Lori Gustafson will lead marketing, national accounts and commercial growth, bringing experience in brand development and digital strategy to the home care franchisor.
- Lori Gustafson named Chief Commercial Officer of BrightStar Care.
- Gustafson to lead marketing and national accounts.
- Aim to drive innovation in new products and service lines.
BrightStar Care has appointed Lori Gustafson as chief commercial officer, adding an experienced commercial and marketing executive to its leadership team as the home care franchisor pursues further national growth. Gustafson will lead the company’s Marketing and National Accounts functions while overseeing commercial strategy and supporting innovation across its products and service lines. The appointment comes as more families consider in-home care options for relatives who need assistance or skilled medical support.
Gustafson most recently held executive leadership positions at Marriott Vacations Worldwide, where she led global commercial, brand and digital organizations. Her work there focused on commercial strategy and business growth across a multibillion-dollar enterprise. Earlier in her career, she held senior leadership roles at Travel + Leisure and United Parks & Resorts, with responsibilities spanning customer acquisition, performance marketing and strategic partnerships.
In her new position, Gustafson will focus on helping BrightStar Care franchise owners reach more potential clients, convert demand in their local markets and develop partnerships that create additional business opportunities. She will also guide efforts to develop new products and service lines. Her experience in digital transformation and brand development is expected to support the company's efforts to strengthen how it connects with families and organizations seeking care services.
BrightStar Care CEO Josh Wall said Gustafson brings a combination of commercial strategy, digital expertise and experience building brands at scale. He noted that her background would help the company improve client acquisition, develop its service offerings and expand opportunities through National Accounts. Gustafson said she was looking forward to helping franchise owners grow their local businesses and generate sustainable results across the network.
Founded in 2002, BrightStar Care operates more than 440 franchised locations nationwide and supports more than 180 national accounts. Its services include companion care, personal care, skilled care and healthcare staffing. As the network continues to expand, maintaining consistent communication with prospective clients and business partners will remain important. CRM Integrations available through Gorilla Dash can help franchise systems connect customer information and organize follow-up activity, supporting more coordinated relationship management across multiple locations.
Key Facts:
| New CCO Appointment | BrightStar Care has appointed Lori Gustafson as the new Chief Commercial Officer to lead strategic growth. |
|---|---|
| Innovative Leadership | Gustafson brings experience from Marriott Vacations Worldwide, emphasizing commercial growth and brand building. |
| Franchise Network | BrightStar Care has over 440 franchised locations, providing a continuum of care services. |
| Strategic Expansion | Under Gustafson, the company aims to expand reach through innovative products and service lines. |
| Gorilla Dash Relevance | The Gorilla Dash Knowledge Base feature is essential for franchise information management and leadership. |
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