Cindy Baier

Brookdale Senior Living

Lucinda Baier is President, CEO and board member of Brookdale Senior Living, the nation’s premier operator of senior living communities. She assumed her current responsibilities in 2018, initiated the company’s operational turnaround strategy and developed the “Winning Locally” action plan. Within her second year, the company’s Net Promoter Score increased 20%. In her third year as CEO in 2020, J.D. Power recognized the company as #1 in customer satisfaction (in a tie) in assisted living/memory care communities. She has led the company through the largest public health crisis in 100 years by prioritizing the health and well-being of its residents, patients, and associates. She is the recipient of numerous awards including McKnight’s Women of Distinction designation and the Corporate Citizenship Award from the Conference Board. She holds bachelor and MS degrees in Accounting from the University of Illinois and is a Certified Public Accountant.

Year appointed: 2018