Management Team
Canadian Team
Sam Riad
Sunjay Gupta
Mourad Nasser
Yasemin Aksoy
Sam Riad
Sunjay Gupta
Mourad Nasser
Yasemin Aksoy
Sam Riad
President of FirstLight Home Care Canada
Sam Riad is the CEO of Comfort Of Living and President of FirstLight Home Care Canada, a multimillion-dollar enterprise recognized as one of the successful Retirement communities in Ontario,
Canada with elven facilities, over 650 employees. Sam started Comfort of Living in 2012 and obtained FirstLight Home Care franchisor license in 2020 planning for 125 locations across the country, he is playing a significant leadership role in managing the operations, and corporate planning functions of the companies growth.
Sam’s Leadership has expanded beyond the boundaries of traditional management and he has led many strategic initiatives that have had a positive impact on multiple business areas, driving down cost, increasing revenue, and improving the overall performance of various business units. Sam has evaluated and leadership role in many transactions for the company, including dispositions as well as potential acquisitions and spin-offs, and delivered the objectives of Comfort Of Living Retirement Community and FirstLight Home Care Canada
Sunjay Gupta
Chief Medical Officer
Dr. Sunjay Gupta is a physician who has been practicing Family Medicine for 8 years. He is currently practicing in Cambridge, ON. Dr. Gupta is an Alumni from Trinity College School, and obtained his undergraduate degree from The University of Waterloo. He obtained his Medical Degree at Ross University School of Medicine, and completed a 3 year residency program in Family Medicine at The Washington Hospital in Washington, PA. Dr. Gupta is currently a member of the Physician Recruitment Committee in Cambridge, ON and previously was on the Board of Directors at Grandview Medical Center where he is practicing as a full-time physician.
Mourad Nasser
VP Business Strategy & Development
Strategic and results focused Professional with broad experience in Projects/Programs Management offering rich international exposure to analytics planning, whilst taking full P&L responsibility and managing diverse teams. Combines a unique mix of engineering and technological expertise, together with entrepreneurial skill and strong business acumen and commercial understanding. Leads innovative technological strategies to achieve business goals; offers a strong track record of exceeding business objectives and increasing profits. Develops and leads teams to deliver exceptional business results and optimizes communication and business processes to increase efficiency and productivity whilst maintaining quality and customer service.
Yasemin Aksoy
Marketing Manager
Yasemin Aksoy is the Marketing Manager for FirstLight Home Care Canada, In this role, Yasemin ensures FirstLight brand standards are consistent across all channels by managing the design. Yasemin help develops, execute, and monitor marketing programs across a variety of channels. Her work includes researching the market, analyzing trends to help define the organization’s marketing strategy, and providing advice as to how to best reach the target market. Before joining Firstlight, She has 10 years of pharmaceutical industry experience with sales and marketing.
Sam Riad
President of FirstLight Home Care Canada
Sam Riad is the CEO of Comfort Of Living and President of FirstLight Home Care Canada, a multimillion-dollar enterprise recognized as one of the successful Retirement communities in Ontario,
Canada with elven facilities, over 650 employees. Sam started Comfort of Living in 2012 and obtained FirstLight Home Care franchisor license in 2020 planning for 125 locations across the country, he is playing a significant leadership role in managing the operations, and corporate planning functions of the companies growth.
Sam’s Leadership has expanded beyond the boundaries of traditional management and he has led many strategic initiatives that have had a positive impact on multiple business areas, driving down cost, increasing revenue, and improving the overall performance of various business units. Sam has evaluated and leadership role in many transactions for the company, including dispositions as well as potential acquisitions and spin-offs, and delivered the objectives of Comfort Of Living Retirement Community and FirstLight Home Care Canada
Sunjay Gupta
Chief Medical Officer
Dr. Sunjay Gupta is a physician who has been practicing Family Medicine for 8 years. He is currently practicing in Cambridge, ON. Dr. Gupta is an Alumni from Trinity College School, and obtained his undergraduate degree from The University of Waterloo. He obtained his Medical Degree at Ross University School of Medicine, and completed a 3 year residency program in Family Medicine at The Washington Hospital in Washington, PA. Dr. Gupta is currently a member of the Physician Recruitment Committee in Cambridge, ON and previously was on the Board of Directors at Grandview Medical Center where he is practicing as a full-time physician.
Mourad Nasser
VP Business Strategy & Development
Strategic and results focused Professional with broad experience in Projects/Programs Management offering rich international exposure to analytics planning, whilst taking full P&L responsibility and managing diverse teams. Combines a unique mix of engineering and technological expertise, together with entrepreneurial skill and strong business acumen and commercial understanding. Leads innovative technological strategies to achieve business goals; offers a strong track record of exceeding business objectives and increasing profits. Develops and leads teams to deliver exceptional business results and optimizes communication and business processes to increase efficiency and productivity whilst maintaining quality and customer service.
