A Place for Mom CEO Larry Kutscher is stepping back from his role, with President Tatyana Zlotsky set to fill his shoes as the company’s top leader.
With the move, Kutscher is transitioning to the role of chairman of the company’s board of directors. The company’s changes, effective May 2, are a part of a “thoughtful, planned succession process,” according to an April 15 announcement.
“It has been a privilege to lead APFM over the past five years. We delivered strong revenue growth and assembled a world-class team, all in service of fulfilling the needs of underserved family caregivers,” Kutscher said in the announcement. “Tatyana… is the right leader for the next phase of our continued growth, and I look forward to continuing to work with her in my role as chairman.”
Zlotsky joined the New York-based company in 2019 as chief marketing officer, and most recently worked as the company’s president and chief revenue officer. She has over the years “enhanced the company’s focus on customers’ needs and successfully led the sales and customer teams while significantly expanding APFM’s home care business.”
“A Place for Mom plays a key role in working with our 17,000+ community customers and home care providers to support the 50M+ family caregivers in the U.S., providing personalized guidance to help them make the right senior care decisions,” Zlotsky said in a statement. “I’m thankful to Larry and the board for this exciting opportunity. We have a strong foundation in place, and I look forward to leading our talented, mission-oriented team in our next phase of growth.”
Before joining APFM, she worked with American Express for a total of nine years.
The planned leadership appointment comes at a time of change for APFM. In March, the company laid off its customer success management team, which at the time made up about 6.8% of its nearly 900-person workforce.
Company CEO Larry Kutscher told Senior Housing News then that the change was “a result of our strategy to have our advisors connect more directly with our community customers.”
The company has also made investments in its offerings recently in part by building a new website for skilled nursing facilities along with a predictive model that helps pair up prospects with communities that better fit their budget, location and care needs.