Last summer the American Cancer Society (ACS) announced that Lin MacMaster had been hired as its first-ever Chief Revenue and Marketing Officer, a senior leadership position that combined the formerly separate functions of fundraising and marketing.
The society stated in a press release at that time that adding MacMaster to the "seminal post" was "... part of a transformative effort designed to save even more lives from cancer."
Less than 18 months later that executive is gone, and the ACS is facing a projected $40-million revenue loss linked to an especially poor showing from its hallmark
Source: MedPage Today
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