US: Denver-based proptech company Sentral has announced the appointments of new executive team members who will further the company’s goals of redefining the way people live, travel and work.
Lisa Yeh has been appointed as senior vice president, asset management and finance; Lisa Tully-Lavian as senior vice president, marketing; Matt Darling as vice president, technology and engineering; Michael Williams as vice president, development; and Louise Parsons-Davey as vice president, revenue, distribution and sales.
The five new additions are tasked with bringing strategic direction to their teams and playing critical roles as Sentral continues to bring its flexible living model to new markets.
A seasoned executive with real estate experience in asset management, operations, innovation, and development, Lisa Yeh will oversee the performance of each Sentral community, developing and executing strategic and operational plans that ensure overall alignment and success of the company’s portfolio. Prior to Sentral, Yeh oversaw operations, asset management, CSR [corporate social responsibility], and procurement for Essex Property Trust’s — a best-in-class REIT and member of the S&P 500 — $20 billion+ real estate portfolio across 250 locations.
Lisa Tully-Lavian will lead Sentral’s global marketing efforts, including branding, product marketing, data analytics, media and corporate communications. Tully-Lavian most recently served as the executive vice president of marketing at Highgate where she oversaw all aspects of the organisation’s marketing, corporate communications, digital presence, and brand development.
An accomplished leader and cutting-edge innovator at the intersection of digital and physical experiences, Matt Darling will be responsible for making Sentral a best-in-class mobile-first proptech platform. Darling previously led technology at Madison-Reed where he was instrumental in opening the brand’s first 30 physical locations.
Michael Williams is set to lead the brand’s innovative design, construction, and supply chain teams, overseeing the creation of Sentral’s aesthetic from initial concept to completion. A licensed architect, Williams is also LEED accredited, a globally recognised symbol of sustainability achievement and leadership, and prior to Sentral, he served as WeWork’s Head of Development, US / Canada West.
Louise Parsons-Davey designs and directs Sentral’s revenue optimisation, sales, and distribution strategies. Parsons-Davey will be leveraging her experience in revenue management, with broad expertise in luxury and lifestyle hotels, to optimise revenue for Sentral’s growing national portfolio.
Sentral CEO Jon Slavet said: “It is a pleasure to welcome Lisa Yeh, Lisa Tully-Lavian, Matt Darling, Michael Williams and Louise Parsons-Davey to Sentral. Together they further enhance our talented leadership team as we set out to build the world’s largest flexible living community.
“Their unique sets of experiences, and vast expertise in their respective disciplines, will power our vision to redefine home,” he added.
The appointments join current executives Tom Klaess, senior vice president of third-party management, and Charlie Kirschner, vice president of product strategy, in finalising Sentral’s experienced executive leadership team.
Sentral launched back in July by establishing a new flexible living category that “redefines the way people live, travel and work”, known as Home+. Home+ is designed to combine the comforts of home with the adventure of travel, and offer both designer furnished and unfurnished homes with flexible lengths of stay, ranging from a night, to a month or multiple years.
Qualifying residents also have the opportunity to monetise their homes through Sentral’s managed home-share programme, enabling them to offset 25 per cent or more of their total rent while they travel and explore the world.
Sentral is backed by ICONIQ Capital, which has invested over $500 million in the platform. Highgate, the Bozzuto Group, and Ascendant Capital Partners are investors and active board members.