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Also Known As Lucinda Baier
CEO of Brookdale Senior Living
Lucinda M. Baier is a President Chief Executive Officer and Director of Brookdale Senior Living, Inc.(BKD)
on February 28, 2018. From the beginning, she initiated the company's operational turnaround strategy and developed the “Winning Locally” action plan. Within her second year, the company's Net Promoter Score® increased 20%. In her third year as CEO in 2020, J.D. Power recognized the company as #1 in customer satisfaction (in a tie) in assisted living/memory care communities. As CEO, she led the company through the largest public health crisis in 100 years by prioritizing the health and well-being of its residents, patients, and associates. She focused the company’s efforts on increasing diversity, including the Board and executive leadership team approaching gender parity by 2020. Ms. Baier led Brookdale's efforts to negotiate and restructure leases with its largest three REIT partners. She led the company through the sale of assets, including Brookdale's interest in the unconsolidated entry CCRC ventures and the majority share of its home health, hospice, and outpatient therapy business. These deals unlocked significant value for Brookdale and shareholders. In 2022, Ms. Baier published her first book Heroes Work Here: An Extraordinary Story of Courage, Resilience, and Hope from the Front Lines of COVID-19 in which she shares how she and her team led Brookdale through the COVID-19 pandemic. Then in late 2022 J.D. Power once again recognized Brookdale as #1 in customer satisfaction (in a tie) in assisted living/memory care communities.
Ms. Baier has served more than a decade as a board member for public and private companies. Currently she is on the board of directors of Argentum, the National Investment Center for Seniors Housing & Care (NIC), and the Nashville Health Care Council, where she serves as Vice-Chair. She is a member of the NYSE Board Advisory Council, which identifies and connects diverse board candidates to NYSE-listed companies seeking new directors, and serves on the Vanderbilt University Medical Center Board.
A number of organizations have recognized Ms. Baier. Some of her awards and honors include Amazon Best Selling Author; named to Nashville Business Journal’s “Most Admired CEO” list in 2022 for the third time; CEO Forum Group’s 2021 Top 10 CEOs Transforming Healthcare in America; Nashville Medical News’ Class of 2021 “Women to Watch ”; and Corporate Citizenship 2020 Award from the Committee for Economic Development of The Conference Board; one of McKnight's 2020 "Women of Distinction."
Before becoming CEO of Brookdale, Ms. Baier was the company's Chief Financial Officer beginning in December 2015. In addition to experience as a seasoned chief financial officer for several companies, she has been responsible for multi-billion dollar operations, the chief executive officer for a publicly traded retailer and served as an executive officer of a Fortune 30 company.
Ms. Baier is a Certified Public Accountant and a graduate of Illinois State University, with Bachelor and Master of Science degrees in Accounting.
