Health New England has appointed Ashley Allen as Vice President of Sales and Marketing effective May 16. In this role, Ashley will oversee the company’s commercial sales strategy and lead marketing efforts to position Health New England as a leader in the marketplace.

As Vice President of Sales and Marketing, Ashley will lead the Marketing & Digital Strategy, Business Development and Sales departments. She will report directly to Health New England President and CEO Maura McCaffrey.

“Ashley is a strong addition to Health New England’s executive leadership team, as she brings a breadth of experience in both sales and marketing,” McCaffrey said. “Her deep understanding of health plans and proven track record of developing strategies that work during times of significant industry changes will serve her well in this new position.”

Ashley joins Health New England with more than 20 years of experience at Blue Cross Blue Shield of Florida, where she held various leadership roles in sales, marketing, strategy and business planning. Most recently, she served as Senior Vice President of Marketing and Sales at FirstCare Health Plans in Austin, Texas where she was responsible for membership growth, marketing and communications, sales distribution channels, product development and community engagement.

Ashley holds a bachelor’s degree in advertising, a master’s degree in health administration and an MBA with a focus in marketing from the University of Florida.