Chryssa Rich - VP Marketing, CapEd Credit Union
One of the first things Chryssa Rich started at Primary Health Medical Group in 2013 was a regular patient satisfaction survey. She read every response herself and routed problems to the right manager, and the program grew into a HIPAA-compliant system whose feedback could be used in marketing. As she described it, the group’s strategy was deliberately narrow: advertise urgent care, because people know when they need it, then refer those patients to its family doctors. The marketing ran on a very small in-house team and a local agency, across broadcast, airport banners, Spanish-language radio, and about 35 community events a year, from Kids’ Health Expos to Fiestas Patrias. She credits much of the group’s success to clinic locations on visible, high-traffic corners. Before Primary Health she handled search, web content, and social as a marketing programs associate at Pets Best, after agency work in Austin, Los Angeles, and Boise. She is fluent in Spanish. CapEd Credit Union named her vice president of marketing in September 2026.
Heather McMillan - SVP Marketing, Westmark Credit Union
Heather McMillan started in 2009 on the administrative and sales side of Impact Radio Group, and her marketing career has been built on selling media. She spent nearly two years as an account executive at the Idaho Business Review, then more than four as a marketing strategist and account executive with Boise radio groups. Westmark Credit Union hired her as marketing manager for its western region in 2020. She became vice president of marketing in 2024 and senior vice president of marketing in November 2025. While she was VP, Westmark announced a brand evolution, with a refreshed identity, a mobile-first website, and expanded digital tools for members planned for 2026. She came to the job having spent years on the seller’s side of advertising.
Jason Weber - CMO, RedBuilt
Jason Weber has spent nearly three decades in engineered wood. He started in 1997 as a technical representative for Trus Joist in Edmonton, stayed more than eight years, then moved to Weyerhaeuser in Calgary as a strategic sales representative. RedBuilt hired him in 2007 in the Kennewick area, and he won a company sales award in 2010. In 2014 he took on the Mountain region and Canadian sales from Boise, became vice president of sales in 2018, and was named chief marketing officer in June 2025. He now leads brand strategy, product marketing, communications, and market expansion for wood products used in commercial construction, and describes his career as built on working with architects, engineers, builders, and developers across North America.
Patty Burke - VP Marketing, Health Catalyst
Patty Burke came to marketing through analysis. She managed consulting projects as a senior business analyst at HB Strategy Group, then wrote SQL and built reports as a clinical financial analyst at Catalyst Rx, supporting pharmacy management decisions. Health Catalyst hired her as a marketing program manager in 2013, and she spent more than eight years in the role, serving as the company’s contact for its HIMSS conference presence along the way. She moved up to senior director of marketing operations in 2021 and vice president of marketing in April 2022. She describes one of her strengths as making analytics meaningful to people outside the field, a useful skill at a company that sells data and analytics to health care organizations. She has now been with the company for nearly fourteen years.
Jeffrey Myers - VP Marketing Communications, Idaho Youth Ranch
Jeffrey Myers spent ten years as a brand manager at Procter & Gamble, then nearly nine at Meredith. There he ran book marketing, became general manager of special interest media, and led Better Homes & Gardens online before heading e-commerce and digital consumer marketing. In 2012 he joined Idaho Youth Ranch, a youth services nonprofit, as vice president of social enterprise, and in 2017 became vice president of marketing communications. He describes his work over the past decade as spanning marketing, fundraising, donor experience, and technology modernization, built on CRM, marketing automation, and lifecycle strategy. He also speaks in the community about adverse childhood experiences and resilience.
Kelly Bistriceanu - CMO, SeaQuest
Before she marketed aquariums, Kelly Bistriceanu built partner programs for accounting software. As accountant program director at TSheets, she says she grew its program for accountants and bookkeepers from 700 members to more than 14,000, increasing channel revenue thirtyfold over three years. As head of accounting partnerships she managed relationships with Intuit, Xero, and Sage, and helped expand the program into Canada, Australia, and the United Kingdom. She went on to lead partnerships and marketing at CollBox. SeaQuest, an interactive aquarium operator, hired her in 2021 to lead business development. She became national marketing director within months and chief marketing officer in October 2022.
Zane Hardin - CMO, KONO
Zane Hardin started at Inergy in Pocatello in 2017, cold-calling online retailers as an account manager. He worked his way through digital marketing, running paid social, Google Ads, affiliates, email, and e-commerce, then became director of marketing in Boise in 2021 and vice president of marketing in 2023. Inergy has reported that an influencer program he launched brought in 52 partnerships and $2.2 million in revenue. He is also CMO of KONO, a nutrition brand built around putting health first in its ingredients and education, where he works on marketing alongside Kaylee Hardin. Earlier jobs in sales at Lionbridge and Pro Build, and in brand management at The Social Life, filled in the rest. His is a career built from the ground up, one channel at a time.
Emily Tetz - VP Marketing, College of Western Idaho
Emily Tetz started at Bain & Company, then worked at Gateway and Nike before earning an MBA at Harvard Business School. At Nissan, her management work spanned sales operations, model line marketing, Infiniti loyalty, and dealer strategy. She then worked in product marketing at Micron, spent four years in digital and e-commerce marketing at HP and two in performance marketing at Balsam Brands. Lovevery hired her as director of marketing in 2017, and she rose to vice president of product marketing and channel development. In May 2023 she became vice president of marketing for the College of Western Idaho, a role the college frames around widening access to affordable education.
Shane Nelson - SVP & CMO, United Heritage Insurance
Shane Nelson joined United Heritage in 2001 as marketing director for its group insurance business, and he has now been there for twenty-five years. He spent nearly fourteen of them as vice president of group, then became senior vice president of group in 2018 and added chief customer officer to the title in 2021. In August 2023 the company named him senior vice president and chief marketing officer. He describes his focus as developing a profitable division that serves clients and agents with quality products and service. A quarter-century at one insurer gives him an unusually long view of its customers and the agents who sell its products.
Nicola McIntosh - SVP, Communications & Content Marketing Manager, Zions Bank
Nicola McIntosh once covered newsprint prices for Pulp & Paper Week. She started as a reporter in New Mexico and an agricultural trade editor in Ohio, then co-owned a weekly newspaper in Kuna, handling ad sales, design, and circulation, which she more than doubled. Zions Bank hired her in 2012 as its sole public relations officer in Idaho, covering 24 financial centers. As social media manager she led the creation of an employee brand ambassador program with more than 240 participants and presented it at the American Bankers Association’s national marketing conference in 2023. She reports growing the bank’s Instagram following by 481% and generating $1.6 million in earned media value from the grand opening of its Idaho headquarters at Eighth and Main. She was promoted to senior vice president in October 2025 and skis Bogus Basin in her free time.
Homegrown and Brought Home
Boise’s marketing leaders come from two directions. Some built their careers inside the region’s own companies, from Pets Best and TSheets to Lovevery, Health Catalyst, and RedBuilt, and carried that experience to credit unions, aquariums, and insurers. Others brought experience from Procter & Gamble, Bain, Nike, and HP and now apply it to local institutions. The result is a market where a clinic group, a partner program, and a community college brand can all be run by people who know the city well and know how marketing works elsewhere.