Director of Admissions & Marketing (Skilled Nursing)

A respected, non-profit skilled nursing facility in Brooklyn with a long-standing reputation for clinical quality, operational stability, and ethical care delivery. The organization operates at the intersection of mission and performance—serving patients, families, and hospital partners with consistency, urgency, and professionalism. Leadership is focused on maintaining strong Medicare census, high clinical standards, and reliable hospital relationships in a highly competitive post-acute market.
The
Director of Admissions & Marketing
is a senior, results-driven role with direct accountability for census growth, strategic healthcare marketing, and hospital referral conversion. This position is not administrative and not entry-level. It requires a seasoned skilled nursing professional who combines rigorous intake management with external liaison expertise—understanding hospital discharge dynamics, territory marketing, payer strategy, and how to win referrals through responsiveness, credibility, and execution. The ideal candidate is business-minded, metrics-oriented, and relationship-obsessed—while still leading with empathy and sound judgment. This role demands presence, follow-through, and ownership 365 days a year.

Responsibilities

Own overall census performance and actively drive Medicare admissions volume to meet facility occupancy targets
Serve as the primary admissions authority and external liaison for hospital referrals, with an emphasis on speed, clinical accuracy, and high conversion
Actively market the facility to key healthcare partners, identifying new referral pipelines and strengthening ties with case managers, social workers, physicians, and discharge planners
Conduct regular on-site and in-person outreach across targeted acute care systems to maintain high visibility and mindshare
Aggressively follow up on incoming inquiries and referrals to maximize acceptance, prevent leakage, and expedite bedside assessments
Facilitate family and patient tours, engaging prospective residents and decision-makers to close admissions and get patients through the door
Evaluate clinical appropriateness, payer eligibility, and reimbursement potential for all admissions in real time
Partner closely with nursing leadership and therapy teams to ensure clinical capabilities align with hospital expectations and incoming patient acuity
Track referral sources, conversion rates, payer mix, and census trends with a revenue-focused lens to guide outreach strategy
Identify operational or clinical barriers to admission and proactively solve them to keep beds filled
Maintain strong visibility within hospitals and respond quickly to time-sensitive discharge needs
Represent the facility as a credible, reliable, and knowledgeable post-acute provider across the medical community
Ensure compliance with Medicare guidelines, regulatory standards, and internal admissions policies
Participate in strategic marketing and census planning related to payer mix optimization, competitive market positioning, and community presence

Qualifications

Demonstrated admissions, healthcare marketing, or hospital liaison experience within a skilled nursing facility is required
Strong Medicare admissions background required; candidates without Medicare-focused SNF experience will not be considered
Proven track record in census building, referral generation, and direct engagement with hospital discharge planning teams
Demonstrated ability to conduct bedside evaluations, engage families, and successfully convert clinical inquiries into admissions
Clear understanding of payer mix, length of stay, and reimbursement implications (Medicare, Managed Care, Medicaid)
Business-oriented mindset with comfort being held accountable to census targets, conversion metrics, and growth outcomes
Ability to operate autonomously in a fast-paced, high-pressure environment with regular local hospital travel/presence
Exceptional interpersonal, negotiation, and relationship-management skills
Emotionally intelligent, patient-centered, and family-aware—without losing operational and growth focus
Established relationships within the Brooklyn or greater NYC acute care market strongly preferred
Compensation
Salary range: $90,000 – $125,000, based on experience, hospital relationships, and demonstrated performance
This is a high-impact leadership role with direct influence on revenue and organizational stability