Harmony Senior Living
Chief Executive Officer

James Smith

With over 30 years of experience in the development and operation of long-term care facilities, Jim has successfully directed his company’s work with municipalities to replace elderly care facilities operated by local governments. He has also focused his company on partnerships with management companies and other healthcare providers to provide long-term care facilities in many underserved areas.

An acclaimed subject matter expert on Medicare, Medicaid and other long-term care issues, Jim also possesses invaluable experience in reimbursement payer systems. His sought-after opinions on reimbursement reform explain his service to numerous national and state committees including multiple terms on the Board of the Division of Medical Assistance for the Commonwealth of Virginia. Jim is also currently the Chairman of the Virginia Tech Carilion School of Medicine in Roanoke, Virginia.

Chief Operating Officer

Bob Goyette

Bob Goyette is a seasoned senior living executive that brings a background of 25 years’ experience in senior living operations to Harmony Senior Services. Bob started his career in the military as an active-duty medic and LPN. Later in his military career, Bob received a direct commission as a Reserves Medical Services Corp Officer. Bob got his start in senior living with Sterling House Corporation as a Regional Director of Operations where he oversaw the opening of multiple Assisted Living and Memory Care communities. To date, Bob has opened more than 50 senior living communities and operated in 26 states. He has experience in all levels of care including Independent Living, Assisted Living, Memory Care and CCRCs. He honed his skills as Senior Vice – President of Elmcroft Senior Living and most recently as COO for Carillon Assisted Living. Bob’s talent and passion lies in developing industry leaders, financial strategy and long term budgetary oversight. Bob also served as an adjunct faculty member for Western Kentucky University’s Health Care Management program, developing and teaching the university’s first-ever class for Assisted Living Operations. He currently serves on the Virginia Assisted Living Association Board and is a past Board member of both the Ohio and Kentucky Assisted Living Associations. Bob possesses a BA in Marketing from Wilmington College, Wilmington, OH and an MBA from David Lipscomb University in Nashville, TN.

Chief Sales & Marketing Officer

Luke Fannon

Luke has over 25 years of sales, marketing, and operations leadership experience in senior healthcare. He has a very successful history of increasing revenue and specializes in marketing, training, coaching, and leadership. Luke has developed and presented on numerous CEU programs on topics such as: Converting Referrals into Admissions, Strategies to Maximize Census through Lead Generations, and The Administrator as the On-Site Marketing Manager.

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