Vice President, Strategic - West

Forefront isunique, experienced, and specialized in serving the continuum of care. With finely tailored, high-quality culinary and support services, Forefront helps its partners elevate the patient and resident experience.

Vice President, Strategic Growth – Senior Living

Western Region

Company Overview

Forefront is a recognized leader in providing culinary, environmental, and facility support services across the continuum of care, with a strong focus on Senior Living communities nationwide. Our mission is to elevate the resident experience through exceptional hospitality, innovative culinary programs, and operational excellence.

With a rapidly expanding national presence and recognition as the #1 “Best Places to Work in Healthcare” by Modern Healthcare, Forefront continues to grow its Senior Living division and is seeking a strategic leader to help drive the next phase of our organizational growth.

The Opportunity

Forefront is seeking a Vice President, Strategic Growth – Senior Living (Western Region) to drive new business development, cultivate executive-level partnerships, and expand our presence across senior living communities throughout the region.

This role will focus on identifying and securing new partnerships with CCRCs, Life Plan Communities, Independent Living, Assisted Living, and Skilled Nursing communities, while representing Forefront’s differentiated approach to hospitality-driven culinary and support services.

The ideal candidate combines senior living industry expertise, consultative sales leadership, and strong relationship-building capabilities to expand Forefront’s market presence and accelerate growth.

What You’ll Do

Strategic Growth & Business Development

• Develop and execute regional growth strategies to expand Forefront’s Senior Living portfolio
• Identify, pursue, and secure new business opportunities within Life Plan Communities and senior housing organizations
• Build and maintain executive-level relationships with prospective client partners
• Lead business development planning including forecasting, pipeline development, and revenue growth strategies

Client Partnership & Solution Development

• Collaborate with operations, culinary, and clinical teams to design tailored service solutions
• Present Forefront’s hospitality-focused culinary and support services to senior living leadership teams
• Structure proposals and service models aligned with client goals and operational needs
• Guide prospective partners through the full contract development and negotiation process

Sales Process Leadership

• Manage the complete sales cycle from prospect identification through contract execution
• Develop territory and pipeline strategies to prioritize high-value opportunities
• Utilize CRM tools to manage relationships, track sales activity, and forecast pipeline performance
• Lead the development of presentations, proposals, and service agreements
• Monitor senior living industry trends, competitive landscape, and emerging client needs
• Represent Forefront at industry conferences, association meetings, and client events
• Provide executive leadership with strategic insights regarding market opportunities and growth potential
• Partner with marketing and operations leadership to strengthen brand awareness and market positioning

Brand & Culture Ambassador

• Represent Forefront Healthcare’s commitment to service excellence and hospitality-driven care
• Champion the organization’s mission of enhancing the resident experience across senior living communities
• Build trusted partnerships with operators, owners, and leadership teams throughout the industry

Who You Are

You are a strategic business development leader who understands the senior living industry and thrives in relationship-driven environments.

• A consultative approach to business development
• Strong executive presence and communication skills
• The ability to translate client needs into operational solutions
• A collaborative leadership style that builds trust and long-term partnerships
• A passion for improving the resident experience through hospitality and service innovation

Qualifications

7+ years of business development or consultative sales experience, preferably…