BrightStar Care Appoints Marriott Vacations Alum Lori Gustafson as Chief Commercial Officer

BrightStar Care appointed Lori Gustafson as Chief Commercial Officer, the company said in a PR Newswire announcement on November 10, 2026. Gustafson, formerly an executive at Marriott Vacations Worldwide, will lead marketing and national accounts for the home care franchisor.

Gustafson's Role and Prior Experience

Gustafson will serve as the executive and strategic leader for Marketing and National Accounts while driving innovation across new products and service lines, according to the announcement. She will lead commercial strategy and growth across the network as the brand continues its national expansion.

Gustafson most recently held executive leadership roles at Marriott Vacations Worldwide, where she led global commercial, brand and digital organizations. 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 and strategic partnerships.

"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," Gustafson said. "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."

Josh Wall, CEO of BrightStar Care, said Gustafson brings "a rare combination of commercial strategy, digital expertise and a proven ability to build brands and drive growth at scale." Wall added that her experience leading global commercial and marketing teams makes her the right leader to strengthen client acquisition and expand opportunities through National Accounts.

BrightStar Care operates more than 440 franchised locations nationwide and supports more than 180 national accounts, according to the announcement. The company offers companion care, personal care, skilled care and healthcare staffing services.

BrightStar Care's Recent Expansion Moves

According to akta.pro company records, BrightStar Care opened more than 30 new locations, onboarded 20 new franchise owners and expanded existing owners into 21 additional markets in 2025. In March 2026, the company announced a strategic partnership with Care@Home 4 Life to deliver nationwide premium in-home care financed through a home equity-backed model. The same records show continued expansion of sub-brands BrightStar Care Homes, with 8-12 suite residential care, and BrightStar Senior Living, with approximately 40 suite assisted living and memory care communities.

Leadership Changes Preceding the Appointment

BrightStar Care named Josh Wall as Chief Executive Officer in July 2026, succeeding Andy Ray, PR Newswire reported. Wall joined from the franchise industry. In October 2026, the company appointed Amer Waheed as Chief Technology Officer to lead technology platforms across its network, PR Newswire reported. Waheed previously served as CTO at Neighborly and Fuze Health.