Jennifer S. Knecht
Chief Revenue Officer (CRO) @Western States Lodging Management and Development
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WORK HISTORY
Chief Revenue Officer (CRO) @Western States Lodging Management and Development
US
Enterprise Growth, GTM & Revenue Leadership • Lead enterprise growth strategy and GTM execution across a $3.5B, multi-site platform spanning senior living, hospitality, and multifamily; deliver sustained topline growth with disciplined margin, NOI, and EBITDA expansion. • Design and scale centralized RevOps infrastructure across CRM, demand generation, pipeline governance, analytics, and forecasting—establishing a board-trusted operating cadence and improving execution visibility across 100+ locations. • Drive turnaround and growth initiatives using predictive analytics, pricing/yield optimization, and disciplined pipeline management, materially improving utilization and capacity outcomes (67.0% → 90.1%).Value-Based Lens, Partnerships & Outcomes • Apply a value-based operating lens to growth—aligning commercial strategy with outcomes, utilization, length of stay, and total cost dynamics in regulated, resource-constrained environments. • Translate operational performance and customer experience data into enterprise-ready ROI and value narratives that support multi-stakeholder, consultative selling and long-cycle decision processes. • Partner with operators, owners, and executive leaders to assess when standalone growth models break and where partnership, affiliation, or platform strategies create stronger, more durable outcomes.Brand, Systems & Capital Discipline • Lead integrated brand, customer experience, and GTM strategy across multi-site service businesses, aligning positioning with execution and economic performance. • Develop dynamic pricing, revenue management, and capital allocation models optimizing yield, RevPAR, and NOI; prioritize investment toward high-ROI initiatives. • Serve as executive interface to CEOs, boards, owners, and private equity partners; deliver board-grade reporting, forecast narratives, and capital allocation recommendations to support enterprise decision-making and long-term value creation.
EDUCATION
University of Nebraska-Lincoln
Bachelor of Journalism - Advertising and Marketing, Communication, Journalism and Marketing
The Wharton School
Strategic Management Executive Certification
Curtin University
Marketing in a Digital World MicroMasters Program
ABOUT JENNIFER S. KNECHT
I operate at the enterprise level, building and scaling revenue and operating platforms in PE-backed and mission-driven environments—where growth, economics, and outcomes must align.My work sits at the intersection of enterprise operations, commercial growth, and value-based performance. I’ve led organizations spanning senior living, PACE®, home- and community-based services, hospitality, and post-acute care—translating complex operational and customer performance into sustainable growth through disciplined execution, partnership strategy, and value-aligned economics.Currently, as Chief Revenue Officer at Western States Lodging & Management, I operate across a $3.5B multi-site portfolio spanning senior living, hospitality, and multifamily assets. My scope extends beyond commercial leadership into platform-wide operating cadence, RevOps infrastructure, capital discipline, executive alignment, and board-level reporting, driving sustained NOI and EBITDA expansion across 100+ properties.Across my career, I’ve built and scaled centralized growth and execution infrastructure across sales, pricing, analytics, forecasting, and performance management—delivering double-digit growth, material utilization and occupancy improvement, and repeatable results across distributed operations.I bring a value-based lens to growth, with experience inside ecosystems where PACE®, ACOs, health systems, and senior care operators must align around outcomes, utilization, and total cost of care. I’ve helped organizations recognize when standalone models break—and reposition growth around partnerships, shared risk, and long-term sustainability.My experience reflects President/COO-level responsibility, including P&L ownership, M&A integration, greenfield development, and turnaround execution. I’m known for translating strategy into operating cadence, aligning leaders around clear priorities, and building high-performing teams in complex, regulated environments.Raised on a family farm, I learned early how to read P & Ls, manage cycles, and respect the people closest to the work—grounding that continues to shape how I lead today—Mission: Spark joy. Inspire limitless potential.
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