Culture and Leadership
Home Care Assistance is able to provide premier level care and help push the boundaries for the seniors we serve because of our people. The genuine passion, unmatched work ethic, creative spirit and passion for providing the best possible care can be experienced at all levels of the company, defines our company culture and is contagious! Home Care Assistance is a special company to work for and work with - learn why!
The leadership team at Home Care Assistance discusses what home care means to them and how Home Care Assistance is changing the way the world ages.
Meet Our Leadership Team
Lily Sarafan, CEO
Lily Sarafan is Chief Executive Officer of Home Care Assistance. Under Lily‘s leadership for more than a decade, Home Care Assistance has grown from startup to industry champion and today employs thousands of team members across more than 150 markets. The company is consistently recognized as an employer of choice and best-in-class consumer service, and Lily as a featured expert on digital health and innovation in aging at the White House and global conferences. For her role at the helm of Home Care Assistance, Lily has been honored as Women Health Care Executives 2016 Woman of the Year and Ernst and Young‘s 2016 Entrepreneur of the Year. She holds M.S. and B.S. degrees from Stanford University.
Chen Xie, CFO and VP of Corporate Development
Chen Xie is Chief Financial Officer and VP of Corporate Development for Home Care Assistance. Chen joined Home Care Assistance from McKinsey and Company where he served as a consultant in the healthcare industry. At McKinsey, Chen advised senior executives in multiple Fortune 500 companies and top 10 healthcare companies in strategy, finance, operations and investment strategy. As Chief Financial Officer of Home Care Assistance, Chen is responsible for the financial strength of the company, overseeing the Finance department, making investment decisions and developing analytics tools and programs. As Vice President of Corporate Development, Chen helps drive our company‘s growth and expansion by contributing to new tools, processes and systems and opening new corporate locations. Chen received his degree in Economics and Psychology with High Honors from Harvard University.
Barbara Schuh, VP of Franchise Development
Barbara Schuh is Vice President of Franchise Operations for Home Care Assistance. Barbara joined Home Care Assistance in 2011 and oversees every aspect of franchise operations from sales and marketing to employee and client care to ensure that all locations achieve operational excellence. Barbara has over 20 years of home care operations and management experience, having owned, operated and sold a multi-million dollar home care agency. A well-known geriatric care management and senior care expert, Barbara is a member of the Aging Life Care Association. Barbara holds Bachelor’s and Master’s degrees in Psychology and was honored as Humanitarian of the Year by the John Muir Foundation.
Ashley Mirone, VP of Business Development
Ashley‘s extensive management experience places emphasis on setting strategic direction, communicating vision and strategy through growth initiatives, establishing clear business objectives, and focusing the operational capacity to ensure those objectives are met. Ashley has built organizational cultures that are adaptable to change and embrace experimentation, are flexible and adjust priorities quickly to accommodate changing demands. Throughout her career and at Home Care Assistance, Ashley has earned a reputation for establishing and tapping into professional networks of business and entrepreneurial leaders to bring about breakthrough innovations, speed time to market, and improve organizational outcomes. In addition to Ashley‘s expertise on senior resources she is also a Certified Senior Advisor. Ashley gained extensive knowledge about aging and the important health, social and financial issues that affect the majority of seniors.
Yarona Marks, VP of Finance
Yarona Marks is the VP of Finance for Home Care Assistance. Yarona is an experienced professional who brings many years of leadership in accounting and financial reporting, with a primary focus on service-based businesses. Her expertise and experience is assisting growing companies stride to the next level. Yarona and her husband are parents of two beautiful daughters who reside in Gainesville, Florida. Yarona enjoys traveling the world with her husband and attending country music concerts with her two daughters.
