Growing with Birmingham: Tasha Cox's Five-Year Journey at ArchWell Health

When ArchWell Health opened its first primary care centers in Birmingham in 2021, everything was new— new providers, new members, new state-of-the-art buildings and a new model of care for the community.  

Few people have witnessed the evolution of the organization in the following five years as closely as Tasha Cox. 

Hired in October 2021 as a Care Coordinator at the Roebuck, Alabama center, Tasha role was to greet members and help organize their appointments, specialist care and billing. While there was excitement about the mission ahead, she remembered something else just as clearly: the team's camaraderie. 

"We created and figured everything out together," Tasha said. "We didn't have a lot of the tools or processes that we have today. We are the group of people those tools derived from." 

From the beginning, Tasha was drawn to ArchWell Health's mission of providing a more personalized approach to care for older adults. 

"Working directly with members allowed me to understand the challenges they faced and the impact we could make through meaningful relationships and support," she said. 

As the Birmingham market grew, so did Tasha's career. 

In 2022, she was promoted to Member Experience Manager, which allowed her to develop her leadership skills further while helping create a positive experience for members. Later, she joined the growth team as a Membership Consultant, where she discovered a passion for business development and connecting more seniors with the care they deserve. 

"I found my stride as a Membership Consultant," she said. "I developed a deep appreciation for the impact growth teams have on expanding access to quality care." 

Her success in the role led to another opportunity in 2024 when she joined ArchWell Health's newly formed Market Enablement team as a Market Support Champion on the Launch and Support team. The position exposed her to nearly every operational aspect of the organization and allowed her to train and support new teams across the country as they opened their doors. 

"To be effective in that position, I had to learn the essential functions of virtually every operational role within the organization," she said. "It allowed me to coach teams, troubleshoot challenges, and help fill gaps where needed." 

Today, Tasha serves as Market Growth Manager for the Birmingham and Montgomery markets, a role that brings together the experience and knowledge she has gained throughout her journey. 

Looking back, she doesn't point to a single promotion as her proudest accomplishment. 

From learning the operational side of the business as a Care Coordinator to developing leadership skills as a Member Experience Manager, building growth strategies as a Membership Consultant, and becoming a subject matter expert through Market Enablement, she learned something new at every step. 

"What makes me most proud is that throughout every transition, my focus has remained the same: serving our members, supporting my colleagues, and helping ArchWell Health continue to grow its impact in the communities we serve." 

Tasha credits much of her development to the leaders and mentors who invested in her growth along the way. 

She points to leaders like Sharrah Gibson, Toni Ferbrache, John Ware, Shana Krumwiede, and Tim Merritt, who challenged her to think bigger, recognize her potential, and pursue new opportunities. 

"Throughout my journey, leaders challenged me to think bigger, helped me recognize my potential, and encouraged me to pursue new opportunities," she said. "Because of that support, I've been able to grow from a Care Coordinator to my current role as Market Growth Manager, and I continue to feel empowered to learn, evolve, and make a greater impact." 

As Birmingham celebrates five years, Tasha's story reflects more than individual career growth. It represents the opportunities that have emerged as ArchWell Health has expanded its footprint and deepened its impact in the communities it serves. 

For those just beginning their own ArchWell Health journey, her advice is simple: 

"Stay curious, say yes to opportunities, and don't be afraid to step outside your comfort zone," she said. "Build relationships, ask questions, and learn from the people around you. Most importantly, keep the members at the center of everything you do. If you focus on making a difference in their lives, the rest will follow." 

Five years after joining the Birmingham market, Tasha continues to help shape how older adults receive care, carrying forward the same member-first mindset that drew her to ArchWell Health from the very beginning.