Sales and Marketing Consultant

Sales and Marketing Consultant – The Kendal Corporation
The Kendal Corporation | Hybrid (on site at least 10 days per month)

About the Role

The Sales and Marketing Consultant is a full-time employee of The Kendal Corporation, dedicated to Life Plan Humboldt and its future community, Humboldt Commons, currently in pre-sales in Humboldt County. This person leads the sales and marketing strategy that carries Humboldt Commons through pre-sales and into a stabilized community. The goal is clear: support the local team to reach and hold the 70 percent deposit threshold and build the foundation for lasting occupancy.

This is a start-up seat. The Sales and Marketing Consultant works alongside the Humboldt Commons Lead Sales Partner and Marketing Coordinator, guides the outside partners who support the effort, and keeps the local story front and center so the people of Humboldt County recognize themselves in it. Roughly 90 percent of this person's time belongs to Humboldt Commons sales efforts. The balance supports the broader TKC marketing team, sharing sales and marketing enablement that can travel across the Affiliates.

The work is hands-on and relationship-driven. Success depends on someone who has done this before, who knows how to build occupancy in a new Life Plan Community, and who can do it with a disciplined budget.

Key Responsibilities

Sales and Marketing Strategy

• Own the sales and marketing strategy for Humboldt Commons, from pre-sales through the deposit goal and into occupancy.
• Develop and manage the annual marketing plan and budget and steward every dollar toward measurable results.
• Drive Reservation Deposits toward the 70 percent threshold, tracking conversion at every stage of the sales funnel.
• Work through the construction period to shepherd depositors to move-ins, supporting them through the personalization process with the necessary tools and agreements needed for construction to remain on track.
• Bring proven start-up methods to a new community and adjust quickly as the local market responds.

Local Partnership and Messaging

• Work closely with local partners in Humboldt County so the community's voice and character come through in every message.
• Shape local positioning to reflect the place, resonates with prospective residents, and moves interest toward deposits.
• Keep the Kendal brand and Humboldt Commons brand standards consistent across all channels and materials.
• Partner with the marketing agency, Varsity Marketing, Your Tour floor plan tool, and Moving Station to plan creative and enticing marketing campaigns to drive engagement and buying decisions.
• Partner with CMO and the TKC marketing team on database tactics and sales enablement to drive the sales team toward success.

Team Leadership and Oversight

• Be a selling director. While the Lead Sales Partner will be the primary sales driver, in this role you will be responsible for selling alongside the Lead Sales Partner both on site and remote to work to reach the goals.
• Provide direction and oversight to the Lead Sales Partner and the Marketing Coordinator, setting goals and coaching toward them.
• Direct outside suppliers, including Varsity Marketing and Moving Station, holding them to scope, timeline, and outcomes.
• Coordinate the sales office and the marketing effort so the two move as one.
• Establish CRM discipline and reporting, using Salesforce to track leads, conversion, and occupancy progress.

On-Site Presence and Local Market

• Be on site with the Humboldt team at least ten days each month, present for the work and the relationships that carry it.
• Be responsible for board reporting and attending board meetings and all special events.
• Stay close to the local market, the sales team, and the prospects who are considering Humboldt as home.
• Monitor market and competitive conditions in Humboldt County, and refine outreach and pricing strategy as needed.
• Represent Life Plan Humboldt in the local community, building relationships that raise awareness and drive interest.

1. Support the TKC Marketing Team

• Devote a limited portion of time, roughly 10 percent, to the broader TKC marketing team.
• Share sales and marketing strategy, start-up lessons, and occupancy-building practices that can be applied across the Affiliates.
• Contribute to system-wide sales and marketing projects as capacity allows, in coordination with the CMO.
• As other growth and development projects become available and Humboldt Commons reaches move-in and stabilization stage, be prepared to shift focus to other start up and expansion projects.