Yasemin Aksoy
Marketing Manager
Yasemin Aksoy is the Marketing Manager for FirstLight Home Care Canada, In this role, Yasemin ensures FirstLight brand standards are consistent across all channels by managing the design. Yasemin help develops, execute, and monitor marketing programs across a variety of channels. Her work includes researching the market, analyzing trends to help define the organization’s marketing strategy, and providing advice as to how to best reach the target market. Before joining Firstlight, She has 10 years of pharmaceutical industry experience with sales and marketing.
Sam Riad
President of FirstLight Home Care Canada
Sam Riad is the CEO of Comfort Of Living and President of FirstLight Home Care Canada, a multimillion-dollar enterprise recognized as one of the successful Retirement communities in Ontario,
Canada with elven facilities, over 650 employees. Sam started Comfort of Living in 2012 and obtained FirstLight Home Care franchisor license in 2020 planning for 125 locations across the country, he is playing a significant leadership role in managing the operations, and corporate planning functions of the companies growth.
Sam’s Leadership has expanded beyond the boundaries of traditional management and he has led many strategic initiatives that have had a positive impact on multiple business areas, driving down cost, increasing revenue, and improving the overall performance of various business units. Sam has evaluated and leadership role in many transactions for the company, including dispositions as well as potential acquisitions and spin-offs, and delivered the objectives of Comfort Of Living Retirement Community and FirstLight Home Care Canada
Sunjay Gupta
Chief Medical Officer
Dr. Sunjay Gupta is a physician who has been practicing Family Medicine for 8 years. He is currently practicing in Cambridge, ON. Dr. Gupta is an Alumni from Trinity College School, and obtained his undergraduate degree from The University of Waterloo. He obtained his Medical Degree at Ross University School of Medicine, and completed a 3 year residency program in Family Medicine at The Washington Hospital in Washington, PA. Dr. Gupta is currently a member of the Physician Recruitment Committee in Cambridge, ON and previously was on the Board of Directors at Grandview Medical Center where he is practicing as a full-time physician.
Mourad Nasser
VP Business Strategy & Development
Strategic and results focused Professional with broad experience in Projects/Programs Management offering rich international exposure to analytics planning, whilst taking full P&L responsibility and managing diverse teams. Combines a unique mix of engineering and technological expertise, together with entrepreneurial skill and strong business acumen and commercial understanding. Leads innovative technological strategies to achieve business goals; offers a strong track record of exceeding business objectives and increasing profits. Develops and leads teams to deliver exceptional business results and optimizes communication and business processes to increase efficiency and productivity whilst maintaining quality and customer service.
Yasemin Aksoy
Marketing Manager
Yasemin Aksoy is the Marketing Manager for FirstLight Home Care Canada, In this role, Yasemin ensures FirstLight brand standards are consistent across all channels by managing the design. Yasemin help develops, execute, and monitor marketing programs across a variety of channels. Her work includes researching the market, analyzing trends to help define the organization’s marketing strategy, and providing advice as to how to best reach the target market. Before joining Firstlight, She has 10 years of pharmaceutical industry experience with sales and marketing.
Sam Riad
President of FirstLight Home Care Canada
Sam Riad is the CEO of Comfort Of Living and President of FirstLight Home Care Canada, a multimillion-dollar enterprise recognized as one of the successful Retirement communities in Ontario,
Canada with elven facilities, over 650 employees. Sam started Comfort of Living in 2012 and obtained FirstLight Home Care franchisor license in 2020 planning for 125 locations across the country, he is playing a significant leadership role in managing the operations, and corporate planning functions of the companies growth.
Sam’s Leadership has expanded beyond the boundaries of traditional management and he has led many strategic initiatives that have had a positive impact on multiple business areas, driving down cost, increasing revenue, and improving the overall performance of various business units. Sam has evaluated and leadership role in many transactions for the company, including dispositions as well as potential acquisitions and spin-offs, and delivered the objectives of Comfort Of Living Retirement Community and FirstLight Home Care Canada
Sunjay Gupta
Chief Medical Officer
Dr. Sunjay Gupta is a physician who has been practicing Family Medicine for 8 years. He is currently practicing in Cambridge, ON. Dr. Gupta is an Alumni from Trinity College School, and obtained his undergraduate degree from The University of Waterloo. He obtained his Medical Degree at Ross University School of Medicine, and completed a 3 year residency program in Family Medicine at The Washington Hospital in Washington, PA. Dr. Gupta is currently a member of the Physician Recruitment Committee in Cambridge, ON and previously was on the Board of Directors at Grandview Medical Center where he is practicing as a full-time physician.
Mourad Nasser
VP Business Strategy & Development
Strategic and results focused Professional with broad experience in Projects/Programs Management offering rich international exposure to analytics planning, whilst taking full P&L responsibility and managing diverse teams. Combines a unique mix of engineering and technological expertise, together with entrepreneurial skill and strong business acumen and commercial understanding. Leads innovative technological strategies to achieve business goals; offers a strong track record of exceeding business objectives and increasing profits. Develops and leads teams to deliver exceptional business results and optimizes communication and business processes to increase efficiency and productivity whilst maintaining quality and customer service.
