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.
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.
Last updated Nov 16, 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.
Last updated March 3, 2017
Lizanne joined Pacific Blue Cross as Controller in November 2010 and was appointed to the role of interim Chief Financial Officer in December 2017. She is a results-oriented Senior Financial Director in both the public and private sectors with experience in project management, strategic planning, mergers and acquisitions, organizational restructures and information technology.
Her previous roles at companies such as Seaspan International, Canadian Forest Products Ltd. and the City of Ottawa have enabled her to excel at leading complex projects and system implementations, coaching and mentoring staff with the ability to motivate them to grow professionally, creating value-added analysis of financial results and effectively communicating to a diverse group of stakeholders.
Lizanne received her Bachelor of Accounting Sciences degree from the University of Alberta and holds a Certified Professional Accounts – CGA designation.
Outside of work, she volunteers as a member of the Greater Vancouver Advisory Board of The Salvation Army BC Division.
Last updated December 7, 2017
Barry was appointed Sr. Vice President, Strategy and Chief Information Officer of Pacific Blue Cross (PBC) in June 2018. Prior to his current role, Barry was the Chief Information Officer of PBC. PBC, together with its subsidiary, BC Life, provides extended medical coverage (health, dental, life, disability, and travel) to over 1.6 million British Columbians through employee and individual plans.
Prior to joining PBC, Barry was the Chief Information Officer of the Provincial Health Services Authority (PHSA), Vancouver Coastal Health and Providence Health Care. He was responsible for overall technology strategy and leadership for solutions that enable over 1.5 M patient visits per year and provide productivity tools for over 45,000 employees.
Prior to PHSA, Barry worked for TELUS Corporation. Barry joined TELUS in April 2004 as Vice President, Public Sector West and became Vice President, Health Care in 2005. From 2005 to 2008, Barry led the expansion of TELUS into the healthcare IT industry in Canada, which included the $763M acquisition of Emergis in January 2008 and the subsequent creation of TELUS Health.
Prior to joining TELUS, Barry was a Vice President of Cap Gemini in Vancouver and a partner with Ernst & Young in Toronto where he was appointed, in 1999, the youngest partner in the Canadian firm's history.
Barry is a Member of the Honorary Governors’ Council of the Vancouver Foundation. He is also a Member of the Audit Advisory Committee of the Public Guardian and Trustee British Columbia. Barry is a former member of the Board of the Vancouver Foundation where he was Chair of the Governance and HR and Arts and Culture Granting Committees. He is also a past Member of the Board of the Canadian Chamber of Commerce.
Barry holds a Bachelor of Arts in Economics from York University and an MBA from the Schulich School of Business.
Last Updated June 27, 2018
As Senior Vice-President and Chief Revenue Officer of Pacific Blue Cross, Heidi’s role is to drive profitable growth and innovation for the organization. She is responsible for all revenue lines, spanning across both group and individual products. Heidi also spearheads strategy and execution for product development, innovation, and marketing, as well as overseeing three operational teams. Heidi is the Chief Operating Officer of BC Life, Pacific Blue Cross’ Work & Wellness division, and leads our dedicated service teams in Individual Products and Group Business.
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 November 21, 2017
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