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Faculty

Katie Ellison

Senior Director of Digital Marketing
SRG

Katie Ellison leads marketing for a 21-community senior living portfolio at SRG Senior Living, where she's spent the last several years figuring out how to make marketing data actually useful to the people running the business, not just reportable, but usable.

Before senior living, she spent years in hospitality marketing, working across hotel portfolios where the same tension existed: ownership wants results, operations wants support, and marketing is stuck translating between the two. That experience shaped how she thinks about this new phase of senior living, where owners are more involved in performance than ever and old assumptions, like "occupancy dropped, so send more leads," don't hold up the way they used to.

Katie will talk about what it actually looks like to build a real, working relationship with ownership around data. One where marketing isn't just answering questions, but helping ask the right ones.

2027 Sessions

From Fragmented to Connected: Using CRM and AI to Drive Revenue Growth

Track Sponsored By: A Place for Mom
Session Description: Session Summary This session will demonstrate how leading operators break down data silos with CRM and Al to align sales and marketing, accelerate the buyer journey, and deliver measurable, revenue-driving results. Session Description Senior living executives face mounting pressure to grow occupancy, control costs, and clearly demonstrate marketing ROI while many still struggle with fragmented systems and inconsistent sales performance. In this session, one operator shares how they partnered with Yardi to unify CRM and Al-driven sales and marketing tools into a single revenue engine, complemented by aggregated operator data provided by Yardi. Attendees will learn how connecting data across the buyer journey improves lead-to-move-in conversion, aligns sales and marketing teams, and enables board-ready reporting that clearly links activity, performance, and revenue outcomes. Attendee Engagement Using live Slido polls, attendees can benchmark their buyer journey metrics and reporting challenges against the operator case study and Yardi's aggregated industry data, followed by a practical takeaway framework they can apply immediately. Participant Interactivity One or two peer-oriented learning experiences will be included. SRG - Allie Goodwin and Katie Ellis

Co-Presenter

Tuesday, May 25 10:00–10:45 AM
Sales & Marketing
Faculty

Katie Ellison

Senior Director of Digital Marketing
SRG

Katie Ellison leads marketing for a 21-community senior living portfolio at SRG Senior Living, where she's spent the last several years figuring out how to make marketing data actually useful to the people running the business, not just reportable, but usable.

Before senior living, she spent years in hospitality marketing, working across hotel portfolios where the same tension existed: ownership wants results, operations wants support, and marketing is stuck translating between the two. That experience shaped how she thinks about this new phase of senior living, where owners are more involved in performance than ever and old assumptions, like "occupancy dropped, so send more leads," don't hold up the way they used to.

Katie will talk about what it actually looks like to build a real, working relationship with ownership around data. One where marketing isn't just answering questions, but helping ask the right ones.

Faculty

Cassandra Grisar

Senior Director of Marketing and Brand Awareness
Brightwater Senior Living
Faculty

Candace Seidle

Manager of Consulting Practices
Yardi Systems

Since 2015, Candace has been a driving force behind Yardi's senior living solutions. With a deep understanding of both implementation and client support, she's leading the charge on Yardi’s Senior CRM, working to guide teams, partner with clients, and shape product evolution.
Candace is passionate about turning technology into tangible success for operators. She works hand-in-hand with senior living providers and Yardi’s development teams to champion innovation, most notably playing a key role in the 2023 launch of Senior CRM for Voyager 8. She strives to ensure every community gets the tools, insights, and support needed to thrive.

Faculty

Allie Smith-Goodwin

MBA
Vice President of Sales
SRG Senior Living

Allie Smith-Goodwin is an experienced executive operations and sales leader with over 20 years of experience in the senior living industry, spanning entrance fee community CCRCs to multiservice senior living product lines. She has supported sales and operations with some of the biggest providers in the field, consistently driving multimillion-dollar growth and operational excellence. Known for her strategic planning and team-building skills, Allie has led transformative initiatives that enhance customer satisfaction and retention. Recognized as a speaker at OHCA, SMASH, CALA, Senior Housing News conferences in addition to national senior living webinars, Allie is known for her ability to seamlessly integrate sales and operations strategies that enhance customer satisfaction, drive growth outcomes and employee retention, making her a trusted voice and innovative leader in today’s competitive business landscape.

Faculty

Bri Stewart

Vice President of Sales Operations
Watercrest Senior Living Group

Bri Stewart is Vice President of Sales Operations at Watercrest Senior Living Group, where she leads strategic sales initiatives driving growth and exceptional customer experiences. With more than 14 years of leadership across senior living, hospitality, healthcare, and revenue strategy, she is known for building high-performing teams and delivering measurable results. Previously, Bri served as Chief Revenue Officer for a private equity-backed hospitality company and Senior Vice President of Sales and Brand for one of the nation's largest nonprofit senior living organizations. She began her career with Marriott and Hilton before earning a master's degree in Speech-Language Pathology before transitioning.
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