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I am an accomplished marketing and communications professional who blends strategic development with hands-on execution. I thrive at translating complex, regulated health care, pharma/life sciences, IT, and financial information into clear, compliant messaging and high-impact campaigns. With a proven track record of delivering on time and within budget, I excel in dynamic, fast-paced environments—corporate, non-profit, startups, or agencies—and partner closely with leadership and sales teams to convert insights into measurable results across multiple formats and geographies.…I am an accomplished marketing and communications professional who blends strategic development with hands-on execution. I thrive at translating complex, regulated health care, pharma/life sciences, IT, and financial information into clear, compliant messaging and high-impact campaigns. With a proven track record of delivering on time and within budget, I excel in dynamic, fast-paced environments—corporate, non-profit, startups, or agencies—and partner closely with leadership and sales teams to convert insights into measurable results across multiple formats and geographies.

Charlene Smith-McCaw

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I am an accomplished marketing and communications professional who blends strategic development with hands-on execution. I thrive at translating complex, regulated health care, pharma/life sciences, IT, and financial information into clear, compliant messaging and high-impact campaigns. With a proven track record of delivering on time and within budget, I excel in dynamic, fast-paced environments—corporate, non-profit, startups, or agencies—and partner closely with leadership and sales teams to convert insights into measurable results across multiple formats and geographies.…I am an accomplished marketing and communications professional who blends strategic development with hands-on execution. I thrive at translating complex, regulated health care, pharma/life sciences, IT, and financial information into clear, compliant messaging and high-impact campaigns. With a proven track record of delivering on time and within budget, I excel in dynamic, fast-paced environments—corporate, non-profit, startups, or agencies—and partner closely with leadership and sales teams to convert insights into measurable results across multiple formats and geographies.

Available to hire

I am an accomplished marketing and communications professional who blends strategic development with hands-on execution. I thrive at translating complex, regulated health care, pharma/life sciences, IT, and financial information into clear, compliant messaging and high-impact campaigns.

With a proven track record of delivering on time and within budget, I excel in dynamic, fast-paced environments—corporate, non-profit, startups, or agencies—and partner closely with leadership and sales teams to convert insights into measurable results across multiple formats and geographies.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Marketing Communications Consultant, Content Manager, Copywriter at Charlene Smith-McCaw Consulting

January 1, 2000 - Present

Marketing communications consultant delivering content from concept through completion (web, email, fact sheets, newsletters, press releases, social content), providing copywriting, proofreading and design management while ensuring voice, tone, style, accuracy, relevance and brand consistency in regulated environments. Developed integrated cross-channel marketing plans aligned with financial strategies and sales goals; measured KPIs and drove multi-channel results. Doubled website traffic by revising navigation, refining content and SEO; orchestrated email and social strategies with 10%–30% open rates and improved click-throughs. Implemented segmentation and automated deployment to raise global awareness; collaborated with experts on thought leadership and microsites. Managed vendor relationships and budgets, and produced 20+ annual industry events and conferences.

Assistant Vice President, Marketing & Communications Consulting at Benefits Access Inc., A CIGNA Company

February 1, 1996 - December 1, 1999

Designed and rapidly developed the department, delivering deliverables in six months. Increased revenue to nearly $8 million by the third year; secured 20 clients and 100,000+ employee consumers. Managed and coached a team of 15, vendors, and a $1M+ budget. Directed market research, competitor tracking, sales analysis, RFPs/proposals, and communications; led market approach, segmentation research, and implementation.

Marketing Department Head, Managed Disability at CIGNA Group Insurance Division

October 1, 1995 - February 1, 1996

Led a 10-person department and market direction/services for the Managed Disability line, including market research, product development, acquisition/retention, producer management and communications.

Director, Marketing Communications, Managed Disability at CIGNA Group Insurance Division

January 1, 1995 - February 1, 1996

Performed rigorous market analysis and competitive assessments to refine messaging and positioning; informed strategic adjustments that increased brand recognition and established a comprehensive Managed Disability position. Initiated and delivered an interactive sales tool for the new positioning, prepared supporting communications and conducted sales training.

Assistant Director, Marketing Communications, Central Marketing at CIGNA Group Insurance Division

January 1, 1994 - January 1, 1995

Directed marketing communications, consulted on creation/production of materials for distribution channels, clients and employees. Initiated research/measurement for collateral, quantified communications methods/priorities and improved message delivery.

Marketing Communications Specialist at CIGNA International

August 1, 1991 - January 1, 1994

Managed marketing programs across 53 countries; directed product launches (15 new property & casualty products in Europe, Asia, Latin America); implemented copy strategies, translations, graphics and budgets.

Assistant Director Corporate Communications/Publications / Managing Editor at Westmoreland Coal Company

August 1, 1986 - July 1, 1991

Supported internal/external communications for a Fortune 500 coal mining company; produced shareholder communications and annual reports; supported media relations and crisis communication; managed corporate publications including writing, research, photography, layout/design and production.