Sheila Hernandez
Spencer
Summary
Dedicated and care-driven professional passionate about enhancing the quality of care for seniors, committed to integrating business operations to achieve excellence in senior living. Over eighteen years of experience in the senior living industry across Nevada and Arizona, with established relationships facilitating the coordination of optimal care while honing skills in business development. Proven expertise in developing and executing effective regional sales strategies, consistently surpassing sales targets through strong client relationships and innovative market analysis. Demonstrated leadership in guiding cross-functional teams to enhance operational efficiency and drive organizational success.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Regional Sales Specialist
Grace Management Inc
Maple Grove, MN
02.2025 - Current
- Assisted in developing sales strategies specific to demographic area to increase resident referrals.
- Cultivated relationships with key referral partners for increase in resident referrals.
- Analyzed market trends to identify growth opportunities and adjust sales tactics accordingly.
- Collaborated with cross-functional teams to align product offerings with customer needs.
- Monitored competitor activities to inform strategic planning and maintain competitive advantage.
- Nurtured long-term customer relationships through personalized follow-ups, resulting in repeat business opportunities.
- Streamlined the sales process through efficient organization, time management, and prioritization skills.
- Generated high-quality leads by leveraging networking events, social media platforms, and referrals from satisfied clients.
- Worked closely with operations staff to ensure seamless delivery of services and experience.
- Fulfilled customer queries over phone, in-person and through email to provide and maintain highest level of customer care.
- Forged and nurtured impactful relationships with customers to foster the engagement philosophy.
- Performed cold-calling and follow-ups with leads to build pipeline.
- Met with current residents to review their experience and promote the Good Neighbor Referral Program
- Increased sales with execution of full sales cycle processing from initial lead processing through conversion and closing in a short rotation span of minimum 10 day rotations.
- Kept detailed notes of daily activities through CRM
- Trained new Sales Directors on CRM and company culture, policies and procedures.
Director of Sales
The Ranch Estates at Scottsdale
Scottsdale, AZ
07.2021 - Current
- Lead sales efforts of 101 apartment assisted living community that was census challenged due to the impacts of Covid 19. Occupancy was at 68%. Responsible for increasing occupancy to 100% by December 2021. Improved resident experience and satisfaction by working with other managers and Executive Director to improve the culture of the community. Improved community budget and NOI by 12%. Built and re-established relationships with referrals sources for consistency which results in ongoing referrals. Mentor and train department managers on the sales culture of the community and how to implement that into their individual departments. Advanced to Executive Director role as an interim when current Executive Director became Area Director.
Executive Director
The Ranch Estates of Scottsdale
Scottsdale, AZ
08.2023 - 02.2025
- Directed operational strategies to enhance resident care quality and satisfaction.
- Implemented staff training programs to improve team performance and service delivery.
- Oversaw budget management ensuring financial stability and resource allocation efficiency.
- Established partnerships with local organizations to expand community outreach initiatives.
- Analyzed operational metrics to identify areas for improvement and implement solutions.
- Mentored leadership team, fostering professional development and succession planning initiatives.
- Oversaw financial management, ensuring fiscal responsibility and long-term sustainability for the organization.
- Guided staff through periods of organizational change, maintaining morale and engagement during transitions.
- Monitored compliance with laws and regulations to protect organization from legal liabilities and penalties.
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
- Promoted a culture of continuous improvement by encouraging professional development opportunities for staff members.
- Negotiated contracts with vendors, securing favorable terms while adhering to budgetary constraints.
- Strengthened internal communication channels to facilitate cross-functional collaboration and decisionmaking.
- Championed diversity, equity, and inclusion efforts within the organization to create a more inclusive work environment.
Executive Director, Sales Director
The Bridge Assisted Living
Las Vegas, NV
02.2019 - 05.2021
- Lead and direct the team of associates of overall operations of community. Responsible for leading the sales team to increase census and overall resident experience, maintain community budget within company standards and in accordance to current census including but not limited to building relationship with referrals sources consistency which results in ongoing referrals. Mentor and train department managers to help their department continue company standards and state regulation compliance. Responsible for monthly financial variance reports, oversee AP/AR, monthly spend downs for each department, hold quarterly QMPI meetings to implement plans to achieve quarterly goals and conduct monthly staff meetings for required trainings. Increased ADR and revenue to a positive cash flowing for the first time in four years. Assist all departments when needed with staffing.
Executive Director
Blue Sky Memory Care
Las Vegas, NV
02.2017 - 01.2019
- Established and opened brand new 40 bed memory care from construction to completion, creating all policies and procedures within company and regulation requirements to meet compliance standards for initial licensing. Recruited, trained and guided all positions for each department of the community. Performed start up and brand marketing to build reputation in the community to establish referrals to build census, duties including conduct tours, inquiries and following up leads to fulfil census to 60% within six months. Performed duties from payroll, employee and resident files to meet regulation, conducted monthly and ongoing trainings for staff and lead team to receive an “A” on first annual state survey.
