At Pacific Blue Cross/BC Life, 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.
Jan K. Grude brings more than 25 years of strategic and transformative business
expertise to Pacific Blue Cross. His multi-industry experience includes public and
private sector roles in financial services, insurance, health care, professional
services, utilities and manufacturing in Canada and the United States.
Prior to joining Pacific Blue Cross in 2013, Jan served as Chief Executive of Healthcare
Benefit Trust, the largest Health Trust of its kind in Canada. He is a past President
and Executive Managing Director of Buck Consultants LLC, the global benefits advisory
firm and subsidiary of ACS Inc. of Dallas, Texas. Earlier leadership positions include
President of ACS/Buck Consultants Ltd. (Canada), President of Mellon Financial Corporation’s
Canadian operations, National Managing Partner of Watson Wyatt & Company Canada
and Partner with Ernst & Young LLP.
Last updated June 23, 2014
With over 30 years in the industry, Leza Muir has become one of the most knowledgeable
resources 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
Leza holds positions on various national and provincial committees, including the
Canadian Blue Cross National Benefits and Management Claims Committee, the National
Electronic Claims Standards Executive Steering Committee and the British Columbia
Chronic Disease Management (CDM/QI) Task Force. Leza's community work includes her
position as Chair of the Burnaby Board of Trade and as a director for Burnaby Family
For more than 20 years as Sr. Vice-President, Financial Services of Pacific Blue
Cross / BC Life, John Crawford has been instrumental in continuously improving financial
systems and business processes ensuring operational efficiency that enables Pacific
Blue Cross / BC Life to serve the health care needs of British Columbians. John
is also responsible for Actuarial Service and Underwriting departments that set
the pricing and assist in product development.
Prior to joining Pacific Blue Cross, John was a Senior Manager with Deloitte and
a Controller in industry in Prince George. John's community involvement includes
his role as Master Tally for the British Columbia Children's Hospital Miracle Weekend
Telethon for over 25 years. John is also President of Burnaby Family Life, Vice-Chair
of ICABC Discipline Tribunal, Treasurer of Vancouver Chapter of Certified Fraud
Examiners, and Director of Canadian Drug Pooling Corporation.
John was educated in Scotland and is a Chartered Accountant credentialed by the
Institutes of Chartered Accountants of Scotland and British Columbia respectively.
He is also a Certified Fraud Examiner and certified under the Institute of Corporate
As Senior Vice President and Chief Information Officer (CIO), Barry Rivelis is responsible for Pacific Blue Cross' information technology strategy and operational priorities to support programs and services that provide British Columbians with cost effective health coverage and information.
Prior to joining Pacific Blue Cross, Barry was CIO of the Provincial Health Services Authority (PHSA), Vancouver Coastal Health and Providence Health Care. He was responsible for overall technology strategy and leadership for Information Management Information Technology Services (IMITS).
Barry previously worked for TELUS Corporation, which he joined in 2004 as Vice President, Public Sector West and, in 2005 he became Vice President, Health Care. Prior to joining TELUS, Barry was a Vice President of Cap Gemini Ernst & Young (CGEY) in Vancouver and a partner with Ernst & Young Consulting in Toronto where he was appointed, in 1999, the youngest partner in the Canadian firm's history.
Barry is a member of the Board of the Vancouver Foundation and sits on the Sauder School of Business Management Information Systems’ Advisory Board.
Barry holds a BA in Economics from York University and an MBA from the Schulich School of Business.
Last Updated May 5, 2015
As Senior Vice-President and Chief Marketing Officer of Pacific Blue Cross and British Columbia Life & Casualty Company (BC Life), Heidi is responsible for leading, developing and executing corporate branding and marketing strategy. Her role includes oversight of Marketing and Product Development, Individual Plans, Travel and Corporate Communications.
Prior to joining Pacific Blue Cross and BC Life, Heidi spent 14 years as a marketing leader with global packaged goods giant Unilever NV, where she managed world-class consumer brands such as Dove, Knorr, and Becel. Her international experience is complemented by her knowledge of local markets. Most recently Heidi was Senior Vice President and Chief Marketing Officer for the British Columbia Automobile Association (BCAA), overseeing Membership and Insurance.
Heidi speaks three languages and holds a Bachelor of Commerce degree from McGill University and a Master of Arts in European Studies from the Katholieke Universiteit Leuven in Belgium.
When away from the office, Heidi supports her community as a member of the Campaign Cabinet of the United Way of the Lower Mainland. She is also Co-Chair of the Senior Executive Program at the American Marketing Association BC Chapter, and a mentor to MBA students at the UBC Sauder School of Business.
Last Updated May 4, 2015
Farzana Adatiya is responsible for developing and articulating the Pacific Blue Cross mission/vision and strategic direction. As a member of the Executive Leadership Team, she identifies new opportunities and paths for transformational change and translates that into day to day operational implementations. She is experienced in business/IT strategy, project management, product innovation, P&L management and corporate development.
Farzana holds a Bachelor of Science from McGill University and a Masters in Health Administration from the University of Southern California. Originally from Vancouver, she stayed in California after graduation to join Anthem Blue Cross – the largest Blue Cross Blue Shield organization in the US, with more than 38 million medical members. During her tenure at Anthem she held several senior executive roles including the VP of Strategy Transformation and VP of Anthem’s consumer division. She has led and supported group, individual, Medicare and Medicaid lines of business and has a very thorough knowledge of all aspects of the health plan space.
Most recently, Farzana was principal and senior advisor for boutique health care consultancy firm BDC Advisors, where she provided strategic counsel to world-leading academic medical centers, children's hospitals, and health plans.
Outside of the office, Farzana serves on the Canuck Place Gift of Time Committee and holds a leadership role in the Ismaili Community.
Last Updated May 11, 2016
As Senior Vice President of Group Business, Shelley is responsible for the development and execution of sales growth and retention strategies for Pacific Blue Cross. She leads our Group Client Development team in exceeding client expectations through exceptional service and continuous product improvement.
Shelley is a seasoned group benefits professional and has been part of the Blue Cross family for more than 25 years. Prior to joining Pacific Blue Cross, she was Vice President of Group Business (Atlantic Canada) for our sister organization, Medavie Blue Cross, working in Moncton, NB.
She brings additional thought leadership to Pacific Blue Cross. Shelley is Past-President of the Canadian Council on Integrated Health Care and is a conference speaker on a wide variety of topics related to the group benefits industry. Before relocating to Vancouver in 2015, Shelley was a member of the Board of Directors for the Better Business Bureau (Atlantic Provinces) and served on the Advisory Council of the Order of New Brunswick Award for the past several years.
Shelley is a past recipient of the Rogers Media Who’s Who in Healthcare Award and received the Queen’s Diamond Jubilee Medal in 2012 for her significant contributions to the local community. She has also volunteered internationally with Habitat for Humanity Global Village.
Last Updated August 11, 2015
Rob brings more than 17 years of experience to his role in providing strategy innovation and direction as Vice President, Human Resources and Chief Privacy Officer. 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) and a Director of Burnaby Family Life, a not-for-profit agency that provides social programs, child care services and workforce re-entry training to help children and families in the Burnaby area to reach their full potential.
Last Updated December 22, 2016