Executive Team
At Pacific Blue Cross, we believe effective leadership occurs at every level of our organization. Our most senior leaders have established a solid foundation of excellence that each of us aspires to achieve.
Sarah Hoffman
President & Chief Executive Officer
Sarah Hoffman is an award-winning strategic leader, whose success is built on a rare combination of significant health, financial and business acumen. She brings an empathetic and communicative approach with a proven track record for building an engaged, equitable, diverse and inclusive workplace. Sarah is the sixth President and Chief Executive Officer of Pacific Blue Cross.
Born and raised in Queensland, Sarah holds a designation from the Institute of Chartered Accountants in Australia. She is a dual Canadian and Australian citizen, who relocated to Vancouver in 2002 to follow her career ambition. Prior to joining Pacific Blue Cross, Sarah served as an executive for over a decade at Healthcare Benefit Trust as Chief Financial Officer progressing to Chief Executive Officer. She is a vibrant team leader, with broad-based expertise in group health benefits, insurance, finance and operations with a proven track-record for growing revenue, creating financial sustainability and improving customer service.
Recognized as CFO of the year by Business in Vancouver, Sarah is a dynamic innovator, passionate about finding opportunities for business transformation. She is committed to and passionate about the delivery of cost-effective, efficient, and tailored solutions that are accessible and meaningful to all stakeholders.
Away from work, Sarah enjoys time with her two young boys and is involved in many aspects of their lives and school community, including volunteering with the Parent Advisory Committee. She was also honoured to sit on the board of the Positive Women’s Network in Vancouver. Sarah loves to explore the world and is passionate about improving health and wellbeing.
Last updated Jan 3, 2023
Rob Chiarello
Sr. Vice President, People & Culture
Rob brings more than 20 years of experience to his role in providing strategy innovation and direction as Sr. Vice President, People & Culture. With extensive knowledge of private and public health care in Canada, Rob leads the organization in best practices for team management, recruitment and labour relations.
Through progressively more senior roles at Pacific Blue Cross, Rob has developed a deep understanding of organizational culture and leading workforces through transformational change. As Director of Claims Services, he led the organization’s largest department through the modernization of claims technology. Using Lean Methodology, as Director of Group Services Transformation he inspired group services employees to design efficiencies that reduced plan onboarding time by 50%.
Rob is an active member of the Canadian Life and Health Insurance Association (CLHIA), a Director of Burnaby Family Life, and a Vice-Chair of the Executive Committee for the Greater Vancouver Board of Trade’s Advisory Committee of the Diversity and Inclusion Leadership Council.
Last Updated January 19, 2021
Wyman Chin
Sr. Vice President and Chief Information Officer
Wyman Chin brings over 20 years of experience to his role as leader of the enterprise information systems and infrastructure services teams for Pacific Blue Cross. In a consultative role, he will also advise PBC Solutions.
Wyman has exceptional depth of knowledge in health insurance IT systems and has been transforming services across various teams at Pacific Blue Cross for 17 years. He is an expert in information technology and project management and has implemented global enterprise systems spanning multiple countries, developed internal systems and processes, and conducted analysis to align current systems with strategic goals. He was promoted to his current role in August 2022.
Wyman holds a BSc in Microbiology from the University of British Columbia, a BSc in Chemical Engineering from the University of Toronto, and an MBA, Management of Technology from Simon Fraser University. Wyman became a certified Project Management Professional in 2005, a Certified Fraud Examiner in 2011, and a SAFe 4 Practitioner in 2018.
Outside of work, Wyman enjoys spending time with family, travelling, and running.
Last updated August 16, 2022
Allison MacLean
Sr. Vice President, General Counsel & Corporate Secretary
Allison joined Pacific Blue Cross in April, 2019, as Senior Vice President, General Counsel and Corporate Secretary. Originally from the East Coast, Allison brings close to 20 years of experience in the insurance industry.
Allison began her career at the Atlantic Canadian law firm Stewart McKelvey as a lawyer in the Litigation Group, with a particular focus on insurance litigation. In 2011, Allison first joined the Blue Cross organization when she became the Director of Legal Services, Chief Compliance Officer, and Corporate Secretary at Blue Cross Life. In this role, she was responsible for providing legal support and guidance on corporate commercial, governance and regulatory law issues to the company, as well as delivering legal services to the company’s largest distributor, Medavie Blue Cross.
Since having relocated to British Columbia and prior to joining Pacific Blue Cross, Allison also gained some valuable experience in the financial services sector while working for the federal credit union, Coast Capital Savings.
Allison holds a BA, Honours, from Mount Allison University and a LLB from Université de Moncton. She is a member of the BC Law Society, the NB Law Society, and the Canadian Bar Association.
Allison has served as a board director for the Make-A-Wish Atlantic Provinces Canada and the Capitol Theatre Foundation.
Last updated October 30, 2019
Alberta Monaghan
Sr. Vice President and Chief Financial & Investment Officer
Alberta Monaghan brings over 20 years of financial leadership experience to her role as Senior Vice President and Chief Financial & Investment Officer at Pacific Blue Cross. Throughout her career, she has held senior finance positions at major organizations such as BC Hydro, ICBC, and BCAA, where she honed her skills in strategic financial planning, investments, and business transformation.
