Michelle Russell

About

I am a healthcare and digital health executive with deep experience leading client success, commercial operations, and product commercialization across high-growth, mission-driven organizations. My career has been focused on scaling innovative healthcare solutions across health plans, employers, health systems, and provider organizations, with a strong emphasis on improving access to care, driving measurable outcomes, and building scalable post-sale infrastructure. I specialize in bridging the gap between commercial strategy and operational execution—ensuring that organizations don’t just win business, but successfully implement, adopt, retain, and expand it. Across my leadership roles, I have built and led teams responsible for: Client success, implementation, onboarding, and retention strategy Commercial operations and post-sale revenue growth Health plan, employer, and provider partnerships Scaling early-stage and growth-stage healthcare SaaS / digital health organizations Cross-functional alignment between Sales, Product, Clinical, and Operations teams I bring extensive experience working in startup and high-growth environments, where speed, adaptability, and execution are critical. I understand the complexity of selling into and scaling within healthcare systems, including the operational and clinical requirements needed to drive adoption and sustained engagement. My strength lies in building structure where none exists—creating scalable playbooks, operational frameworks, and client success models that improve both customer outcomes and business performance. Core areas of expertise: Healthcare SaaS | Digital Health | Digital Therapeutics | Product Commercialization | Client Success Leadership | Customer Success | Health Plan Sales | Employer Solutions | Provider Networks | Implementation Strategy | Revenue Growth | Retention & Expansion | Care Delivery Operations | Start-up Scaling | Cross-functional Leadership

Experience

• Vice President, Strategic Accounts · Freespira10-01-2022

  As Vice President of Strategic Accounts, I lead the strategy and execution for all post-sale client engagement, implementation, and care delivery operations for a clinically validated digital therapeutic used across health plans, employers, providers, and health systems. Key responsibilities: - Lead end-to-end client success strategy, including onboarding, implementation, retention, and expansion across complex healthcare stakeholders - Own and optimize the post-sale customer lifecycle, ensuring successful adoption and measurable clinical and financial outcomes - Oversee care operations supporting patient engagement, adherence, and program effectiveness - Partner closely with Sales, Product, and Clinical teams to align commercialization strategy with real-world delivery - Manage cross-functional initiatives to improve scalability, reduce implementation friction, and accelerate time-to-value for clients Key accomplishments: - Developed and implemented scalable client implementation playbooks to standardize onboarding and improve execution consistency across customers - Built operational frameworks supporting growth across health plans, employer groups, and provider systems - Strengthened cross-functional alignment between commercial, clinical, and product teams to improve client outcomes and retention performance - Contributed to commercialization strategy for a digital therapeutic in a regulated healthcare environment (FDA-cleared category) - Led organizational transformation efforts within client success and care operations to support scale and efficiency during growth phases Department: Sales • Level: President/Vice President Freespira is a Mental Health Care company. Freespira is a clinically-proven, FDA-cleared breathing-based treatment for anxiety and panic disorders. Learn how our technology works and how it can help you manage your symptoms and improve your quality of life. Start your journey to a healthier, happier you with Freespira today. Freespira employs 41 people (-10.0% YoY, -5 people) and has an annual revenue of $6.5M, founded in 2013. Headquartered in Kirkland, Washington, United States. Has $44.4M in total funding, with 6 prior funding rounds.

• Senior Director, Client Success · Freespira05-01-2018 – 10-01-2022

  I led client success, implementation strategy, and commercialization support during a high-growth phase of the organization, with responsibility for driving adoption, retention, and expansion across payer, employer, and provider clients. Leadership & Team Development - Built and led a field team of Practice Development Managers across PA, WV, and DE supporting behavioral health and primary care market expansion - Developed go-to-market and field engagement strategies to drive provider adoption and patient demand generation - Partnered cross-functionally with Sales, Clinical, and Product teams to support commercialization and scale Client Success & Commercial Ownership - Owned end-to-end client lifecycle management across health plan and employer accounts, including implementation, onboarding, adoption, retention, and expansion - Served as strategic partner to payer and provider stakeholders, aligning program execution with clinical and business objectives - Drove account growth through utilization optimization, stakeholder engagement, and value demonstration Implementation & Operations - Built scalable client implementation playbooks and onboarding toolkits to improve consistency and reduce time-to-value - Developed utilization, enrollment, and outcomes reporting frameworks to support client ROI and program performance visibility - Partnered in redesigning patient onboarding and care workflows to improve activation, adherence, and client satisfaction - Supported client-facing engagement strategies, including enrollment campaigns and adoption toolkits Freespira is an FDA-cleared digital therapeutic for panic disorder, panic attacks, and PTSD used by health plans, providers, and self-insured employers to improve outcomes and reduce avoidable healthcare utilization.

