CHICAGO — Pathway to Living, a Chicago-based developer, owner and operator, has hired Mike Ulm as vice president of culture and brand loyalty.
Ulm will be responsible for evolving and maintaining Pathway’s philosophy, culture and internal branding through the support, coaching and ongoing training of all team members. He will establish standardized tools to recruit, train, support, recognize and promote model. Ulm will also develop and implement customer loyalty programs.
Ulm brings more than 30 years of experience in seniors housing. He recently ran an independent consultancy focused on improving staff effectiveness and aligning internal platforms with brand strategy, through which he worked with Pathway to help create the company’s current Internal Brand Promise.
Ulm was previously senior director of internal brand at Brookdale Senior Living for more than 25 years, working in various human resource, learning/training and marketing/branding positions.