Meet Roymi Membiela, MS, CPC, ELI-MP, CTSD, CWDS

  Hi there, many of you know me as the healthcare marketer, others know me from my days in media sales, there may be a bunch who remember me from my path as a transportation public affairs voice, and of course the group who followed me on my solo travelers meetup planning adventures around the world; you may have worked with me or around me through my various career journeys, including my days as a supermarket cashier, a credit rep in a major department store, a real estate professional or as a corporate executive making transformational decisions.   Of course, there are my friends and family who have been by my side through the different facets of my life trajectory, highs and lows … and they are the ones who know me the best. 

Here is a more formal introduction ...

Roymi V. Membiela has held C-Suite positions in South Florida’s largest and most influential healthcare organizations. She spent over a decade at Baptist Health South Florida, serving as Corporate Vice President & Chief Marketing Officer, leapfrogging the marketing communications operations of the largest not-for-profit healthcare organization in Southeast Florida. She was recruited by the University of Miami Health System – UHealth and served as Associate Vice President Marketing Communications and Chief Experience, advancing Florida’s preeminent academic medical center. Most recently Membiela contributed as Vice President and Chief Consumer Officer for Leon Medical Centers, a Medicare Advantage Provider. Prior to her healthcare path, Membiela served asAdvertising and New Business Development Director for The Miami Herald and El Nuevo Herald, two award-winning newspapers in the US. Additionally, she has held appointed public office and has made major contributions in organizations that have improved the social and business fabric of South Florida’s community, such as the Miami Dade Expressway Authority, The Children’s Trust, and The Health Foundation South Florida.

Her career path has been primed by leading major undertakings for all the organizations where she has served; from partaking in the planning and execution of the market introduction of dozens of brand new healthcare facilities in the Southeast, and evolving marketing communications in the healthcare space addressing the digital needs and preferences of consumers -- to the introduction of electronic toll collection (SunPass) in South Florida’s highways, and effectively leading organizations as an influential change agent. 

Membiela’s expertise encompasses strategic planning, business development, marketing communications and branding – digital and conventional, and a keen understanding of the fast-evolving multicultural population in the United States. Her interest in the transformation of organizations and her advanced studies in leadership practices facilitate her skills as an effective leadership coach.

Membiela is a recipient of the following awards: 2016 Barry University Distinguished Alumni, 2015 South Florida Business Journal’s Influential Business Women, 2014 The Women’s Fund Mujer Giving Back Time, Talent & Treasure, 2010 Hispanic Women of Distinction, 2006 South Florida Hispanic Chamber of Commerce’s Women of Leadership, and the 2003 Miami-Dade County’s In the Company of Women.

She currently serves on the Board of Directors of several community organizations and her philanthropic presence is well documented.

Membiela earned a Master of Science in Leadership from Nova Southeastern University, and a Bachelor of Professional Studies - Marketing degree from Barry University. She is an alumna of Leadership Florida, the National Hispana Leadership Institute, and the FIU Women on the Move Leadership Development Program. She is certified as a Marshall Goldsmith Stakeholder Center Coach, as well as DISC and 12 Driving Forces certified coach and administrator.

Membiela sees her career as a chronicle not only of the times of her life, but of the changing social, political and economic landscapes of the Americas. She was born in Cuba – of a Spanish-Lebanese ancestry. Her family's history, combined with her worldly travels – she has visited 41 countries – make her a passionate advocate for ethnic, cultural and lifestyle diversity. She is a speaker and facilitator on topics relating to leadership development, healthcare marketing, public information, business development, and diversity.