Marketing Manager – Home Care (Private Pay & Managed Care Growth)

This role leads strategic initiatives to drive growth in private pay and managed care (e.g., Medicare/Medicaid Advantage, PACE) service lines, combining relationship-driven business development with data-informed marketing strategies to improve intake performance and payer mix.

Responsibilities

• Growth Strategy & Execution
  • Develop and execute a marketing and business development plan focused on private pay and managed care referral expansion.
  • Identify and prioritize high-value referral sources, geographic markets, and community segments.
  • Partner with leadership to support new program launches (e.g., private pay expansion).
• Managed Care & Referral Partnerships
  • Build and maintain relationships with:
    • Managed care organizations (Medicare Advantage, PACE plans)
    • Hospital systems, discharge planners, case managers, assisted living facilities, rehabilitation centers
    • Physician groups and community-based organizations
  • Support Associate Executive Director of Home Care on contracting conversations by positioning the organization’s value proposition.
  • Increase referral volume and strengthen strategic partnerships.
• Private Pay Growth
  • Develop campaigns targeting private pay clients and families.
  • Enhance community presence through events, education sessions, and local partnerships.
  • Collaborate on pricing, service packaging, and messaging to improve private pay uptake.
• Marketing & Brand Development
  • Collaborate with development team on execution of digital marketing strategies (website, SEO, social media, paid campaigns).
  • Collaborate with Development and Outreach team on website redesign and optimization for lead generation.
  • Ensure consistent, compelling messaging tailored to both consumers and referral partners.
• Intake & Conversion Optimization
  • Partner with Referral Management lead to improve:
    • Speed to response
    • Inquiry handling and follow-up
    • Conversion from leads to admission
  • Develop scripts, collateral, and workflows to support higher conversion rates.
• Data, Reporting & Performance Management
  • Track, analyze, and report on marketing and growth performance.
  • Use data to continuously refine strategy and improve ROI.

Key Performance Indicators (KPIs)

• 2-3 private pay referrals each month
• Increase in private pay census
• 5-10 managed care admissions each month (Medicare Advantage, PACE, etc.)
• 7-12 total new client admissions (monthly)
• Lead-to-admission conversion rate
• Average response time to inquiries
• Inquiry volume by source (digital, referral, community)

Requirements

• Bachelor’s degree in marketing, Business, Healthcare Administration, or related field.
• 3–4+ years of experience in healthcare marketing, home care, or post-acute care.
• Demonstrated success in growing private pay and/or managed care business a plus but not required.
• Strong understanding of healthcare referral networks and payer landscape.
• Experience with CRM systems, digital marketing tools, and performance analytics.
• Excellent communication, relationship-building, and presentation skills.

Preferred Qualifications

• Existing relationships with managed care plans or hospital systems.
• Experience supporting payer contracting or network development.
• Background in home care, hospice, or senior services.

Key Competencies

• Strategic growth mindset
• Relationship management & influence
• High energy
• Data-driven decision making
• Execution and accountability
• Adaptability in a fast-paced healthcare environment

Work Environment

Hybrid role: office-based, community outreach, and partner meetings. Regular local travel required.

Benefits

• Comprehensive medical, dental and vision insurance
• 403(b) retirement plan with employer contribution
• Flexible spending account and transit check
• Employee Assistance Program
• 10 paid holidays
• One sick day per month
• 20 vacation days per year
• Six personal/floating days
• Life insurance
• Long-term disability

Pay

$70,000 – $80,000