American Family Care names new marketing chief

American Family Care (AFC), the urgent care franchise, has named a new marketing leader.

The Birmingham, Alabama-based company announced that it appointed Michael Brister as its new chief marketing officer. Brister will be responsible for enhancing brand presence, patient engagement, and digital innovation strategies, AFC said.

Prior to joining AFC, Brister served as senior vice president marketing at European Wax Center, where he helped elevate the brand’s national presence. He also served as SVP of consumer and brand marketing at Ideal Image, overseeing brand strategy for the nation’s largest provider of non-surgical aesthetic services.

“Michael’s expansive experience in marketing and CRM strategy, combined with his ability to turn consumer insights into meaningful brand experiences, makes him an ideal addition to our AFC leadership team,” said Jeremy Morgan, CEO of American Family Care. “We’re confident his expertise will help us accelerate growth while continuing to put patients at the center of everything we do.”

According to AFC, Brister also brings more than 20 years of experience to the position. This includes positions at Amazon, Michael Kors, Louis Vuitton, and Coach.

“American Family Care is at an exciting time in its growth journey, and I’m beyond thrilled to join and help elevate the brand even further,” said Brister. “Bringing my deep marketing experience into the healthcare space offers an opportunity to make a real impact in patients’ lives. I look forward to leading marketing initiatives that strengthen our connection with patients, enhance their experience, and further AFC’s mission of making quality healthcare more accessible.”

AFC operates more than 400 clinics across the United States while providing urgent care services, primary care, express lab testing, X-ray diagnostics, and vaccinations.

Along with Brister’s appointment, AFC said it has expanded its marketing leadership team.

The company recently named Jacob Ehrenstein as vice president of performance. Ehrenstein is an experienced digital marketing leader with expertise in paid search, SEO, analytics, and social media. He previously held senior roles at Angi and 3Q Digital, where he led teams managing performance marketing strategies to drive customer acquisition and digital growth.

Additionally, Nick Rankin has been named as AFC’s vice president of customer retention. Rankin brings more than a decade of experience helping companies build stronger customer relationships through customer relation management, loyalty programs, and personalized marketing. He’s worked with major consumer and healthcare brands, most recently serving as Senior Director of CRM and Personalization at Camping World, following leadership roles at CVS Health and Hyatt Hotels.

AFC said it generates more than $1 billion in system-wide sales and has more than 3,500 associates while treating more than 4 million patients annually.