Beth Rusert

Lutheran Senior Services has named Beth Rusert its first chief experience officer Beth Rusert, effective Sept. 12.

In the new role, Rusert will provide strategic leadership for human resources, marketing, mission integration and community outreach efforts.

“Chief experience officers are extremely uncommon in aging services, but they shouldn’t be. Now more than ever our field needs to invest in understanding and optimizing the experiences we’re creating and providing for residents, clients, and our team members,” said Adam Marles, LSS President and CEO.

Rusert will be charged with creation of a unified culture and experience for all who encounter LSS, whether residents, staff, prospective staff, families or donors. She also will hold responsibility for Diversity, Equity and Inclusion efforts at LSS.

“Aging services has never been more dynamic, and new challenges call for new approaches. Culture has never mattered more,’” said Marles. “This role provides a different lens for analyzing and addressing some of the most critical issues facing LSS now and in the future.”

Rusert has experience in public, private and nonprofit organizations in the areas of internal and change communications, marketing, community relations, sales integration, government affairs and social impact. Most recently she served as vice president, chief marketing and ministry engagement officer for Concordia Plans, an employee benefits and business solutions provider for the Lutheran Church Missouri Synod.

Prior to that, Rusert was a partner at a consulting firm where she worked with CEOs and other senior executives to develop strategic approaches to reach internal and external stakeholders. She has worked with or for a variety of industries including chemical manufacturing, marketing services, education, hospitals and technology. Rusert holds a master’s degree in marketing from Webster University and a bachelor’s degree in journalism from Valparaiso University.

LSS is a mission-driven, not-for-profit network that specializes in seniors care, housing and supportive services for older adults 62+.