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Cindy Mc Cormick


Global Convention Marketing Professional with more than 20 years progressive experience in the pharmaceutical/healthcare industry. Proven track record of increasing measurable results year after year by 35-60%. Recognized by peers, employers and industry associations as a high energy, consummate professional with a solid reputation for solving problems, improving outcomes, creating processes, allocating resources and making informed decisions. Also known for ability to motivate and develop teams by setting clear goals and serving as a model of excellence in all aspects of business. Key areas of expertise include:

  • Project Management
  • Metting and Event Planning
  • Healthcare Compliance
  • Healthcare Association Relationships
  • Traffic Building
  • Sponsorship Negotiation
  • Strategic Exhibit Marketing Plans
  • Cost Savings Initiatives
  • Marketing Metrics

Work History

Consultant, Global Congresses, Meetings & Events - Oncology Division


Led strategic planning, implementation, management and on-site execution of $8,000,000+ budget for all global oncology congresses, stand-alone events, European launch and ancillary meetings for pipeline and branded products in several indications.  Project management responsibility included work stream set-up\up and management, negotiation of sponsorships, management of exhibit advisory committee relationships and supervision of exhibit design, event staging, meeting planning and centralized logistics for over 50 countries worldwide.

  • Served as lead on RFP for 3-year, master services agreement with a single-source planning agency handling all meeting and congress logistics for the global oncology division
  • Guided global meeting planning agency in the development of SLAs and KPIs for 3-year master services agreement
  • Advised and assisisted department head in transitioning the global oncollogy congress planning function from Paris, France to Bridgewater, New Jersey
  • Developed operational model for global congress planning in the US, including procedures for finance and sourcing
  • Trained 2 domestic convention managers in oncology congress planning and operational and logistical execution
  • Supervised transition of role and responsibilities to outsourced vendor by training all account managers and consulting with account lead on processes and procedures
  • Researched and developed several scenarios of  3-year strategic congress plan based on anticipated product launches
Jan 2013Present

Sr. Manager - Conventions & Meetings

Leads cross-functional teams in strategic planning, implementation, management and on-site execution of $9,000,000+ budget for 50+ domestic and global oncology congresses and ancillary meetings.  Includes managing all aspects of all sales related meetings including Incentives, POA and National Sales Meeting planning and execution: • Lead team to development of enhanced qualification system for customers visiting exhibit booth at   the AUA convention resulting in 51% increase in customer contacts and post-convention follow-up. • Lead team in development of novel physician educational item used to drive traffic at conventions and to obtain additional customer touch-point post-convention. • Developed convention scorecard for use in re-evaluating current schedule.
Jan 2010Jan 2013


Linchpin Global (trade show) Consulting

Directed varied business activities related to global congress, convention, event and meeting planning and execution. Clients include Sanofi, Alexion Pharmaceuticals, LEO Pharmaceuticals, Travelers, Freeman, MC2, GES and the Collaborative Care Conference. Specific client results include:

Alexion Pharmaceuticals (2011 - present)  – Manages strategic planning, implementation and on-site execution of $2,000,000+ budget for all conventions and congresses in several therapy areas for branded & pipeline products. Includes project and exhibit management, coordination with marketing and medical teams and centralized management of international meeting logistic in and around congresses for more than 30 countries.

Travelers (2012) - developed and delivered exhibit staff training program for largest risk management convention, RIMS.

MC2 (2012) - Provided consulting services around a business development opportunity.

Global Experience Specialists (GES) (2012)  - Provided consulting services around a business development opportunity.

Freeman (2012) – provided consulting services around staff training and event management by creation of a Global Exhibit Manager training program. Modules created for budgeting & finance, housing, logistics, staffing, onsite management, global regulatory & compliance, ancillary meeting/symposia, medical association relations, communication tools, 3rd-party vendors, and strategic planning.

Sanofi (2010-2012)  - see below.

Collaborative Care Conference - (2011)  – researched, developed and launched an RFP around proposed overall convention measurement system to be provided to all attendees.


Associate Director, Global Congress & Conventions

Wyeth (now Pfizer)

Led strategic planning, implementation and management of $1,000,000+ budget for 20+ domestic and global conventions in several therapy areas. Designed exhibit marketing plans to provide maximum value by linking exhibit activities to brand objectives and defined metrics. Developed compliant strategies and tactics for pre-show marketing and in-exhibit activities. Managed exhibit advisory committee relationships. Negotiated sponsorships and supervised exhibit design and logistics. Supervised two direct reports.

