The American Cancer Society Names First-Ever Chief Revenue & Marketing Officer, Adding Veteran Sales & Marketing Expert to its Team
ATLANTA, July 19, 2013 /3BL Media/ – As part of a transformative reorganization effort designed to save even more lives from cancer, the American Cancer Society has added a Chief Revenue and Marketing Officer (CRMO) to its professional staff leadership, naming veteran sales and marketing executive Lin Mac Master to the seminal post.
In this newly created role, MacMaster will provide strategic leadership to grow the fundraising portfolio of the nation’s largest voluntary health organization, while simultaneously guiding strategic efforts to ensure brand relevance to new and existing supporters.
“We know more about how to fight cancer than ever before, but the successful application of that knowledge is dependent on our ability to make a sustainable connection with the partners who fuel our mission,” said Gregory P. Bontrager, the Society’s president and chief operating officer. “Our efforts to save lives and change the course of cancer demand the depth and breadth of data driven and customer-focused knowledge and experience that Lin brings to the table and we are excited to add her to our leadership team.”
Mac Master, a cancer survivor, brings more than 25 years of experience in revenue growth, brand development, acquisition and retention marketing, qualitative and quantitative research, and data analytics. Throughout her career, she has specifically pioneered methods to incorporate consumer motivation with data analytics to enhance ROI for a number of major private and nonprofit organizations, finding new ways to create sustained revenue streams and building brands.
“As a marketer, I never really envisioned that I’d play a significant role in ending cancer; I left that up to the medical and scientific experts,” said Mac Master. “In fact, I probably never even really seriously considered the prospect until faced with my own cancer diagnosis. But the landscape has changed and the cancer fight is also inextricably linked to successful consumer engagement in the face of increased competition for dollars and mindshare, making this opportunity both professionally challenging and personally motivating.”
Mac Master joins the Society after most recently having served as vice president and chief marketing officer of OptumHealth, a division of Optum, a UnitedHealth Group subsidiary and the nation’s largest health services business. She previously led all marketing efforts at the Washington, D.C.-based American Association of Retired Persons (AARP) as senior managing director of member experience.
