Our Leadership Team
Lily Sarafan – Chief Executive Officer
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 & Young's 2016 Entrepreneur of the Year. She holds M.S. and B.S. degrees from Stanford University.
Chen Xie – Chief Financial Officer 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 health care 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, Vice President 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.
Russell Gesher – Head of Franchise Operations
Russell Gesher has been with Home Care Assistance since 2007 and is Head of Franchise Operations. Russell supports all phases of development and implementation of the franchise organization. Russell is actively involved in the areas of franchise support, operations training, regulatory and legal oversight, franchise compliance and systems management. Prior to joining Home Care Assistance, Russell was Vice President of Operations for a retail printer cartridge franchise. Russell received his Bachelor’s degree from San Diego State University.
Kathryn Zakskorn - Director of Franchise Marketing
Kathryn Zakskorn is the Director of Franchise Marketing for Home Care Assistance. Kathryn joined Home Care Assistance in 2010 and works closely with franchise owners on all aspects of marketing from training and strategy to support on local initiatives. In addition to developing marketing collateral and tools to enhance the Home Care Assistance brand and capture best practices across the network, Kathryn also oversees Home Care Assistance’s content marketing strategy in the form of the weekly newsletters, blog and social media posts, press releases, etc. Prior to joining Home Care Assistance, she held Account Executive positions at several PR agencies specializing in health care, technology, lifestyle and event PR. Kathryn received a Bachelor of Science (B.S.) degree from the Peabody School at Vanderbilt University in Nashville, Tennessee.
Katelyn Martin - Marketing Associate
Katelyn Martin is the Marketing Associate at Home Care Assistance. Katelyn joined Home Care Assistance in the summer of 2017 and graduated from the University of Arizona with a double degree in Marketing and Management. As a member of the franchise marketing team, she supports offices with their local marketing efforts and performs analyses across marketing channels to optimize the brand's overall strategy. Prior to joining Home Care Assistance, Katelyn worked in advertising, real estate and event marketing.
Trevor Steenholdt - Franchise Development Manager
Trevor joined Home Care Assistance in 2018. Trevor is a graduate of North Dakota State University with a Bachelor's Degree in Business Administration. After college he started his career at Daiichi Sankyo as a Pharmaceutical Sales Representative and remained in that role for four years. He then transitioned into Franchise Sales working with Rhino7 Franchise Development Company where he worked with emerging brands. Trevor has a deep passion for guiding people through the franchise investigative process and ultimately helping them achieve their goal of business ownership.
Janine Calcote - Head of Strategic Alliances
Janine Calcote is Head of Strategic Alliances for Home Care Assistance. She is a veteran in the workforce solutions ecosystem and brings over 35 years of successful franchise support and development expertise. Janine has successfully consulted with franchisees throughout every stage of business development and is passionate about sharing ideas and solutions that will help offices innovate, exceed expectations and build a lucrative business. As Head of Strategic Alliances, Janine provides training and support to increase profitability for offices in the areas of sales and marketing strategies, operational excellence and caregiver and client acquisition and retention. Janine works closely with franchisees to ensure a successful launch and continues development of top line revenues, gross margin increases, and bottom line profitability by creating and nurturing a full cycle sales funnel. She assists in developing strategies and exit barriers to anchor key referral sources, and is adept at recognizing what training or programs and tools are necessary for continuous improvement and then assists Franchisees in application and implementation to their market or team.
Michele Boehmer – Director of Franchise Development
Michele is Director of Franchise Development for Home Care Assistance. She has over 16 years of experience working with franchisees in home care and staffing and serves. She has focused on helping business owners create outstanding value for their clients while ensuring revenue and profit growth. Michele works closely with franchisees to provide guidance on diverse subjects such as talent acquisition, marketing strategies, branding initiatives, advertising plans, client acquisition, caregiver hiring, operational best practices and financial management.
