Melissa Fors Shackelford is a trusted advisor to executives and emerging businesses, helping organizations build compelling brands, accelerate market growth, and navigate the complexities of the healthcare industry. With over 20 years of experience as a healthcare marketing executive—including leadership roles at Optum, Hazelden Betty Ford, and Cigna’s Evernorth—Melissa brings deep expertise in go-to-market strategy, brand positioning, and growth marketing to her consulting practice, Shackelford Strategies.
As a sought-after consultant and advisor, Melissa partners with C-Suite leaders, startups, and established healthcare brands to refine messaging, strengthen market positioning, and drive customer engagement. She provides hands-on guidance to help businesses launch new offerings, enter new markets, and scale sustainably.
Melissa’s career includes transforming national brands and leading high-growth marketing initiatives:
As SVP of Marketing at LetsGetChecked, she expanded brand presence across global markets, supporting growth in home health testing, virtual care, and genetic sequencing.
At Cigna’s Evernorth Health Services, she drove marketing strategy for Express Scripts PBM and specialty pharmacy services, leading high-impact campaigns that increased market share and customer engagement.
As VP of Marketing at Hazelden Betty Ford, she spearheaded marketing for the merger of two iconic behavioral health brands and elevated the organization’s mission through innovative brand storytelling and digital marketing.
Prior to that, she spent six years at UnitedHealth Group’s Optum, leading marketing efforts across multiple healthcare verticals.
Melissa is a recognized thought leader in healthcare marketing and brand strategy. She is a frequent industry speaker, podcast guest, and contributor to leading publications, covering topics such as purpose-driven marketing, inclusive communications, and healthcare branding. Her expertise has earned her prestigious honors, including Nonprofit Marketer of the Year (American Marketing Association, 2019), the Women’s Health Leadership TRUST Award (2020), and recognition as one of the Top 50 Women in Healthcare (2025).
Melissa is equally passionate about mentoring the next generation of marketing professionals and advising early-stage startups. She provides strategic counsel on brand positioning, market entry strategies, and navigating the intricacies of the healthcare industry. Her work inspires leaders to align their marketing efforts with greater purpose, fostering authentic connections with diverse audiences.
As a recognized thought leader, Melissa contributes extensively to the healthcare and marketing community. She is a sought-after speaker at industry conferences, an engaging guest on healthcare and marketing podcasts, and an accomplished writer for leading publications. Her insights focus on healthcare branding, marketing ethics, health equity, and purpose-driven strategies.
A champion of purpose-driven marketing, Melissa has successfully developed and executed comprehensive go-to-market strategies that have elevated healthcare brands and expanded their reach. Her leadership has been instrumental in guiding organizations through pivotal transitions, from driving brand development to scaling integrated marketing strategies that support business growth and mission impact.
Melissa’s book, Harnessing Purpose: A Marketer’s Guide to Inspiring Connection, has solidified her reputation as a leading voice in the field, offering actionable strategies for marketers and startups aiming to create meaningful impact. With a focus on authentic, values-driven strategy, Melissa helps brands foster deeper connections, spark creativity, and lead with purpose. Her work offers practical tools for marketers and leaders alike, blending real-world insight with a clear, inclusive approach to modern marketing.
Her dedication to advancing healthcare marketing has earned her accolades, including the prestigious Nonprofit Marketer of the Year award from the American Marketing Association and the Women’s Health Leadership TRUST Award. Melissa’s thought leadership continues to shape the industry, inspiring others to pursue innovation with integrity.
In addition to her professional achievements, Melissa actively serves the healthcare community through board roles, including as chair of the Governance and Nominations Committee for Asbury Communities, Inc., and as a member of the Women’s Health Leadership TRUST. She also contributes her expertise to the American Hospital Association's Society for Healthcare Strategy and Market Development (SHSMD) Editorial Advisory Board.
Melissa holds an MBA in Marketing from the University of St. Thomas in St. Paul, Minnesota, and a BA from the University of Minnesota. She is driven by a commitment to leveraging marketing as a force for good, creating meaningful change in the healthcare landscape, and empowering others to do the same.