BrightStar Care Names Lori Gustafson as Chief Commercial Officer

November 10, 2026 // Franchising.com // CHICAGO – BrightStar Care today announced the appointment of Lori Gustafson as Chief Commercial Officer. Gustafson will serve as the executive and strategic leader for Marketing and National Accounts while driving innovation across new products and service lines. In her role, she will lead commercial strategy and growth across the network as the brand continues its rapid national expansion. As the nation’s population ages and more care shifts into the home, the ability to reach, connect and serve families is increasingly central to growth.

“I’m excited to join BrightStar Care at a moment when more families than ever are turning to trusted, nurse-led care in the home,” said Gustafson. “I look forward to helping franchise owners reach more clients in their communities, convert more of the demand in their markets and build partnerships that open new doors. My focus is on generating sustainable growth for franchisees across the network while positioning the brand for category leadership.”

Track Record of Commercial Growth

Gustafson brings extensive leadership experience spanning commercial strategy, digital marketing transformation, product innovation, brand building and driving business growth. She most recently held executive leadership roles at Marriott Vacations Worldwide, where she led global commercial, brand and digital organizations whose work enabled revenue growth across a multi-billion-dollar enterprise.

Earlier in her career, she held senior leadership roles at Travel + Leisure and United Parks & Resorts where she was responsible for customer acquisition, performance marketing, developing strategic partnerships and transforming how consumers engage with brands.

“Lori brings a rare combination of commercial strategy, digital expertise and a proven ability to build brands and drive growth at scale,” said Josh Wall, CEO of BrightStar Care. “Her experience leading global commercial and marketing teams—and translating market opportunity into measurable business results—makes her the right leader to strengthen how we attract and convert clients, innovate within the brand’s service lines and client experience, and expand opportunities through National Accounts. We are thrilled to welcome her to the team.”

With more than 440 franchised locations nationwide, BrightStar Care serves clients of all ages, from infants to seniors, offering the full continuum of care, including companion care, personal care, skilled care, healthcare staffing services and support for more than 180 national accounts. The brand continues to differentiate itself through its nurse-led care model, Joint Commission accreditation and unwavering commitment to delivering A Higher Standard® of care.

SOURCE BrightStar Care

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