The Blue Cross Blue Shield Association is an association of 36 independent, locally operated Blue Cross and/or Blue Shield companies.

Carol Kruse

Senior Vice President, Chief Marketing Officer

Regence BlueCross BlueShield

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Carol Kruse
Areas of Expertise
Consumer Behavior
  • Carol Kruse serves as the chief marketing officer for Regence, which serves more than 2 million members in its Blue Cross Blue Shield plans in Oregon, Washington, Idaho and Utah. She leads marketing, branding, research and insights, consumer experience and digital solutions teams that are a fundamental part of the company’s consumer-centric health care vision.
  • Kruse helps Regence and its health plans focus on the end-to-end consumer experience by identifying trends and new technologies that impact consumer behavior. Kruse and her team aim to transform how the company engages with consumers by delivering mobile and web solutions that drive convenience, education and personalized engagement to enrich consumers’ health care experiences.
  • Before joining Regence in 2014, she was senior vice president and chief marketing officer at ESPN, expanding the company’s brands through award winning omni-channel advertising and delivering on sophisticated data-driven communications strategies. Prior to ESPN, At The Coca-Cola Company, Kruse spent 10 years at The Coca-Cola Company delivering digital, mobile and social products and marketing for North American brands, and then across the company’s global footprint. She led the transition for the company towards these innovative new communication and engagement channels, with a focus on leveraging data to deliver targeted, relevant messaging and experiences.
  • Active in industry and community organizations Kruse currently serves as Portland chapter president of The CMO Club, and is on the Board of Directors for Unified.