Cynthia Rolfe serves as Vice President of Consumer Brand Strategy for the Blue Cross and Blue Shield Association (BCBSA), a national federation of 38 independent, community-based and locally operated Blue Cross and Blue Shield companies. The Blue System is the nation's largest health insurer covering nearly 100 million people – one-in-three Americans. It is the largest single processor of Medicare claims in the nation, and holds the world's largest privately underwritten health insurance contract – the nearly 5.2-million-member Federal Employee Program® (FEP).
Rolfe leads BCBSA’s efforts to favorably position the Blue Brands with consumers in the expanding retail market. In addition to managing the brand strategy team, she is responsible for market and competitor research, including consumer segmentation efforts under way, a critical resource for understanding current and future market needs and opportunities.
Rolfe has brought brands to new markets, new targets and healthier equity positions mainly in the personal care industry for the past 26 years. She came to BCBSA from Alberto Culver, where — as Vice President of Marketing, Global and US Skin Care — she managed the company’s global skin care portfolio and strengthened the brand through collaboration with markets across the globe.
Prior to Alberto Culver, Rolfe served as President and Chief Executive Officer of Enesco Group, Inc., a global leader in the giftware and home and garden décor industries, whose product portfolio includes some of the world’s most recognized brands.
Rolfe also served in multiple senior marketing positions at Revlon, including Senior Vice President, General Manager and Division Vice President. While there, she developed product, brand and marketing strategy for 32 export markets in Eastern Europe, the Middle East, Africa and seven Western European subsidiaries.
After starting her career in advertising with Grey New York, Rolfe worked for the Procter & Gamble Company in its personal and beauty care division.
Rolfe earned a BA in political science from Brown University.