CHATTANOOGA, Tenn. — BlueCross BlueShield of Tennessee has hired Vanessa Daffron as director of digital marketing. Daffron will be responsible for directing all digital marketing and strategies for BlueCross, including the member web portal, bcbst.com, and content management for BlueCross’ digital marketing efforts.

“I am thrilled to have Vanessa join BlueCross and lead our digital team,” said Carla Raynor, vice president of strategic marketing for BlueCross. “She has more than 12 years of experience specifically with digital marketing and her strengths will be a great asset as we strive to grow our online retail presence.”

Daffron most recently worked at Hilton Worldwide as its senior manager and brand liaison for global eCommerce services, where she led eCommerce marketing strategy for all of Hilton Worldwide’s focused service brands (Hampton Inn, Hilton Garden Inn, Homewood Suites and Home2 Suites by Hilton).

Before Hilton Worldwide, Daffron held senior digital management roles at American Greetings Interactive, Critical Mass, Inc., a top 20 global digital agency, and DigiKnow Creative Marketing Technologies, which is among the top 100 web-development firms in the United States. Daffron began her career in digital marketing in Los Angeles in 1999 where she held strategic management roles at digital marketing agencies for entertainment properties.

Vanessa received her Bachelor of Arts from the University of Kentucky, graduating Cum Laude, and has done graduate coursework in marketing management at Cleveland State University. Daffron is also certified in Technology Product Management and founded a technology product management professionals organization with more than 2,500 active members.

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 www.bcbst.com.