Marketing is more than just messaging; it’s how we connect with caregivers, partners, and communities to share our mission and build trust. From shaping our voice to driving awareness and engagement, the work of our marketing team plays a vital role in bringing our story to life.

This month, we turn the spotlight on Senior Marketing Manager Rebecca von Oeyen. Over the past seven years with Careforth, Rebecca has played a key role in launching impactful campaigns and helping our mission reach more families and caregivers than ever before. 

What is your role and how long have you worked at Careforth? 

I am a Senior Marketing Manager and have been with the company for 7 years as of July!

What inspired you to join our team? 

In advertising and marketing, it’s common to promote products you don’t genuinely connect with. I wanted something different—an opportunity to stand behind a mission I truly believed in. After interviewing with my future team and reading the Rosalynn Carter caregiving quote on the wall, I knew Careforth was a company I could get behind!

How do you support families and caregivers in your role, and why is it important? 

In my role, we get to introduce Careforth to families with the hopes of them reaching out and eventually joining our program. It’s my job to develop ads that include interesting content that helps families identify as caregivers, understand the basic eligibility for our services, and learn about who we are and what we do. Hopefully, that gets them to take an action, whether a call, email, or form submission, with the goal they join our program and get support. We get to test out different messages, imagery, animation, videos, and more—then see what works and make more of them. Not all providers are created equal, so it’s important that we clearly communicate to both prospective families and professionals what makes us different and why they should choose us.

Do you have a personal connection to caregiving?

I didn’t truly understand the critical role caregivers play until I joined this organization. But over the years, I’ve had two kids of my own, and I’ve watched my parents and extended family grow older. Those experiences have really opened my eyes, and I know that soon enough, I’ll be stepping into that role myself in a much more personal way.

What do you enjoy most about your role?

I see our team as a group of creative problem solvers—no two days ever feel the same. What I really enjoy is working across the organization to tackle challenges together. How can we better engage a specific audience? How do we stand out at a conference? What’s the best way to connect with families who are the right fit for our program? I enjoy the process of finding smart, impactful solutions.

But what I really enjoy the most is meeting the families we help, hearing them tell their caregiving stories, then sharing them out in all different ways—videos, blogs, quotes, and more. I love hearing first-hand how they became caregivers, how it has impacted them, and how our program has supported them mentally, physically, and financially. Hearing their stories helps me really understand the mindset of caregivers and gives me a deeper understanding of who we serve. These insights help guide how we shape our messaging, target the right audiences, and share stories that others can connect with. When people see themselves in those experiences, they’re more likely to realize our program could be a great fit for them too.

How do you contribute to our company’s mission and values? 

When creating our ads, we always start with the caregiver in mind. We focus on what will truly resonate with them and help build a sense of trust in our brand. Through our content, we consistently show that caregivers are our priority by leading with heart—highlighting how our company is committed to doing the right thing and going beyond to ensure they get the support they need.

What’s something interesting about your job that people may not know? 

Marketing isn’t just about clever ads or catchy lines. It’s about understanding how people think, what drives their decisions, and how they connect with things emotionally. We also do a lot more than just marketing directly to caregivers. I spend a lot of time analyzing data, developing strategies, building out processes, and writing communications for professional partners.

How do you maintain a positive work-life balance in this field? 

One of the things I appreciate most about this company is never feeling like I have to apologize when life happens. Whether it’s picking up a sick kid or running to a last-minute doctor’s appointment, I know my team has my back. And when it comes to taking time off, it’s not just allowed—it’s encouraged and celebrated. We’re reminded to take care of ourselves and recharge, just like we encourage caregivers to do.

What advice would you give to someone considering a career in healthcare? 

No matter your role—whether you’re building tools, crafting messaging, or balancing budgets—always consider how your work affects the people we ultimately serve. That perspective is what makes a real difference in healthcare.

What is one fun fact about you that your colleagues may not know about? 

I live in Michigan now. When I started at Careforth 7 years ago I could walk to work straight down Stuart Street to the Hancock Tower in Boston.

What is your favorite quote? 

There are a few mantras I like: 

“Another day. Another opportunity.” 

“Never mistakes. Only lessons.” 

“Strive for progress, not perfection.”

Thank you for reading this month’s edition of Faces of Careforth featuring Rebecca von Oeyen. At Careforth, we strive to provide the resources and connections that ensure caregivers feel supported throughout their caregiving journey. If you’re inspired by Rebecca’s story and want to be a part of a team that leads with heart, cultivates trust, and goes beyond, visit our Careers page to learn more and explore our current openings.