Stephen McClintic, Jr.
Roanoke
Summary
Innovative strategic communications leader with a track record of generating significant results, including a 15% increase in advertising sales and 35% growth in digital engagement. Expertise in developing audience-focused content strategies and managing high-performing teams, resulting in award-winning publications and enhanced community connections.
Overview
27
27
years of professional experience
Work History
Managing Editor, Smith Mountain Eagle
Womack Publishing Co., Inc.
Wirtz
02.2023 - Current
- Achieved 15% increase in print and digital advertising sales through community engagement and compelling content.
- Spearhead growth in newspaper's website and social media platforms, increasing digital user engagement by 35%.
- Collaborate with marketing team to develop special editorial content, boosting readership by 20%.
- Develop content strategies aligned with audience interests and industry trends.
- Managed daily operations while collaborating with freelancers and photographers to ensure cohesive storytelling.
- Oversee deadlines and editorial budgets, balancing cost efficiency with high-quality output.
- Coordinated printing and distribution of weekly newspaper alongside production teams, ensuring timely delivery.
- Cultivated relationships with external vendors, enhancing collaboration with printers and suppliers.
- Received recognition from Virginia Press Association with seven awards in competitive categories.
Publisher
McClinic Media, Inc.
Salem
10.2006 - 02.2022
- Founded and organically launched community healthcare print and digital resource entitled OurHealth that developed into the largest independent consumer health-focused publications in Virginia and served as the gateway to local health news, medical experts, preventative medicine, surgery, fitness, nutrition, beauty and related experts and services across four markets in the Commonwealth.
- Collaborated with healthcare leaders, providers, and community consumers to identify priorities and knowledge gaps, creating opportunities for shared, evidence-based content that strengthened healthcare relationships.
- Conducted market analysis to identify local trends and needs, informing development and implementation of community benefit campaigns like 'The Promise to Get Your Mammogram Day,' enhancing preventative screening rates.
- Introduced now-coveted awards programs recognizing Best Bedside Manner, Senior Health Living, Outstanding Nurses, and Best Place to Work in Healthcare; annual voting garners hundreds of thousands of votes.
- Managed business operations, overseeing full- and part-time staff and contractors, with responsibilities spanning budgeting, editorial, digital, advertising, graphic design, content, printing, and distribution.
Director of Marketing
The Rutherfoord Companies
Roanoke
09.2005 - 09.2006
- Oversaw marketing, advertising, collateral development, and sales promotions to enhance brand visibility and support sales objectives.
- Led cross-functional teams to execute integrated marketing campaigns effectively.
- Collaborated with sales teams to align marketing strategies with business objectives, ensuring cohesive messaging and improved lead generation.
- Raised the agency’s earned media exposure by double-digit percentage through collaborative partnerships with sales and leadership divisions to create brand-specific stories and engagement content targeting both current customers and potential new clients.
- Evaluated marketing strategies and advertising efforts for effectiveness; implemented refreshed strategies for new products and services to increase ROI.
- Established the company’s first brand standards guidelines to ensure consistent, intentional, and professional communications for internal and external audiences.
Senior Director of Marketing and Public Relations
Lewis-Gale Clinic
Salem
04.2001 - 09.2005
- Increased plastic surgery center revenue by leveraging direct marketing, seminars, website content, and consumer surveys.
- Increased clinic's earned media coverage by 125%.
- Crafted comprehensive marketing strategies that significantly improved patient engagement and elevated brand awareness.
- Expanded marketing and public relations department by implementing effective advertising, public relations, and communication strategies.
- Provided a consistent, strategic, informed voice as the group’s spokesperson, including development of press releases, media correspondence, creation of crisis communication policies and procedures, and TV/radio appearances.
- Managed digital marketing initiatives, including social media and email outreach programs.
- Collaborated with clinical staff to create educational materials for patients and families.
- Reported regularly on KPIs such as ROI, CPA, CTRs to senior management and board members.
- (Employed when formerly Lewis-Gale Clinic)
Employee Communications Consultant
Carilion Clinic
Roanoke
07.1999 - 04.2001
- Executed communication planning and execution for major projects, including copywriting and graphic design of corporate newsletter reaching 10,000+ employees.
- Contributed to the development of a 120-page benefits manual for corporate-wide distribution.
- Coordinated employee feedback and follow-up sessions to assess engagement and inform internal initiatives.
- Developed nurse recruitment collateral to support efforts at nationwide job fairs.
- Led strategic communications for annual United Way fundraisers, driving employee participation and contributions.
Education
Bachelor of Arts (BA) - Communications – Public Relations, Marketing Management, English
VIRGINIA TECH
Blacksburg, VA07-1999
Skills
- Content Creation
- Editorial Management
- Digital/Print Advertising
- Public Relations
- Media Relations
- Social Media
- Crisis Communications
- Creative Storytelling
- Brand Journalism
- Multimedia Development
- Strategic Planning
- Project Management
- Community Outreach
- Visual Communication
- Leadership Skills
References
Available upon request
Recognition Engagement Affiliations
- Virginia Press Association, 2023
- Smith Mountain Lake Regional Chamber of Commerce, Leadership Academy Graduate
- American Legion Post 62 (Smith Mountain Lake), Patriot Volunteer Award, 11/01/25
- Roanoke Valley Advertising Federation, Addy Award, 1
- Virginia Press Association (VPA), 7
- Mid-Atlantic Society for Healthcare Strategy and Market Development, 15, Virginia Society for Healthcare Marketing and Public Relations
Affiliations
- Past Board member, YMCA of the Blue Ridge
- Volunteer, Bedford County Youth Outdoor Experience
- Graduate, Smith Mountain Lake Regional Chamber of Commerce Leadership Academy (2025)
- Volunteer, American Legion Post 62 Smith Mountain Lake
Accomplishments
- Virginia Press Association Award Winner (2023)
- Virginia Press Association Award Winner (2023)
- Virginia Society for Healthcare Marketing and Public Relations Award Winner (2003)
- Advertising Federation of the Roanoke Valley Award Winner (2002)
- American Legion Post 62 Smith Mountain Lake Patriot Volunteer Award
Timeline
Managing Editor, Smith Mountain Eagle
Womack Publishing Co., Inc.
02.2023 - Current
Publisher
McClinic Media, Inc.
10.2006 - 02.2022
Director of Marketing
The Rutherfoord Companies
09.2005 - 09.2006
Senior Director of Marketing and Public Relations
Lewis-Gale Clinic
04.2001 - 09.2005
Employee Communications Consultant
Carilion Clinic
07.1999 - 04.2001
Bachelor of Arts (BA) - Communications – Public Relations, Marketing Management, English
VIRGINIA TECH