August 18, 2020
WESTMINSTER, Md. – Lutheran Social Ministries of Maryland (LSMMD) has strengthened its leadership team with the appointments of Mary Ann Costin as director of communications and public relations and Cyndi Goodman as director of talent acquisition, a newly established position at LSMMD. LSMMD oversees operations of continuing care retirement communities Carroll Lutheran Village (CLV) in Westminster, Md., and The Lutheran Village at Miller’s Grant (LVMG) in Ellicott City, Md.
“Mary Ann and Cyndi’s appointments recognize our commitment to the growth and success of our organization and our mission to serve a new generation of seniors,” said President and CEO Jeff Branch, who was appointed by LSMMD’s board of directors in 2019. “Their expertise rounds out an already seasoned and visionary leadership team and strengthens our in-house communications and recruitment capabilities.”
Costin oversees the integrated communications strategy and brand management plan for both communities and LSMMD’s corporate entity. In addition to managing public and media relations, social media, and web/digital content, she leads initiatives to drive awareness, engagement and brand loyalty; oversees reputation management and crisis communications, creates and manages internal/external company communications and collaborates with leaders to build a strong workplace culture and cultivate relationships within the local community.
Before serving as director of marketing for Salisbury Management, Inc., Pikesville, Md., Costin worked as senior marketing and communications manager at Howard County General Hospital, a member of Johns Hopkins Medicine, in Columbia, Md. She was digital marketing administrator at Carroll Community College, in Westminster, Md. where she established and led the college’s digital marketing strategies. As an instructor at the college, she taught digital and social media classes.
Costin earned a Master of Science degree in marketing from The Johns Hopkins-Cary Business School in Baltimore and a Bachelor of Science degree in marketing from Frostburg State University, Frostburg, Md.
For more than 20 years Goodman has led human resource initiatives supporting recruitment innovation, learning and development, talent management, performance management and onboarding. Her chief responsibility is creating and implementing a recruitment strategy that attracts and retains quality team members who believe in the organization’s mission, values and principles. She is also establishing mutually beneficial community and vendor partnerships and initiatives for new employee orientation, engagement and retention strategies.
Previously, Goodman worked as a talent acquisition manager for Brightkey, Annapolis, Md., where she managed talent acquisition initiatives for government contracts. She also worked as the director of recruitment for PEI Staffing Agency, LLC in Pikesville, Md., where she led and nurtured high performing recruitment teams and transformed the perception of traditional recruitment efforts by creating new agendas for recruitment models.
Goodman has an associate degree in computer programming technology from The Programming and Systems Institute, Baltimore, Md., and has earned numerous certifications in human resources and recruitment. She describes her passion as helping people find their career path to success.
About Lutheran Social Ministries of Maryland
Westminster, Maryland-based Lutheran Social Ministries of Maryland Inc. serves as the parent organization of faith-based life plan communities Carroll Lutheran Village (CLV), Westminster, Md, and The Lutheran Village at Miller’s Grant (LVMG), Ellicott City, Md. CLV serves approximately 700 residents in independent living, assisted living and skilled nursing. For more information, visit clvillage.org. LVMG serves 375 residents in independent living, assisted living and skilled nursing. For more information, visit millersgrant.org.