Andrew Nelson is President of Silverback Strategies, a marketing agency that helps senior living organizations fill units faster and more efficiently through performance marketing. With nearly 16 years in the industry and over $500M in managed media spend, Andrew has helped clients beat their growth goals, navigate industry change, and produce reporting that connects marketing investment to bottom-line impact. He has a front-row seat to how AI is reshaping advertising — and a clear point of view on what senior living executives need to understand to protect their budgets and drive occupancy growth.