Using qualitative, collective case study data about the Chief Wellness Officer (CWO) role and how CWOs lead well-being programs in relationship to others, this article discusses leadership in higher education settings. Drawing on a framework associated with social constructionism, CWOs were found to lead through a variety of relational skills. Findings enhance the understanding of how CWOs facilitate campus well-being efforts and provide insight into the strategic, relational and communications skills necessary for success.