[February 01, 2007] Doug Biehn named vice president of corporate marketing for Blue Shield of California Tweet (Science Letter Via Thomson Dialog NewsEdge) Brand marketing executive Doug Biehn has been promoted to vice president of corporate marketing, Blue Shield of California announced. Biehn will report to Bob Novelli, executive vice president, customer service and corporate marketing. In his new role, Biehn will lead the not-for-profit health plan's brand and marketing teams to execute Blue Shield's brand strategy and promote the company's products and services. Since joining Blue Shield in 2004, Biehn established himself as a strategic and innovative leader in the development and implementation of the company's new brand strategy. Blue Shield's new corporate identity and advertising campaign, launched in October 2006, reflect the company's commitment to making health insurance easier for all Californians. "Doug delivered a cohesive brand strategy across all marketing touch-points, established systems to continuously improve operations, and recruited excellent new talent to his department," said Novelli. "He has brought a new level of creativity and data-driven decision making to the brand and marketing functions." Prior to Blue Shield, Biehn served as director of brand strategy at Landor Associates, where he evaluated and established systems for companies and organizations to integrate their brands into their operations across business units, regions and functional groups. Clients included Microsoft, Intel, Lucent Technologies, Ford, Visa, the United States Olympic Committee, and the San Francisco Opera. Biehn also worked at Young & Rubicam and Lowe & Partners, where he led the development of brand/product integrated marketing strategy and creative/media implementation for a number of leading companies. Biehn received a master's degree in business administration from the University of San Francisco and a bachelor's degree in business marketing from San Francisco State University. This article was prepared by Science Letter editors from staff and other reports. Copyright 2007, Science Letter via NewsRx.com. Copyright 2007 Science Letter via NewsRx.com [ Back To TMCnet.com's Homepage ]