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Leadership and Culture

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.

Learn more about our innovative approach to aging »

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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

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.


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.


Matt Neal, VP of Corporate Development

Matt Neal is VP of Corporate Development for Home Care Assistance. Matt joined Home Care Assistance from McKesson where he served as VP for Vantage Oncology. As Vice President of Corporate Development, Matt helps drive our company’s growth and expand our corporate footprint. With experience ranging from business plan development for new ventures to launching joint ventures with large health systems to crafting turnaround strategies for Fortune 100 companies, Matt has a passion for business development, corporate strategy and healthcare innovation. Matt received his BA in Political Science and Accounting from the University of California, Los Angeles and his MBA from the Stanford Graduate School of Business.



Barbara Schuh, VP of Franchise Operations

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.


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.



Nina Kani, General Counsel

Nina Kani is General Counsel of Home Care Assistance. In her role, Nina is responsible for managing all legal matters for the company, including strategic, transactional, regulatory, employment and commercial matters. Nina started her legal career with the law firm of O`Melveny & Myers LLP, specializing in complex civil defense litigation and compliance matters, with emphasis in labor and employment. She continued her legal work at Foley & Lardner LLP until launching her own practice. Nina earned her Bachelor of Arts degrees, summa cum laude, in Political Science and International Global Peace and Conflict Studies from the University of California, Irvine and her J.D., cum laude, from the University of California, Hastings College of the Law.


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.


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 seven 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 2017 Silicon Valley Boomer Venture Summit. 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.

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Jesse Walters, Regional Director for the Bay Area

Jesse is a recognized leader in the home care industry and brings a wealth of professional strengths and industry experience to Home Care Assistance. He has over 12 years of experience managing, leading and building cohesive teams. He had deep community ties and a network spanning from Palo Alto to Alamo.

Jesse’s expertise in care management is equally matched by his commitment to clients and families. Jesse approaches each unique care situation with a level-headed perspective and clarity. His clients are confident in his advice and ability to handle difficult situations and resolve conflicts.

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Jennifer Johnson Muskat, Regional Director for the San Diego area

Jennifer acts as the ‘matchmaker’ of Home Care Assistance. She is able to match clients with caregivers by listening to and respecting their needs and preferences. She understands the complexities of working with families and individuals who need care. Jennifer works hard to meet their home care goals each and every day and provide high-quality care.

Jennifer has been working with older adults and Home Care Assistance for almost a decade. Clients, families and other elder care professionals consider her to be a true industry expert and leader.

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Kim Guerci, Regional Director for Maryland, New Jersey and New York

Kim brings over 30 years of experience in long-term care to her role at Home Care Assistance. She also worked in therapeutic recreation for 13 years, sales and marketing for nine and operations for eight. In addition, Kim is trained in Alzheimer’s/dementia care.

One of her personal goals is to educate people on how to navigate long term care services. She feels at her best when she helps someone find the care they need. She loves home care because it allows people to remain in their own home for as long as possible. Kim looks forward to helping seniors in her community achieve their goal of aging in place.

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Alexis Montinola, Regional Director for the Los Angeles, Orange County and Inland Empire areas

Alexis is an industry leader and has over a decade of experience spanning all aspects of home care. One of Alexis’ major focuses is on lowering hospital readmission rates. She achieves this through partnerships with organizations like Monarch, Hoag Hospital and Mission Hospital.

Alexis thrives when managing an operation during phases of growth. She is passionate about providing the best client experience possible. Alexis strives to navigate her team through difficult situations to promote client satisfaction. Thanks to her management style, her business development team is always improving. As the Regional Director for the Los Angeles, Orange County and Inland Empire areas, Alexis brings a fresh approach to expansion. Her goal is to build a dynamic operation throughout the Greater LA region.

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Ashley DesMarteau, Regional Director for South Carolina

Ashley is passionate about helping families of aging parents find the best care option. Her own experiences as a family caregiver to her parents enable her to connect with families in a very emotional way. She was drawn to Home Care Assistance because of the Cognitive Therapeutics Method, after losing her Grandfather to Alzheimer’s. She hopes to help others avoid the pains and difficulties involved in selecting the right care options for their loved ones. Ashley prides herself on being solution-focused with her staff, clients and community.

Ashley has been extensively involved in non-profit, foundation and development work. She has served on the Board of Directors for the Tidelands Hospital Foundation for three years and was recently nominated to join the Executive Committee. She served as the Chair of the Annual Gifts Committee for two years, is currently President Elect of her Rotary Club, and is Mission Chair for the Alzheimer’s Association Walk to End Alzheimer’s.

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Jeff Schweikert, Regional Director for Missouri

Jeff brings over 20 years of experience in communications and technology to his role with Home Care Assistance. When his own parents began to experience health issues, he decided to use his talents to provide high-quality services to those experiencing a health crisis or wishing to age in place.

Jeff still has a passion for technology and continues to integrate it in his daily work. His focus is on how seniors can have simple and reliable technology. Jeff has served multiple terms on the Home Care Assistance Franchise Advisory Council. Locally, he works with Memory Care Home Solutions on their Business Strategies Task Force, is on the Missouri Baptist Medical Center Community Advisory Board and was the founder of the St. Louis Home Care Alliance. He is also a Corporate Partner of the Aging Life Care Association.

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Daryn Allday, Regional Director for Virginia

Daryn brings almost 30 years of health care experience to his role with Home Care Assistance. He has been in the home care industry for nearly 20 years, with a focus on customer service and caregiver engagement. Daryn received a Bachelor’s of Science in Sports Medicine and is a Certified Dementia Practitioner. Daryn asks himself two questions when making decisions: Is it right for the caregiver? Is it right for the client? If he can say yes to both questions then he knows he is doing the right thing. Daryn has always gravitated to service focused industries and loves helping others. His favorite part of working with seniors is knowing that he can truly impact their lives and well-being.

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Triff Cook, Regional Director for Georgia

Triff Cook, MBA, CMC is the Director of Client Services at Home Care Assistance. She is also a Geriatric Care Manager. A Geriatric Care Manager (or Aging Life Care Specialist) is a health and human services specialist who helps families who are caring for older relatives. The Geriatric Care Manager is trained and experienced in any of several fields related to care management. Triff is certified in Alzheimer’s Care and is a resource for families of older adults and others with chronic needs, including helping those suffering from Alzheimer’s Disease or Parkinson’s or exhibiting symptoms of dementia. She speaks often to groups on topics related to healthy aging.