Charlie Riley

Director, Sales and Marketing

(716) 308-5895 Connect with me on Linked


As the head of sales and marketing at Pharmacy Benefit Dimensions (PBD), Charlie splits his time educating employee benefit brokers, third-party administrators (TPAs) and benefit consultants on the advantages of PBD’s value-based formulary while implementing best practices for self-funded groups that have pharmacy benefit plan needs.

Charlie utilizes the left-brain, right-brain mentality of applying both analytics and creativity to tell a data-driven story. He believes marketing and sales alignment and appreciation is key for success and seeks to apply a mixture of science, subtleness and sophistication to help PBD customers get the right drug at the right time.

Outside of work, Charlie cherishes time with his young family. He also wears down his aging knees in several competitive men’s soccer leagues, has been a high school and college men’s basketball official for many years, works on his yoga practice and cannot turn down a good documentary.


With almost 20 years of experience in marketing, communications, growth and business development across a wide range of industries, Charlie brings business-to-business (B2B) best practices to PBD to help find, attract and retain customers.

Charlie’s background includes serving as Chief Marketing Officer (CMO) of PLS 3rd Learning, an international education technology company, along with starting the marketing and communications departments from scratch at Lawley, a national Top 50 Property & Casualty insurer and employee benefits broker. In these roles, Charlie built processes and marketing plans to identify prospective partners while delivering relevant and timely communications to each through traditional and digital marketing and business development efforts.

Prior to joining PBD, Charlie was director of marketing at Curbell Plastics, a national plastics distributor responsible for marketing, ecommerce sales and business development alignment.

Charlie has taught graduate level courses in marketing, public relations and communications at his alma mater, St. Bonaventure University, and has served as an advisor to startups Thimble and Currnt.


Giving back has been instilled in Charlie’s DNA for a long time. A board member and Gala planning committee member for Camp Good Days and Special Times for 15 years, he and his wife created the Buffalo Scavenger Hunt which benefited the organization’s support of children with cancer. As former president for AAF Buffalo, the local chapter of the American Advertising Federation, Charlie chaired their ADDY Awards twice while mentoring many in advertising and marketing careers.

Charlie was the Vice President of the National Alumni Association Board at St. Bonaventure, where he also serves on the Journalism School advisory committee and co-chairs the University’s Annual Fund.

Class chair and former marketing committee member of Leadership Buffalo, Charlie also served as a judge for 43North, the world’s largest business plan competition, and the Stevie Awards, recognizing top worldwide customer service organizations.

Charlie also was the Treasurer for WNY Board 53, the regional boys basketball officials organization, a mentor at previous Startup Weekend events and a Marketing Sherpa for StoryGrowing WNY, assisting nonprofits to better tell their story.

"At PBD, we know our sweet spot. Most PBMs only chase huge companies, but we do our best with small to mid-sized organizations by delivering customized attention and bespoke solutions the others will not consider.”

Fun Fact:
I was an extra on The Office episode where Jim and Pam get married on the Maid of the Mist, filmed in Niagara Falls.