Melissa Fors Shackelford, MBA, NACD.DC is a trusted advisor to executives and emerging businesses, helping organizations build credible brands, accelerate growth, and navigate transformation in the healthcare industry. An expert on trust, purpose, and the responsible use of AI in healthcare, Melissa works with leaders to balance patient and employee confidence while adopting new technologies with clarity, accountability, and integrity. With more than 20 years of experience as a senior healthcare marketing executive, including roles at Fortune 50 healthcare leaders Optum, Cigna’s Express Scripts PBM, and national behavioral health leader Hazelden Betty Ford, she brings deep expertise in go-to-market strategy, growth marketing, and organizational trust-building.
As a sought-after consultant and advisor, Melissa partners with C-suite leaders, startups, and established healthcare organizations to refine messaging, strengthen market positioning, and guide responsible innovation. Her work helps organizations communicate transparently about AI and automation, align purpose with decision-making, and ensure technology enhances care without eroding human connection or credibility.
Melissa is a recognized thought leader in healthcare growth, trust, and brand strategy. She is a TEDx speaker, frequent keynote speaker, podcast guest, and contributor to leading industry publications, addressing topics including trust-centered leadership, purpose-driven marketing, inclusive communication, and the human implications of AI in healthcare. Her leadership has been recognized with numerous honors, including Nonprofit Marketer of the Year from the American Marketing Association, the Women’s Health Leadership TRUST Award, and recognition as one of the Top 50 Women in Healthcare.
She is the author of the Amazon #1 bestseller Harnessing Purpose: A Marketer’s Guide to Inspiring Connection, which offers practical guidance for leaders seeking to build trust, align values with performance, and lead with purpose in complex environments. Her work blends real-world experience with actionable frameworks designed to support modern healthcare leaders navigating change.
In addition to her professional work, Melissa serves on multiple boards and advisory groups. She is Chair of the Governance and Nominations Committee for Asbury Communities, Inc., a board member of the Women’s Health Leadership TRUST, and a member of the American Hospital Association’s Society for Healthcare Strategy and Market Development (SHSMD) Advisory Board.
Melissa holds an MBA in Marketing from the University of St. Thomas in St. Paul, Minnesota, a BA from the University of Minnesota, and is an NACD Certified Board Director. She is driven by a commitment to using leadership, communication, and technology responsibly to strengthen trust, advance care, and create meaningful impact across the healthcare ecosystem.