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Pacific Blue Cross appoints Heidi Worthington as Chief Marketing Officer

Pacific Blue Cross is pleased to announce the appointment of Heidi Worthington to the position of Senior Vice President and Chief Marketing Officer (CMO) effective May 4, 2015.

For more than 20 years Heidi Worthington has established a solid record of business achievements and product innovation while building world-class brands in consumer goods, financial products and membership services.

Heidi’s experience includes over 14 years of global brand marketing leadership, with packaged goods giant Unilever NV, where she managed consumer brands locally (Canada, the Netherlands), regionally (Europe) and globally, for brands such as Dove, Knorr, and Becel. Heidi’s global brand experience is complimented by her British Columbia member-based experience, most recently as Senior Vice President and Chief Marketing Officer at BCAA, responsible for both Membership and Insurance.

“We are especially pleased to be welcoming Heidi Worthington to Pacific Blue Cross.” said Jan K. Grude, President and CEO. “Her award winning experience with member-based, brand-led organizations will drive a significant focus on profiling the unique value we provide in the British Columbia market. The global view that Heidi brings with her to our organization, gained through many years of working internationally, will deepen our product development disciplines and support our continued enhancement of workplace and personal solutions that improve health and well-being in British Columbia.”

“I feel honoured to be able to work with such a strong organization.” said Heidi Worthington. “Pacific Blue Cross has earned a high level of trust with its members, and I look forward to building on a foundation of excellent member experience, and strengthening Blue Cross’s brand and service offerings to support health care needs in BC.”

Away from the office, Heidi supports her community as a member of the Campaign Cabinet of the United Way of Lower Mainland, and lends her expertise as Co-Chair of the Senior Executive Program BC Chapter of the American Marketing Association. She also acts as a mentor to MBA students from UBC’s Sauder Business School.

Heidi speaks three languages and holds a Bachelor of Commerce degree, Summa Cum Laude, from McGill University, Montreal, Canada, and received a Master of Arts in European Studies, Cum Laude, from the Katholieke Universiteit Leuven in Belgium.

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