Yasemin Aksoy
Marketing Manager
Yasemin Aksoy is the Marketing Manager for FirstLight Home Care Canada, In this role, Yasemin ensures FirstLight brand standards are consistent across all channels by managing the design. Yasemin help develops, execute, and monitor marketing programs across a variety of channels. Her work includes researching the market, analyzing trends to help define the organization’s marketing strategy, and providing advice as to how to best reach the target market. Before joining Firstlight, She has 10 years of pharmaceutical industry experience with sales and marketing.
US Team
KELLEY R. HILL, MSN, RN
KERRI PENDLEY
ALLYSON WATERS
CRESTA LEWIS
DANIELLE CANTIN
JONI HEMMIS
KEVIN SAMOV
ERIN SULLIVAN
DAN DEAK
TERRI ZIMMER
KELLEY R. HILL, MSN, RN
KERRI PENDLEY
ALLYSON WATERS
CRESTA LEWIS
DANIELLE CANTIN
JONI HEMMIS
KEVIN SAMOV
ERIN SULLIVAN
DAN DEAK
TERRI ZIMMER
KELLEY R. HILL, MSN, RN
Executive Director of Compliance and Clinical Services
Kelley R. Hill is Executive Director of Compliance and Clinical Services for FirstLight Home Care. Kelley leads overall compliance and clinical services, including licensure and regulatory guidance, Healthcare Solutions growth and support, post-acute model implementation, and policy and procedure management for home care and skilled nursing, among other responsibilities. She serves as a subject matter expert, collaborating with the FirstLight leadership team to integrate holistic clinical initiatives, and guiding franchisees through all aspects of non-skilled and skilled care delivery. Kelley is Master’s-prepared RN with 15 years of experience – from frontline to corporate – in acute, community, long-term, legal, academic, and home health care settings. Her areas of specialty include emergency services, mental and behavioral health, palliative and hospice care, and infection control. She is a member of the American Nurses Association (ANA), Association for Professionals in Infection Control (APIC), and the International Association of Interviewers (IAI). Kelley also is an adjunct professor at Xavier University, an active volunteer with Letters Against Depression, and a freelance writer in healthcare for Upwork.
KERRI PENDLEY
Vice President of Strategy
Kerri joined FirstLight Home Care in January 2018 as Director of Healthcare Strategy and National Alliances. She was promoted to Vice President of Strategy in 2020. Kerri has more than 21 years of experience in healthcare operations, business development, mergers & acquisitions and start-ups. Her career started in long-term care facilities as a social service / admissions director and then as a licensed nursing home administrator. From there, her career path led to multi-state executive management experience with medical adult day programs, home care and clinical programs. Kerri has served as a board member for Illinois and Tennessee state Home Care Associations, as well as the National Adult Day Services Association.
ALLYSON WATERS
DIRECTOR OF MARKETING
Allyson Waters is Director of Marketing for FirstLight Home Care. In this role, Allyson ensures FirstLight brand standards are consistent across all channels by managing the design, creation and customization of the company’s marketing tools, advertisements, collateral pieces, event materials, video assets and more. She is a creative leader with extensive experience in project management, sales and marketing, as well as the cultural development and training of team members. Prior to joining FirstLight, she served as SVP Marketing Director for Cole Taylor Mortgage, and she managed her own marketing consultancy business whose primary client was a 26-unit senior living community. Allyson is committed to supporting individual FirstLight franchise owners to help them build prosperous businesses. Allyson’s personal passions include food, wine, travel, reading and pet rescue and rehabilitation.
CRESTA LEWIS
PUBLIC RELATIONS & SOCIAL MEDIA MANAGER
Cresta Lewis is the Public Relations & Social Media Manager for FirstLight Home Care. Cresta helps to amplify the FirstLight brand and increase awareness and engagement both nationally and regionally through public relations and social media initiatives. She has a journalism background and nearly 20 years of experience in the communications industry. Cresta previously served as Counselor for a PR agency; PR Director for a full-service advertising agency; and she operated her own communications consulting business. She has an entrepreneurial spirit and a passion for sharing brand stories.
DANIELLE CANTIN
VICE PRESIDENT OF BRANDING
Danielle Cantin is our Vice President of Brand Development. A strategic and creative leader, she has developed creative and effective solutions for a variety of clients, particularly helping companies with multiple locations work together to create a unified brand experience. She has combined her brand leadership expertise and her passion for the senior community to help companies serving seniors create positive, engaging experiences for their clients. She is a well-respected senior brand expert, speaking at expos and leadership conferences. Danielle obtained her undergraduate degree from College for Creative Studies. She was honored with the 2013 Vanguard Award for Innovation in Communication from the Association of Women in Communications. She enjoys spending time with friends and family, including her mom Patricia, her dog Henry and 17 nieces and nephews. A natural born seeker, Danielle is always pursuing advanced education and training opportunities.
JONI HEMMIS
Business Development Director, East Region
Joni Hemmis is Business Development Director for FirstLight franchise owners in the East region. Joni leads field support efforts to maximize the success of the franchise territories in her region. This includes driving franchise growth, ensuring compliance with brand standards and helping franchisees achieve operational excellence. Joni has 20 years of experience working in the home health care field in various roles, including Scheduling, Human Resources, Payroll, Marketing, Billing, Accounting, Quality Assurance, Risk Management and Client Service Management. She also owned an independent full-service home health care company with two locations in Virginia for 14 years. Both locations were accredited by the The Joint Commission and were Medicare and Medicaid Certified to provide skilled and non-skilled care to patients in their homes. Joni has owned and ridden horses most of her life, and she loves spending time on the beach.
