Thomas Rubino, CMO of Cooper University Health Care: From Politics to the Marketing C-Suite

Thomas Rubino is the Chief Communications and Marketing Officer at Cooper University Health Care, one of the major academic health systems in South Jersey. He came to marketing by an unusual route — law and politics — and that background shapes how he thinks about persuasion, messaging, and building a brand in a fiercely competitive market. His perspective is a useful one for anyone who wants to move people, not just measure them.What the Conversation CoversTom's path from running political campaigns to leading marketing for a major health systemHow his legal and political training taught him to turn complex issues into clear, persuasive messagesWhat it takes to build a healthcare brand in a crowded, competitive marketHow he structures a "small but mighty" team and where he brings in outside agenciesWhat makes an agency stand out to him — and the vanity metrics that make him tune one outGuest BioThomas Rubino is the Chief Communications and Marketing Officer at Cooper University Health Care, where he has spent a decade overseeing brand marketing, public relations, internal communications, social media, and the website. Before healthcare, he served as an elected official and ran political campaigns, working in public relations and message strategy, and later led communications on the health-insurance side before moving to the provider side at Cooper.About the PodcastCMO Journeys is a podcast from NextBigWin hosted by Christian Banach. The series features conversations with marketing leaders about the path to the C-suite, the challenges they are tackling inside their organizations, and how they evaluate agencies and strategic partners.