From Cost Center to Growth Engine: How CFOs and CMOs Agree on Marketing ROI
This session is part of
ROI & Performance Marketing Week
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented September 14, 2026
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Panelists:
Opeyemi Oluwole, SVP, Chief Marketing Officer, Hackensack Meridian Health
Jeremy Rogers, Vice President of Marketing and Digital Transformation, Beacon Health System
Ray Mina, CEO, Freshpaint
Moderator:
Jane Weber Brubaker, Executive Editor, Plain-English Health Care
Session Sponsor:
Many organizations still struggle to position marketing as a strategic growth function rather than a cost center — a challenge that makes credible measurement and executive alignment more important than ever.
The opening keynote brings together perspectives from healthcare marketing, finance, and technology for an executive conversation about how leading organizations redefine success, align finance and marketing around shared outcomes, and build the measurement capabilities needed to make smarter investment decisions.
Watch this webinar as the panel explores what separates organizations that can confidently defend marketing investments from those still relying on incomplete data.
You’ll learn:
- How marketing and finance teams are learning to speak the same language and align around the metrics that matter most.
- How to establish verifiable marketing ROI.
- How leading healthcare organizations move beyond channel metrics toward enterprise-wide accountability.
- How privacy-first data strategies enable better measurement and stronger executive decision-making.
- Where healthcare marketing measurement is headed, and what marketing leaders should prioritize over the next 12-24 months.
Panelists
Opeyemi Oluwole
SVP, Chief Marketing Officer
Hackensack Meridian Health
Opeyemi Oluwole is Chief Marketing Officer at Hackensack Meridian Health. A commercial leader with a career spanning digital health, financial services, and health networks, she has built and scaled products and services at Teladoc Health, American Express, and Citibank. She specializes in business growth, consumer behavior change, partnership marketing, and strategic planning.
At Hackensack Meridian Health, she leads brand strategy, performance and engagement marketing, and communications across 18 hospitals, 500 ambulatory sites, research institutes, medical and nursing schools, industry partnerships, and innovation ventures. Opeyemi is driving measurable business growth while elevating the brand from regional strength to national prominence.
Jeremy Rogers
Vice President of Marketing and Digital Transformation
Beacon Health System
Jeremy Rogers, Vice President of Marketing and Digital Transformation at Beacon Health System, brings over 20 years of leadership experience in digital strategy, consumer experience, and healthcare marketing. At Beacon, he leads enterprise marketing, brand strategy, communications, consumer experience and digital transformation efforts. His expertise focuses on harnessing digitally-enabled innovation, data-driven marketing, and modern consumerism to expand healthcare access and drive growth. A native Hoosier, Jeremy holds a bachelor’s degree in Economics from Indiana University.
Ray Mina
CEO
Freshpaint
Ray Mina is the CEO of Freshpaint, where he leads the company in helping healthcare organizations grow with confidence by enabling high-performing marketing while protecting patient privacy. Since joining Freshpaint in 2022 as Chief Marketing Officer, he has helped shape the company's product vision and go-to-market strategy, contributing to its growth as a trusted platform for more than 250 healthcare organizations.
Before Freshpaint, Ray held senior marketing leadership roles across multiple high-growth B2B SaaS companies, building data-driven teams that consistently accelerated revenue growth. Today, he is a sought-after voice in healthcare marketing, sharing practical insights on Freshpaint's Marketing Rounds podcast, at executive events, and on industry stages.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?