Meet Melissa Fors Shackelford

Alright – so today we’ve got the honor of introducing you to Melissa Fors Shackelford. We think you’ll enjoy our conversation, we’ve shared it below.

Melissa, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

For me, purpose has always lived at the intersection of values and action. Early in my career, I saw how communication could build bridges or reinforce walls. Working in Japan right out of college, I learned the importance of dignity in connection. That experience stuck with me. It helped me see marketing not just as a tool for promotion but as a tool for respect.
When I entered healthcare, particularly behavioral health and addiction treatment, that belief deepened. I witnessed how stigma, silence, and shame created real barriers to care. And I realized that how we talk about care is often just as important as the care itself.
My purpose became clear: to use marketing as a force for good. To help people feel seen, to make access easier, and to guide brands in showing up with empathy, not just efficiency.
That lens has shaped everything I do, from how I lead teams to how I help startups position themselves in crowded markets. It’s also what inspired me to write Harnessing Purpose: A Marketer’s Guide to Inspiring Connection. I wanted to offer something practical for leaders who, like me, believe that marketing done well can build trust, foster equity, and deepen connections.
Purpose isn’t static. It evolves. But for me, it’s always been about aligning what I believe with how I show up in work, leadership, and the messages we share with the world.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m a marketing and growth consultant focusing on healthcare and mission-driven organizations. After two decades in leadership roles at healthcare leaders like Hazelden Betty Ford, Optum, and Cigna’s Evernorth, I launched Shackelford Strategies to help brands grow with integrity. My work centers on aligning message with mission, assisting organizations to grow in ways that build trust, reduce friction, and reflect the values they claim to stand for.

I am most excited to see the shift toward more human-centered, inclusive marketing. People are done with being sold to. They want a real connection. They want to work with and buy from brands that feel grounded, honest, and clear about their purpose. I work with founders, executives, and healthcare leaders ready to embrace that and want their marketing to be as intentional as their mission.

This year, I published my book, Harnessing Purpose: A Marketer’s Guide to Inspiring Connection. It’s a practical resource for anyone building a brand in a high-stakes, trust-challenged environment—especially in the healthcare sector. It offers tools, questions, and frameworks for marketers and leaders who are tired of surface-level storytelling and are ready to create something more meaningful.

Whether supporting a startup entering the market or helping a legacy brand reconnect with its roots, my focus remains the same: building a strategy that reflects who you are and marketing that fosters the kind of trust that leads to loyal customers.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, three qualities have shaped my journey more than anything else: authenticity, empathy, and adaptability.

Authenticity has been foundational, especially in brand and leadership work. People don’t just want polished messaging; they want to know what you stand for and see that reflected in your actions. Whether you’re leading a team or shaping a brand, staying rooted in what’s real, not just what sounds good, builds lasting trust. For those early in their journey: get clear on your values, and let those guide your decisions and communication. Authenticity is about being honest, not perfect.

Empathy has been the cornerstone of my leadership, not just in how I communicate externally, but in how I lead teams. As a marketing leader, I’ve seen how empathy creates space for trust, creativity, and accountability. It turns a group of individuals into a team that feels seen, heard, and motivated to do meaningful work. Working in healthcare reinforced that empathy isn’t just a leadership trait; it’s a strategic advantage. Language can empower or isolate, and that’s true inside an organization just as much as in the market. For those just starting out: listen more than you speak. Ask better questions. And pay close attention to both what people say and what they hold back.

Adaptability has kept me grounded in the face of constant change. From navigating industry shifts to leading brand transformations, I’ve learned that being open to what’s next and knowing how to lead through uncertainty is key. The best way to build adaptability is to stay curious, learn across disciplines, and avoid confusing consistency with rigidity.

Whether I’m working with a startup or a national brand, these three qualities continue to guide my work. They’re woven throughout Harnessing Purpose as essential tools for marketers and mission-driven leaders alike.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

Yes, I’m always open to thoughtful collaboration, especially with companies and organizations that want to become more purpose-driven and values-focused in their leadership, communication, and connection.

I’m currently looking to partner with conference organizers, podcast hosts, and leadership teams seeking speakers who can offer real-world insight into inclusive marketing, brand purpose, and building authentic connections with employees and customers. Whether it’s a keynote, breakout session, or executive offsite, I love engaging with audiences ready to move beyond messaging and toward meaningful alignment.

I also consult with startups, healthcare brands, and mission-led businesses that want to clarify their story, bridge the gap between internal culture and external brand, and build long-term trust with the people they serve.

If you’re hosting an event, developing a speaker series, or looking to bring purpose to the center of your brand strategy, I’d love to connect.

You can reach me directly via:

LinkedIn: https://www.linkedin.com/in/mfors/
Substack: https://melissaforsshackelford.substack.com/
Website: https://melissaforsshackelford.com.

Get Harnessing Purpose: A Marketer’s Guide to Inspiring Connection on Amazon at https://amzn.to/44UJWb6

Contact Info:

• Website: https://melissaforsshackelford.com
• Linkedin: https://www.linkedin.com/in/mfors/
• Other: Substack: https://melissaforsshackelford.substack.com/
  Amazon: https://amzn.to/44UJWb6

Image Credits

headshot by Caitlin Nightengale