2017 Top Women in PR

Tara Raeber Vail

Senior Director, Marketing and Communications


Tara Raeber Vail drives business results. She is leading Ascension efforts to leverage marketing and communications to reshape the organization from a holding company to a consumer healthcare company.

As part of that work she is driving an initiative to consolidate multiple local budgets into one, integrated $60M budget focused on reaching consumers through new, creative channels. Through this new model, Vail is working to elevate Ascension’s standing as a go-to healthcare thought leader.

As part of this structure change Vail has led the development of a savings database to measure the efficiencies of centralizing Ascension's marketing and communications budget and consolidating agency resources. The database captures estimated spend, savings goals, actual spend, and savings by market and site of care for all Ascension service lines and care brands.

Monthly reports help ensure Ascension remains on track to meet its goals of greater effectiveness, cost efficiency and return on investment. While the database is in early stage implementation, Ascension has already saved nearly $20 million in negotiated contracts with its agencies. Due directly to Vail's efforts, the database is tracking marketing and communications savings at the System Office level, as well as across Ascension’s health ministries and subsidiaries.

For more than 15 years, Vail has devoted her considerable talents not only to the organizations she has supported, but also to her community—and beyond. Her remarkable work is reflected in the eight Silver Anvils, Global SABRE Award and Bronze Cannes PR Lion she has helped win during her career.