As director of public relations and corporate communications for Blue Cross Blue Shield of Arizona (BCBSAZ), Regena Frieden is responsible for driving the company’s public relations and corporate communications strategies internally and externally, including managing all member, broker, provider and employee communications. Frieden serves as primary media relations representative and company spokesperson, working with top-tier media and trade outlets.
She also manages event marketing to support brand leadership positioning strategies and marketing business objectives as well as leverages community relations contributions to enhance brand reputation.
Frieden leads a team that has received local, regional and national awards in public relations and communications, including the launch of the BCBSAZ Walk On! program which has successfully led the fight against childhood obesity and reached more than 150,000 fifth-graders in the state of Arizona since its inception.
A member of BCBSAZ’s staff since 1998, Frieden joined the company as public relations manager. During her career at BCBSAZ, she has also held the position of senior manager.
She has served as past president on the Arts and Business Council of Greater Phoenix board of directors, a former member and chair of the Corporate Awards Luncheon for the Volunteer Center of Maricopa County, a former member of the Marketing Committee for Free Arts of Arizona. She was a member of the Fiesta Bowl Committee from 1999 to 2001 as well as served as Corporate Village Chair (2001) and Assistant Chair (2000).
She holds a bachelor of arts in journalism from Creighton University and a MBA from University of Phoenix.