Back to Faculty
Faculty

Carmen Fronczak

RN, BBA, MSHI
Chief Revenue Officer & President FV Ventures
Friendship Village Senior Services

Carmen is the Chief Revenue Officer at Friendship Village Senior Services and is also the President of FV Ventures. As the President of FV Ventures, Carmen plays a strategic role in shaping the company's growth by identifying new business opportunities, partnerships, markets, diverse revenue streams, and innovation.

Carmen is passionate about being a part of seniors’ lives and strives to make a difference by delivering operational excellence. She brings 25-plus years of experience in healthcare business development, holds a Bachelor’s degree in Business Administration, a Master’s degree in Health Informatics, and is a Registered Nurse. Her expertise includes sales and marketing, strategic planning, start-up operations and sales team management for independent living, assisted living, skilled nursing and home health care. Since joining the company in 2013, Carmen has been integral in facilitating business growth.

Carmen’s ongoing volunteer work has become a defining characteristic for her. She currently serves on the Boards of LeadingAge Missouri, the Independence Center, and is also the Board Chair of Titan 100 St. Louis. LeadingAge Missouri is at the forefront of advocating and innovating for our senior population. The Independence Center provides a comprehensive array of services and resources to help those in need with every aspect of their mental health needs. And the St. Louis Chapter of Titan 100 connects the area’s top 100 C-Level executives to collaborate and influence to find great ways to make the St. Louis region better and better!

2026 Sessions

Workshop: When Occupancy Isn’t Enough: Building the Revenue Health Playbook (Providers Only)

Senior living leaders have spent years fighting to rebuild occupancy. But in today’s market, a full building does not always mean a financially healthy building. Discounted residents, lost revenue days, weak rate integrity, payer mix, delayed unit turns, uncaptured care, short stays, and services given away for free can all create the same uncomfortable reality: occupancy is up, but revenue is not keeping pace. <br><br>

In this two-hour working session, Mindy Whitworth and Carmen Fronczak will guide attendees through a practical Revenue Health Playbook designed for sales and marketing leaders who need to lead a broader organizational conversation. Through interactive table exercises, participants will identify where occupancy is masking revenue weakness, examine the revenue levers sales and marketing can influence, and practice framing the case to operations, finance, clinical, and capital partners. Attendees will leave with both a near-term action step and a longer-term revenue health priority they can bring back to their organization. <br><br>

Three Actionable Takeaways <br>

1. Diagnose where occupancy is masking revenue weakness by identifying the impact of discounting, lost revenue days, payer mix, uncaptured care, short stays, and services that are being delivered but not monetized. <br>
2. Map the revenue levers sales and marketing actually influence — including rate integrity, move-in fees, referral-source mix, deposits, ancillary services, annual re-rates, and product development — and identify who else must be involved to act on them. <br>
3. Build a practical Revenue Health action plan with one immediate step to take this week and one larger cross-functional priority to pursue over the next year.

Presenter

Tuesday, October 06 10:30–12:30 PM
Room Marquis 6-8
Faculty

Carmen Fronczak

RN, BBA, MSHI
Chief Revenue Officer & President FV Ventures
Friendship Village Senior Services

Carmen is the Chief Revenue Officer at Friendship Village Senior Services and is also the President of FV Ventures. As the President of FV Ventures, Carmen plays a strategic role in shaping the company's growth by identifying new business opportunities, partnerships, markets, diverse revenue streams, and innovation.

Carmen is passionate about being a part of seniors’ lives and strives to make a difference by delivering operational excellence. She brings 25-plus years of experience in healthcare business development, holds a Bachelor’s degree in Business Administration, a Master’s degree in Health Informatics, and is a Registered Nurse. Her expertise includes sales and marketing, strategic planning, start-up operations and sales team management for independent living, assisted living, skilled nursing and home health care. Since joining the company in 2013, Carmen has been integral in facilitating business growth.

Carmen’s ongoing volunteer work has become a defining characteristic for her. She currently serves on the Boards of LeadingAge Missouri, the Independence Center, and is also the Board Chair of Titan 100 St. Louis. LeadingAge Missouri is at the forefront of advocating and innovating for our senior population. The Independence Center provides a comprehensive array of services and resources to help those in need with every aspect of their mental health needs. And the St. Louis Chapter of Titan 100 connects the area’s top 100 C-Level executives to collaborate and influence to find great ways to make the St. Louis region better and better!

Faculty

Mindy Whitworth

Vice President of Sales & Marketing
Bethesda Senior Living

Mindy Whitworth is a senior living executive with more than 20+ years of leadership experience spanning operations, sales, marketing, and revenue performance across both nonprofit and for profit organizations. Based in Colorado, she brings deep expertise in mission-driven service delivery and organizational growth.

Throughout her career, Mindy has held executive level positions overseeing multistate portfolios and leading operational financial and sales performance initiatives. Her background includes extensive experience in revenue management, occupancy strategy, and cross-functional alignment-skills she has applied to help communities strengthen financial sustainability while elevating resident experience. Her early career in corporate sales and marketing further shaped her ability to integrate mission, messaging, and market demand into cohesive growth strategies.

A licensed Assisted Living Administrator, Mindy is known for her collaborative leadership style, her ability to translate data into action, and her passion for developing teams that thrive in today’s rapidly evolving senior living environment. She is committed to helping providers adopt innovative, values aligned practices that enhance both mission and margin.
Back to top