Vice President, Brand Strategy
Sondra Imperati 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.
Imperati is an award-winning and respected marketer with 20 years of experience leading marketing and brand management. In her current role, she manages the BCBS brands worldwide, provides leadership on research and data analysis to deliver brand and business insights, creates impactful marketing, positioning and customer experience strategy to support the overall strategy of the BCBS System and the Association and aligns with executives across the Blues to facilitate go-to-market strategies that amplify the BCBS brand.
Prior to joining the Association in 2022, Imperati served as director of brand strategy and integrated marketing at Excellus BCBS where she spearheaded brand strategy and directed marketing and business strategy development to improve customer experience and member loyalty. Her previous experience includes marketing leadership and customer experience at Superior Plus Energy, as well as leading global brand, marketing, product and business strategy at Carestream Health, formally known as Eastman Kodak’s Health Group.
In addition, Imperati is a board member and fundraiser master of ceremonies for Spiritus Christi Prison Outreach, a residential re-entry program for individuals that are homeless and or recently incarcerated, and served as board chair for Grace of God Recovery House, a safe home for men recovering from alcoholism and drug addictions. She is also the founder of Starfish Sister Project, a community card-writing campaign for recently incarcerated or homeless women.
Imperati holds a Bachelor of Arts degree in communications and journalism from Saint John Fisher University in Rochester, N.Y.