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Michelle Bisson

Professional Portfolio

Professional Portfolio

Michelle Bisson

Elevating Brands Through Strategic Marketing Excellence

With more than two decades of experience leading multi‑channel growth and digital transformation, I help healthcare and consumer packaged goods brands build stronger connections and measurable impact. Most recently, I served as a senior marketing leader overseeing marketing strategy, communications, PR, creative, and digital marketing for an integrated healthcare delivery network and health insurance organization.

A year of impact, innovation, and community connection. This highlights reel showcases how Summa Health Marketing advanced the organization’s strategic priorities through brand storytelling, patient engagement, digital innovation, service line growth, and community outreach—demonstrating the measurable value and impact of marketing across the health system.

Core Marketing Competencies

Brand Management
Market Research
Business Strategy

Building and maintaining premium brand identities through strategic positioning, visual design, and consistent messaging across all touchpoints.

Developing comprehensive brand narratives and activation roadmap based on market segmentation research and analytic insights.

Driving organizational growth by overlaying keen marketing strategies and activation plans to key areas of business development opportunities.

Paid Media Strategy

Mastering traditional and digital mediums for an efficient omnichannel approach which ultimately fills the acquisition funnel.

Performance Analytics

Leveraging advanced data visualization and reporting tools to turn complex metrics into actionable insights for marketing decision-making.

Digital and Content Marketing

Implementing scalable acquisition funnels through content strategy targeting customer lifecycle management to accelerate market penetration and long-term retention.

Professional Experience

Over 20+ Years of Strategic Marketing Leadership

Detailed Resume

Recent Career Snapshot

Summa Health | SummaCare

2017 — June 2026

Summa Health

  • Led a 35-person enterprise marketing organization for a $3 billion integrated healthcare delivery system, directing enterprise marketing strategy, digital marketing, communications, public relations, creative services, market research, brand strategy, media planning, CRM, performance analytics, consumer acquisition, and brand transformation.

  • Launched an innovative enterprise brand campaign that increased consumer brand perception by 20% year over year.

  • Directed the 2025 integrated, multi-channel service line marketing campaign, achieving a 35% conversion rate by optimizing the digital patient journey and leveraging targeted email, SMS, and direct mail strategies to drive appointment growth.

  • Established and scaled the organization's CRM function using Epic Cheers, achieving annual performance targets within the first year while strengthening patient engagement and marketing automation capabilities.

  • SummaCare

  • Drove record-setting Medicare Advantage member acquisition, contributing to sustained enrollment growth for the regional health plan.

  • Developed a comprehensive brand strategy that increased consumer awareness and trust by 25% over three years.

  • Strengthened marketing operations by improving internal review processes to ensure 100% compliance with CMS Medicare marketing regulations.

Vice President, Enterprise Marketing

2014 — 2017

Director, Digital and Brand Marketing

Summa Health

  • Led a comprehensive rebrand of a 20-year health system's outdated brand, encompassing market research, brand platform development, visual identity, creative assets, brand guidelines, and a centralized employee and vendor brand portal resulting in 100% internal and external adoption.

  • Coordinated cross-functional teams to leverage system rebrand for insurance entity rebrand.

  • Improved SEO and SEM performance, increasing paid media conversion rates by 20%, reducing customer acquisition costs, and generating additional qualified patient leads.

  • Led the RFP process and selection of new brand and SEM agency partners, establishing strategic relationships that enhanced marketing performance and supported organizational growth.

2012 — 2014

Summa Health

Marketing Specialist

  • Re-engineered digital marketing infrastructure by centralizing and consolidating 25+ patient-facing websites, multi-channel platforms, agency management, and analytics scorecards.

  • Established SEM and performance analytics.

Education & Credentials

Master of Business Administration (MBA)

University of Akron, Akron, Ohio

Graduated: 2021 - 2023

Bachelor of Science, School of Journalism 

Major: Advertising | Minor: Marketing

Kent State University, Kent, Ohio

Graduated: 1986-1991

Professional Engagement
Board of Directors

Cuyahoga Valley National Park Conservancy, 2026

Ohio Health Choice, 2023 - 2025

Project Grad (Akron Public School System), 2020 - 2023

Rachael's Angels, 2017 - 2019

External Involvement

Akron Leadership Signature Class 35 Graduate, 2019

Healthcare Internet Conference Speaker, 2018

Internal Involvement

Summa Health Executive Leadership Team, 2019 - 2026

SummaCare Leadership Team, 2020 - 2026

Let’s Start a Conversation

michellebisson3388@gmail.com

330.808.3930

“Brand positioning isn’t what you say—it’s what you consistently prove.”

— Michelle Bisson, Executive Marketing Leader

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