KRISTEN CERF
President; Chief Executive Officer
Blue Shield of California Promise Health Plan
Kristen Cerf is president and CEO of Blue Shield of California Promise Health Plan, the Medi-Cal managed care plan of Blue Shield of California, serving more than 542,000 members across Los Angeles and San Diego counties – about 350,000 of those members are Los Angeles County residents. Her leadership journey is both unconventional and extraordinary. After 14 years as an attorney, including serving as the chief legal officer for Blue Shield Promise, Cerf transitioned into the CEO role in mid-February 2020 – just weeks before the COVID-19 pandemic upended health care as we knew it.
Stepping into her first chief executive role during one of the most volatile periods in modern history required Cerf to lead differently from day one. Almost immediately, Blue Shield Promise pivoted to a fully remote workforce while simultaneously navigating financial uncertainty, rapid operational change, and unprecedented community need. Cerf’s response set the tone for her leadership: mission first, people-centered, and deeply empathetic.
Known for an inclusive leadership style that encourages openness, honesty and transparency, Cerf leads by actively listening and meeting people where they are. She is not a CEO who sits back and delegates from afar – she is deeply engaged, willing to challenge assumptions, open to feedback, and focused on building alignment and consensus across the organization.
Under Cerf’s leadership, Blue Shield Promise achieved a more than $200 million financial turnaround while growing membership by over 130,000 members – all while expanding benefits, strengthening community partnerships, and improving care quality.
