Melissa Rotunno Vice President and Deputy General Counsel, Brand Headshot Biography Melissa Rotunno is Vice President and Deputy General Counsel, Brand, for the Blue Cross Blue Shield Association (BCBSA), a national federation of 36 independent, community-based and locally operated Blue Cross and Blue Shield companies. The Blue System is the nation’s largest health insurer, covering one-in-three of all Americans. Rotunno focuses on managing the Blue Cross and Blue Shield brands worldwide. She provides brand leadership on key elements of the Blue Cross and Blue Shield license agreements and the brand rules and works closely with senior management from the Association and the Blue Cross and Blue Shield companies to provide legal guidance and direction on brand protection, brand enhancement and brand expansion opportunities. In addition, Rotunno serves as an adviser to BCBSA’s Senior Vice President and General Counsel, as well as the BCBSA Board of Directors. Prior to joining the Association in 2003, Rotunno was an associate in Bell, Boyd & Lloyd’s Intellectual Property Department in Chicago. She serves on the Board of Directors for the International Trademark Association (INTA) and is an active member of INTA’s Brands and Innovations Committee. She is also a member of the Board of Directors and serves on several committees for the Amateur Hockey Association Illinois, Inc. Rotunno received a bachelor’s degree in political science from the University of South Florida (summa cum laude), and graduated magna cum laude from the University of Illinois, College of Law.