CHATTANOOGA, Tenn. —BlueCross BlueShield of Tennessee announced the selection of Carla Raynor as vice president of strategic marketing for all lines of business. In this role, Raynor will direct enterprise-wide marketing strategy with a focus on consumer, group and ancillary products.

With more than 17 years of professional experience, Raynor joins BlueCross holding a track record of delivering excellent results. Most recently at Hilton Worldwide, she held the position of vice president of brand marketing - Extended Stay Brands - where she launched Hilton’s most recent brand, Home2 Suites by Hilton.

“We found Carla to be a dynamic, forward thinker, who is focused on delivering positive outcomes,” said Henry Smith, senior vice president, operations and chief marketing officer for BlueCross. “Additionally, her corporate leadership experience, business-to-consumer marketing background, as well as experience managing corporate partnerships, make her a perfect fit for our team as we move forward in an exchange environment.”

Raynor also worked in Hilton’s corporate marketing group and managed partnerships with the United States Olympic Committee, Fox Studios and Harpo Studios. She launched the first Hilton portfolio of brands website and was instrumental in the rebranding of Hilton Hotels to Hilton Worldwide. She played a vital role in the refresh of the Hampton brand and was on the team which implemented “Make it Hampton” which led the brand to a position of market-share dominance. Prior to her 10-year career with Hilton Worldwide, Carla worked for several advertising agencies and for Harrah’s Entertainment group.

Raynor holds a Bachelor of Arts from the University of Tennessee at Chattanooga.

About BlueCross

BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at