KEVIN SAMOV
Business Development Director, Central Region
Kevin Samov is Business Development Director for FirstLight franchisees in the Central region. He is responsible for consulting with franchisees and their teams to help them develop and maintain a thriving home care business. His focus is to ensure franchisees grow their businesses profitably through strong operational and sales processes. Kevin’s most recent position was Senior Manager of Franchisee Training for all ServiceMaster brands, where he focused primarily on new owner development, as well as on creating sales processes and strategies for the ServiceMaster Restore brand. Kevin also led an 18- month network-wide project to increase franchisee engagement and utilization of the ServiceMaster Restore Claims Management software system. Kevin is active in his church, where he and his wife, Dianne, spent a number of years leading the pre-marriage mentoring program.
ERIN SULLIVAN
DIRECTOR OF BUSINESS DEVELOPMENT, MIDWEST REGION
Erin Sullivan is Senior Business Development Director for FirstLight franchise owners. She is responsible for helping owners build and maintain a prosperous, thriving home care business. Erin has been in healthcare leadership roles for the past 13 years. She brings significant industry knowledge to the FirstLight support team, having specifically focused on healthcare operations, home, hospice, and care management for the last 7 years. Erin has a master’s in Organizational Development and is a certified Executive Coach. She also has volunteered with the Guardian ad Litem and KC Literacy Council.
DAN DEAK
DIRECTOR OF BUSINESS DEVELOPMENT, LAUNCH SPECIALIST
Dan Deak is Director of Business Development, Launch Specialist for new FirstLight franchise owners. Dan is responsible for coaching all new franchisees during the launch phase by guiding them through the processes of business formation, licensing and planning. He will help owners build a strong foundation for growth and equip them with the tools they need to build a thriving business that provides exceptional client care. Dan previously worked for one of the largest nonprofit hospice providers in the country. There he built several home care agencies and was responsible for all aspects of operations, such as creating business plans, establishing operational policies, securing financing, obtaining licensure and developing business for the agencies. Dan holds a Bachelors Degree in Finance and an MBA in Healthcare Management. He belongs to the Institute of Certified Franchise Executives™ (ICFE) and is pursuing the Certified Franchise Executive™ (CFE) designation.
TERRI ZIMMER
DIRECTOR OF BUSINESS DEVELOPMENT, SOUTH/CENTRAL REGION
Terri Zimmer is Director of Business Development for FirstLight franchise owners in the South and Central Regions. Her primary responsibilities include leading field operational support and ensuring maximum growth for FirstLight franchise owners in her region. Terri brings more than 25 years of experience in the staffing and home care industries; 10 years as owner-operator of multi-unit/multi-state home care franchise; and expertise running franchise operations, sales and marketing, recruiting and finance. Terri’s passion for senior care and desire to serve others is evident in the time she devotes to volunteering with the Alzheimer’s Association, Cancer Services, Serving Our Seniors and CASA. Terri also is a member of the Home Care Association of America.
KELLEY R. HILL, MSN, RN
Executive Director of Compliance and Clinical Services
Kelley R. Hill is Executive Director of Compliance and Clinical Services for FirstLight Home Care. Kelley leads overall compliance and clinical services, including licensure and regulatory guidance, Healthcare Solutions growth and support, post-acute model implementation, and policy and procedure management for home care and skilled nursing, among other responsibilities. She serves as a subject matter expert, collaborating with the FirstLight leadership team to integrate holistic clinical initiatives, and guiding franchisees through all aspects of non-skilled and skilled care delivery. Kelley is Master’s-prepared RN with 15 years of experience – from frontline to corporate – in acute, community, long-term, legal, academic, and home health care settings. Her areas of specialty include emergency services, mental and behavioral health, palliative and hospice care, and infection control. She is a member of the American Nurses Association (ANA), Association for Professionals in Infection Control (APIC), and the International Association of Interviewers (IAI). Kelley also is an adjunct professor at Xavier University, an active volunteer with Letters Against Depression, and a freelance writer in healthcare for Upwork.
KERRI PENDLEY
Vice President of Strategy
Kerri joined FirstLight Home Care in January 2018 as Director of Healthcare Strategy and National Alliances. She was promoted to Vice President of Strategy in 2020. Kerri has more than 21 years of experience in healthcare operations, business development, mergers & acquisitions and start-ups. Her career started in long-term care facilities as a social service / admissions director and then as a licensed nursing home administrator. From there, her career path led to multi-state executive management experience with medical adult day programs, home care and clinical programs. Kerri has served as a board member for Illinois and Tennessee state Home Care Associations, as well as the National Adult Day Services Association.
