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Faculty

Elaine Scheelk

MBA
Chief Strategy Officer
n/a

Elaine Scheelk is a visionary executive with over two decades of experience driving enterprise transformation, revenue optimization, and strategic growth across healthcare, senior living, and real estate sectors. Known for her ability to translate complex challenges into actionable strategies, Elaine has consistently delivered multimillion-dollar impact through innovative business models, market repositioning, and operational excellence.
As Chief Strategy Officer at Canterbury Court, Elaine leads cross-functional initiatives that span pricing strategy, service line expansion, plant operations, resident services, information technology and unit turn processes. Her work ensures operational readiness and financial sustainability while enhancing resident experience and market competitiveness. She is a trusted advisor to executive leadership, aligning strategic priorities with long-term growth objectives.
Her prior work includes consulting with Greystone Communities as a senior manager and as Vice President of Sales and Marketing at Ascension Living, where she achieved the highest Direct Contribution Margin in company history and oversaw a $10M+ net revenue gain through portfolio repositioning. Her leadership extended across sales, marketing, business development, and strategic planning, with oversight of more than 80 indirect reports nationwide. She pioneered programs such as the “Yes, If” admissions protocol and the Memory Support Implementation model, both of which transformed service delivery and occupancy outcomes.
Elaine’s career is defined by her ability to lead through change, build high-performing teams, and architect scalable solutions. Her tenure includes executive roles in client services, regional sales leadership, and CEO positions in real estate, where she honed her skills in market analysis, branding, and customer engagement.
Elaine holds an MBA from Emporia State University and a B.A. from North Park University. She is passionate about strategic innovation, ethical leadership, and creating sustainable value across organizations. With a reputation for clarity, decisiveness, and forward-thinking leadership, Elaine is poised to make a transformative impact in Senior living roles and beyond.

2026 Sessions

The Revenue You Already Have: Pressing the Easy Button on Finding Hidden Revenue

Your sales team is doing everything right. Leads are moving, tours are converting, deposits are landing.
And yet — somewhere between the signed contract and the occupied unit, revenue is quietly walking out the door.
The next wave of revenue growth in senior living isn't coming from a new campaign or a bigger sales team. It's sitting inside the processes you run every day: move-outs, unit turns, contracts, billing, onboarding. When those processes are misaligned, you're not just losing efficiency — you're leaving real, recoverable revenue on the table. Elaine Scheelk, Chief Strategy Officer at Canterbury Court, found $1.8M in new and recovered revenue in a single year — not by selling more, but by looking harder at what was already there. <br>

This lab goes beyond the obvious. You'll hear how cross-departmental alignment between sales, operations, and finance becomes a direct revenue lever — and you'll explore unconventional revenue streams most communities haven't considered: vendor-sponsored publications, resident-driven marketing programs, on-site partnership revenue, and more. Then you'll apply it: structured table exercises help you map the hidden revenue flows in your own community before you leave the room.
If you're still measuring your team's performance only by leads and move-ins, this session will permanently change how you read your P&L. <br><br>

Three things you'll leave with: <br>
1. A framework for identifying revenue trapped inside your operational workflows — from unit turn timing to billing accuracy to contract execution — and how to start unlocking it immediately. <br>
2. Strategies for building cross-departmental revenue accountability, so sales, operations, and finance stop working in silos and start driving financial outcomes together. <br>
3. A menu of unconventional revenue streams — vendor partnerships, resident referral programs, community-produced content, and more — that are already within reach for most communities.

Presenter

Monday, October 05 4:30–5:30 PM
Room Marquis 6-8
Faculty

Elaine Scheelk

MBA
Chief Strategy Officer
n/a

Elaine Scheelk is a visionary executive with over two decades of experience driving enterprise transformation, revenue optimization, and strategic growth across healthcare, senior living, and real estate sectors. Known for her ability to translate complex challenges into actionable strategies, Elaine has consistently delivered multimillion-dollar impact through innovative business models, market repositioning, and operational excellence.
As Chief Strategy Officer at Canterbury Court, Elaine leads cross-functional initiatives that span pricing strategy, service line expansion, plant operations, resident services, information technology and unit turn processes. Her work ensures operational readiness and financial sustainability while enhancing resident experience and market competitiveness. She is a trusted advisor to executive leadership, aligning strategic priorities with long-term growth objectives.
Her prior work includes consulting with Greystone Communities as a senior manager and as Vice President of Sales and Marketing at Ascension Living, where she achieved the highest Direct Contribution Margin in company history and oversaw a $10M+ net revenue gain through portfolio repositioning. Her leadership extended across sales, marketing, business development, and strategic planning, with oversight of more than 80 indirect reports nationwide. She pioneered programs such as the “Yes, If” admissions protocol and the Memory Support Implementation model, both of which transformed service delivery and occupancy outcomes.
Elaine’s career is defined by her ability to lead through change, build high-performing teams, and architect scalable solutions. Her tenure includes executive roles in client services, regional sales leadership, and CEO positions in real estate, where she honed her skills in market analysis, branding, and customer engagement.
Elaine holds an MBA from Emporia State University and a B.A. from North Park University. She is passionate about strategic innovation, ethical leadership, and creating sustainable value across organizations. With a reputation for clarity, decisiveness, and forward-thinking leadership, Elaine is poised to make a transformative impact in Senior living roles and beyond.
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