Lisa Hawks is a dynamic communications and marketing leader with more than 20 years of experience spanning start-ups to Fortune 10 companies. She is currently the EVP of Marketing and Communications at Nexben, a fintech payment technology company supporting defined contribution plans. Previously, she served as VP of Communications at UnitedHealthcare, focusing on corporate, Medicaid, and Medicare initiatives. Lisa also led communications teams and played a key role in Best Buy’s impressive growth journey for over a decade.

A natural storyteller, she has worked on high-visibility media campaigns and major world stages, from Wall Street to the Winter Olympics, showcasing collaborations with iconic brands. Lisa earned her B.A. in Communications from Augsburg University.
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What first sparked your interest in working in healthcare?

After 10-plus years in consumer electronics retail, I was looking for a sector that could use my background in branding and consumer experiences. Healthcare was just beginning to focus on patient and consumer-centricity. At about that same time, I was walking alongside my brother as he fought lung cancer. I saw first-hand how hard he worked to find insights, connect the dots, and push providers to help him in a different way despite the silos. It motivated me to find a role where I could leverage my marketing and communications skills to make a difference in this complicated yet vital industry — or at least try.

As a longtime marketing and communications leader, you know the importance of storytelling in capturing a customer’s attention. How has personal storytelling played a role in your own career advancement over the years?

Personal storytelling has been a cornerstone of my professional and personal journeys. It’s all about connecting with people on a deeper level and forming meaningful, lasting relationships. As marketers, we learn that emotional connections trump rational connections, and authenticity and vulnerability are power tools for captivating and engaging others. It’s true on the personal side as well.

Throughout my career, sharing my journey, challenges, and lessons I’ve learned has helped me connect with others, foster trust, provide mentoring, and build a solid professional network. I’ve also been fortunate to have a steady Board of Mentors who reinforced the importance of leveraging an example or a real-life story to sell an idea or nail a business case. It works.

You’ve held roles across multiple industries and at companies of varied sizes. What’s one leadership lesson or principle that has stuck with you throughout them all?

Across the diverse roles and industries I’ve navigated, the leadership lesson that has remained consistent is the importance of adaptability and resilience. In the dynamic landscape of healthcare and business, pivoting strategies, embracing innovation, and leading teams through change have been crucial. This principle has taught me to view challenges as opportunities and to maintain a growth mindset, ensuring that the organizations I’ve been part of remain competitive and relevant.

Personally or professionally, what might the WBL network be surprised to know about you?

Many within the WBL network might be surprised by my crazy passion for riding my Harley Davidson and going on extensive road trips. It’s a hobby that offers me an unparalleled sense of freedom and adventure, allowing me to clear my head and think more creatively.

This might seem a world away from my professional life, but the two have an interesting connection. Riding through different landscapes and communities reminds me of the rich diversity and myriad ways people connect and communicate. It’s like a real-world study of audience segmentation and engagement. And I love to try new foods, meet new people, and learn about local cultures.