Executive Director
Willow Creek Memory Care
Las Vegas, NV
11.2015 - 02.2017
- Hired as Health Care Coordinator performing duties to include train and recruit care staff, supervise care staff in resident care duties of memory care residents, keep open communication with resident families and company, oversee monthly family support group meeting, creating resident monthly billing statements, conducted tours, and oversee operational budget. Promoted to Executive Director/Administrator on October 1, 2016, taking over community operations under owners’ direction until business foreclosure.
Memory Care Director
Pacifica at Green Valley
Henderson, NV
03.2014 - 11.2015
- Memory Care Director managing six “cottages” of over 60 memory care residents and over 50 care staff. Scheduling, recruiting and training care staff monthly and as needed per Company policy. Maintain department within budget monitoring overtime, assist with tours and information regarding care provided to memory care residents. Supervised and conducted routine medication cart audits in all six “cottages”. Maintained resident files per state regulation and Company policy.
Memory Care Director
Heritage Springs Assisted Living and Memory Care
Las Vegas, NV
01.2011 - 03.2014
- Memory Care Director managing and overseeing 27 bed memory unit within a 139 bed assisted living community. Duties included recruiting, training and supervising care staff, conducting monthly care plans and meetings with families every quarter or at change of condition, supervising medication administration program ALMSA, conducted tours in conjunction with Marketing Director for potential memory care residents, implemented monthly Family Support Group for families and community.
Assisted Living Care Coordinator
Regency Palms Assisted Living and Memory Care
Las Vegas, NV
05.2002 - 01.2011
- Hired as a med tech/ caregiver full time, then promoted to Assisted Living Care Coordinator in 2006. Duties included recruiting, training and supervising care staff, conducting monthly care plans and meetings with families every quarter or at change of condition, supervising medication administration carts and medications, conducted tours in conjunction with Marketing Director for potential residents, maintained department within budget and Company guidelines, assisted Memory Care Director as needed in memory care unit.
Education
Diploma -
Valley High School
Las Vegas, NV01-1997
Residential Facility Administrator - undefined
BELTCA
Las Vegas, NV01-2016
Associates Applied Science - undefined
Heritage Community College
01-2004
Certificate - Medical Billing and Coding
Academy of Business and Health Careers
Las Vegas, NV01-2002
Skills
- Sales presentations
- Performance tracking
- Competitive analysis
- Sales strategy development
- Leads prospecting
- Cold calling
- Competitor analysis
- Lead prospecting
- Business development
- Team leadership
- Effective communication
- Relationship building
- Partnership building
- Needs assessment
- Sales follow-up
- Leads management
- Proficiency in CRM software
- Teamwork and collaboration
- Problem-solving
- Time management
- Attention to detail
- Problem-solving abilities
- Multitasking Abilities
- Reliability
- Excellent communication
- Customer satisfaction
- Organizational skills
Accomplishments
- Exceeded monthly budgeted occupancy consistently
- Collaborated with each community team in the sales culture of driving sales and occupancy
- Documented and resolved operations issues to drive sales to build occupancy
- Achieved 100% and maintained an average of 98% as an Executive Director and leading sales efforts
- Ability to adapt and flex into Regional Sales and Operations Specialist roles to promote company culture and drive sales efforts
Certification
- Arizona Assisted Living Manager ALM-012432
- Arizona Certified Caregiver
- Residential Facility Administrator, BELTCA, NV License #9409
- Nevada Medication Administration Certification 2002
- CPR/First Aid -Current
- Dementia/Alzheimer’s Certified Trainer
Languages
English
Native or Bilingual
Timeline
Regional Sales Specialist
Grace Management Inc
02.2025 - Current
Executive Director
The Ranch Estates of Scottsdale
08.2023 - 02.2025
Director of Sales
The Ranch Estates at Scottsdale
07.2021 - Current
Executive Director, Sales Director
The Bridge Assisted Living
02.2019 - 05.2021
Executive Director
Blue Sky Memory Care
02.2017 - 01.2019
Executive Director
Willow Creek Memory Care
11.2015 - 02.2017
Memory Care Director
Pacifica at Green Valley
03.2014 - 11.2015
Memory Care Director
Heritage Springs Assisted Living and Memory Care
01.2011 - 03.2014
Assisted Living Care Coordinator
Regency Palms Assisted Living and Memory Care
05.2002 - 01.2011
Residential Facility Administrator - undefined
BELTCA
Associates Applied Science - undefined
Heritage Community College
Certificate - Medical Billing and Coding
Academy of Business and Health Careers
Diploma -
Valley High School