Executive Search for a Director of Sales and Marketing

CASE STUDY
Executive Search for a Director of Sales for an award winning not-for-profit CCRC in the San Francisco Bay Area
SCENARIO
LM Hurley & Associates conducted an exclusive engagement search for a Marketing and Sales Director for an award-winning not-for-profit CCRC. This beautiful community resides on a 330-acre campus and offers 154 duplex/condo-style apartments and villas. In 2016, Masterpiece Living designated this CCRC as a "Certified Center for Successful Aging," a prestigious distinction held by only 16 communities in the United States.
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This CCRC has very low management turnover and excellent front-line staff retention and is a great place to work. The retirement of the Sales and Marketing Director, who has been there for 11 years, drove the search. The client was aware of the profoundly candidate-driven market in their area, so they were open to relocation if necessary.
SOLUTION
When Acacia Creek, owned and managed by Masonic Homes of California, engaged our services, we invested time consulting with the CEO and developing a Search Specification that helped us understand their needs, culture, and high-quality standards. The Sales and Marketing Director position was evaluated and designated as a leadership role where the new would lead a team.

We launched a two-pronged strategy with our primary effort focused within a commutable radius of the client plus a state-wide search. The goal was to identify a Sales and Marketing Director who could sell the complex CCRC products, lead a team, and to break new ground in community outreach and marketing events. This search was conducted during the COVID pandemic and the demand for top-tier Sales Directors in the San Francisco Bay area was at an all time high and even more so for candidates with the skills and experience needed to close CCRC deals. Matching the client's vision for the community's new leader also called for:
  • Masters or Bachelor of Arts in Marketing or Business Administration
  • Experience in senior living sales and CCRC or Real Estate Sales a plus
  • Track record of building community outreach partnerships and professional networking
  • A professional salesperson of high integrity who is a proven closer
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RESULTS
Of the 172 prospects we contacted and screened, we interviewed 24 plus one internal candidate. After evaluation, we narrowed the field to the three top candidates we presented to the organization.
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Our client selected all three individuals to interview and ultimately chose a candidate who exceeded the executive search specifications and made a strong cultural connection to the Board with their warm, engaging personality and a strong sense of social justice.

An offer was extended and accepted within 71 days of engagement. The new Sales and Marketing Director joined the organization with six years of senior living sales experience and over fifteen years of experience in real estate sales and a broker's license. He also came on board with the local market knowledge and a professional network to leverage. The candidate's grandfather was a 33rd-degree Free Mason, making his connection to this community's mission, values, and history very special.