LivTech adds CMO & CRO to drive healthcare tech growth

LivTech has appointed Tracy Kim as Chief Marketing Officer and Natalie Shipley as Chief Revenue Officer, adding two roles to its C-suite as it expands in healthcare technology for senior and in-home care.

The Knoxville-based company supplies technology products for long-term care providers. The hires mark the next phase of growth after a period of product development and acquisitions.

Chief Executive Officer Mike Scarbrough said the appointments align with LivTech's recent corporate activity and its next commercial priorities.

"The addition of Tracy and Natalie to our executive leadership team reflects where LivTech is headed next," said Mike Scarbrough, CEO, LivTech. "Over the past few years, we have built a strong foundation through innovation and the addition of several complementary companies. Tracy and Natalie bring the leadership and experience to help us strengthen our brand, sharpen our go-to market strategy, and continue building technology that supports meaningful outcomes for providers and residents."

Marketing remit

Kim joins from TigerConnect, where she served as vice president of marketing. She led strategic marketing programmes and supported two acquisitions, according to LivTech.

Her background includes B2B marketing leadership roles in technology and healthcare, spanning demand generation, product marketing and go-to-market strategy.

Before TigerConnect, Kim was head of vertical marketing at GoDaddy and held roles at AT&T/Quickplay Media and NBC Universal/Comcast. She also worked in management consulting at McKinsey & Company, advising marketing and technology clients in the US and internationally.

As CMO, Kim will lead marketing as LivTech positions its products for long-term care and adjacent segments such as in-home care. The appointment is part of a broader effort to update the company's brand and marketing approach as it grows.

Revenue leadership

Shipley joins as chief revenue officer from Nextech, where she was senior vice president of new business. Nextech sells electronic health records and financial management software for medical and aesthetic practices.

LivTech said Shipley has experience building revenue organisations in healthcare software. She will lead go-to-market execution and revenue operations, bringing teams together under a single commercial structure.

Nextech completed five acquisitions during her tenure, according to LivTech, which credited her with contributing to revenue growth and business transformation.

At Nextech, Shipley implemented a solution-selling framework and market segmentation across small and medium-sized businesses, mid-market and enterprise customers. LivTech said the approach helped create repeatable sales execution across customer groups.

Growth context

The appointments come as healthcare software suppliers face a mixed market across provider types. Long-term care operators continue to deal with staffing constraints and regulatory pressure, while technology suppliers compete on product fit and service delivery.

LivTech positions its offering around long-term care settings and also serves senior and in-home care-areas attracting investment as care delivery shifts from hospitals to community settings.

LivTech did not disclose financial details related to the hires and provided no revenue figures or updated guidance. It also did not name the complementary businesses it has acquired in recent years.

Still, adding marketing and revenue leadership at C-suite level suggests a focus on scaling commercial execution. Marketing and sales leadership often becomes more formalised as suppliers move from early growth to larger, multi-product operations, particularly after acquisitions.

Kim and Shipley will join LivTech's senior leadership team as it expands. The company said it will continue building products for long-term care communities and related care settings.