Melissa Fors Shackelford
Person by Melissa Fors Shackelford
Marketing with Purpose: Building Brands that Connect and Inspire
About
Melissa Fors Shackelford is a healthcare marketing strategist, author of Harnessing Purpose, keynote speaker and advisor to leaders who want to align mission with message; she brings practical insights on brand authenticity, inclusive communication,...
Melissa Fors Shackelford is a healthcare marketing strategist, author of Harnessing Purpose, keynote speaker and advisor to leaders who want to align mission with message; she brings practical insights on brand authenticity, inclusive communication, and how purpose can drive both growth and genuine human connection. As the founder of Shackelford Strategies, she partners with executives, startups, and established healthcare brands to refine messaging, strengthen market positioning, and launch new offerings. With more than 20 years of leadership experience at organizations including Optum, Hazelden Betty Ford, and Cigna’s Evernorth, Melissa has built deep expertise in go-to-market strategy, brand development, and growth marketing. She helps businesses accelerate market entry, scale sustainably, and build lasting connections with the people they serve. A recognized thought leader in healthcare and brand strategy, Melissa is a frequent speaker, podcast guest, and contributor to leading publications. Her insights focus on purpose-driven marketing, inclusive communication, and the role of authenticity in shaping modern healthcare brands. She has received multiple 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 Amazon #1 best-selling book, Harnessing Purpose: A Marketer’s Guide to Inspiring Connection, has solidified her reputation as a leading voice in purpose-driven marketing. The book offers actionable strategies for marketers and mission-driven leaders, blending real-world insights with practical tools to help organizations foster authentic connections, spark creativity, and lead with clarity of purpose.
What Matters
Melissa says [Artificial intelligence] "absolutely matters," especially in marketing and healthcare, noting marketers were "some of the first people to leverage AI" for graphics, editing, and analytic...
Melissa says [Brand]ing "always matters" for individuals and organizations alike, urging everyone to consider "what do you stand for, what do you want to be known for" — including their own personal b...
Melissa says [Corporate social responsibility] "matters more and more every day," urging all organizations to "understand what they stand for" across hiring, culture, and communication.
Melissa says [Health care] matters deeply, asserting "there's nothing more precious" than it, and focusing her work on breaking down barriers so people "feel welcome and accepted" in the system.
Melissa says [Leadership] "absolutely matters," emphasizing that "everybody is a leader in one way, shape, or form" because "people are watching you" regardless of your role or title.
Melissa says [Reality television] matters as "an escape" for many people, noting that "mental health is a challenge" and anything that helps people "decompress and relax" is "super important."
Melissa says [Vacation]s absolutely matter, advocating for "change of scenery" as a stress reducer, noting you'll be "a better leader" and "a better coworker" when you take time to decompress.
Though not a player herself, Melissa says [Video game]s matter as "a release" and "stress reducer" for many, even recalling executives using them to "build camaraderie" across the country.