James Patchett - Director of Franchise Development
James Patchett is Director of Franchise Development for Home Care Assistance. James joined Home Care Assistance from Huntington Learning Centers Inc. and The Little Gym Inc. James held several roles in his ten years with The Little Gym including: Franchise Trainer, Business Analyst, Brand Manager, I.T. Project Manager and Business Consultant. He was also a Business Consultant with Huntington Learning Centers. James worked with franchisees to maximize revenue and profitability throughout his time with both companies. As Director of Franchise Development for Home Care Assistance, James is responsible for improving processes, procedures and the overall operations of the company’s franchise offices. James helps franchisees see the potential in their business, determine goals for the business and create strategies to accomplish those goals. The result is higher revenue for each office and greater profitability for the franchisee. James' degree in Business Science and Marketing proves useful in the company’s goal of changing the way the world ages!
Walter Jones - Director of Franchise Development
Walter Jones is the Director of Franchise Development based in Memphis, TN. Walter has over 25 years of franchise involvement with various national restaurant brands. He has experience in ownership transitions, ground-up build outs, relocations, site selection and re-imaging/capital improvements. In his previous franchise support role, Walter oversaw a restaurant portfolio comprised of 87 large and small franchise entities. Walter is also a former multi-unit franchise owner and understands the challenges of starting and growing a business. He is also a Certified Franchise Executive with the International Franchise Association and is a former real estate license holder in two states. He has a passion for serving others and supporting franchisees.
Naoko Shirota – Director of Business Intelligence
Naoko Shirota is the Director of Business Intelligence at Home Care Assistance. She is responsible for leading data analysis initiatives and innovation efforts at Home Care Assistance. Her projects at Home Care Assistance include designing a corporate-wide analytics dashboard, launching the Cognitive Therapeutics Method, a science-based activities program designed to promote brain health among older adults, and piloting technology-enabled solutions such as telepresence robots in the home. Naoko holds an MBA from Stanford Graduate School of Business and a BA in Economics from Keio University in Tokyo, Japan.
Jim Wiegers - Director of Franchise Support
Jim Wiegers is the Director of Franchise Support for Home Care Assistance. Jim is a veteran in the workforce solutions industry as well as the advertising and marketing industry serving small to medium size businesses. Jim has extensive experience consulting with franchisees and business owners, specifically in operations and sales process improvement, resulting in higher revenues and better margins for owners. Jim has a BA in Public Administration and Government from York College of Pennsylvania and spends his free time watching his children participate in their favorite sports.
Elisabeth Safari, PhD - 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.
Sasha Inobe – Project Manager for Home Care Assistance
Sasha Inobe is the Project Manager for Home Care Assistance and oversees the Cognitive Therapeutics Method™ program. Sasha trains Home Care Assistance offices on CTM and provides guidance and support in the implementation of CTM. Sasha received a Master’s Degree in Gerontology from San Francisco State University. During her graduate school internship at the Jewish Home of San Francisco, Sasha developed the proposal and design of a multisensory room, which is commonly known as Snoezelen. Because of Sasha’s interest in project development, Sasha joined Vintage Coventry as a Transitional Memory Care Coordinator and Interim Program Director. At this site Sasha developed specific cognitive stimulation programs for residents with varying levels of cognitive decline. Sasha is a passionate believer that improved mental and emotional health will help improve overall quality of life.
“This business is NOT a commodity when you have the programs, support, and systems that we employ at Home Care Assistance. We stand out – consistently.”
- Lori Columbus, OH
“People come in and immediately sense our professionalism, our empathy, and that there really is something unique about us – something that just can’t be experienced over the phone.”
- Ted Scottsdale, AZ
“Because we are with our clients for so many hours per day, we have the opportunity to really become a positive force in helping him or her live the life that he or she wants.”
- Matt Lincoln, NE
“No one else provides the concierge level of in-home personal care that Home Care Assistance does!”
- Andy Richmond, VA
“Joining the Home Care Assistance family was the best career decision I ever made.”
- Carol White Prescott, AZ