Alberta joined Pacific Blue Cross in 2022 and quickly demonstrated her ability to drive meaningful change. As Director of Finance, she led a successful transformation of finance processes, significantly improving efficiency, accountability, and employee engagement. Her financial leadership was instrumental in launching a new subsidiary, PBC Solutions, and implementing IFRS 17.
In 2024, Alberta stepped into the role of Interim Chief Financial and Investment Officer, overseeing enterprise finance functions, including investments, budgeting, actuarial services, and underwriting. She played a key role in developing strategic financial plans that align with Pacific Blue Cross’ mission to improve health and wellbeing for British Columbians.
Alberta is a Chartered Accountant with a Bachelor of Management from the University of Lethbridge. She is passionate about financial excellence, fostering collaboration and delivering value to members and plan sponsors.
In her spare time, Alberta enjoys travelling and being active, and can be found in the North Shore trails with her husband and her dog, Poppy.
Last updated December 17, 2024
Brooke Moss
Sr. Vice President and Chief Strategy & Transformation Officer
Brooke brings more than two decades of experience in the insurance industry to her role as Senior Vice President and Chief Strategy & Transformation Officer. Since joining Pacific Blue Cross in 2018, Brooke has played a pivotal role in shaping the organization’s strategic direction and enhancing its operational capabilities.
Throughout late 2023 and 2024, Brooke led Enterprise Strategy, Analytics and Insights, and Delivery Services. Her focus is on modernizing core operations and technology to differentiate Pacific Blue Cross and deliver greater value to group and individual health benefits customers. Her leadership is driving a transformation journey aimed at unlocking enterprise-wide potential.
Previously, Brooke led the Life and Disability department from 2018 to 2023, where she prioritized innovative partnerships, products, and services tailored to meet the needs of both claimants and plan sponsors. During this time, she championed the Work & Wellness transformation, overseeing the digitization of Life and Disability claims and fostering the alliance with Blue Cross Life.
Before joining Pacific Blue Cross, Brooke was Director of Member Engagement at BCAA, where she led product development and member insights teams. She also held leadership roles in member-facing services, developing a passion for delivering exceptional customer and employee experiences.
Brooke holds an MBA from the University of British Columbia’s Sauder School of Business and serves on the Boards of The Arbutus Club and The Community Against Preventable Injuries. She is a Vancouver native and mom to twin 10-year-old boys. She enjoys skiing, playing golf, tennis, and squash in her spare time.
Last updated December 17, 2024
Leza Muir
Sr. Vice President, Chief Operating Officer
With over 40 years in the industry, Leza Muir has become a knowledgeable resource on private and public health care in Canada. Leza is committed to exploring better ways to serve the health needs of Canadians through cost-effective health care management. This includes researching and implementing various business and technological strategies that complement and enhance the delivery of health care solutions from the private payer perspective.
Leza’s wealth of knowledge comes from devoting her entire career to health care. Starting from within the ranks of the Medical Services Association, Leza has provided strategic innovation and direction in several positions, continually improving the patient experience throughout her rise to lead Pacific Blue Cross’ Health and Dental Claims division.
Leza holds positions on various national and provincial committees, including the Canadian Blue Cross National Benefits and Management Claims Committee, Leza’s community work includes her position as a director and Chair of Board of Governors of the Burnaby Board of Trade, a director and Vice Chair for Sharing our Future Foundation, a public representative on the College of Optometrists Quality Assurance Committee and also chairs the Governance and Nominations Committee, and is a public representative on the College of Pharmacists Discipline Committee.
Last updated October 5, 2020
Nadeem Rajabali
Sr. Vice President and Chief Revenue & Experience Officer
As Senior Vice President and Chief Revenue & Experience Officer at Pacific Blue Cross, Nadeem reports to the President and CEO and is responsible for overseeing Group Business, Individual Products, Marketing, Product & Innovation, and Customer Experience.
Nadeem is a seasoned actuary with more than 24 years of experience in the Canadian group insurance industry and a decade of senior leadership experience in Western Canada. Throughout his career, he has built strong relationships with internal stakeholders, clients, advisors, and members. He has a reputation as a leader that improves client satisfaction and a proven record for increasing brand visibility and product relevance while surpassing sales targets and profitability.
Nadeem holds a degree from Simon Fraser University with a focus on statistics and economics and is a Fellow of the Society of Actuaries and Canadian Institute of Actuaries.
Nadeem enjoys playing golf (even if his game doesn’t always live up to his Pebble Beach hole-in-one) and is an avid supporter of Liverpool Football Club.
Last updated December 17, 2024
Jason Welch
Senior Vice President, D.A. Townley
Jason Welch is a seasoned and versatile executive with over 15 years of experience in leadership roles across diverse disciplines, including Operations, Finance, Underwriting and Sales. He is widely recognized for his collaborative leadership style, innovative problem-solving approach and strategic thinking guided by data insights.
A champion of people and performance, Jason's philosophy and approach to business is centered around delivering results while prioritizing the wellbeing of employees. His cross-functional expertise and dedication to fostering exceptional teams make him an invaluable asset in today's dynamic business landscape.
Jason holds a Bachelor of Business Administration from the University of New Brunswick and is a Chartered Professional Accountant (CPA/CMA). Outside of work Jason loves spending time with his wife and two boys, skiing, golfing, boating and travelling. In addition to Board volunteering, Jason is also a mentor for UBC's Sauder School of Business MBA Program.
Last Updated August 14, 2023