Movers & Shakers: Genesis’ New COO, Aegis Living’s New Chief Marketing Officer

Senior Housing News will be observing the Thanksgiving holiday Thursday, Nov. 24 and Friday, Nov. 25. We will return to our normal posting schedule Monday, Nov. 28.

Genesis Healthcare Reveals Executive Departures, Appointments

Genesis Healthcare, Inc. (NYSE: GEN) revealed the retirement of Robert A. “Mike” Reitz from his position of executive vice president and COO of the company, effective Jan. 1. Paul D. Bach has been appointed as COO, beginning the same day.


Bach has served Genesis as executive vice president of the Mid-Atlantic/Southeast division since 2009. Prior to that, he was senior vice president of the Capital Region. He has been with Genesis since 1984.

Reitz will remain in his current position until his retirement goes into effect. At that time, he will continue to support Genesis on a limited project basis, focusing on the leadership transition and other strategic initiatives, including relationship development with acute care systems and performance improvement projects, according to an SEC filing.

Additionally, Joshua Hausman announced his decision to resign from the Genesis board of directors, effective Nov. 18. His resignation didn’t stem from any disagreement with the company, or anything relating to the company’s operations, policies or practices, according to the filing.


The announcements come as the skilled nursing facility (SNF) industry faces strong headwinds, and some Genesis rivals have decided to exit the space entirely. Real estate investment trusts (REITs) have tried to limit their exposure to the asset class, as well, including by divesting some Genesis properties.

Aegis Living Names New Chief Marketing Officer

Aegis Living named Sharon McCarthy as its new chief marketing officer.

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McCarthy has more than 20 years of consumer marketing and senior management experience, namely with Kraft Foods, Taco Bell, Picture People and The Discovery Channel. At Aegis Living, she will oversee the company’s sales, marketing and life enrichment programs.

“Sharon will be an exceptional addition to our team,” Aegis Living President Judy Meleliat said in a news release. “Sharon’s experience demonstrates creativity, insight and problem solving skills. Leaders like Sharon McCarthy are rare, because they’ve excelled at managing many brands in different business categories, and as such, bring deep expertise in developing and implementing comprehensive marketing strategies. We’re excited about how she’ll be able to help us tell our story here at Aegis Living.”

Redmond, Washington-based Aegis Living operates 29 assisted living and memory care communities along the West Coast, in Washington, California, and Nevada.

Covenant Retirement Communities Announces New Leadership Members

Covenant Retirement Communities, Inc. (CRC) announced the appointments of Jay Hibbard as senior vice president of sales, marketing and communications, and Fran Palma as senior vice president of digital strategies.

Hibbard and Palma join CRC from BlueSpire Senior Living, a sales and marketing firm that has partnered with CRC since 2013. They both oversaw direction for CRC’s sales, marketing and digital strategies while at BlueSpire.

Hibbard has 24 years of experience in senior living, having served as president of BlueSpire. He now leads strategy development for marketing and sales for CRC’s 15 retirement communities, overseeing efforts to strengthen communications between families, residents and staff members and raise awareness about what CRC offers to residents.

Palma’s role requires him to direct CRC’s digital and social media strategies, overseeing the execution of all digital campaigns, performance measurements and lead generation and analytics. He has 22 years of experience, having served as executive vice president of digital strategies at BlueSpire.

“The appointments of Jay and Fran strengthen our in-house sales support, communications and digital marketing capabilities, and recognizes our commitment to the future growth and success of the organization,” President and CEO Terri Cunliffe said in a news release. “Both have a passion for serving seniors, they believe in CRC’s vision and have been pivotal in recent efforts to grow and expand.”

CRC is a not-for-profit senior services provider.

Greystone Hires Senior Underwriter for FHA Health Care

Greystone, a real estate lending, investment and advisory company, hired Kelly Cush as senior underwriter in the FHA group.

Cush has more than 15 years of experience, and has underwritten and closed more than $1 billion in HUD transactions. She worked at Housing & Healthcare Finance, LLC for seven years, most recently serving as chief underwriter. Prior to that, she worked with RED capital as an FHA multifamily and health care underwriter for seven years.

In her new role, she will help in handling Greystone’s growing volume of health care FHA loans.

“I’m thrilled to have been given this opportunity with Greystone,” Cush said in a news release. “…I look forward to working with the Greystone team and being of service to their growing health care clientele.”

LifeSpire of Virginia Selects Corporate Director of Clinical Services

LifeSpire of Virginia selected Teresa Collins as corporate director of clinical services.

In the role, Collins is responsible for the overall clinical and health services in LifeSpire communities, including global implementation and training for all clinical programs, protocols, benchmarks and standards. She also tracks compliance with federal and state regulations.

Collins has 26 years of experience as a nurse, and 10 years of experience in acute care as a director of emergency services and chief nursing officer.

LifeSpire of Virginia operates four continuing care retirement communities (CCRCs) in Virginia.

North Hill Welcomes New Systems Implementation Project Manager

North Hill, a CCRC located in Needham, Massachusetts, welcomed Sue Pouliot as systems implementation project manager.

Pouliot has more than 20 years of project management marketing, consulting and relationship building experience. She previously served as the director of education and events at LeadingAge Massachusetts for nine years. Her new role is technology-focused and will require her to take the lead on a variety of projects, including developing processes to increase efficiency of operations at North Hill.

“I’ve worked with so many of North Hill’s team members in the past, and I hold each of them in high regard,” Pouliot said in a news release. “For me, the most exciting part of this new role is that I get to focus on several different project areas, including working with residents, which will keep it interesting.”

EPOCH Senior Living Appoints New Executive Director

EPOCH Senior Living appointed Jean Norte as executive director of Bridges by EPOCH Memory Care Assisted Living at Westwood, located in Westwood, Massachusetts.

Before joining the EPOCH team, Norte was the traditional care director of Benchmark Senior Living, and she transitioned into the role of executive director in 2014. She has extensive experience in senior health care, and has overseen all aspects of operations at senior living communities.

Bridges by EPOCH at Westwood has 64 apartments for people with Alzheimer’s disease and other forms of dementia.

Written by Kourtney Liepelt

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