As the Director, Sales Strategy & Resident Experience, you will contribute to Extendicare’s purpose of Helping People Live Better by leading the regional sales function across a portfolio of retirement residences. Reporting to the Regional Director of Operations, you will provide direct leadership to residence-based sales professionals and work closely with Operations, Finance, and Marketing to maximize portfolio performance. This role is accountable for developing and executing Key Performance Indicators that achieve occupancy, rate, revenue, and NOI objectives.

Through your strategic thinking, operational execution, and coaching, you will build a culture of accountability and results while ensuring an exceptional experience for prospects, residents, and families. Achieve portfolio occupancy, revenue, market rate, and NOI targets through the development and execution of regional sales, education, occupancy, pricing, and revenue strategies. Drive sustainable occupancy growth by increasing lead generation, conversion rates, and resident retention across the portfolio.

Optimize pricing and revenue performance by maintaining competitive market positioning, managing resident rate increases, and ensuring optimal inventory management and suite utilization. Lead and develop a high-performing, accountable sales team that demonstrate Extendicare’s Values and deliver results, including exceptional customer experience, and continuous quality improvement. Ensure consistent, exceptional customer experience throughout the sales journey, including seamless transitions from prospect to resident.

Lead the development and execution of regional sales, training, occupancy, pricing, and revenue strategies across a portfolio of retirement residences. Accountable for achieving portfolio occupancy, revenue, market rate, and NOI targets. Analyze market trends, competitor activity, customer demographics, and performance metrics to identify growth opportunities.

Develop and implement strategic initiatives that increase lead generation, conversion rates, occupancy growth, and resident retention. Pricing & Revenue Management Maintain accountability for portfolio pricing strategies and rate management. Review and approve annual and interim resident rate increases in accordance with company policy and market positioning.

Conduct regular reviews of market rate competitiveness and recommend pricing adjustments to maximize revenue while maintaining occupancy objectives. Collaborate with operations leaders to ensure optimal inventory management and suite utilization. Provide direct leadership, training/coaching, development, and performance management to Sales Consultants and residence-based sales team.

Establish transparent performance expectations and accountability measures for all sales team members. Conduct regular business reviews, pipeline reviews, and sales performance coaching sessions. Build and maintain a high-performance sales culture focused on results, customer experience, and continuous improvement.

Participate in recruiting, onboarding, training, succession planning, and talent development for the regional sales organization.



Administer and oversee regional sales incentive programs. Review and approve sales bonus payouts and incentive compensation based on established corporate objectives and performance criteria.

Ensure bonus programs drive desired occupancy, revenue, and customer experience outcomes while maintaining consistency and fairness across the portfolio.

Sales Performance Management

Utilize CRM platforms, occupancy reporting, KPI dashboards, and market intelligence to drive decision-making. Lead weekly and monthly sales performance reviews, ensuring proactive action plans are implemented where results do not meet expectations.Identify barriers to occupancy growth and implement corrective actions to improve performance. Conduct regular retirement community site visit and reviews.

Resident & Customer Experience Ensure consistent, exceptional customer experience throughout the sales journey. Support teams in resolving escalated residents and family concerns related to sales, move-in, and occupancy matters. Collaborate with operations teams to ensure seamless transitions from prospect to resident.

Partner closely with Operations, Finance, Marketing, Clinical, and Executive Leadership teams to achieve organizational objectives. Collaborate with Marketing to develop and execute targeted campaigns that support occupancy and revenue goals. Provide regular executive reporting and recommendations regarding sales performance, forecasted results, market opportunities, and growth strategies.

Continuous

Improvement ~ Build and maintain a high-performance sales culture focused on results, customer experience, and continuous improvement, Lead occupancy recovery and revenue optimization initiatives across the portfolio.

Promote

Extendicare’s Mission, Vision, and Values by demonstrating integrity, respect, and commitment to residents’ rights. Assume additional responsibilities or tasks that are unique to a specific residence or region or are temporary in nature. Bachelor’s degree in Business, Marketing, Commerce, Healthcare Administration, or a related discipline preferred; a Master’s degree is considered an asset.

Minimum 7-10 years of progressive leadership experience in sales, revenue management, business development, or operational leadership. Minimum 5 years leading multi-site sales teams with direct accountability for revenue and occupancy performance. Strong understanding of P&L; management, budgeting, forecasting, pricing strategy, and revenue management principles.

Demonstrated success leading, coaching, and developing high-performing sales teams.

Experience designing, administering, and managing incentive compensation programs. Advanced knowledge of CRM systems, sales performance analytics, and business intelligence tools;

experience with PCC, Move-N,



or similar CRM and revenue management platforms.

Experience within seniors housing, retirement living, long-term care, healthcare, hospitality, or a related service sector is strongly preferred, including multi-site leadership experience. Exceptional analytical and strategic thinking capabilities with strong business acumen, and outstanding communication, presentation, negotiation, and stakeholder management skills. Willingness and ability to travel throughout assigned geographic regions.

Core Competencies (included for posting only): Strategic Sales Leadership Revenue and Pricing Management Customer Service and Communication Relationship and Stakeholder Management Educator, Coaching and Performance Management Change Management Takes ownership and holds themselves and others responsible for delivering high-quality, timely, and cost-effective results.

Builds High Performing Teams: Builds the capability of individuals and teams through continuous feedback, coaching, and a commitment to learning and development.

Data Analytics & Continuous Improvement: Uses data to identify and measure performance and develop solutions to motivate improvement. Competitive executive-level base salary Performance-based incentive plan tied to occupancy, revenue growth, NOI performance, and strategic objectives Comprehensive health and dental benefits Hybrid and flexible work environment Full time Compensation will be discussed during the recruiting process. At Extendicare, we've spent more than 50 years dedicated to enhancing the quality of life for residents in our long-term care homes across Canada.

When you join Extendicare, you become part of a compassionate, mission-driven team committed to creating a safe, supportive, and enriching environment for every resident we serve.

We offer a comprehensive suite of benefits designed to support your health, financial well-being, and long-term career growth. We may use artificial intelligence (AI) tools to support certain stages of the recruitment process, such as reviewing applications, analyzing resumes, or assessing candidate responses. These tools assist our recruitment team but do not replace human judgment - every application is reviewed by a member of our team to ensure thoughtful and equitable consideration.

If you would like more information about how your data is processed, please contact us. Extendicare is an equal opportunity employer committed to respectful and inclusive hiring practices. We welcome all applicants, including those from equity-deserving groups, including Indigenous peoples, women, people with disabilities, and visible minorities.

Extendicare is committed to fostering an accessible, inclusive, and equitable hiring process. We will gladly accommodate the needs of applicants throughout all stages of the recruitment process upon request and in accordance with applicable legislation. If you require support during any stage of the process, email us at [email protected] acknowledge that the care we provide across Canada occurs on lands that have been cared for by many Indigenous peoples for generations.

📌 Director, Sales Strategy & Resident Experience (Markham)
🏢 Extendicare
📍 Markham