CHICAGO – Today, the Blue Cross Blue Shield Association (BCBSA) announced Sondra Imperati as its new vice president of brand strategy.
In her new role, Imperati manages the Blue Cross and Blue Shield (BCBS) brands worldwide, provides leadership on research and data analysis to deliver brand and business insights, and creates impactful marketing, positioning and customer experience strategies to support the overall amplification of the BCBS brand.
“A strong brand serves as an organization’s most valuable asset, representing its values, reputation and integrity,” said Sean Robbins, executive vice president and chief corporate affairs officer at BCBSA. “We are excited to have Sondra lead our efforts in driving the success of the BCBS brand in today’s dynamic environment and ensure that we remain a trusted voice in health care.”
Imperati is an award-wining and respected marketer with 20 years of experience leading marketing and brand management. Before joining BCBSA, Imperati served as director of brand strategy and integrated marketing at Excellus BlueCross BlueShield and served in other leadership roles at Superior Plus Energy and Carestream Health, formally known as Eastman Kodak’s Health Group.
Imperati is based in BCBSA’s Chicago office and holds a Bachelor of Arts degree in communications and journalism from Saint John Fisher University in Rochester, New York.