ALLYSON WATERS
DIRECTOR OF MARKETING
Allyson Waters is Director of Marketing for FirstLight Home Care. In this role, Allyson ensures FirstLight brand standards are consistent across all channels by managing the design, creation and customization of the company’s marketing tools, advertisements, collateral pieces, event materials, video assets and more. She is a creative leader with extensive experience in project management, sales and marketing, as well as the cultural development and training of team members. Prior to joining FirstLight, she served as SVP Marketing Director for Cole Taylor Mortgage, and she managed her own marketing consultancy business whose primary client was a 26-unit senior living community. Allyson is committed to supporting individual FirstLight franchise owners to help them build prosperous businesses. Allyson’s personal passions include food, wine, travel, reading and pet rescue and rehabilitation.
CRESTA LEWIS
PUBLIC RELATIONS & SOCIAL MEDIA MANAGER
Cresta Lewis is the Public Relations & Social Media Manager for FirstLight Home Care. Cresta helps to amplify the FirstLight brand and increase awareness and engagement both nationally and regionally through public relations and social media initiatives. She has a journalism background and nearly 20 years of experience in the communications industry. Cresta previously served as Counselor for a PR agency; PR Director for a full-service advertising agency; and she operated her own communications consulting business. She has an entrepreneurial spirit and a passion for sharing brand stories.
DANIELLE CANTIN
VICE PRESIDENT OF BRANDING
Danielle Cantin is our Vice President of Brand Development. A strategic and creative leader, she has developed creative and effective solutions for a variety of clients, particularly helping companies with multiple locations work together to create a unified brand experience. She has combined her brand leadership expertise and her passion for the senior community to help companies serving seniors create positive, engaging experiences for their clients. She is a well-respected senior brand expert, speaking at expos and leadership conferences. Danielle obtained her undergraduate degree from College for Creative Studies. She was honored with the 2013 Vanguard Award for Innovation in Communication from the Association of Women in Communications. She enjoys spending time with friends and family, including her mom Patricia, her dog Henry and 17 nieces and nephews. A natural born seeker, Danielle is always pursuing advanced education and training opportunities.
JONI HEMMIS
Business Development Director, East Region
Joni Hemmis is Business Development Director for FirstLight franchise owners in the East region. Joni leads field support efforts to maximize the success of the franchise territories in her region. This includes driving franchise growth, ensuring compliance with brand standards and helping franchisees achieve operational excellence. Joni has 20 years of experience working in the home health care field in various roles, including Scheduling, Human Resources, Payroll, Marketing, Billing, Accounting, Quality Assurance, Risk Management and Client Service Management. She also owned an independent full-service home health care company with two locations in Virginia for 14 years. Both locations were accredited by the The Joint Commission and were Medicare and Medicaid Certified to provide skilled and non-skilled care to patients in their homes. Joni has owned and ridden horses most of her life, and she loves spending time on the beach.
KEVIN SAMOV
Business Development Director, Central Region
Kevin Samov is Business Development Director for FirstLight franchisees in the Central region. He is responsible for consulting with franchisees and their teams to help them develop and maintain a thriving home care business. His focus is to ensure franchisees grow their businesses profitably through strong operational and sales processes. Kevin’s most recent position was Senior Manager of Franchisee Training for all ServiceMaster brands, where he focused primarily on new owner development, as well as on creating sales processes and strategies for the ServiceMaster Restore brand. Kevin also led an 18- month network-wide project to increase franchisee engagement and utilization of the ServiceMaster Restore Claims Management software system. Kevin is active in his church, where he and his wife, Dianne, spent a number of years leading the pre-marriage mentoring program.
ERIN SULLIVAN
DIRECTOR OF BUSINESS DEVELOPMENT, MIDWEST REGION
Erin Sullivan is Senior Business Development Director for FirstLight franchise owners. She is responsible for helping owners build and maintain a prosperous, thriving home care business. Erin has been in healthcare leadership roles for the past 13 years. She brings significant industry knowledge to the FirstLight support team, having specifically focused on healthcare operations, home, hospice, and care management for the last 7 years. Erin has a master’s in Organizational Development and is a certified Executive Coach. She also has volunteered with the Guardian ad Litem and KC Literacy Council.
DAN DEAK
DIRECTOR OF BUSINESS DEVELOPMENT, LAUNCH SPECIALIST
Dan Deak is Director of Business Development, Launch Specialist for new FirstLight franchise owners. Dan is responsible for coaching all new franchisees during the launch phase by guiding them through the processes of business formation, licensing and planning. He will help owners build a strong foundation for growth and equip them with the tools they need to build a thriving business that provides exceptional client care. Dan previously worked for one of the largest nonprofit hospice providers in the country. There he built several home care agencies and was responsible for all aspects of operations, such as creating business plans, establishing operational policies, securing financing, obtaining licensure and developing business for the agencies. Dan holds a Bachelors Degree in Finance and an MBA in Healthcare Management. He belongs to the Institute of Certified Franchise Executives™ (ICFE) and is pursuing the Certified Franchise Executive™ (CFE) designation.
