Blue Cross Blue Shield of Arizona Announces New General Manager

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Blue Cross Blue Shield of Arizona recently appointed Joe Greenberg as the new General Manager of its Commercial Business Segment.

In his role, Greenberg will oversee the profit and loss of the Group Business Segment and the Enterprise Specialty Business, along with leading planning, product development, plan pricing, compliance, and underwriting to serve companies that provide health insurance coverage to their employees.  

“We are excited to welcome Joe to the Blue Cross Blue Shield of Arizona family,” said Paige Rothermel, Chief Operating Officer at Blue Cross Blue Shield of Arizona. “His experience overseeing multiple business segments, both nationally and locally, will benefit our organization as we continue to grow our commercial segment and make a positive impact on the health of Arizonans.”

Greenberg brings extensive industry expertise to Blue Cross Blue Shield of Arizona, having worked in business development and sales positions within the health insurance industry for more than 20 years. He joins Blue Cross Blue Shield of Arizona from Sidecar Health, where he helped to build the start-up company to a $1 billion valuation. 

“I am thrilled to join such a dynamic team that is focused on the community they serve,” said Joe Greenberg, General Manager, Commercial Segment at Blue Cross Blue Shield of Arizona. “In my new role, I hope to leverage my past experiences, learn from others along the way, and improve healthcare and the lives of Arizonans at scale.”

Greenberg holds a master’s degree of public administration and a certificate of healthcare administration from the University of Southern California. In his spare time, he enjoys spending time with his family, fishing, working out, and teaching at the University of Southern California. 

Blue Cross Blue Shield of Arizona is committed to helping Arizonans get healthier faster and stay healthier longer. With a focus on connecting people with the care they need, Blue Cross Blue Shield of Arizona offers health insurance and related services to more than 1.9 million customers. Through advanced clinical programs and community outreach, Blue Cross Blue Shield of Arizona is inspiring health in Arizona. Blue Cross Blue Shield of Arizona, a not-for-profit company, is an independent licensee of the Blue Cross Blue Shield Association. The company and its subsidiaries employ more than 2,500+ people in its Phoenix, Chandler, Flagstaff, and Tucson offices. To learn more, visit


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