October 16, 2023 – Executive search firm Acertitude has recruited Marco Trecroce as chief technology officer of Sunrise Senior Living, a provider of senior living lifestyles. “Marco — who is an accomplished technology executive with exemplary hospitality experience – is a pivotal addition as Sunrise continues to integrate digital solutions to deliver best-in-class resident-centered services that support holistic health and wellness,” said Rick DeRose, co-founder and managing partner at Acertitude. “We are proud to continue serving as strategic partners to Jack as he and the entire Sunrise organization continues to rethink and transform the senior living industry experience with a strong mission centered on care, culture, and wellness.”
“I am pleased to welcome Marco, a visionary leader with an extraordinary track record to the Sunrise family,” said Jack R. Callison, CEO of Sunrise. “Marco brings a wealth of valuable knowledge and experience from his role in leading global information technology and digital transformation spanning over 125 luxury hotels in 47 countries over the last 13 years at The Four Seasons Hotels & Resorts.”
“Sunrise continues to evolve to serve a growing demographic wave of sophisticated and informed consumers seeking an unparalleled experience in their quest to enjoy longer, healthier, happier lives,” Mr. Callison said. “Embracing and investing in data-driven and digital technology solutions to drive desired wellness and business outcomes is central to long-term business and growth plan. Marco’s addition to our refreshed executive team will undoubtedly further accelerate the pace of our ongoing, dramatic operational transformation. We are grateful to Rick and the Acertitude team for yet again finding us an extraordinary talent to join our mission.”
With more than 25 years of global executive leadership experience, Mr. Trecroce’s functional expertise spans multiple industries including hospitality, travel, retail, and professional services. Most recently he served as global chief information officer at The Four Seasons Hotels & Resorts, where he spearheaded significant enhancements to asset level operations, cultivated data-driven decision making, and created a distinct premium guest experience. Prior to that, Mr. Trecroce held executive roles at Loblaw Companies Limited, a leading retail and wholesale food retailer, Masterfile Corporation, a B2B sales and advertising company, and Opodo Group Limited, a European online travel agency, after serving in strategic operations roles for several travel and leisure companies, including Thomas Cook.
As a member of the Sunrise executive leadership team, Mr. Trecroce will oversee the development and evolution of the organization’s information technology platform with a focus on enhancing digital lead generation and the experience of prospective and current Sunrise families. His role will influence overall business strategy through the development of a robust and forward-thinking technology road map that supports operational excellence, accelerated business growth and rapid transformation to meet Sunrise’s short and long-term objectives.
“I am honored to join the Sunrise team and contribute to its pioneering approach to senior living, focused on curating personalized, premium lifestyle, health, and wellness experiences,” said Mr. Trecroce. “I have seen firsthand the incredible role technology can play as an enabler to support team members and their work to deliver effective and efficient service and look forward to designing a platform that champions Sunrise’s exciting growth prospects focused on the integration of wellness and hospitality. My own mother lived in a beautiful Sunrise community for five years during the pandemic, so as an adult son with a unique perspective on the countless opportunities ahead of us, joining this mission and purpose-driven organization has special meaning to me.”
Operating in Over 240 Communities
Founded in 1981, Sunrise Senior Living operates more than 240 communities in the United States and Canada serving more than 20,000 residents. With more than 20,000 highly trained team members, Sunrise offers a full range of personalized services, including independent living, assisted living, care for individuals with Alzheimer’s and other forms of dementia, as well as nursing and rehabilitative services.
Founded in 2015, Acertitude specializes in recruiting CEO, C-suite, and executive talent in the consumer, financial, healthcare and life sciences, industrial, private equity, professional services, and technology sectors. Its consultants work from offices in Boston; Dallas; Miami; London; New York; Philadelphia; Providence, RI; Raleigh, NC; Shanghai; and Washington, D.C.
Mr. DeRose advises leaders of technology and private equity firms on board and leadership selection, often consulting on how influential trends in digital, mobility, cloud, big data, security and the customer experience are redefining the skills and expertise needed at work. He has a strong history of recruiting sales, marketing and strategy talent for businesses that are growing rapidly and driving transformative change. He has proven expertise in telecommunications, technology, private equity and professional services.
Contributed by Scott A. Scanlon, Editor-in-Chief; and Dale M. Zupsansky, Managing Editor – Hunt Scanlon Media