Ellen Rostand has never been one to follow a straight path. With a career that weaves through strategic communications, branding, operational transformations, and organizational development, Ellen thrives in the space between what exists and what could be, often stepping into roles where she is the first to build something new.
"In every role I've had, I've either been the first person in it or brought in to improve something and make it stronger,” Ellen says. “Once it runs smoothly, I know it’s time for me to move on to the next challenge." That instinct to create and refine has carried her through an impressive career in both healthcare and higher education, where she currently oversees large-scale transformation projects at Washington University.
Ellen's ability to bridge the creative with the operational has been a defining strength. With a background in communications and marketing, she approaches even the most technical challenges with a people-first perspective. "Most infrastructure and IT transformation projects are led by technical experts, but they often lack someone who can translate those changes into a vision that people can rally behind. That’s where I come in"” Her unique skill set—part strategist, part problem-solver, part creative—has made her an invaluable force in shaping and improving institutions.
For Ellen, leadership isn’t about being the loudest in the room—it’s about lifting others up. "My job is to make sure my team has what they need to do their best work, and that means listening, supporting, and sometimes just getting out of their way." She’s all about servant leadership, making sure her team feels empowered and valued. "If I’ve done my job right, they don’t need me as much anymore. That’s success to me." And while she’s serious about her work, she doesn’t take herself too seriously. "A little humor goes a long way. If you can laugh, admit your mistakes, and create an environment where people feel safe bringing you problems, you end up with a stronger team and better results.
Investing in Community and Family
Ellen’s passion for transformation doesn’t stop at work. She dedicates her time and expertise to Crossroads College Preparatory School, where she currently serves as Board Chair. Her two children attended the school, and she saw firsthand how the school lives out its philosophy that every student should feel seen, supported, known, and needed. As a board member, she applies her experience in marketing, admissions, and strategic planning to ensure the school’s mission thrives for future generations.
A Philadelphia native who made her way to St. Louis via Birmingham and Chicago, Ellen has fully embraced the city as home. "When I first moved here, I wasn’t sure. But raising a family in a place where you can afford to live well, with great schools and strong communities, changed my perspective. Now, it’s home."
With two grown sons—one in Washington, D.C., and the other a student at WashU—Ellen and her husband are adjusting to life as empty nesters. Yoga, home projects, and reconnecting with friends now fill the spaces once occupied by school events and family logistics. "It’s a new chapter, and I don’t quite know what’s next. But that’s always been the exciting part, hasn’t it?"
Ellen recommends The Women by Kristin Hannah. It’s a great story about the incredible but overlooked contributions of Vietnam War combat nurses. If you enjoy historical fiction, you may enjoy this book.
Connect with her on LinkedIn here.