SmartLinx snags highly sought-after marketing leader Holmes as new VP of marketing

Leading health care technology company will draw upon Holmes' two decades of marketing and branding leadership to accelerate growth of organization

SmartLinx on Wednesday said Michelle Holmes joined to lead marketing as vice president. With 20 years of marketing and branding expertise, Holmes will oversee SmartLinx’s corporate marketing endeavors to embolden its brand recognition and accelerate growth in the health care industry.

The Iselin-based provider of cloud-based workforce management solutions has product offerings that are ushering in 21st-century technology to an industry that has historically been slow to adapt to the changing pace of work.

Amid a historic national health care staffing crisis, health care facilities have been forced to adapt to new ways of work. SmartLinx offers a unified workforce management suite designed to empower facility owners and caregivers and meet today’s standard of work. From scheduling and time and attendance to payroll and compliance, insights and so much more, SmartLinx provides the technologies and tools needed to adapt to shifting business conditions.

“Leveraging technology to provide a better experience to caregivers, who can then deliver better patient care, is one of the biggest opportunities in the health care industry today and what drew me to join the company,” Holmes said. “I’m excited to join SmartLinx to usher in a new era of growth.”

Prior to joining SmartLinx, Holmes was the vice president and chief marketing officer of the nonprofit AT&T Performing Arts Center, where she oversaw all brand and marketing strategies, digital platforms, advertising and show promotion, public relations and graphic design for over 1,000 entertainment shows annually. Before that, Holmes had an 18-year career at AT&T, where she was the area vice president of marketing for AT&T Global Business Solutions. Holmes was responsible for a team handling all marketing communications, advertising and digital, globally. She also led integrated marketing and brand management as executive director in global corporate marketing. She launched, managed and served as the spokesperson for AT&T’s initiative to end texting while driving “It Can Wait” movement, AT&T’s initiative to end texting while driving. Holmes helped create AT&T’s brand organization and relaunched its repositioned brand on the heels of M&A activities throughout her tenure.