Biography

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 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’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 purposefully. Her work offers practical tools for marketers and leaders alike, blending real-world insight with a clear, inclusive approach to modern marketing.

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 board member for 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.

Passion

Purpose Driven Marketing and Branding, smashing healthcare stigma, mental health and addiction