FOR IMMEDIATE RELEASE
May 30, 2019
CONTACT:
Shaddrick A. Haston
Work Phone: (850) 383-1159
Email: shad@fala.org
Florida Assisted Living Association Names New CEO
TALLAHASSEE, FL—The Florida Assisted Living Association (FALA), a member-based organization that provides education, advocacy, standards and consumer awareness to Assisted Living Facilities (ALF) and licensed Adult Family Care Homes (AFCH) in Florida, is pleased to name Veronica Catoe, as its new chief executive officer.
Catoe currently serves as the chief operating officer for FALA and is responsible for staff, marketing, operations, finance and the more than 20 FALA local chapters around the state of Florida. She has been an active member on several of the board of directors of ElderSource of NE Florida since 2011. Prior to joining FALA, Veronica served as Vice President of New Operations for a multi-state senior living provider, Allegro Senior Living in addition to past board member of FALA from 2008-2012.
"Veronica is a seasoned and trusted leader who consistently delivers results. She is uniquely qualified to drive strategic prioritization and accountability within FALA, with a laser-focus on operational excellence and member engagement," said Donna Damiani , chair of the Florida Assisted Living Association Board of Directors. "I have tremendous confidence in Veronica’s ability to align FALA with the ever-changing industry-leading operational practices to drive and extend the next-generation of assisted living leaders."
When she assumes the CEO role on June 3, 2019, Catoe will oversee FALA's budget and seven staff members under the direction of the chair and board of directors, including the delivery of products and services to FALA's growing base of members. As liaison between the board of directors and FALA staff, Catoe will support each to foster growth and achievement of the organization's ambitious strategic plan. She will also oversee FALA's foundation, the Florida Assisted Living Education and Research Foundation (the Foundation) and also the direction of FALPAC.
"As I considered taking on this new role, I decided that with my fourteen years of operational leadership in a large assisted living Brand, I know that I would be able to step in and provide members the resource they needed as done in the past. As an assisted living administrator, I took solitude in knowing that I gave everything I had to making sure my staff were ready to assist and care for our residents and their families daily. That duty to look out for residents has not shifted. What has changed is helping current and future administrators of their duty and public trust to make sure they do their very best, because our seniors and their families are counting on it. “
Catoe's expertise as a leader, knowledge of long-term care process stems from her current extensive experience, at FALA, her work at Allegro Senior Living and as a nurse in assisted living, skilled nursing and homecare. She has a well-rounded background in strategy and management and has a strong reputation as a dynamic leader who has left her mark on great organizations
“Veronica's compassion, charisma and expertise has added value to everything she touches," said outgoing CEO, Shaddrick Haston. "She’s a widely respected professional with extensive experience in our industry. I can think of no one more ready to step in and Lead FALA! Veronica will ensure that FALA’s next decade will be transformative so the impact of fulfilling our mission will be maximized and help strengthen the member communities FALA serves.”
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About FALA
The Florida Assisted Living Association (FALA), a 501(c)6 organization, comprises the largest body of resident advocates in Florida. It is a strong, unified, professional organization representing the owners and operators of assisted living communities. Its membership includes for profit and not for profit facilities ranging in size from those who care for a few individuals to those who care for hundreds. FALA advocates for the interests of their members and act as a watchdog for initiatives that run contrary to their goals. FALA promotes best practices in operations, encourages high standards and lobbies on behalf of its members and the industry. It is the leading provider of quality education and training for assisted living professionals and adult family care home providers in Florida.
May 30, 2019
CONTACT:
Shaddrick A. Haston
Work Phone: (850) 383-1159
Email: shad@fala.org
Florida Assisted Living Association Names New CEO
TALLAHASSEE, FL—The Florida Assisted Living Association (FALA), a member-based organization that provides education, advocacy, standards and consumer awareness to Assisted Living Facilities (ALF) and licensed Adult Family Care Homes (AFCH) in Florida, is pleased to name Veronica Catoe, as its new chief executive officer.
Catoe currently serves as the chief operating officer for FALA and is responsible for staff, marketing, operations, finance and the more than 20 FALA local chapters around the state of Florida. She has been an active member on several of the board of directors of ElderSource of NE Florida since 2011. Prior to joining FALA, Veronica served as Vice President of New Operations for a multi-state senior living provider, Allegro Senior Living in addition to past board member of FALA from 2008-2012.
"Veronica is a seasoned and trusted leader who consistently delivers results. She is uniquely qualified to drive strategic prioritization and accountability within FALA, with a laser-focus on operational excellence and member engagement," said Donna Damiani , chair of the Florida Assisted Living Association Board of Directors. "I have tremendous confidence in Veronica’s ability to align FALA with the ever-changing industry-leading operational practices to drive and extend the next-generation of assisted living leaders."
When she assumes the CEO role on June 3, 2019, Catoe will oversee FALA's budget and seven staff members under the direction of the chair and board of directors, including the delivery of products and services to FALA's growing base of members. As liaison between the board of directors and FALA staff, Catoe will support each to foster growth and achievement of the organization's ambitious strategic plan. She will also oversee FALA's foundation, the Florida Assisted Living Education and Research Foundation (the Foundation) and also the direction of FALPAC.
"As I considered taking on this new role, I decided that with my fourteen years of operational leadership in a large assisted living Brand, I know that I would be able to step in and provide members the resource they needed as done in the past. As an assisted living administrator, I took solitude in knowing that I gave everything I had to making sure my staff were ready to assist and care for our residents and their families daily. That duty to look out for residents has not shifted. What has changed is helping current and future administrators of their duty and public trust to make sure they do their very best, because our seniors and their families are counting on it. “
Catoe's expertise as a leader, knowledge of long-term care process stems from her current extensive experience, at FALA, her work at Allegro Senior Living and as a nurse in assisted living, skilled nursing and homecare. She has a well-rounded background in strategy and management and has a strong reputation as a dynamic leader who has left her mark on great organizations
“Veronica's compassion, charisma and expertise has added value to everything she touches," said outgoing CEO, Shaddrick Haston. "She’s a widely respected professional with extensive experience in our industry. I can think of no one more ready to step in and Lead FALA! Veronica will ensure that FALA’s next decade will be transformative so the impact of fulfilling our mission will be maximized and help strengthen the member communities FALA serves.”
###
About FALA
The Florida Assisted Living Association (FALA), a 501(c)6 organization, comprises the largest body of resident advocates in Florida. It is a strong, unified, professional organization representing the owners and operators of assisted living communities. Its membership includes for profit and not for profit facilities ranging in size from those who care for a few individuals to those who care for hundreds. FALA advocates for the interests of their members and act as a watchdog for initiatives that run contrary to their goals. FALA promotes best practices in operations, encourages high standards and lobbies on behalf of its members and the industry. It is the leading provider of quality education and training for assisted living professionals and adult family care home providers in Florida.
