CEO/PRESIDENT

After scanning the country to partner with the most innovative companies and teams in homecare, Max found Lifespan to have the perfect mix: an inspiring 36-year legacy built by RNs Pam Goodman and Becky Peters and an amazing team of operators, care managers, well-being activity coordinators, and caregivers serving a progressive community at the forefront of change with a growing need for aging life care services.

CHIEF OPERATING OFFICER
Ashley joined the Lifespan team in 2015, bringing vision, insight, and unbounded creativity regarding healthcare management. She holds a Master’s Degree in Health Care Administration from Grand Canyon University in Phoenix, Arizona and a Bachelors’ degree in Kinesiology from the University of Hawaii at Manoa. During her tenure at Lifespan, Ashley introduced a company leadership structure, implemented electronic medical platforms to better manage both human resources and clients. Additionally she streamlined communication and efficiency between field staff and the administrative team. Ashley was key in establishing Lifespan as one of the first home care agencies in Santa Cruz County to achieve licensure by the California Department of Social Services Home Care Operations Bureau. Ashley’s passion lies in creating successful teams capable of growing and educating the general public about the value of private duty home care, professional aging care management and overall well-being for the aging population.

BUSINESS DEVELOPMENT/ CLIENT SUCCESS MANAGER

Carolyn, originally from Southern California, holds a Bachelor's degree in Psychology from the University of Southern California. With more than 15 years of experience in healthcare sales and business development, Carolyn focuses on patient advocacy, healthcare navigation, and senior care management. Her experience as a Hospital Physician Liaison for a Hospice and Palliative Care organization ignited her passion for connecting patients with essential care services.

Her commitment to the aging population is also deeply rooted in personal experiences, providing and overseeing care for family members, which cemented her commitment to fostering strong relationships with healthcare providers and community resources in order to ensure the best possible care.

Carolyn often reflects on how joining the Lifespan team ranks among her best life decisions, as it has become more than just a job for her—Lifespan feels like family.

LEAD CARE MANAGER Aging Life Care Advanced Professional

Brittani was raised in the Santa Cruz Mountains and knew from a young age she wanted to be a nurse. Brittani began her career as a home care
aide while attending Carrington College in San Jose California, where she received her License of Vocational Nursing. She has worked in a variety of care settings, including a disordered eating treatment facility, substance abuse treatment facilities, correctional facilities and most recently was an Investigator for the Santa Cruz County Sheriff Coroner’s Office. Brittani has a special interest in the aging population and has remained passionate about working to help others. She strives to provide exceptional care and support to her clients, their loved ones, and their multidisciplinary teams.

LIFESPAN CARE MANAGER
Aging Life Care Professional

Denise received her Bachelor’s of Social Work at Azusa Pacific University and her Masters of Science in Gerontology from San Jose State. Denise has been in the field of aging for over 28 years. She has worked in a variety of care settings, including skilled nursing facilities, memory care in assisted living, dementia day care, and home-based visits. She has also served as an Adult Protective Services Senior Social Worker and as a Deputy Public Guardian. Denise has a proven rapport with clients, families, caregivers, and peers. She enjoys the challenges of assessment, coordinating services, and providing education and support around dementia. She is in the process of obtaining National certification in the field of Aging Life Care.

LIFESPAN CARE MANAGER

Viviana, a devoted vocational nurse and graduate of WestMed College in Atwater, California, boasts over 20 years of diverse medical experience. Commencing her journey as a medical receptionist at The Santa Cruz Women's Health Center in the early 2000s, Viviana has since excelled as a staff nurse in a correctional facility, served as a dermatology vocational nurse, and contributed her skills to a skilled nursing facility in Santa Cruz County.

Committed to the well-being of her community, she is eager to work with the aging population of her hometown utilizing her bilingual skills and is dedicated to bringing her knowledge and experience in the medical field to positively impact the health of the community where she grew up and is currently raising her children

LIFESPAN CARE MANAGER

Selena, a Santa Cruz County native, has always had a passion for helping others. As a teenager, she combined her love for music with her desire to give back by singing and volunteering at nursing homes. This early connection to caregiving inspired her healthcare career, starting as a medical receptionist at Driftwood, skilled nursing facility.

Determined to make a greater impact, Selena earned her Certified Clinical Medical Assistant (CCMA) credential, working as a medical assistant for eight years before pursuing her dream of becoming a nurse. While balancing work and studies, she completed her Vocational Nursing license at Unitek College in San Jose.

With experience in behavioral health, preoperative nursing, and post-acute care, Selena remains deeply committed to serving the aging population, a passion rooted in her close bond with her late grandmother. Her mission is to advocate for those who need it most, offering care and compassion in every aspect of her work.

