Award-winning turnaround, advisory and management firm

About Certus Living

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Based in Minnesota, and specializing in senior care communities nationwide, Certus Living prides itself on achieving significant, measurable, and efficient improvement.

Certus Living understands that senior care is facing unprecedented challenges and takes a hands-on, direct approach to serving communities diligently so that they may succeed. We have extensive experience in maximizing operational efficiencies, providing excellent care staff, capital improvement, and development/expansion of properties; with the goal of providing the highest quality standard of living available in the market.

Our Leadership

Certus Living’s team of operations, finance, nursing, development, and sales & marketing professionals is led by Will Haase, as CEO & Founder, and Jeff Amann as COO & President.

Will Haase

CEO
Founder

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Jeff Amann

COO
President

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Alice Marie Danks

Chief Financial
Officer

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Jamie Maddeaux

SALES & MARKETING
DIRECTOR

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Christian Schlecht

marketing
coordinator

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Experience

Certus Living key leadership staff have experience involving over 500 senior care properties throughout 37 states nationwide. This experience has afforded our team the opportunity to serve thousands of senior residents across all levels of care, as well as provide the oversight of care professionals needed to deliver exceptional service to communities to help them thrive.

Recent Recognitions

2018 Chartered Turnaround Deal of the Year (senior care facility)

2020 Minnesota Chapter Turnaround Deal of the Year (senior care facility)

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Copyright © 2023 Certus Living

Will Haase - CEO, Founder

Will founded Certus in 2009, having managed or advised on over $7.5 billion of assets throughout many industries. Certus has developed a core practice in the senior care industry through a variety of engagements including owner’s representative, management, turnaround advisor, and development/expansion.

Certus prides itself as being a creative, all-in-one source for the operational and financial improvement of senior care communities.

Jeff Amann - COO, President

Jeff has led a distinguished career spanning nearly 40 years in the senior care industry. Prior to joining Certus, he held a variety of executive roles for several national healthcare firms. In addition to executive leadership, Jeff is a licensed nursing home administrator and has served as HR manager and VP/regional director of operations.

Throughout his career, Jeff has led the improvement of hundreds of communities across all key functions—clinical, cultural, financial, physical, and operational.

Alice Marie Clark Danks - Chief Financial Officer

Alice Marie began her career as a CPA for a regional public accounting firm in Chattanooga Tennessee, and later served as Budget Analyst for Morton Salt in Chicago, Illinois. Upon her return to Tennessee, she began a 7-year tenure at Life Care Centers of America, the largest privately-held nursing home company in the country. She served as the company’s first Corporate Reimbursement Director, appealing several home office cost reports and launching the company’s electronic Medicare billing education and systems. She created an electronic cost reporting platform for 40 facilities in Tennessee and was awarded Corporate Employee of the Year for her contribution to the company. She later served for 10 years as CFO of Grace Healthcare, a skilled nursing management company in Tennessee, which grew from 10 to 41 facilities in 11 states. During that time, she helped the company’s application service provider develop dashboard reporting and trending for census, labor, and rehab productivity. 

In addition, Alice Marie provided compelling evidence during a Department of Justice investigation, which resulted in an 85% or $16 million reduction in the proposed settlement. Alice Marie served as VP of Acquisitions and Operations Support, successfully performing due diligence, tax-exempt bond offering, all onboarding and operations oversight of a $200 million acquisition of 4 continuing care retirement centers and 1 home health agency for the Trousdale Foundation, Inc., a 501c3 organization based in Cleveland, Tennessee. 

From 2019-2022 Alice Marie served as CFO of a start-up management company in the Midwest, which grew through the pandemic period from 3 communities to 20, where she oversaw the setup of all systems and processes related to financial reporting, budgeting, treasury management, IT platforms.

Alice Marie attended Rhodes College in Memphis, Tennessee and graduated from the University of Tennessee at Knoxville with a major in French and a minor in Business Administration. She earned her CPA and is a member of the Tennessee and American Societies of CPAs, as well as the Healthcare Financial Management Association. Her volunteer work includes Development for The McCallie School in Chattanooga, Tennessee, and various leadership positions for Brainerd United Methodist Church. She and her husband Barny, along with their 3 boys (Trey-23, Clark-21, and Will-13), live in Chattanooga, Tennessee.
Alice Marie believes “how we treat people matters” – delivering our best outcomes, rooted in service from the heart.

Jamie Maddeaux - Sales and Marketing Director

Jamie Maddeaux is the Director of Marketing and Sales for Certus Living.  Jamie is a results-driven and performance-oriented professional with over 25+ years of experience in healthcare organizations. She has a proven ability to lead cross-functional teams, oversee marketing programs, build strong client relationships, and drive business growth. Jamie specializes in implementing turnaround management processes, including data-driven strategic plans to transform operational losses into six-figure growth. Additionally, she is an expert at diversifying business portfolios, managing fund-raising efforts, and entering new markets to facilitate business development.

Prior to Certus Living, she served as the Vice President of Marketing, Public Relations & Sales at large senior care community located in the Twin Cities of Minnesota. Jamie spearheaded the company’s multi-channel marketing programs to maintain or exceed budgeted occupancy rates, facilitate community outreach efforts, and build a significant brand presence. Jamie expanded market share and established positive community relationships by contributing to the development, implementation, and evaluation of all PR and marketing initiatives.

Additionally, she served as the Vice President of Business Development & Sales/Marketing at Health Dimensions Group/Health Service Innovations & Welcov in Minneapolis, MN. Jamie partnered with C-suite executives, physicians, and medical practice owners to achieve desired business development objectives and increase overall sales through several channels. She also provided strategic oversight and training to a sales staff of 10 throughout a 3-state region while creating a brand image emphasizing delivering accountable care. They achieved a 13% boost in overall profitability and business growth by implementing data-driven strategies and enabled an $825K rise in additional sales through effective management and consulting in less than 6 months.

Jamie holds a Bachelor of Science in Business Management from Lake Superior State University in Sault Ste. Marie, MI, and has a certification as a laser coach. She has served as a guest lecturer for marketing and sales training at Globe University and is actively involved in several healthcare organizations, including JFS of St. Paul, Leading Age of Minnesota Technology Committee, and Care Providers of Minnesota Business Partnerships Committee.

Christian Schlecht - Marketing Coordinator

Christian Schlecht serves as Certus Living’s Marketing and Sales Coordinator.  Christian is a results-driven professional with expertise in driving business growth, managing teams, and building strong client relationships. He has a proven track record of success in developing and implementing effective marketing strategies to expand market presence and achieve sales targets.

As the Manager of Sales & Marketing at a large senior care community in Minnesota, he has played a key role in expanding market share and establishing positive community relationships. He was actively involved in developing, implementing, and evaluating various PR and marketing initiatives. By assessing consumer needs, he has been able to create differentiated and impactful marketing strategies that have strengthened the organization’s market position.

Christian’s digital marketing proficiency has been instrumental in enhancing senior living communities’ online visibility and image as a service provider. He has designed, developed, and maintained digital marketing campaigns, effectively utilizing various communication channels to increase visibility, engagement, and conversions. He has also managed social media campaigns, strategically positioning organizations as a trusted and reliable brand in the digital community.

In addition to his marketing expertise, Christian demonstrates strong leadership and management skills in overseeing sales systems and processes. He has spearheaded the design, development, and maintenance of sales onboarding, training, and outreach systems. By implementing sales analytics and reporting data, he consistently driven growth and success of senior care organizations.

Christian holds a Bachelor of Arts in Business Marketing and a minor in Psychology from Augsburg College and possesses a solid educational foundation to complement his practical experience.