Rebecca Butler

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.

Robert Grammatica is the founder of Longevity Point Advisors. He works with senior living operators, owners, and investors to identify where performance is actually constrained and how to unlock growth. Most occupancy problems get answered with more leads, more spend, more urgency. That's usually the most expensive way to avoid finding out what's broken. Robert diagnoses first — demand, lead quality, competitiveness, sales execution, the asset itself — and the constraint determines what happens next, not a playbook.

He has been in the seat. Two decades in senior living and healthcare marketing as a CMO, an agency leader, and current fractional roles for several regional operators. That's why he spends most of his time now in the room where marketing leaders and owners are trying to have the same conversation without a shared language for it. Closing that gap and building collaborative, productive relationships are the subject of his roundtable this year.

Robert is also fractional CMO for the American Seniors Housing Association, where he leads the renewal of WhereYouLiveMatters.org, the industry's independent nonprofit consumer education platform. He speaks regularly at SMASH and ASHA events throughout the year.

Renee Kimberly serves as Vice President of Sales Strategy & Enablement at Senior Lifestyle, bringing more than 20 years of senior living experience spanning sales leadership, business intelligence, technology, analytics, and artificial intelligence. She focuses on using data and technology to strengthen sales performance, optimize revenue, deepen consumer insights, and support better business decision-making.

Before joining Senior Lifestyle, Renee spent more than two decades with Watermark Retirement Communities, where she most recently served as Director of Business Systems Intelligence and led enterprise initiatives across business intelligence, analytics, AI, and sales technology. She has also held leadership roles in the software industry, giving her a unique perspective on connecting technology with the practical needs of sales teams and operators.

At Senior Lifestyle, Renee advances sales strategy and enablement by leveraging technology, analytics, and actionable insights to empower sales teams, enhance the customer experience, and drive organizational performance.