Vice President of Growth

About AbriCare

AbriCare was founded with the mission to put caregivers first. The best care for clients starts with supporting the people who deliver it. AbriCare is positioned to become a nextgeneration leader in Personal Care Services (PCS), solving a structural workforce crisis in one of the largest, fastest-growing sectors in U.S. healthcare — a $75B+ addressable market growing 8–10% annually.

Position Summary

The Vice President, Growth is a strategic and execution-oriented sales leader responsible for developing and executing a comprehensive growth strategy that drives census growth, referral volume, and market expansion across AbriCare's Personal Care Services platform. This role will lead both boots-on-the-ground and inside sales efforts across assigned markets, with a particular focus on Medicaid-funded PCS populations.

Reporting to the Chief Operating Officer (with close partnership with Regional/Market Operations leadership), the VP, Growth will oversee sales roles as the business grows. The role ensures high performance, strategic alignment, and drives market expansion. This leader will build referral pipelines, develop market-level growth strategies, and help stand up the commercial infrastructure required to scale a multi-region platform. The role requires comfort operating both strategically and tactically — developing multi-state growth strategy while also rolling up sleeves to generate demand locally.

Experience in personal care services or home care with Missouri and/or Ohio market experience is highly preferred.

Key Responsibilities

Market Growth Strategy & Execution

Develop and lead the company's growth strategy across markets and service lines, with market-specific strategies to drive client census across Missouri, Ohio, and future expansion markets

Build and manage referral pipelines across key channels including Area Agencies on Aging (AAAs), Medicaid waiver programs, housing communities, discharge planners, and community-based organizations

Navigate state-specific Medicaid and waiver nuances, particularly in Missouri and Ohio, to ensure effective client qualification and conversion

Identify new business opportunities, referral sources, strategic partnerships, and priority geographies for expansion based on referral flow, competitive dynamics, and operational readiness

Conduct market analysis and competitive intelligence to inform strategic decisions

Partner with executive leadership to inform sequencing of new market launches based on demand signals and on-the-ground traction

Inside Sales & Business Development Leadership

Personally engage in high-impact referral relationships in early markets — modeling a "roll-up-your-sleeves" approach to business development

Activate early referral momentum in new markets, converting initial leads into repeatable growth channels

Build trusted relationships with Medicaid building managers, housing administrators, case managers, and community leaders to generate grassroots demand

Create structured outreach cadences, CRM tracking, and conversion metrics to professionalize and scale the sales function

New Market Launch Partnership

In partnership with Operations, develop the go-to-market plan for new branch launches, aligning growth targets with operational readiness

Ensure referral generation efforts are coordinated with hiring, scheduling, and caregiver capacity planning

Serve as the commercial lead when entering new states, building the growth playbook while infrastructure is being stood up

Maintain tight alignment with Regional/Market Operators to ensure shared ownership of census growth and minimize silos between sales and operations

Partner with operations leadership to ensure service readiness and scalability

Performance Management & Metrics

Set and monitor KPIs for sales performance including referral volume, conversion rates, census growth, revenue growth, market penetration, client acquisition, and channel productivity

Monitor market-level performance and adjust strategy based on data and local feedback

Develop forecasting models to support hiring, branch expansion, and capital planning

Present growth forecasts, pipeline updates, and performance metrics to operation partners and senior leadership team members

Cross-Functional Collaboration & External Representation

Collaborate with operations to align campaigns with growth objectives

Represent AbriCare in-market as a mission-driven, service-oriented leader

Build strong relationships with referral partners, payer representatives, and community stakeholders

Ensure compliance with industry regulations and ethical standards in all growth activities

Ensure all growth activities align with AbriCare's values and high standards of care delivery

Qualifications

Education

Bachelor's degree required in Business, Healthcare Administration, or related field

Advanced degree preferred but not required

Experience

10–15+ years of progressive leadership experience in Personal Care Services, home care, or Medicaid-funded HCBS environments

Direct experience leading sales, census growth, or business development in PCS strongly preferred

Proven track record of managing and scaling sales teams in healthcare or personal care services

Experience in Missouri and/or Ohio, with demonstrated understanding of state specific Medicaid waiver programs and AAA referral processes

Track record of driving organic growth (not solely acquisition-driven growth) in multi-site environments

Experience building or scaling an inside sales or regional growth team preferred

Skills & Abilities

Strong leadership, coaching, and performance management skills

Deep understanding of referral networks, payer models, and regional market dynamics

Excellent communication, negotiation, and strategic planning abilities

Proficiency in CRM systems and data-driven decision-making

Strategic thinker who can design multi-state growth strategy while executing locally

Strong command of growth metrics and pipeline management

Entrepreneurial and resourceful; comfortable building in early-stage or de novo environments

Proven ability to generate demand through grassroots outreach and relationship-building

Mission-oriented, service-driven, and aligned with serving vulnerable populations

Working Conditions

Work From Home (WFH) employees must have high-speed internet connectivity

Physical Demands: Standard office environment physical demands

Compensation & Benefits

Competitive base salary with performance-based bonus opportunity & company equity

Health, dental, vision insurance

401(k)

Generous PTO and paid holidays