Cynthia Rolfe serves as vice president of brand strategy for the BlueCross BlueShield Association (BCBSA), a national federation of 37 independent, community-based and locally operated Blue Cross and Blue Shield companies. The Blue System is the nation's largest health insurer covering more than 105 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 5.3-million-member Federal Employee Program® (FEP).
Rolfe joined BCBSA in 2011 and has worked with the 37 BCBS plans to define the most effective Brand positioning in the post reform marketplace, develop segmentation strategies and create an engaging consumer experience. She is responsible for research with consumers, providers, thought leaders and employers.
Prior to BCBSA, Rolfe has brought global brands to new markets, new targets and healthier equity positions, mainly in the personal care industry, for 26 years. She came to BCBSA from Alberto Culver, where — as vice president of marketing, global and U.S. skin care — she managed the company’s global skin care portfolio and strengthened the brand through collaboration with markets in Europe, North America and Latin America.
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 spent three years in London leading product development, 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 Co. in its personal and beauty care division.
Rolfe earned a bachelor’s degree in political science from Brown University.