A Place For Mom Names Chief Marketing Officer Amid Marketing Shift

A Place for Mom has appointed Chris Milone as its new chief marketing officer with plans to further build out the referral platform and better align it with AI-powered search engines.

Milone’s top priorities in the role are diversifying the company’s messaging, enhancing the experience of the company’s website users and updating its website with more AI-friendly practices. Since 2024, APFM has amassed 75,000 online family reviews, which help it stand out in online searches, especially in AI-powered summaries and overviews.

The company’s most recent advertising centers on family caregivers and how the platform can help them.

“Psychologically, people try to avoid thinking too much about end of life scenarios,” Milone told Senior Housing News. “When we talk to our caregivers, we know 54% of them say they wish they had started planning for these moments earlier. To me, that means there’s an education gap around how to plan.”

Milone brings over 20 years of experience to the position. Prior to joining A Place for Mom, he worked as the chief marketing officer for Laurel Road, a digital banking brand of KeyBank. Before that, he worked as chief marketing officer of Best Egg and ShopRunner, along with holding senior marketing leadership positions at Barclays and HSBC.

He joins A Place for Mom as the company shifts its practices for new customers, including embracing AI tools for caregivers and posting content on social media channels like Youtube and Instagram.

“We need to be there in a bigger way,” he said. “So we’re modernizing what we’re doing in terms of going after that audience, channels and data.”

A Place for Mom is highlighting its value proposition for current and future operating partners by equipping them with the right tools, data and by finding “good alignment” with them.

The company is adapting its marketing strategy to AI searches and overviews, including by undertaking a rebrand and revamping its website. Alongside SEO metrics, the company is tracking how often it shows up on Google AI overviews and what the overviews are about.

With a rising number of both caregivers and seniors entering the market, Milone added he wants to make sure he does right by them.

“I really want to listen to our operating partners. I really want to take that feedback on board and evolve our products and services as a result of it,” he said. “The big thing for me is being adaptable.”

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