Seasoned luxury hospitality executive to champion transformational digitalization of the consumer and employee experience at Sunrise

NEW YORK (September 21, 2023) — Acertitude, the executive search firm unleashing human potential, has recruited Marco Trecroce as Chief Technology Officer of Sunrise Senior Living, a leading provider of senior living lifestyles. Reporting directly to the CEO, this new executive role will support the achievement of Sunrise’s strategic business plan.

“I am pleased to welcome Marco, a visionary leader with an extraordinary track record to the Sunrise family,” said Sunrise Chief Executive Officer, Jack R. Callison, Jr. “Marco brings a wealth of valuable knowledge and experience from his role in leading global information technology and digital transformation spanning over 125 luxury hotels in 47 countries over the last 13 years at The Four Seasons Hotels & Resorts. Sunrise continues to evolve to serve a growing demographic wave of sophisticated and informed consumers seeking an unparalleled experience in their quest to enjoy longer, healthier, happier lives. Embracing and investing in data-driven and digital technology solutions to drive desired wellness and business outcomes is central to long-term business and growth plan. Marco’s addition to our refreshed executive team will undoubtedly further accelerate the pace of our ongoing, dramatic operational transformation. We are grateful to Rick and the Acertitude team for yet again finding us an extraordinary talent to join our mission.”

“Marco — who is an accomplished technology executive with exemplary hospitality experience – is a pivotal addition as Sunrise continues to integrate digital solutions to deliver best-in-class resident-centered services that support holistic health and wellness,” said Rick DeRose, co-founder and managing partner at Acertitude. “We are proud to continue serving as strategic partners to Jack as he and the entire Sunrise organization continues to rethink and transform the senior living industry experience with a strong mission centered on care, culture, and wellness.”

With more than 25 years of global executive leadership experience, Trecroce’s breadth of functional expertise spans multiple industries including hospitality, travel, retail, and professional services. Most recently he served as Global Chief Information Officer at The Four Seasons Hotels & Resorts, where he spearheaded significant enhancements to asset level operations, cultivated data-driven decision making, and created a distinct premium guest experience. Prior to Four Seasons, Trecroce held executive roles at Loblaw Companies Limited, a leading retail and wholesale food retailer, Masterfile Corporation, a B2B sales and advertising company, and Opodo Group Limited, a European online travel agency, after serving in strategic operations roles for several travel and leisure companies, including Thomas Cook.

“I am honored to join the Sunrise team and contribute to its pioneering approach to senior living, focused on curating personalized, premium lifestyle, health, and wellness experiences,” said Trecroce. “I have seen firsthand the incredible role technology can play as an enabler to support team members and their work to deliver effective and efficient service and look forward to designing a platform that champions Sunrise’s exciting growth prospects focused on the integration of wellness and hospitality. My own mother lived in a beautiful Sunrise community for five years during the pandemic, so as an adult son with a unique perspective on the countless opportunities ahead of us, joining this mission and purpose-driven organization has special meaning to me.”

As a member of the Sunrise executive leadership team, Trecroce will oversee the development and evolution of the organization’s information technology platform with a focus on enhancing digital lead generation and the experience of prospective and current Sunrise families. His role will influence overall business strategy through the development of a robust and forward-thinking technology road map that supports operational excellence, accelerated business growth and rapid transformation to meet Sunrise’s short and long-term objectives.

Trecroce will officially join Sunrise on October 16, 2023.