Blue Cross and Blue Shield of Nebraska (BCBSNE) is one of the state’s most known and trusted brands. It’s an independent member of the national Blue Cross and Blue Shield Association, which would rank #3 on the Fortune 500 list if all of the federated companies combined.

When I stepped into my role as brand and creative leader for this American household name, the brand was undifferentiated and searching for momentum after the "unprecedented times" of COVID.

My task was to own brand marketing end-to-end for the enterprise, and bring direction, cohesion and energy back to the top of the funnel.

Working across the company, I've moved fast to connect scattered initiatives, products, and campaigns into a unified and strategic story that drives trust and strengthens our resonance with Nebraskans.

Supported by a great team, here's a highlight reel from my time on Team Blue:

Brand positioning and growth

Introduced a unifying cultural and brand rallying cry: Re-centered the organization around being Blue Cross and Blue Shield of Nebraska — not just locally-based but neighbors who care. This became a foundation for both internal culture and external expression.

Conceived and creative-directed "Blue Believes in You:" Our 2025 brand platform reframes BCBSNE not as a distant insurer begging for trust, but as an everyday partner animated by belief in Nebraskans and their goals.

Content systems and authentic community outreach

Built a statewide program that delivers 2M+ brand impressions annually: Created and executed the Healthy Home Team initiative, partnering directly with all 309 Nebraska high schools. The program earns consistent media coverage, deepens early-funnel brand connection, and strengthens community well-being while reducing future health claims. The program has won multiple AMA Omaha Pinnacle Awards.

Built a coordinated content ecosystem: Developed annual storytelling and video roadmaps and delivered consistent, multi-format content that strengthened brand expression and improved engagement across channels.

Performance and growth

Drove measurable lifts in brand KPIs: Strengthened awareness, preference, and favorability during a period of intense cultural headwinds for the health insurance industry.

Supported growth across product lines: Led brand advertising and partnered on product campaigns that consistently surpassed ambitious member growth goals during Open Enrollment windows.

Creative team leadership

Led and grew a high-performing creative team: Introduced the team’s first performance metrics and workflow tracking. Established a creative-coded mission, vision and values aligned to the company’s core principles. Earned a reputation as a trusted, steady leader who cares about people and loves winning as a team.

Systems, workflow, and operational improvements

Reduced design support requests by 1/3: Refreshed and rebuilt our brand guidelines into a modern, interactive digital system, improving self-service and reducing friction for internal and external partners.

Increased brand review efficiency by 50%: Implemented a digital proofing platform, rebuilt workflows, and introduced AI-driven enhancements as chair of the review committee—saving ~40 work-hours per week.

Championed AI for workflow and content: Contributed as an early member of the company’s AI Circle of Practice. Vibe-coded an interactive logo-variant generator which has dramatically reduced the number of logo request tickets. Built multiple agents that have saved me from laborious workflows.

Reimagined BCBSNE’s approach to merchandise: Cut at least $50K/year in wasteful spend by optimizing process, and introduced design-forward merch that employees actually wanted (not just plain items with our logo smacked on there).

Led creative and brand direction for HQ renovation: Shaped the physical brand experience in a way that continues to earn shout-outs from the Board, C-Suite, and employees.

Recognition

Recognized with BCBSNE's highest honor, the One Team Award (2025) for the Core Value "Do the Right Thing for the Right Reasons."