Katie Roper, VP of Healthcare Strategy and Partnerships
As Vice President of Healthcare Strategy and Partnerships, Katie Roper seeks opportunities for Home Care Assistance’s national footprint, consistent high quality care standards, and technology expertise to support leading companies across the healthcare continuum. Katie has spent a decade in the caregiving industry after earlier career success in several Silicon Valley technology startups, and she frequently speaks and writes about the challenges of marrying caregiving and technology. Katie holds a BA from Harvard College and an MBA from Stanford’s Graduate School of Business, but caring for her teenage kids and elderly mom and mother-in-law consistently reminds Katie how little she knows about anything really important.
Kirsten Goulde, VP of Human Resources
Kirsten Goulde joined Home Care Assistance in January 2017 as VP of Human Resources, bringing over 25 years of HR expertise to the company. Kirsten’s experience for the last 20 years has centered in the senior care industry, having worked for a Medicare Advantage HMO, a growing, national home care company and an assisted living operator. Her passion for serving the aging population is evident in her efforts to create programs, policies and practices that leverage the talents of the human capital in her organizations. Kirsten holds a B. A. in Psychology, an M.S. in Human Resources Design and several HR certifications from Society for Human Resources Management (SHRM) and the International Foundation of Employee Benefits Plans (IFEBP).
David Norton, Marketing Strategy
Named Chief Marketer of the Year by CMO Magazine, David brings deep expertise in turning insights and analytics into action in marketing and operations. His strategic advice is highly sought after, and has been instrumental to improving the customer experience at several Fortune 500 companies including MGM Resorts and American Express. Most recently, David served as the Chairman and CEO of Accent, an $80M entity focused on customer care, which was acquired six times its EBITDA by Startrek. David spent 13 years at Harrah’s & Caesars Entertainment and as CMO, he oversaw the company’s CRM, loyalty program, brand, advertising, multicultural marketing, consumer insights, VIP marketing teleservices, and retail strategy.
Elisabeth Safari, Director of Technology
Elisabeth Safari serves as the Director of Technology at Home Care Assistance. She is responsible for developing HCA’s Big Data and Analytics Platform. Elisabeth also leads the product and software development efforts in Home Care Assistance, committed to placing HCA as a technology innovator in the home-care space. She has a MSc degree in Computer Science and a PhD degree in Medical Informatics (MI), both from the Norwegian University of Science and Technology. In 2001 and 2002, she was a visiting researcher at the Medical Informatics group at Stanford University School of Medicine and a Fulbright Scholar. She considers herself a passionate engineer and computer scientist with prior experience in Silicon Valley companies and start-ups, before joining HCA. She has several publications in the field of AI and MI. She is a previous Toastmaster graduate and enjoys reading philosophy and run outdoors, whenever there’s a spare moment.
Naoko Shirota, Director of Business Intelligence
Naoko Shirota is the Director of Business Intelligence at Home Care Assistance. Naoko is passionate about problem solving through data-driven decision making and leads data analyses and innovative initiatives at Home Care Assistance. Her projects at Home Care Assistance include designing a corporate-wide analytics dashboard, managing pilots of various technology-enabled solutions in the home and launching the Cognitive Therapeutics Method, a science-based activities program designed to promote brain health among older adults. Naoko holds an MBA from Stanford Graduate School of Business and a BA in Economics from Keio University in Tokyo, Japan.
Megan Heinen, Director of Corporate Marketing
Megan Heinen is the Director of Corporate Marketing for Home Care Assistance. Megan has led the marketing efforts of Home Care Assistance for over five years and has helped the company grow over 25% year over year, with over 6,000 employees and 150 locations across North America and Australia. Megan is very active in supporting innovation in the greater longevity market and recently acted as a judge for the Stanford Center on Longevity Design Challenge and a panelist at the 2016 Silicon Valley Boomer Venture Summit. She is an active member of Palo Alto University Rotary and served on their board for three years after being named the club’s “Best New Member” in 2012. Megan holds a B.A. in Urban Studies from Stanford University and is passionate about building effective, supportive communities for all people, but especially our growing senior population.