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Our Leadership

Pacific Blue Cross | BC Life Executive Team

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.

John Crawford, Chief Financial Officer, interim CEO - Pacific Blue Cross

John Crawford, FCPA, FCA
Interim President & CEO


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

Leza Muir, Senior Vice President, Chief Operating Officer - Pacific Blue Cross

Leza Muir
Sr. Vice-President, Chief Operating Officer


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

Barry M. Rivelis, Chief Information Office - Pacific Blue Cross

Barry M. Rivelis
Sr. Vice-President & Chief Information Officer


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 Board of Directors of the Vancouver Foundation, where he is Chair of Governance & Human Resource Committee, Chair of the Arts and Culture Granting Committee and Member of the Finance and Audit Committee. He is also a Member of the Audit Advisory Committee of Public Guardian and Trustee British Columbia and past Member of the Board of the Canadian Chamber of Commerce.

Barry holds a BA in Economics from York University and an MBA from the Schulich School of Business.

Last Updated April 5, 2017

Heidi Worthington, Chief Revenue Officer - Pacific Blue Cross

Heidi Worthington
Sr. Vice-President & Chief Revenue Officer


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 strategy and execution for product development, marketing, and branding, as well as overseeing three operational divisions. Heidi leads the Direct-to-Consumer division of Individual Products, Group Business as well as the Life & Disability division, all three playing a critical roles in the long term strategy of Pacific Blue Cross.

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

Farzana Adatiya, Senior Vice President, Strategy and Implementation - Pacific Blue Cross

Farzana Adatiya, MHA
Sr. Vice-President, Strategy & Implementation


Farzana Adatiya is responsible for developing and articulating the Pacific Blue Cross mission/vision and strategic direction. Also reporting to Farzana is the Pacific Blue Cross Underwriting team. 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 November 22, 2016

Rob Chiarello, Vice President, Human Resources & Chief Privacy Officer - Pacific Blue Cross

Rob Chiarello
Vice President, Human Resources & Chief Privacy Officer


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

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