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

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