Signal Opportunity · New CMO
BrightStar Care Taps Ex-Marriott Vacations Leader to Drive Franchise Client Growth
- Location
- Chicago, Illinois
- Industry
- Home care
- Employees
- Not stated
- Opportunity type
- New CMO
What happened
BrightStar Care announced on November 10, 2026 that Lori Gustafson has joined as chief commercial officer. She will lead marketing and national accounts, oversee commercial strategy across the franchise network, and push new products and service lines as the brand expands nationally.
Gustafson comes from executive roles at Marriott Vacations Worldwide, where she ran global commercial, brand and digital teams. Before that she held senior posts at Travel + Leisure and United Parks & Resorts covering customer acquisition, performance marketing and strategic partnerships. The company says her mandate is to improve how it attracts and converts clients for franchise owners, strengthen the client experience and grow national account relationships, as an aging population moves more care into the home.
Relevant services
- Digital marketing
- Paid media
- Brand & creative
- SEO
Overview
BrightStar Care is a franchisor of nurse-led home care, founded in 2002, with more than 440 franchised locations across the U.S. Its agencies provide companion, personal and skilled care to clients from infants to seniors, along with healthcare staffing and partnership services for businesses and health systems, including more than 180 national accounts. Franchise agencies employ over 15,000 caregivers and 5,700 registered nurses and are accredited by The Joint Commission. The company is owned by private investment firm Peak Rock Capital.
Why this could be interesting
- A new top marketing leader often reviews agency partners to drive growth across the franchise network.
Best suited for: A healthcare or franchise marketing agency.
Summary by Agency Field Guide from public reporting. Nobody has asked for proposals; this is a reason to reach out, not an invitation to bid.