When a mind is constantly percolating with financial solutions, web innovation, marketing strategy, and perfectly timed one-liners, you get what can only be described as a “seriocomic.” That is J. Michael Roach. As Vice President of Finance and Special Projects at Choose Life Marketing, he blends strategic precision with creative energy. An award-winning agency leader and founder of three companies, including two marketing firms, J. Michael has driven sustained growth through operational discipline and digital ingenuity. With a background in computer science and programming experience dating back to the 1990s, he approaches technology not just as a tool, but as infrastructure for mission impact.
J. Michael also led the development of Olive, a first-of-its-kind digital assistant designed to provide compassionate, around-the-clock support to individuals seeking guidance online. Built under his direction, Olive merges thoughtful technology with measurable outcomes, helping centers expand their reach while tracking real appointment conversions. In 2025, he received the Samaritan Summit Innovation Award for forward-thinking leadership and breakthrough solutions. Professional in intention yet lighthearted in spirit, he operates with what he calls “levity with logic.” He and his wife Nelly have raised three children, along with one wildly spoiled Labradoodle.
