Rachelle Roy Joins BlueCross as Managing Director of Digital Transformation

CHATTANOOGA, Tenn. — BlueCross BlueShield of Tennessee has named Rachelle Roy as managing director of digital transformation. She brings her extensive expertise in digital strategy, brand positioning, and consumer experience leadership to transform the company’s communication with members, providers, and customers.

Rachelle Roy

With a track record of successful digital initiatives, Roy will spearhead several crucial projects within the organization and oversee teams responsible for consumer experience projects, print and production team, and omni-channel digital strategy as well as the implementation of digital platforms.

Before joining BlueCross, Roy held the position of managing director of digital products at Priority Health, a nonprofit health insurer affiliated with Spectrum Health. During her tenure, she played a pivotal role in developing and launching innovative products such as the company’s first patient portal, virtual visit app, and member portal.

Roy’s transformative leadership experience transcends the healthcare sector. She worked with major airlines as they transitioned to online operations and successfully launched game-changing services such as mobile seat selection and online travel booking.

Her diverse background also includes operational management in a custom web and mobile app development company. She earned Bachelor of Science degrees in statistics and psychology from Grand Valley State University.

“Rachelle’s vision, skills, and experience will undoubtedly accelerate our digital transformation journey, reinforcing our commitment to provide outstanding value to our members and customers,” said Dalya Qualls White, senior vice president and chief communications officer for BlueCross. “We are excited to welcome her to our strategic communications team.”

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