TERRI ZIMMER
DIRECTOR OF BUSINESS DEVELOPMENT, SOUTH/CENTRAL REGION
Terri Zimmer is Director of Business Development for FirstLight franchise owners in the South and Central Regions. Her primary responsibilities include leading field operational support and ensuring maximum growth for FirstLight franchise owners in her region. Terri brings more than 25 years of experience in the staffing and home care industries; 10 years as owner-operator of multi-unit/multi-state home care franchise; and expertise running franchise operations, sales and marketing, recruiting and finance. Terri’s passion for senior care and desire to serve others is evident in the time she devotes to volunteering with the Alzheimer’s Association, Cancer Services, Serving Our Seniors and CASA. Terri also is a member of the Home Care Association of America.
KELLEY R. HILL, MSN, RN
Executive Director of Compliance and Clinical Services
Kelley R. Hill is Executive Director of Compliance and Clinical Services for FirstLight Home Care. Kelley leads overall compliance and clinical services, including licensure and regulatory guidance, Healthcare Solutions growth and support, post-acute model implementation, and policy and procedure management for home care and skilled nursing, among other responsibilities. She serves as a subject matter expert, collaborating with the FirstLight leadership team to integrate holistic clinical initiatives, and guiding franchisees through all aspects of non-skilled and skilled care delivery. Kelley is Master’s-prepared RN with 15 years of experience – from frontline to corporate – in acute, community, long-term, legal, academic, and home health care settings. Her areas of specialty include emergency services, mental and behavioral health, palliative and hospice care, and infection control. She is a member of the American Nurses Association (ANA), Association for Professionals in Infection Control (APIC), and the International Association of Interviewers (IAI). Kelley also is an adjunct professor at Xavier University, an active volunteer with Letters Against Depression, and a freelance writer in healthcare for Upwork.
KERRI PENDLEY
Vice President of Strategy
Kerri joined FirstLight Home Care in January 2018 as Director of Healthcare Strategy and National Alliances. She was promoted to Vice President of Strategy in 2020. Kerri has more than 21 years of experience in healthcare operations, business development, mergers & acquisitions and start-ups. Her career started in long-term care facilities as a social service / admissions director and then as a licensed nursing home administrator. From there, her career path led to multi-state executive management experience with medical adult day programs, home care and clinical programs. Kerri has served as a board member for Illinois and Tennessee state Home Care Associations, as well as the National Adult Day Services Association.
ALLYSON WATERS
DIRECTOR OF MARKETING
Allyson Waters is Director of Marketing for FirstLight Home Care. In this role, Allyson ensures FirstLight brand standards are consistent across all channels by managing the design, creation and customization of the company’s marketing tools, advertisements, collateral pieces, event materials, video assets and more. She is a creative leader with extensive experience in project management, sales and marketing, as well as the cultural development and training of team members. Prior to joining FirstLight, she served as SVP Marketing Director for Cole Taylor Mortgage, and she managed her own marketing consultancy business whose primary client was a 26-unit senior living community. Allyson is committed to supporting individual FirstLight franchise owners to help them build prosperous businesses. Allyson’s personal passions include food, wine, travel, reading and pet rescue and rehabilitation.
CRESTA LEWIS
PUBLIC RELATIONS & SOCIAL MEDIA MANAGER
Cresta Lewis is the Public Relations & Social Media Manager for FirstLight Home Care. Cresta helps to amplify the FirstLight brand and increase awareness and engagement both nationally and regionally through public relations and social media initiatives. She has a journalism background and nearly 20 years of experience in the communications industry. Cresta previously served as Counselor for a PR agency; PR Director for a full-service advertising agency; and she operated her own communications consulting business. She has an entrepreneurial spirit and a passion for sharing brand stories.
DANIELLE CANTIN
VICE PRESIDENT OF BRANDING
Danielle Cantin is our Vice President of Brand Development. A strategic and creative leader, she has developed creative and effective solutions for a variety of clients, particularly helping companies with multiple locations work together to create a unified brand experience. She has combined her brand leadership expertise and her passion for the senior community to help companies serving seniors create positive, engaging experiences for their clients. She is a well-respected senior brand expert, speaking at expos and leadership conferences. Danielle obtained her undergraduate degree from College for Creative Studies. She was honored with the 2013 Vanguard Award for Innovation in Communication from the Association of Women in Communications. She enjoys spending time with friends and family, including her mom Patricia, her dog Henry and 17 nieces and nephews. A natural born seeker, Danielle is always pursuing advanced education and training opportunities.
JONI HEMMIS
Business Development Director, East Region
Joni Hemmis is Business Development Director for FirstLight franchise owners in the East region. Joni leads field support efforts to maximize the success of the franchise territories in her region. This includes driving franchise growth, ensuring compliance with brand standards and helping franchisees achieve operational excellence. Joni has 20 years of experience working in the home health care field in various roles, including Scheduling, Human Resources, Payroll, Marketing, Billing, Accounting, Quality Assurance, Risk Management and Client Service Management. She also owned an independent full-service home health care company with two locations in Virginia for 14 years. Both locations were accredited by the The Joint Commission and were Medicare and Medicaid Certified to provide skilled and non-skilled care to patients in their homes. Joni has owned and ridden horses most of her life, and she loves spending time on the beach.
