Barb Cross

Barb Cross is a seasoned executive with extensive experience in product strategy and business management. Currently serving as Vice President of Product & Strategy at Blue Cross and Blue Shield of Kansas City since November 2020, Barb partners with corporate leaders to shape enterprise-wide vision and strategies. Previously, Barb held various leadership roles at Hallmark Cards from 1998 to 2020, including General Manager for Gift Presentation & Packaged Expressions and Product Director for Hallmark Ornaments, where responsibilities encompassed product marketing, pricing, and consumer activation. Additionally, Barb contributed as a Board Member for Amigos de las Américas, focusing on cultural understanding and leadership development. Barb's career began at Andersen Consulting as a Change Management Consultant, providing a strong foundation in management across multiple industries. Barb holds a Bachelor's degree in Liberal Arts and Sciences from Northwestern University and an MBA in International Business from The University of Kansas.