  • Won 2007 President’s Achievement Award for developing a business case to combine the consumer and pharmaceutical convention departments. Award given to 5% of sales and marketing employees for having a direct impact on the business and serving as a model of performance beyond the job requirements.
  • Collaborated on the development of a three-year “Major Sponsors” contract with the European Academy of Dermatology.
  • Delivered presentation to commercial operations group at a town hall meeting about the success of the corporate booth pilot.
  • Orchestrated training and staffing requirements for 96 sales representatives from 20 countries attending an international Congress in France.
  • Introduced novel tactics that increased exhibit traffic 35-60%.
  • Realized significant savings of 27% ($465,000) for a major convention without compromising presence.
  • Created electronic calendar that summarized overall scientific and promotional presence for each convention/congress.
  • Originated a system to analyze department workloads after loss of a head count that helped utilize resources more efficiently.
  • Formulated plans to capitalize new exhibit builds nationally and internationally, resulting in savings of over $250,000.
  • Negotiated “out-of the box” Congress sponsorships to increase overall visibility and drive traffic.
  • Developed four staffing models for international congresses based on different drivers.
  • Devised long-term staffing plans following downsizing of domestic field sales.
  • Established best practices for booth traffic draw, face time, and post-convention opt-ins for multi-product exhibits.
  • Spearheaded the development of a tool to compliantly track interactions with healthcare professionals under the new PhRMA guidelines.

Senior Manager, Global Congress & Conventions Department (2005–2007)

Led strategic planning, implementation and management of $700,000+ budget for 15+ domestic and global conventions in several therapy areas. Developed tactical goals, in-exhibit activities and pre-show marketing plans. Supervised vendors on exhibit design, execution and logistics.Negotiated congress sponsorships.Managed one direct report.

  • Developed and deployed a convention selling channel program that supported large corporate initiatives.
  • Evaluated and pursued strategic marketing opportunities at conventions that increased booth traffic and active engagement to an average of six minutes of face time with each physician.
  • Recruited, managed, and trained convention sales teams to maximize sales performance at conventions by implementing RM tracking technology and incentive programs.Applied project management skills to create a cohesive team approach.
  • Collaborated on the design of an interactive tool to improve sales representative performance and productivity.
  • Slashed costs by realizing opportunities to leverage existing inventory.
  • Championed and established a department E-ROOM to increase department transparency and document sharing cross-functionally.

Manager, Conventions Planning, Medical Sales & Marketing Department (2003–2005)

Led planning, implementation and management of $400,000+ budget for 12+ domestic conventions in the area of primary care, managed care and asthma/allergy. Developed tactical goals, in-exhibit activities and pre-show marketing plans. Supervised vendors on exhibit design and execution.

  • Presented convention results at biannual off-site sales and marketing summits.
  • Increased convention reach by negotiating with pharmaceutical division for free space in return for sampling.
  • Forged relationships with other divisions of the company that enabled more cost-effective negotiations of joint contracts for exhibit space and vendor products.
  • Improved on-time and within budget convention operations by managing vendors, maximizing shipping and storage costs, and serving on exhibit advisory committees.
  • Championed a pilot program to purchase and implement relationship management software (to track metrics), including beta testing, evangelizing, and demonstrating the ROI. System is still in use today.
  • Selected by pharmaceutical division to participate on a Six Sigma task force, a project that led to promotion.

Office Manager, Trademark Department (2000–2003)

Managed staff of 12 in records management and attorney administration. Directed large infrastructure projects, such as corporate name changes, acquisitions, divestitures, and annual trademark maintenance. Developedperformance objectives and administration of annual performance ratings for all staff.

  • Increased productivity by holding monthly staff meetings, creatingdevelopment plans, and producing performance reports.
  • Identified synergistic opportunities with the Patent Department that reduced duplication of efforts and maximized resources.
  • Leveraged knowledge of technology systems to centralize domain name registration, design reports, and maintain the integrity of a database containing 50,000+ records.

Trademark Records Manager (1989–2000)

Managed staff of 4 in the preparation of trademark renewal and affidavit applications. Coordinated trademark maintenance with more than 200 attorneys around the world. Developed performance objectives and administered annual performance ratings for all staff.

  • Initiated new procedures to ensure accuracy of new applications, registrations, searches, assignments, and oppositions.
  • Led computerization initiative for all trademark records obtained in acquisitions, eliminating five manual systems.
  • Developed several new reports to check for workflow completion.


Speaking Engagement Programs

Professional Associations





Feb 2010Present

Certified Trade Show Marketer (CTSM)

Northern Illinois University Outreach