LifeSpire of Virginia Names Chief Strategy and Integration Officer, Chief Marketing Officer

LifeSpire of Virginia is pleased to announce that Lisa Legeer has been selected as the organization’s new chief strategy and integration officer. In this role, Legeer will be responsible for growing top-line revenues, as well as adding other complementary business lines to the organization. She will assist in leading strategic planning efforts and will be responsible for the cultivation of acquisition, merger and affiliation opportunities for the organization.

“For the last five years, the LifeSpire of Virginia leadership team worked diligently to put the organization in a position to grow. A new level of change is on the horizon for the nonprofit senior living industry,” said President and CEO Jonathan Cook. “I feel so fortunate to be able to bring Lisa on board to help our teams prepare and organize for this transformation.”

Legeer has more than 20 years of experience serving senior living and healthcare organizations with strategic and development planning, performance improvement and marketing. Prior to joining the LifeSpire of Virginia team, she served as senior vice president of strategic partnerships for GlynnDevins—a data, analytics and marketing technology company. She also worked for the accounting firm Dixon Hughes Goodman LLP for 14 years. Legeer holds a bachelor’s degree in rhetoric and communication studies from the University of Virginia.

The LifeSpire of Virginia leadership team is also happy to announce the promotion of Peter Robinson to chief marketing officer. Robinson, who has served as LifeSpire of Virginia’s vice president of marketing and public relations since 2011, was promoted in acknowledgment of more than a decade of loyalty and dedication to LifeSpire of Virginia residents and team members. In this role, he will continue to provide oversight, strategic direction and leadership for the sales and marketing operations of LifeSpire of Virginia.

Throughout the past year, under Robinson’s guidance, the organization has continued to grow and expand despite the global pandemic. Additionally, he has led the marketing effort with expansion projects at The Culpeper and Lakewood. During his tenure, Robinson has worked to overhaul the training and onboarding process for new marketing team members across the organization.

“Peter is like the utility player on a baseball team who thrives in multiple positions. He spends most of his time directing and mentoring our marketing teams and executive directors, but he also plays an invaluable role in training, support, innovation and executive leadership,” Cook said. “I am grateful for his diligence, drive and dedication to LifeSpire of Virginia’s mission over the last 12 years.”

Robinson has more than 20 years of experience in the senior living industry. He first worked as a food services assistant at a local retirement community while attending high school and college in Harrisonburg, Va. Upon graduation from James Madison University, Robinson worked as a member of the marketing team at Sunrise Senior Living in various locations throughout the Mid-Atlantic region. He first joined the LifeSpire of Virginia team in 2009 as the corporate director of marketing and public relations. He was promoted to vice president of marketing and public relations in 2011.