LCS Promotes Rick Westermann to Become its First CMO

LCS, the nation’s second-largest senior living operator, has promoted Rick Westermann into the company’s newly created chief marketing officer role. As the company’s first CMO, Westermann will lead efforts to elevate LCS’ competitive positioning, improve branded experiences and create cross collaboration among the LCS Family of Companies.

“Rick has an unparalleled understanding of the senior living industry and I am thrilled to have someone of his caliber and experience in this inaugural role,” said Joel Nelson, LCS president and CEO. “Under his leadership, the CMO function has an incredible opportunity to deliver new technology and content, create transformative experiences, and position our brand for future growth.”

Westermann joined LCS in 2018 as the vice president/senior director of marketing and sales for the rental division for Life Care Services. During his tenure, his team exceeded all-time inquiry and sales records through enhanced marketing efforts, helped to create the company’s SalesFIRST standards, launched critical new marketing and sales technologies, and partnered on key community development strategies across Life Care Services.

Senior living is in Rick’s DNA - he understands our industry, is dedicated to our mission and has the experience to lead others to deliver results,” said Nelson. “I look forward to leveraging his successful community marketing and sales experience to inspire the future at LCS.”  

Before joining LCS, Westermann started in the industry at Leisure Care. He then served on the senior leadership team as Vice President of Partner Services at A Place for Mom. He holds a bachelor's degrees in business and history from Luther College, Decorah, Iowa.