KEVIN SAMOV
Business Development Director, Central Region
Kevin Samov is Business Development Director for FirstLight franchisees in the Central region. He is responsible for consulting with franchisees and their teams to help them develop and maintain a thriving home care business. His focus is to ensure franchisees grow their businesses profitably through strong operational and sales processes. Kevin’s most recent position was Senior Manager of Franchisee Training for all ServiceMaster brands, where he focused primarily on new owner development, as well as on creating sales processes and strategies for the ServiceMaster Restore brand. Kevin also led an 18- month network-wide project to increase franchisee engagement and utilization of the ServiceMaster Restore Claims Management software system. Kevin is active in his church, where he and his wife, Dianne, spent a number of years leading the pre-marriage mentoring program.
ERIN SULLIVAN
DIRECTOR OF BUSINESS DEVELOPMENT, MIDWEST REGION
Erin Sullivan is Senior Business Development Director for FirstLight franchise owners. She is responsible for helping owners build and maintain a prosperous, thriving home care business. Erin has been in healthcare leadership roles for the past 13 years. She brings significant industry knowledge to the FirstLight support team, having specifically focused on healthcare operations, home, hospice, and care management for the last 7 years. Erin has a master’s in Organizational Development and is a certified Executive Coach. She also has volunteered with the Guardian ad Litem and KC Literacy Council.
DAN DEAK
DIRECTOR OF BUSINESS DEVELOPMENT, LAUNCH SPECIALIST
Dan Deak is Director of Business Development, Launch Specialist for new FirstLight franchise owners. Dan is responsible for coaching all new franchisees during the launch phase by guiding them through the processes of business formation, licensing and planning. He will help owners build a strong foundation for growth and equip them with the tools they need to build a thriving business that provides exceptional client care. Dan previously worked for one of the largest nonprofit hospice providers in the country. There he built several home care agencies and was responsible for all aspects of operations, such as creating business plans, establishing operational policies, securing financing, obtaining licensure and developing business for the agencies. Dan holds a Bachelors Degree in Finance and an MBA in Healthcare Management. He belongs to the Institute of Certified Franchise Executives™ (ICFE) and is pursuing the Certified Franchise Executive™ (CFE) designation.
TERRI ZIMMER
DIRECTOR OF BUSINESS DEVELOPMENT, SOUTH/CENTRAL REGION
Terri Zimmer is Director of Business Development for FirstLight franchise owners in the South and Central Regions. Her primary responsibilities include leading field operational support and ensuring maximum growth for FirstLight franchise owners in her region. Terri brings more than 25 years of experience in the staffing and home care industries; 10 years as owner-operator of multi-unit/multi-state home care franchise; and expertise running franchise operations, sales and marketing, recruiting and finance. Terri’s passion for senior care and desire to serve others is evident in the time she devotes to volunteering with the Alzheimer’s Association, Cancer Services, Serving Our Seniors and CASA. Terri also is a member of the Home Care Association of America.
KELLEY R. HILL, MSN, RN
Executive Director of Compliance and Clinical Services
Kelley R. Hill is Executive Director of Compliance and Clinical Services for FirstLight Home Care. Kelley leads overall compliance and clinical services, including licensure and regulatory guidance, Healthcare Solutions growth and support, post-acute model implementation, and policy and procedure management for home care and skilled nursing, among other responsibilities. She serves as a subject matter expert, collaborating with the FirstLight leadership team to integrate holistic clinical initiatives, and guiding franchisees through all aspects of non-skilled and skilled care delivery. Kelley is Master’s-prepared RN with 15 years of experience – from frontline to corporate – in acute, community, long-term, legal, academic, and home health care settings. Her areas of specialty include emergency services, mental and behavioral health, palliative and hospice care, and infection control. She is a member of the American Nurses Association (ANA), Association for Professionals in Infection Control (APIC), and the International Association of Interviewers (IAI). Kelley also is an adjunct professor at Xavier University, an active volunteer with Letters Against Depression, and a freelance writer in healthcare for Upwork.
KERRI PENDLEY
Vice President of Strategy
Kerri joined FirstLight Home Care in January 2018 as Director of Healthcare Strategy and National Alliances. She was promoted to Vice President of Strategy in 2020. Kerri has more than 21 years of experience in healthcare operations, business development, mergers & acquisitions and start-ups. Her career started in long-term care facilities as a social service / admissions director and then as a licensed nursing home administrator. From there, her career path led to multi-state executive management experience with medical adult day programs, home care and clinical programs. Kerri has served as a board member for Illinois and Tennessee state Home Care Associations, as well as the National Adult Day Services Association.
ALLYSON WATERS
DIRECTOR OF MARKETING
Allyson Waters is Director of Marketing for FirstLight Home Care. In this role, Allyson ensures FirstLight brand standards are consistent across all channels by managing the design, creation and customization of the company’s marketing tools, advertisements, collateral pieces, event materials, video assets and more. She is a creative leader with extensive experience in project management, sales and marketing, as well as the cultural development and training of team members. Prior to joining FirstLight, she served as SVP Marketing Director for Cole Taylor Mortgage, and she managed her own marketing consultancy business whose primary client was a 26-unit senior living community. Allyson is committed to supporting individual FirstLight franchise owners to help them build prosperous businesses. Allyson’s personal passions include food, wine, travel, reading and pet rescue and rehabilitation.
