BCBSA Expands Leadership Team In Areas Of Federal Employee Program And Marketing

Association also appoints new executive director in office of the president

February 29, 2008

CHICAGO – The Blue Cross and Blue Association (BCBSA) has promoted Jena L. Estes to vice president of BCBSA's Federal Employee Program (FEP®), and Jennifer Vachon to vice president of marketing services, and appointed Kevin D. Shanklin to the newly-created role of executive director in the office of the president.

"These three senior managers bring invaluable leadership and innovation to key programs within BCBSA," said Scott P. Serota, BCBSA president and chief executive officer, "and I look forward to their continued contributions in support of the Blue Cross and Blue Shield System."

As vice president of FEP, Estes will preside over the largest national carrier in the Federal Employees Health Benefits Program (FEHBP).  Estes will provide direction over the day-to-day operations of the Federal Employee Program, providing strategic leadership over product and business development, compliance, contract negotiations, pharmacy programs, policy, finance, budget and operations.  FEP, the largest national carrier within the FEHBP, is a program with almost 60 percent of the federal market, serving more than 4 million federal employees, retirees and dependents.  Estes, who joined BCBSA in 1988, has held key leadership roles within FEP ranging from contract compliance to the audit services department.

As vice president of marketing services, Vachon will be accountable for BCBSA's major marketing and marketing communications programs, including those that support the Blue System's inter-plan programs and the national accounts market.  She will lead innovative new system-wide marketing initiatives that demonstrate Blue leadership in healthcare affordability and quality, and will be responsible for market and competitive research in support of strategy development for major business segments.  Vachon also will direct the Association's marketing communications programs, including Web services and advertising campaigns.  During 13 years with BCBSA, Vachon has led many successful research and strategy engagements and most recently served as executive director, marketing and business strategy.

In a new role, Shanklin will work with BCBSA President and CEO Serota in executive interactions with the leaders of Blue Plans around the nation as well as other key healthcare stakeholders and industry organizations.  Shanklin also serves as BCBSA's liaison to the Diversity Alliance, an informal organization created to foster diversity communication among the Plans, and will work to raise the public profile of The Blues® diversity leadership both locally and nationally.  For more than 20 years, Shanklin has served in leadership positions on several Blue system-wide strategic initiatives and most recently served as an executive director with BCBSA's business development department.