Sentral Adds to Executive Leadership 
sentral headquarters



3 minute read

Sentral has expanded its leadership team following its acquisition of Align Residential. 

Sentral, a full-service residential hospitality company with headquarters in San Francisco and Denver, announced the addition of senior team members as well as executive promotions. 

Joining Sentral through the acquisition of Align Residential are Roman Speron, Sadie Simpson and Jeff David. Todd Butler was also named Chief Technology Officer, Wendy Wood as Chief People Officer and Darrell Reinke as Vice President, Data Strategy and Business Intelligence. Promoted to the C-suite level were Lisa Tully-Lavian and Louise Parsons-Davey. 

Roman Speron, Chief Development Officer 

In his new role as Chief Development Officer, Speron oversees business development, design and construction, and hospitality services. Prior to Sentral’s acquisition of Align Residential, Speron served as Chief Executive Officer at Align Residential. Prior to Align, he led the transformation of Crescent Heights from a condo converter to a pioneer of urban high-rise residential living. 

Sadie Simpson, Senior Vice President, Operations 

As Senior Vice President, Operations, Simpson leads all facets of community operations across Sentral’s portfolio. She most recently served as Chief Operating Officer at Align Residential and previously held executive leadership positions with Questar Properties and Crescent Heights. 

Jeff David, Vice President, Experience 

As Vice President, Experience, David oversees Sentral’s hospitality offerings at communities across the portfolio. Most recently, he served as President of Align Hospitality, which combined long- and short-term rentals with private membership clubs, events, co-working and food and beverage business models. Prior to his work with Align, David held senior management positions with luxury/lifestyle hotels. 

Todd Butler, Chief Technology Officer 

As Chief Technology Officer, Butler oversees the integration of multifamily and hospitality ecosystems. He was most recently Senior Vice President of  Flexible Living at RealPage. Prior to RealPage, he and his team launched Niido, a pioneering flexible living concept in partnership with Airbnb. An industry veteran, he has also been with several multifamily companies including Bozzuto, Riverstone (now Greystar) and Kettler. 

Wendy Wood, Chief People Officer 

As Chief People Officer, Wood plays a critical role in strengthening Sentral’s culture, team engagement, organizational development, and diversity and inclusion efforts. Most recently, Wood built the talent analytics and strategy team at Amazon, supporting more than 1.5 million employees. Previously, she held various leadership roles at Sweetgreen, Starbucks and Walmart. 

Darrell Reinke, Vice President, Data Strategy and Business Intelligence 

As Vice President, Data Strategy and Business Intelligence, Reinke directs Sentral’s Business Intelligence team. Prior to joining Sentral, he served as Senior Director of Enterprise Data Architecture at Greystar, where he spent 24 years of his career. 

Lisa Tully-Lavian, Chief Marketing Officer 

As Chief Marketing Officer, Tully-Lavian leads Sentral’s global marketing efforts, including branding, product marketing, data analytics, media and corporate communications. Prior to joining the company, she was the Executive Vice President of Marketing at Highgate where she oversaw all aspects of the organization’s marketing, corporate communications, digital presence and brand development. Earlier in her career, she led marketing, customer research, acquisition and e-commerce efforts for Departures Magazine, American Express and S&P Global. 

Louise Parsons-Davey, Chief Revenue Officer 

As Chief Revenue Officer, Parsons-Davey leads Sentral’s revenue optimization, distribution and sales teams. Parsons-Davey leverages her deep experience in revenue management and sales, and broad expertise in luxury and lifestyle hotels, to optimize revenue for Sentral’s growing national portfolio of over 10,000 apartment units. Prior to joining Sentral, she served as the Vice President of Revenue and Distribution at Highgate.