CARE COORDINATOR

Hannah hails from Michigan where she earned her Bachelor of Arts degree in Therapeutic Recreation with a minor in Outdoor Education from Central Michigan University. She interned in the recreational therapy departments at several skilled nursing facilities as well as in a mental health setting. Hannah also enjoyed volunteering throughout at various nursing homes and assisted living facilities. She is truly passionate about working with older adults and providing an encouraging environment for individuals within this population to feel seen, heard, appreciated. Hannah is focused on using her degree and passion to provide innovative, purposeful, and enriching interventions and activity programming to enhance the quality of life for all clients as the Staffing and Programs Coordinator here at Lifespan.

STAFFING MANAGER

Nichole was born and raised in Santa Cruz, California and has been growing her experience with Lifespan since 2017. She began her journey in homecare working directly with elders as a home care aide. She was later promoted to the position of Administrative Coordinator where her professional demeanor and strong organizational skills were clearly evident. Her next advancement saw her transition into the staffing department as Scheduling Coordinator. Having excelled in that capacity, Nichole was promoted to the position of Staffing Manager. In this role, Nichole is dedicated to establishing and coordinating Lifespan client and staff schedules. Her ultimate goal is to follow in the founder’s footsteps and become a Lifespan nurse. Serving the community she grew up in is what she loves the most about working for this agency.

STAFFING COORDINATOR

Fabiola joined Lifespan in 2023 as a caregiver, bringing over a decade of caregiving experience. In 2024, she transitioned to the office team as a Staffing Coordinator, where she plays a vital role in matching skilled caregivers with clients' needs.

Fabiola is passionate about fostering strong connections between caregivers and clients to ensure successful and meaningful partnerships. Her dedication to understanding individual needs allows her to create thoughtful, effective placements.

Outside of work, Fabiola enjoys spending time with her two children—a 9-year-old daughter and a 2-year-old son—who keep her motivated and inspired.

HOMECARE OPERATIONS COORDINATOR

Alicia has worked with Lifespan for 25 years. Alicia started at Lifespan as a Home Care Aide and quickly moved up in the Lifespan organization as the staffing supervisor and now as our Home Care Operations Coordinator. In her current position, Alicia's primary role is to ensure that our home care aides are appropriately matched to each client, She provides additional training and support to the home care aides by making home visits for supervision and training. She is also head of Lifespan's safety team.

TALENT ACQUISITION MANAGER

Bay Area Native Jamie is the perfect fit to recruit our Home Care Team. She has made a career of motivating team members to give their best. She has recruited and trained award winning hospitality teams and has turned her passion to helping seniors live their best lives. She is certified in various forms of Senior Fitness and realizes this is the key to the quality of life for our aging population. Encouraging students to keep moving and having fun is the favorite part of her week. She brings this enthusiasm to all aspects of her position as the Talent Coordinator at Lifespan.

OPERATIONS MANAGER

A Bay Area native, Vanessa made Santa Cruz her home after earning her A.A. degree in English from Cabrillo College. With over a decade of experience in the care field, she discovered her passion for senior care early in her career.

Vanessa began her journey with Lifespan Care as a Home Care Aide, later advancing to Well-Being Activity Coordinator, and then Office Manager. In 2024, she was promoted to Operations Manager, a role where she continues to make a meaningful impact by supporting clients, caregivers, and office staff.

Being part of the Lifespan team has been a dream come true for Vanessa, as it allows her to contribute to improving lives in a variety of ways.

ADMINISTRATIVE COORDINATOR

Joleen, a Santa Cruz local, joined our Lifespan team in November 2023. She earned her A.A. in culinary arts from Le Cordon Bleu, San Francisco. As an administrative coordinator at Lifespan, she brings with her 17 years of experience in the culinary industry, as well as 10 years of experience as a caregiver. She has developed a strong foundation in organization, problem-solving, and communication, which seamlessly translate into her administrative role. Her unique combination of skills support Lifespan's mission of providing exceptional care to our clientele and helping them live their best life every day of their life!

ACCOUNTING LEAD

Coming in strong with south county pride is Stacy. She attended the University of California, Davis and found her way to Lifespan in 2014. Beginning as the administrative coordinator position, Stacy built up her skills and now serves as our accounting lead. Even though she’s one of the faces from behind the scenes, Stacy brings her light to share with the home care community. Passionate about the care we provide here at Lifespan, Stacy continues to push our team to raise the bar and develop our next level of service.

ACCOUNTING COORDINATOR

Beth is a Bay Area native from San Jose who relocated to Maui in 2012 and who is now back in Santa Cruz where she has family. She found Lifespan while traveling back and forth to assist in her mother’s journey through hospice care. Beth completed her Associate degree in Accounting at the University of Hawaii Maui College and is pursuing her bachelor's in business administration and finance at the University of West Oahu. She brings with her a well-rounded experience in office management, bookkeeping, small business development, tax preparation, and insurance to support Stacy, Lifespan Accounting Lead, and the back office team. Beth is a lifelong dancer, plant enthusiast, and book lover. She is a perfect fit for the Lifespan Accounting Department with her Santa Cruz and Hawaiian Island connections.