Michelle Curnow
Charlotte,USA
Summary
Strategic and results-driven senior executive with deep expertise leading enterprise-wide sales, brand, marketing, and go-to-market strategy across the senior living industry and the aging-services technology sector. Proven record of accelerating revenue growth, optimizing sales operations, and strengthening brand impact through data-driven insights, and cross-functional collaboration. Experienced in building high-performing teams, standardizing processes, and transforming organizations through scalable systems, CRM excellence, and future-consumer intelligence. Passionate about organizational growth, innovation, customer experience, and advancing a long-term vision.
Overview
23
23
years of professional experience
Work History
Senior Vice President, Sales & Brand
Asbury Communities, Inc.
Frederick, Maryland
01.2023 - Current
- Lead enterprise-wide sales strategy, brand management, and marketing operations, driving measurable improvements in occupancy, revenue performance, and market positioning.
- Designed and optimized a system-wide sales process architecture, increasing efficiency, scalability, and accountability across all communities and service lines.
- Championed adoption of standardized sales methodologies and coaching frameworks to strengthen pipeline performance and sales conversion.
- Delivered executive-level reporting using data analytics, market intelligence, and competitive insights to support board-level decision-making.
- Oversaw CRM optimization and governance, ensuring data accuracy, user adoption, and alignment between sales, marketing, and organizational goals.
- Co-authored the enterprise Sales Playbook, strengthening sales enablement and improving team effectiveness and consistency.
- Directed integrated brand, marketing, PR, digital presence, and crisis communications to elevate visibility and reinforce organizational identity.
- Offered Strategic Support for Thrivewell Tech (Asbury’s Technology Subsidiary)
- Provided executive support on brand development, marketing strategy, and sales enablement to drive market awareness and revenue growth in the aging-services technology sector.
- Strengthened Thrivewell Tech’s digital presence, buyer messaging, and value-proposition clarity through an integrated marketing strategy.
- Supported CRM, funnel development, and sales operations design to improve lead generation and customer acquisition.
- Advised cross-functional teams on campaign development, content strategy, and alignment between Asbury and Thrivewell Tech brand standards.
- Contributed to go-to-market planning for technology offerings, enhancing competitive positioning and partnership opportunities.
Director of Sales and Marketing
Brookdale Senior Living
Charlotte, NC
01.2020 - 11.2022
- Delivered consistent sales performance through training, coaching, and development, aligned with operational metrics and market demands.
- Developed and executed annual sales and marketing plans to achieve revenue, occupancy, and market share goals.
- Managed marketing budgets, and oversaw brand-building initiatives across digital and community channels.
- Built strategic partnerships to strengthen referral networks and local outreach efforts.
Director of Admissions and Marketing
Skilled Nursing Facilities
New Jersey
06.2017 - 12.2019
- Led admissions and marketing operations across multiple facilities, ensuring customer-focused onboarding and relationship management.
- Collaborated with hospitals, case managers, and interdisciplinary teams to drive census growth and maximize revenue.
- Recruited, trained, and coached sales associates and admissions professionals to ensure consistent sales excellence.
Hospital Services Manager / Clinical Specialist
New Jersey Sharing Network
New Providence, NJ
03.2003 - 03.2016
- Coordinated and facilitated the organ and tissue donation process across multiple hospitals, ensuring timely clinical evaluation, documentation, and communication among medical teams and donor families.
- Conducted clinical assessments to determine donor eligibility, including reviewing medical history, diagnostic results, and bedside evaluations, in accordance with federal and state regulations.
- Served as the primary liaison between hospital staff, transplant surgeons, and internal recovery teams to ensure seamless, compliant, and compassionate donation workflows.
- Provided real-time guidance and education to physicians, nurses, and allied health professionals on donation protocols, regulatory requirements, and best practices.
- Delivered compassionate support and advocacy for donor families, sensitively guiding them through the donation process while honoring cultural, ethical, and emotional considerations.
- Led hospital rounds and case reviews to identify potential donors early, increasing referral rates, and improving organ viability outcomes.
- Utilized clinical judgment to coordinate time-sensitive logistics, such as OR scheduling, procurement team mobilization, and transportation of organs and tissues.
- Ensured complete and accurate documentation of donor cases in accordance with AOPO, CMS, UNOS, and FDA standards, strengthening organizational compliance.
- Collaborated with medical directors and leadership to analyze performance trends, and implement process improvements that increased donation conversions.
- Delivered in-service training to hospital partners to improve understanding of early referral triggers, brain death determination processes, and donation opportunities.
- Worked in a high-acuity, high-pressure environment requiring rapid decision-making, teamwork, and clinical precision to preserve organ viability.
- Supported community outreach and public education efforts to raise awareness of organ and tissue donation, and strengthen NJ Sharing Network’s impact.
- Demonstrated strong cultural competence and trauma-informed communication when interacting with diverse families experiencing acute loss
Skills
- Executive leadership
- Revenue Operations
- Sales and Marketing Strategy
- CRM management
- Google Analytics
- Digital campaign platforms
- Data visualization tools
- Project management tools
Timeline
Senior Vice President, Sales & Brand
Asbury Communities, Inc.
01.2023 - Current
Director of Sales and Marketing
Brookdale Senior Living
01.2020 - 11.2022
Director of Admissions and Marketing
Skilled Nursing Facilities
06.2017 - 12.2019
Hospital Services Manager / Clinical Specialist
New Jersey Sharing Network
03.2003 - 03.2016