Always Best Care Senior Services Names Rachel Vaughn CMO

Always Best Care Senior Services, a franchisor providing non-medical in-home care and senior living referral services, has named Rachel Vaughn chief marketing officer. Vaughn leads brand strategy, marketing, customer experience and marketing technology initiatives by working with franchise owners and the leadership team to bolster local marketing and leverage data.

She has more than 20 years of experience helping strengthen customer acquisition and build scalable systems for franchise and multi-unit brands such as Salon Lofts, Sola Salons, WellBiz Brands and Floyd’s 99 Barbershop.

Always Best Care Senior Services’ mission, culture and growth opportunity immediately stood out to Vaughn. “The brand has built an outstanding reputation for compassionate care over nearly three decades, and I saw an opportunity to help strengthen an already strong foundation,” she said. “What really resonated with me was the opportunity to combine purpose with performance.

The work we do doesn’t just help grow a business. It helps families find trusted care during some of life’s most important moments while creating meaningful opportunities for local franchise owners. That’s a mission I was excited to be part of.

“As I learned more about the organization, it became clear that the leadership team was committed to investing in the future, from marketing and technology to franchise support and innovation. That vision aligned perfectly with my experience and what I’m passionate about building.”

From a marketing perspective, she said she sees the greatest opportunity in combining Always Best Care’s strong reputation with the authenticity of its locally owned businesses. “Families want confidence that they’re choosing a respected organization, but they also want to know the people caring for their loved ones understand their local community and genuinely care,” Vaughn said. “We also have a unique story to tell through our broader continuum of care.

By supporting families through in-home care, skilled home health and assisted living referral services, we’re able to build deeper relationships and continue supporting them as their needs evolve. That creates meaningful value for families while also helping our franchise owners grow alongside them.

“Great marketing isn’t about creating the loudest campaign or having the biggest budget. It’s about understanding your customers, supporting your franchisees, making smarter decisions through data and building systems that continue creating value long after a campaign ends.”

Vaughn has firsthand experience seeing how important home care options can be for families. “Watching my grandfather receive compassionate care showed me the incredible impact caregivers have, not only on seniors but on the families who love them.”

Jake Brown, president and CEO of Always Best Care Senior Services, said Vaughn’s commitment to helping entrepreneurs succeed will help drive the brand’s growth. “Always Best Care has built its reputation by empowering local franchise owners to deliver exceptional care while making a meaningful difference in the lives of seniors and their families. As we continue investing in the future of our brand, we’re building the leadership team, technology and marketing capabilities needed to support our franchise owners and accelerate sustainable growth,” Brown said.

Vaughn credited her family for instilling a passion for entrepreneurship that continues to shape her leadership philosophy.

Founded in 1996, Always Best Care Senior Services provides non-medical in-home care, senior living referral services and skilled home health services across North America. The company has expanded to more than 150 independently owned and operated franchises.