Guide Manager-Sales Counselor

Community Name:

US OH Remote

The Sales Counselor – Guide Manager serves a critical dual role in driving occupancy within Independent Living (IL) / Middle Market communities and expanding awareness and utilization of United Church Homes’ dementia-focused NaviGuide and CMS GUIDE Program services across Ohio and surrounding markets. This position is primarily external-facing, responsible for developing and executing outreach and sales strategies, managing a strong referral and lead pipeline, and converting prospects into residents or clients. Through strategic relationship building, community engagement, and subject matter expertise, the Sales Counselor – Guide Manager serves as a key ambassador for United Church Homes, ensuring consistent community and brand awareness, supporting caregivers, and improving the lives of older adults.

Essential Functions Statement(s)

      Sales Development & Relationship Management

• Implement daily sales functions, including cold calling, consistent follow-up, and database management, to grow and maintain occupancy and program engagement.
• Build strong relationships with prospective residents/clients, referral sources, healthcare professionals, caregivers, and community leaders.
• Serve as the primary liaison to prospects and referral partners, successfully transitioning leads through the sales funnel and achieving occupancy or client engagement goals.
• Maintain and grow referral accounts through virtual and in-person outreach within assigned territories.
• Track and document all lead, prospect, and referral activity daily in the organization’s CRM platform.

      Community Outreach & Marketing

• Execute local market engagement strategies to promote Independent Living, NaviGuide, and GUIDE services through events, presentations, and community networking.
• Plan and host educational sessions and outreach events to drive brand awareness and generate new business opportunities.
• Support marketing efforts by maintaining promotional materials and participating in the creation of outreach calendars and campaigns.

      Client & Prospect Engagement

• Educate prospective residents and clients on available programs, services, and eligibility criteria.
• Provide personalized follow-up and support to prospects, caregivers, and referral partners throughout the sales and intake process.
• Ensure all enrollment documentation is completed and communicated to the appropriate internal teams.
• Collaborate across departments to ensure a smooth transition into services or housing and deliver a high-quality client/resident experience.

      Program Knowledge & Internal Leadership

• Become a subject matter expert in the CMS CMMI GUIDE Model and dementia-specific care navigation.
• Maintain working knowledge of internal sales systems, EMRs (such as Point Click Care), and marketing programs.
• Support internal education and team readiness by sharing insights on sales tools, lead handling, and program benefits.
• Work closely with the GUIDE Program Director, UCH Engage Director, and Admissions Team to align strategies and messaging.

      Administrative & Reporting Functions

• Provide regular reporting, including weekly activity logs, pipeline updates, and monthly performance metrics.
• Participate in annual budget planning, forecasting, and strategy development for sales and outreach initiatives.
• Assist with intake processes and enter client/resident information into systems when appropriate.
• Ensure models and tour areas are properly maintained and represent the community accurately.

Other Requirements

• Regional travel required.
• Flexibility to attend occasional evening or weekend events.
• Performs other duties as assigned or directed.

SKILLS & ABILITIES

Education:                Associate Degree required / Bachelor's Degree (four-year college or technical school) preferred. Recommended Field of Study: Marketing, Hospitality, Business or associated discipline

Experience:

• Minimum of three (3) years of related experience in sales, outreach, or business development.
• Prior experience in senior living, healthcare services, dementia care, or pharmaceutical sales is highly desired.
• Proven ability to manage multiple accounts or territories independently.

Computer Skills:     Must have proficient typing and word processing skills; Must be able to proficiently operate a computer, the Internet, Microsoft Office products and basic office equipment.  Experience inputting data and building reports in a Customer Relations Management (CRM) system.

Certifications &  

      Licenses:                 Must have a valid driver's license.

Other:                       Sales experience, particularly in healthcare services, products, or pharmaceuticals, is strongly preferred. Must have strong interpersonal, verbal, and written communication skills with the ability to present effectively to diverse audiences. Must demonstrate success in building and maintaining referral pipelines and converting prospects into clients or residents. Must be able to work collaboratively with Executive Director/Administrator, community staff members, and internal teams. Must function independently, have flexibility and personal integrity; must be passionate about serving older adults and supporting caregivers navigating dementia care. Must be able to read, write, understand, and speak the English language. Must be able to adhere to all terms and conditions set forth in the United Church Homes Employee Handbook.

We're an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.