The CEO of the nation’s largest senior living company publishes a book about how Brookdale overcame the crisis to fulfill its mission

In Heroes Work Here, Baier shares a behind-the-scenes look at how his company weathered the pandemic. With responsibility to tens of thousands of residents and associates and $3.5 billion revenue on the line, the stakes couldn’t have been higher for Baier. Woven with its own personal stories, Baier shares the stories of those who have proven essential in helping save lives and keep the business going through COVID-19.

Few executives have been watched more closely during COVID-19 than Baier. As CEO of America’s largest senior living company, she led an industry through its most tumultuous times and saved lives. For Baier, every choice mattered and now she reveals the story and method behind the challenges she faced and the success she and her team achieved.

“It would be hard to overstate the courage and determination shown by my team,” Baier said. His team included his mentors and the board and management team, as well as the tens of thousands of associates who have been heroic in helping save lives during the COVID-19 pandemic. Baier is also keen to remember the tens of thousands of residents who have remained stable, adaptable and resilient throughout, concluding, “This is not my story. This is our story: it deserves to be celebrated and it needs to be told.

Brookdale’s efforts have not gone unnoticed by Baier’s healthcare peers. Recalling the work of Cindy and her team, Sam HazenCEO of HCA Healthcare, said, “This book takes the idea of ​​’caring’ to a whole new level. Brookdale has excelled in all verticals helping to protect America’s older adults – America’s most vulnerable population – for the COVID-19 pandemic. Cindy’s story is personal, humble and touching, and the team at Brookdale are the truly extraordinary everyday leaders we needed to help seniors through the crisis.”

With Heroes Work Here by Cindy Bayer book sets a new benchmark in crisis management. It’s the perfect primer for leaders who want to stay ahead of any crisis, and a poignant reminder of the wonders that come from a culture of caring.

On Lucinda Bayer
Lucinda “Cindy” M. Baier is President and CEO of Brookdale Senior Living. Baier has led Brookdale through the COVID-19 pandemic by aligning the business with its North Star: the health and well-being of its residents and associates. Since 2018, Baier has also guided Brookdale’s success in addressing gender parity on its Board of Directors and management team. Prior to joining Brookdale, Baier served nearly a decade as a board member and senior executive for several public and private companies and organizations. Baier is a Chartered Accountant and a graduate of Illinois State University, holds a bachelor’s degree and a master’s degree in accounting. On April 19 of this year, Baier and his team rang the closing bell for the New York Stock Exchange.

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Media Contacts

Courtney MorrillForbes Books, [email protected]
Brookdale Media Relations, [email protected]


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