Chairman’s| Appointee | Martha de| la Peña Rojas|, Florida Blue

Martha de la Peña Rojas serves as Corporate Social Responsibility (CSR) Manager for Guidewell, Florida Blue and the Florida Blue Foundation.  In this role, Ms. de la Peña Rojas leads and manages CSR initiatives that advance the community-driven mission and support strategic growth for Broward, Martin, Miami-Dade, Monroe, Indian River, Okeechobee, Palm Beach and St. Lucie counties. Overseeing community partnerships and investments, Ms. de la Peña Rojas ensures that Florida Blue builds its brand and corporate reputation, engages its workforce and increases organizational effectiveness in the local market.


She joined the company in 2002 and has served as Manager of Employee Programs and Events, and of Market Development.  Prior to joining Florida Blue, Ms. de la Peña Rojas worked in Banking and Finance as a Chief of Staff and Special Events Manager.  She has extensive experience in community relations and investments, corporate marketing, employee engagement and event-planning.


Ms. de la Peña Rojas holds a Masters in Business Administration with a specialization in Health Sector Management and Policy from the University of Miami, as well as a Bachelor of Arts from the University of Miami in both Psychology and Sociology.

She is active and serves on the Boards of Directors for a variety of local civic and non-profit organizations including the Coral Gables Chamber of Commerce, where she is the Immediate Past Chair.

About Florida Blue

Florida Blue, the state’s Blue Cross and Blue Shield company, is a leader in Florida’s health care industry. Its mission is to help people and communities achieve better health. Florida Blue has more than 5 million health care members and serves nearly 18 million people in 12 states, two U.S. territories and the District of Columbia through its affiliated companies. Headquartered in Jacksonville and with regional offices here in South Florida, the company has a rich history of serving and enriching the quality of life in the diverse communities it serves.  Florida Blue and the Florida Blue Foundation give back by supporting various organizations and causes that strengthen the places we call home.   Florida Blue is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information, visit

By |2020-08-18T15:44:51+00:00August 18th, 2020|Comments Off on Chairman’s| Appointee | Martha de| la Peña Rojas|, Florida Blue

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