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 30 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, the United States and Europe.
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 New York City headquartered 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.
Jan volunteers as the National Board Vice-Chair of the Children’s Wish Foundation of Canada, Cabinet Member of the United Way of Greater Vancouver, and Member of the Greater Vancouver Board of Trade Women’s Leadership Circle Advisory Committee.
Last updated March 3, 2017
With over 40 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 Claims division.
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. Leza’s community work includes her position as a director and Chair of Board of Governs of the Burnaby Board of Trade, a director for Sharing our Future Foundation, a public representative on the College of Optometrists Governance and Nominations Committee and the Quality Assurance Committee, a public representative on the College of Pharmacists Discipline Committee, and a public representative on the Charlford House Governance Committee.
For more than 25 years, John Crawford has been instrumental in continuously improving financial systems and business processes to enable Pacific Blue Cross to serve the health care needs of British Columbians.
In 2015, John was honoured with a fellowship by the Institute of Chartered Accountants of British Columbia. The fellowship (FCA) designation is awarded to chartered accountants for their contributions to the community and service to the profession. Prior to joining Pacific Blue Cross, John worked in the accounting profession and in industry in Prince George.
John qualified as a Chartered Accountant in Scotland and immigrated to Canada in 1979.
He is also a Certified Fraud Examiner and holds an ICD.D designation from the Institute of Corporate Directors.
John is deeply involved in the Canadian insurance industry. He has served on various Canadian Health and Insurance Association committees since 2007 and has been on the board of the Canadian Drug Insurance Pooling Corporation since 2012. He also serves as Audit Chair and Director on a $4 billion real estate fund and is currently chair of Cooperators BC Region Committee. He continues his support for the Accounting profession and is currently chair of the Discipline Tribunal Panel for CPABC.
Highly active in the community, John has served as master tally of the BC Children’s Miracle Network Telethon (Miracle Weekend) since 1988 and is a past chair of the Burnaby Family Life Institute. He is also the local contact for the Institute of Chartered Accountants of Scotland, with more than 50 members in BC.
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. In addition to the information technology portfolio, Barry also has accountability for analytics, internal reporting, new business integration and LEAN process transformation.
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 Boards of the Vancouver Foundation and the Jewish Family Services Agency of Vancouver. He also serves on the Executive Advisory Committee of the Canadian Health Informatics Executive Forum (CHIEF) and is a member of 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 Product Officer of Pacific Blue Cross, Heidi’s role is to drive profitable growth and innovation for the organization. She is responsible for strategy and execution for product development, marketing, and branding, as well as overseeing two operational divisions. Heidi leads the Direct-to-Consumer division of Individual products, as well as the Life & Disability division, both playing a critical part of Pacific Blue Cross’s long term growth strategy.
Prior to moving to British Columbia, Heidi spent 14 years as a marketing leader with packaged goods giant Unilever NV, where she managed world-class consumer brands such as Dove, Knorr, and Becel, on a local, regional and global basis. Her international experience is complemented by her knowledge of local markets here in BC, where Heidi moved into financial services and member associations. Heidi was previously Senior Vice President and Chief Marketing Officer for the British Columbia Automobile Association (BCAA), overseeing the Membership and Insurance portfolios.
Heidi speaks three languages and holds a Bachelor of Commerce from McGill University and a Master of Arts in European Studies from 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 past 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 March 3, 2017
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 as well as profitability through her leadership of Group Underwriting. She leads our Group 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 27 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