Kirk Palmer Associates Recruits Chief Commercial Officer for The Aspen Group
May 8, 2026 – Retail-focused executive search firm Kirk Palmer Associates has assisted in the recruitment of Rafeh Masood as chief commercial officer of The Aspen Group, one of the largest retail healthcare support organizations in the U.S. The search team consisted of Lindsay Stevens, Courtney Schluender, Brian Busse, and Sarah Basto.
In his new role, Mr. Masood is responsible for brand strategy, go-to-market, patient acquisition, digital platforms, and commercial performance across TAG’s portfolio of healthcare brands, which include Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and Lovet Pet Health Care.
Mr. Masood is a growth-focused enterprise leader with over two decades of experience spanning dining, multi-branded retail, and hospitality, serving most recently as chief growth and digital officer at Royal Caribbean Group. He is known for building customer-centric ecosystems and driving sustainable, profitable growth through data, technology, and operational excellence.
Previously, Mr. Masood previously held senior leadership roles at DICK’S Sporting Goods, BJ’s Wholesale Club, and Bed Bath & Beyond. He currently serves on the board of Harley-Davidson Motor Company and is the co-author of Monster Transformation, a book written to help leaders and organizations face fear, make sense of complexity, and stay focused on what truly matters in a fast-changing digital world.
The Aspen Group is a healthcare services organization that supports a portfolio of consumer healthcare brands across dentistry, medical aesthetics, urgent care, and related sectors. Headquartered in Chicago, the company provides operational, administrative, technology, and business support services designed to help affiliated healthcare practices manage growth and improve patient access.
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Kirk Palmer Associates is a leading independent executive search firm dedicated exclusively to consumer brands. Operating from New York, London, and San Francisco, the firm has led thousands of searches for CEOs, presidents, and senior leaders across functions, forming decades-long relationships with the industry’s top executives. Since its founding in 1987, Kirk Palmer Associates has built a reputation for deep industry expertise, strong attunement to client needs, transparent and authentic communication, and consistent delivery of the right results in a timely manner. They are experienced partners to public, private, and founder-led companies, as well as private equity firms.
Proven Search Consultants
Ms. Stevens leads the West Coast executive search practice at Kirk Palmer Associates. She works at the intersection of founders and the investment community helping fast-growing brands hire the leadership talent they need to scale. Prior to joining the firm, Ms. Stevens gained more than 15 years of marketing and digital strategy experience at companies including Apple, kate spade new york, and C. Wonder. Additionally, she is a consultative partner to businesses at every stage of growth and provides guidance on organizational design, talent assessment, and executive compensation.
Five Questions with MJ Scott, Incoming CEO of Kirk Palmer Associates
Kirk Palmer Associates (KPA) an independent executive search firm dedicated exclusively to retail and consumer brands, this past July appointed search industry veteran MaryJeanne (MJ) Scott as its new CEO. A seasoned leader with more than 25 years in retail and executive search, Ms. Scott brings expanded capabilities to KPA’s global operations with a focus on growth, while Kirk Palmer continues to guide the firm’s strategic direction and key client relationships.
“I will continue to work closely with MJ and the partners as executive chairman, acting as a strategic advisor with a special focus on client development, and continuing to play an active role in our retail and consumer-centric executive community. MJ and I share a deep passion for this industry and for executive search, as well as a foundational set of core beliefs and values. Her hire is the result of an exhaustive, multi-year search, and I couldn’t be more pleased with the outcome.”
Ms. Schluender, principal, has over 15 years of experience recruiting talent within the consumer internet space. She joined Kirk Palmer in 2017 after a 10-year stint with Walmart.com, where she had a hand in building the team from 400 to over 2000 employees. At Walmart.com, she recruited for the marketing, creative and site merchandising teams.
Mr. Busse, senior principal, leads the firm’s expansion in Asia and helps global retail, fashion and consumer brands hire talented executives for regional and international leadership roles in Europe and North America. With more than a decade of professional recruitment experience, he has cultivated a strong network of client partners spanning big local corporates to renowned global names in luxury, fashion, beauty and consumer.
Ms. Basto, search manager, supports teams in delivering a white-glove executive search experience, working to ensure clients and candidates feel prioritized and valued. Prior to joining the firm, Ms. Basto gained industry exposure in roles at Newell Brand, Adicora Swimwear and Amazon, where she worked as a fashion specialist.
Related: Kirk Palmer Associates Recruits Chief Marketing Officer for JCPenney
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
