physician groups
Serve as the primary liaison to key hospital partners and clinical referral sources
Promote the facility’s specialized clinical capabilities including vent, trach, and neurological care
Territory Marketing Strategy
Develop and execute a territory plan targeting key hospitals and referral partners
Identify opportunities to increase referrals from trauma centers, neurological units, and pulmonology programs
Represent the facility at healthcare networking events and hospital care conferences
Admissions & Census Growth
Manage referral pipelines and track inquiry-to-admission conversions
Collaborate with admissions teams to ensure timely clinical screening and placement decisions
Identify opportunities to improve conversion rates and referral quality
Managed Care & Payer Relationships
Develop relationships with managed care organizations and health plans
Support negotiations and coordination with payers to facilitate patient placement
Monitor payer mix and identify opportunities for referral growth
Performance Tracking & Reporting
Track referral activity, admissions conversion, and competitive losses
Provide weekly reporting to leadership on referral performance and territory development
Use CRM or referral tracking systems to monitor activity and growth opportunities
Community & Healthcare Partnerships
Build relationships with home health agencies and outpatient providers
Participate in healthcare community events and professional networks
Strengthen the facility’s reputation among healthcare providers in the region
Who the Organization Is Seeking
You Must Bring
✓ Healthcare Marketing Experience – Minimum 3–5 years in skilled nursing, sub-acute, LTACH, or healthcare business development
✓ Hospital Referral Relationships – Experience working with hospital discharge planners and case managers
✓ Census Development – Demonstrated success increasing admissions or referral volume
✓ Managed Care Knowledge – Familiarity with Medicare Advantage and Medi-Cal managed care plans
What Sets You Apart
Experience marketing complex post-acute programs such as ventilator or neurological care
Existing relationships with hospital systems in the East Bay or Northern California region
Experience working with managed care organizations and ACOs
Bilingual abilities (Spanish, Cantonese, or Tagalog) helpful given regional demographics
What This Role Demands
Clinical Credibility
The Director of Marketing must be comfortable discussing complex clinical capabilities with hospital clinicians and discharge planners.
Relationship Development
Success in this role requires building trust with hospital case managers, physicians, and payer partners.
Strategic Territory Management
Managing multiple referral relationships requires strong organization and prioritization.
Performance Accountability
This role includes tracking referral performance and demonstrating measurable census growth.
What We Offer in Return
Competitive Compensation
Estimated salary range: $90,000 – $115,000 annually depending on experience
Bonus opportunities tied to census and referral growth
Professional Impact
Opportunity to lead marketing strategy for a clinically specialized post-acute facility
Direct influence on census growth and referral partnerships
Dynamic Healthcare Market
Work within a highly active hospital referral environment
Opportunity to collaborate with major healthcare systems and providers
The Ideal Candidate
This role is ideal for:
Healthcare marketing professionals experienced in skilled nursing or sub-acute care
Business development leaders comfortable calling on hospitals and case managers
Candidates with strong relationships within Northern California healthcare systems
Professionals who enjoy building referral networks and growing census
This role may not be ideal for:
Candidates with only assisted living or senior housing marketing experience
Admissions coordinators without external referral development experience
Professionals without managed care or healthcare reimbursement knowledge
Ready to Lead Marketing Strategy for a Specialized Post-Acute Facility?
This opportunity allows an experienced healthcare marketing leader to drive census growth, strengthen hospital partnerships, and expand referral networks for a specialized sub-acute care facility.
If you are a business development professional ready to grow admissions in a clinically complex environment while building strong healthcare relationships, this role offers the challenge and impact to match your experience.