The present invention allows individual providers to be assigned to one or more roles. A role corresponds to a function, service, or action that can be fulfilled by the provider who is assigned to the role. A media session may be initiated by sending a session request from a requester toward a given role instead of being initiated directly to a particular provider. The media session may include a voice or video call, instant messaging session, file transfer session, application sharing session, or the like. The session request is routed to a role server, which may direct the session request to the provider who is assigned to the corresponding role. Once a decision is made to route the session request to a particular provider, provider routing rules may further control how the session requests are routed to the provider terminals of the particular provider.