Pathway to Living hires Mike Ulm as vice president of culture and brand loyalty

Pathway to Living, a Chicago-based developer, owner-operator of senior housing communities and the senior housing arm of Chicago-based real estate investor and operator, Waterton, has hired Mike Ulm as vice president of culture and brand loyalty.

Ulm will be responsible for evolving Pathway’s VIVA! philosophy, culture and internal brand promise, ensuring that these standards are upheld day-to-day through the support, coaching and ongoing training of all team members. He will establish standardized tools to recruit, train, support, recognize and promote model employees who exhibit a passion for their work and firm belief in Pathway’s mission. Ulm will also develop and implement customer loyalty programs that support and grow Pathway’s brands among existing and potential customers.

“We are thrilled to have Mike join our team as we continue to strengthen our brands, internal standards and culture,” said Maria Olivia, chief operating officer at Pathway to Living. “We are confident that Mike’s vast industry experience will allow him to set a high bar for our internal standards and expectations while also fostering a sense of unity as we continue to grow our brand both internally and externally.”

Ulm brings more than 30 years of experience as a leader in senior housing, who has focused on the alignment of mission, marketing and customer service through integrated strategic internal branding. His additional specialties include leadership development, team effectiveness, keynote speaking and organizing events.

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, internal brand at Brookdale Senior Living for more than 25 years, working in various human resource, learning/training and marketing/branding positions.

“I’m excited to join Pathway to Living and look forward to building upon its already strong culture, brand loyalty and brand recognition,” Ulm said. “A multipronged approach will allow us to recruit and recognize standout employees while also growing the firm’s customer loyalty programs, bolstering the brand’s internal and external image to support significant growth into the new decade.”