Michelle Curnow

About Michelle Curnow

I am a senior executive who leads with Graceful Grit, balancing strategy, creativity, compassion, and data-driven rigor to drive results across the Asbury enterprise. As Senior Vice President of Sales & Brand for Asbury Communities, I oversee system-wide sales, marketing, brand, and communications while serving as a strategic partner in shaping growth, occupancy, and revenue performance for one of the nation’s leading nonprofit senior living organizations. My work spans the full customer lifecycle, from future-consumer research and demand generation to experience design, digital strategy, and sales performance optimization. I lead an integrated, in-house agency and enterprise marketing team that supports all campuses, service lines, and our technology subsidiary, ThriveWell Tech, aligning messaging, market strategy, and revenue goals across a diverse and expanding portfolio. I am passionate about creating a unified brand and sales approach that resonates with today’s and tomorrow’s senior consumer. Leveraging tools such as Experian Mosaic, NIC data, CRM insights, and market analytics, I partner with operations, technology, and community teams to ensure decisions are informed, intentional, and tied to measurable growth. My leadership philosophy centers on transparency, collaboration, innovation, and elevating people. Whether I’m guiding a community through an occupancy turnaround, launching a systemwide marketing strategy, shaping new product and technology positioning for ThriveWell Tech, or building playbooks for sales, marketing, and acquisitions and expansion, I work to bring clarity, energy, and alignment. If you’re passionate about growth, brand transformation, and the future of senior living and technology, let’s connect.

Experience

1. Senior Vice President of Sales and Brand

   Asbury Communities, Inc.

   Apr 2025 — Present

   As Senior Vice President of Sales & Brand for Asbury Communities, I lead the enterprise-wide strategy that fuels occupancy growth, revenue performance, and brand elevation across a large multi-site, nonprofit senior living system. I oversee an integrated portfolio that includes Sales, Marketing, Brand, Communications, Consumer Insights, Digital Experience, CRM, and our in-house marketing agency to drive alignment, innovation, and measurable results across all campuses and service lines. I also provide strategic leadership and support to Thrivewell Tech, Asbury’s technology subsidiary, guiding their brand positioning, go-to-market strategy, marketing initiatives, and sales enablement efforts. I help align the technology business with Asbury’s broader growth and innovation priorities while ensuring messaging, pipeline development, and field execution reflect a compelling, differentiated value proposition.

Skills

• Event Planning
• Community Outreach
• Physicians
• Process Improvement
• Healthcare
• Hospitals
• Organizational Development
• Leadership
• Customer Service
• Strategic Planning
• Customer Relations
• Program Development
• Team Building
• Management
• Quality Improvement
• Policy
• Business Process Improvement
• Patient Safety
• Clinical Research
• Fundraising
• Marketing Strategy
• Healthcare Management
• Nonprofits
• Public Relations
• Public Speaking
• Marketing Communications