Mr. Roth serves as system vice president and chief marketing officer at UW Health, leading systemwide strategies across strategic marketing, branding and digital engagement for the health system’s six main hospitals, 105 sites of care and more than 26,500 team members. Since joining, he has introduced a multi-customer relationship management approach to improve data use and outreach efficiency, with early results showing response rates for patient screening outreach increasing by 10 to 20 times and targeted acquisition efforts yielding a nearly 40% increase in pharmacy volumes. Mr. Roth helped drive a comprehensive system rebranding initiative, integrating multiple brands under a single approach, and recently launched a groundbreaking “Title Sponsorship” across all UW-Madison women’s athletics to accelerate the organization’s women’s health initiatives, including custom content created through name, image and likeness partnerships with female athletes. He has modernized the department’s technology stack and directed a major redesign of the primary website, resulting in improved search functionality and stronger SEO performance. UW Health was named to Forbes‘ list of “America’s Best-In-State Employers” in 2025, and the University of Wisconsin Hospitals have been ranked No. 1 in Wisconsin for the 14th consecutive year. Mr. Roth previously held senior marketing and distribution roles at UnitedHealthcare and Optum.
