Julie Koewler

Vice President, Brand Strategy


Julie Koewler is vice president of brand strategy for the Blue Cross Blue Shield Association (BCBSA), a national federation of 34 independent, community-based and locally operated Blue Cross and Blue Shield (BCBS) companies. Today, one in three Americans is covered by the Blue System. 

Koewler is responsible for BCBSA’s brand strategy, consumer experience, business-to-business brand support and brand expansion work. Koewler has 20 years of experience in both B2C and B2B marketing across a wide variety of industries. She has strong expertise in brand strategy, global advertising, POE (paid, owned and earned media) channel strategy, digital and social, content, promotions, sponsorships and agency relations. 

Prior to joining BCBSA in 2017, Koewler served as vice president, brand marketing, for Hertz Corporation, managing director of global advertising at Accenture and managing director of marketing communications at United Airlines. She has also served in a variety of associations, including chair for the Integrated Marketing Committee for the Association of National Advertisers and is a member of the CMO Club, which currently has more than 850 members worldwide, all heads of marketing. 

Koewler holds a bachelor’s degree in communications from Loyola University of Chicago.  

The Blue Cross Blue Shield Association is an association of 35 independent, locally operated Blue Cross and/or Blue Shield companies.