Managing Director -

The Canadian Association of Blue Cross Plans (CABCP) is a not-for-profit organization representing the interests of Blue Cross Member Plans operating across Canada. The CABCP and its Member Plans (the “Blues”) have been leaders in the Canadian health and wellness landscape for more than 80 years.  Leadership of the six Member Plans has recently identified that there are significant opportunities for the Member Plans to collaborate in a number of areas to elevate the Blue Cross brand and to achieve a greater degree of network unity, synergies, and growth.  The Member Plans have agreed that the CABCP is best positioned to lead the implementation of this national collaboration strategy.  To that end, the Member Plans have agreed to build out a CABCP national office with the mandate to create and implement a national strategy to enhance and expand the Blue Cross brand in Canada, and to take advantage of national opportunities through a coordinated approach to product promotion.  The Managing Director will be tasked with leading this bold new strategy.

To that end, the Board of the CABCP is seeking an experienced executive to join the organization as its new Managing Director. Reporting directly to the Chair of CABCP’s National Leadership Committee (NLC), the Managing Director is responsible for providing overall leadership and direction in support of the mandate of the Association. The Managing Director will also steward the achievement of CABCP’s strategic and operational goals and objectives and will formulate and implement a national brand strategy designed to promote and enhance the Blue Cross brand. The Managing Director will also work with the leadership of the Member Plans to identify opportunities for increased collaboration among the Blues on new and existing customer offerings. 

The ideal candidate brings experience as a senior marketing and/or branding leader with strong collaborative and consultative skills, as well as a demonstrated track record of developing, implementing, and overseeing a successful brand management strategy that has resulted in not only raising awareness of the brand but has also brought tangible and sustainable benefits to the organization. The preferred candidate will have a demonstrated track record of successfully leading a business, business unit, or member-based industry association with parallels to the CABCP, understands and respects the role of a Board in setting policy and strategy, and is experienced at providing analysis, advice, and recommendations to a Board in a highly objective manner. A strong leader who champions best practices, effective planning and timely decision-making, the preferred candidate will bring a strong focus on superior client service and collaboration. As a hands-on and humble leader, the successful candidate aspires to work in an organization that has a fundamental commitment to honesty, integrity, collegiality, inclusion and ethics.

This is a unique opportunity to refresh, modernize, and reinvigorate an iconic brand in the health insurance and broader health and wellness sector and to support the growth aspirations of the Blue Cross Member Plans who share a vision of improving the lives of Canadians. 

CABCP has partnered with Boyden for this critical recruitment. To explore this opportunity further, please apply directly on the Boyden website:


We thank all applicants for their interest, however ONLY those under consideration for the role will be contacted.