“I was drawn to BrightStar Care by the rare combination of a meaningful mission, differentiated brand, and compelling opportunity to shape the company’s next phase of growth. The chance to lead Marketing and National Accounts, while developing new products and service lines, brings together the work that has energized me throughout my career—building brands, modernizing digital and commercial capabilities, creating new sources of revenue, and translating enterprise strategy into growth.”
As Chief Commercial Officer for BrightStar Care®, Lori Gustafson leads as the executive and strategic leader for Marketing and National Accounts while driving innovation across new products and services. She brings extensive leadership experience spanning commercial strategy, digital marketing transformation, product innovation, brand building, and driving business growth.
Most recently, she served on the Executive Leadership Team at Marriott Vacations Worldwide as EVP, Chief Brand & Digital Officer. There she built strategic partnerships and a commercial services organization that increased net profits and lead post-acquisition integrations across the organization. Earlier, she held senior brand and digital leadership roles at Travel + Leisure Co., United Parks & Resorts, and Darden Restaurants.
Lori believes that strong leaders create clarity, build trust, and turn strategy into action. She is committed to leading with curiosity, transparency, and high standards, while staying close enough to the work to remove barriers and help teams succeed. Lori aligns teams around what matters most, connects client, and market insights to commercial decisions, and builds the capabilities and leaders the organization needs for its next stage of growth.
After two decades in industries built on hospitality and relationships, Lori understands that few experiences are as personal as welcoming a caregiver into your home. She brings a deep customer-first perspective to a mission-driven industry where every interaction matters.
Lori earned her bachelor’s degree from the University of Central Florida and completed the Embracing Leadership Excellence Program at Rollins College’s Crummer Graduate School of Business.
Based in Central Florida, Lori and her husband have two daughters and two pugs. Their girls are passionate about flag football, and the family enjoys traveling, spending time on the water, and watching live music together.