CRESTA LEWIS
PUBLIC RELATIONS & SOCIAL MEDIA MANAGER
Cresta Lewis is the Public Relations & Social Media Manager for FirstLight Home Care. Cresta helps to amplify the FirstLight brand and increase awareness and engagement both nationally and regionally through public relations and social media initiatives. She has a journalism background and nearly 20 years of experience in the communications industry. Cresta previously served as Counselor for a PR agency; PR Director for a full-service advertising agency; and she operated her own communications consulting business. She has an entrepreneurial spirit and a passion for sharing brand stories.
DANIELLE CANTIN
VICE PRESIDENT OF BRANDING
Danielle Cantin is our Vice President of Brand Development. A strategic and creative leader, she has developed creative and effective solutions for a variety of clients, particularly helping companies with multiple locations work together to create a unified brand experience. She has combined her brand leadership expertise and her passion for the senior community to help companies serving seniors create positive, engaging experiences for their clients. She is a well-respected senior brand expert, speaking at expos and leadership conferences. Danielle obtained her undergraduate degree from College for Creative Studies. She was honored with the 2013 Vanguard Award for Innovation in Communication from the Association of Women in Communications. She enjoys spending time with friends and family, including her mom Patricia, her dog Henry and 17 nieces and nephews. A natural born seeker, Danielle is always pursuing advanced education and training opportunities.
JONI HEMMIS
Business Development Director, East Region
Joni Hemmis is Business Development Director for FirstLight franchise owners in the East region. Joni leads field support efforts to maximize the success of the franchise territories in her region. This includes driving franchise growth, ensuring compliance with brand standards and helping franchisees achieve operational excellence. Joni has 20 years of experience working in the home health care field in various roles, including Scheduling, Human Resources, Payroll, Marketing, Billing, Accounting, Quality Assurance, Risk Management and Client Service Management. She also owned an independent full-service home health care company with two locations in Virginia for 14 years. Both locations were accredited by the The Joint Commission and were Medicare and Medicaid Certified to provide skilled and non-skilled care to patients in their homes. Joni has owned and ridden horses most of her life, and she loves spending time on the beach.
KEVIN SAMOV
Business Development Director, Central Region
Kevin Samov is Business Development Director for FirstLight franchisees in the Central region. He is responsible for consulting with franchisees and their teams to help them develop and maintain a thriving home care business. His focus is to ensure franchisees grow their businesses profitably through strong operational and sales processes. Kevin’s most recent position was Senior Manager of Franchisee Training for all ServiceMaster brands, where he focused primarily on new owner development, as well as on creating sales processes and strategies for the ServiceMaster Restore brand. Kevin also led an 18- month network-wide project to increase franchisee engagement and utilization of the ServiceMaster Restore Claims Management software system. Kevin is active in his church, where he and his wife, Dianne, spent a number of years leading the pre-marriage mentoring program.
ERIN SULLIVAN
DIRECTOR OF BUSINESS DEVELOPMENT, MIDWEST REGION
Erin Sullivan is Senior Business Development Director for FirstLight franchise owners. She is responsible for helping owners build and maintain a prosperous, thriving home care business. Erin has been in healthcare leadership roles for the past 13 years. She brings significant industry knowledge to the FirstLight support team, having specifically focused on healthcare operations, home, hospice, and care management for the last 7 years. Erin has a master’s in Organizational Development and is a certified Executive Coach. She also has volunteered with the Guardian ad Litem and KC Literacy Council.
DAN DEAK
DIRECTOR OF BUSINESS DEVELOPMENT, LAUNCH SPECIALIST
Dan Deak is Director of Business Development, Launch Specialist for new FirstLight franchise owners. Dan is responsible for coaching all new franchisees during the launch phase by guiding them through the processes of business formation, licensing and planning. He will help owners build a strong foundation for growth and equip them with the tools they need to build a thriving business that provides exceptional client care. Dan previously worked for one of the largest nonprofit hospice providers in the country. There he built several home care agencies and was responsible for all aspects of operations, such as creating business plans, establishing operational policies, securing financing, obtaining licensure and developing business for the agencies. Dan holds a Bachelors Degree in Finance and an MBA in Healthcare Management. He belongs to the Institute of Certified Franchise Executives™ (ICFE) and is pursuing the Certified Franchise Executive™ (CFE) designation.
TERRI ZIMMER
DIRECTOR OF BUSINESS DEVELOPMENT, SOUTH/CENTRAL REGION
Terri Zimmer is Director of Business Development for FirstLight franchise owners in the South and Central Regions. Her primary responsibilities include leading field operational support and ensuring maximum growth for FirstLight franchise owners in her region. Terri brings more than 25 years of experience in the staffing and home care industries; 10 years as owner-operator of multi-unit/multi-state home care franchise; and expertise running franchise operations, sales and marketing, recruiting and finance. Terri’s passion for senior care and desire to serve others is evident in the time she devotes to volunteering with the Alzheimer’s Association, Cancer Services, Serving Our Seniors and CASA. Terri also is a member of the Home Care Association of America.