• Director, Strategic Accounts · Burnalong04-01-2022 – 10-01-2022

  Burnalong (www.Burnalong.com) helps people - ranging from new mothers and children through to seniors, and everyone in between - achieve their physical and emotional health and wellness goals. Clients range from the government to international companies to local firms to Medicare Advantage Plans to hospitals, with superior engagement and retention levels. We believe that people are motivated by (1) wellness programming that is reflective of their diversity and their diverse needs. So we partner with 2.500+ local instructors and bring online what works for people in person: 1,000s of relatable instructors across 50+ categories (from cardio to yoga to nutrition to diabetes to mindfulness to stress to chronic conditions to kids classes to pet workouts to adaptive workouts for disabilities); and, (2) social motivation - including taking live classes in private sessions with others you invite. Described by INC Magazine as "Pioneering a New Approach to Wellness (That Actually Sticks)," our approach is leading us to outperform traditional wellness programs 5X. We are a deeply mission-driven company (read more about our why: http://bit.ly/WhyBurnAlong) and we are inspired daily by our community — from the new mother suffering from postpartum depression who started laughing and feeling great again after regularly taking classes with an old friend now on the other side of the country, to the grandmother who discovered a lump only because she lost weight taking classes – and successfully had it removed. Department: Sales • Level: Director

• Strategic Account Executive · Insignia Health04-01-2016 – 05-01-2018

  Directed and oversaw new client training and implementations, conducting needs assessments and devising strategic plans to increase use of the Patient Activation Measure and related products that support population health initiatives. ➥ Consulted with client leadership to propel broad adoption and use of Insignia Health products & tools, including the development and implementation of change management strategies and operational or clinical workflows related to PAM®. ➥ Managed book of business comprising 30 accounts generating $1M in annual revenue. ➥ Secured renewals of all 30 accounts and additionally generated $300,000 in a contract expansion and product add on within first year. ➥ Retained 100% of accounts over an 80% retention goal as well as increasing sizes of accounts and adding new products by implementing improved and streamlined procedures. ➥ Devised and implemented training and implementation process for new client as well as supporting key clients including large Pharmaceutical companies and health systems. Department: Sales • Level: Specialist Insignia Health is a Wellness and Fitness Services company. Insignia Health is a behavioral health model that helps healthcare organizations activate patients in their care and improve outcomes. They empower healthcare professionals and organizations around the world with tools and strategies to improve patient activation. Insignia Health employs 3 people and has an annual revenue of $5.9M, founded in 2006. Headquartered in Portland, Oregon, United States, with presence in Netherlands. Has $250.0K in total funding.

• Senior Account Manager · Healthways12-01-2013 – 04-01-2016

  Charged with establishing and maintaining C-suite relationships within the sponsoring health plan client in addition to a network of partners committed to improving health outcomes. Evaluated and assessed client’s goals and growth potential to ensure all expectations were exceeded by driving and deepening engagement. ➥ Requested to move with department to drive the creation of new program to support the prevention of chronic conditions. ➥ Credited with driving 85% of new business growth by fostering solid, professional relationships with prospective accounts. ➥ Established and captured new business with 22 partners at national level, boosting sales and revenue gains and allowing programs to be offered throughout all top national Senior Living facilities. . ➥ Opened and maintained 9 key relationships in discount program. ➥ Achieved revenue goals while establishing and opening brand-new market. Department: Sales • Level: Senior Healthways is a Wellness and Fitness Services company. Healthways employs 348 people (-0.3% YoY, -4 people), founded in 1981. Headquartered in Franklin, Tennessee, United States, operates in 14 countries (including Australia, Philippines, Brazil, Pakistan, and Kuwait).

• Associate District Manager · Healthways01-01-2012 – 11-01-2013

  Promoted from Field Account Manager to steer and drive all targeted revenue, member enrollment, participation and visit prospects in the District. Led and developed team comprising 7 field account managers in PA and WV. Executed all strategic initiatives implemented within new business model. ➥ Captured overall 15% increase in retention of new members following selection to participate in a multidisciplinary leadership team that designed and executed a new business model, enhancing the member experience. ➥ Secured an 11% improvement in member utilization compared to control group by designing, hiring and training new engagement specialist position to drive retention of new members upon first 90 days of enrollment. ➥ For one year, acted as the District Manager during testing phase of a new business support model, by training and coaching 9 Field Account Managers and 5 Engagement Specialists. Department: Sales • Level: Manager Healthways is a Wellness and Fitness Services company. Healthways employs 348 people (-0.3% YoY, -4 people), founded in 1981. Headquartered in Franklin, Tennessee, United States, operates in 14 countries (including Australia, Philippines, Brazil, Pakistan, and Kuwait).

• Account Manager · Healthways01-01-2008 – 01-01-2012

  Cultivated local and regional health plan client relationships to collaborate on implementation of strategic plans to deliver and demonstrate program value while increasing member engagement and retention. Managed regional provider network, serving as primary point-of-contact for day-to-day issues. Oversaw retention, upselling, customer service and prospecting. Negotiated contract guarantees and service level agreements (SLAs). Presented benefit performance reporting each month to sponsoring health plan executives. ➥ Propelled territory 36% to $6.5M in annual revenue within two years, the largest in the nation. ➥ Achieved top rating out of 60 account managers in a national client satisfaction survey which was deployed by an outside consultant. Department: Sales • Level: Specialist Healthways is a Wellness and Fitness Services company. Healthways employs 348 people (-0.3% YoY, -4 people), founded in 1981. Headquartered in Franklin, Tennessee, United States, operates in 14 countries (including Australia, Philippines, Brazil, Pakistan, and Kuwait).

Education

• Indiana University of PennsylvaniaBachelor of Science, Business Management

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