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Board Appoints New CEO and CFO for Avow

02 November 2015 | webmaster

The Board of Directors at Avow recently appointed Jaysen F. Roa as President and CEO and Phyllis Hall as Chief Financial Officer. The new officers assumed their position at Avow on October 19, 2015.


Jaysen Roa brings over 10 years of hospice leadership experience, most recently serving as Executive Director at Good Shepherd Hospice, Inc. an affiliate of Chapters Health System, Inc. based in Lakeland, Florida. Roa also served in a variety of leadership roles at Hernando Pasco Hospice (HPH), Inc. and also worked at Hospice of Citrus County, Inc., both based in Florida.

“I am honored to be selected to lead Avow, and excited about the possibilities that lie in the future,” said Jaysen Roa. “Avow is a beloved institution in Collier County and its positive reputation is well known throughout the state of Florida. I look forward to working with the entire Avow team to help more people in our community in new ways.”


Phyllis Hall brings 32 years of finance and operations experience, most recently serving as Vice President and Executive Director of University Hospitals Management Services Organizations, University Hospitals Medical Group and University Hospital Practices based in Cleveland, Ohio.

“As Avow embarks on this new chapter in our history, the Board and I are very confident that Jaysen is the right person to lead the company forward,” said Chuck Hoffman, Avow Chairman of the Board. “Jaysen is a positive, high-energy leader who will drive innovation and growth in a strategic manner. His passion for hospice, coupled with the financial management expertise of our new CFO Phyllis Hall, will ensure Avow continues to advance its mission.”

The Avow Board began its formal CEO search process following former President and CEO Karen Rollins announcement of retirement in January. Working with executive search consultant Patrice Moore, BSN, MSN, RN, ARNP, of the Watershed Group, the Board fielded a number of internal and external candidate applications before selecting Roa.

“Change in the hospice industry, and healthcare as a whole, has been exponential,” said Hoffman. “Avow has and will continue to act keenly to respond to regulatory and funding changes. We are also paying very close attention to our clients’ changing service needs.

“Avow has responded by developing new service lines in palliative care, concierge care management and by making a move to fundraise under the auspices of a foundation. As Jaysen takes the helm, we are poised to make a very positive and meaningful impact in our community.”

More about Jaysen Roa

In his recent position at Good Shepherd, Roa was responsible for the daily operations of the hospice’s 550 patients, 300-plus staff and three free-standing inpatient facilities. Roa’s extended hospice experience includes directing clinical, business development, fundraising and community relations operations and ensuring regulatory compliance. He developed and implemented a pediatric palliative care program and has engaged in local, state and national efforts to promote recommended hospice legislative actions.

Roa is a Certified Hospice Administrator who holds a Master’s in Business Administration and Master’s in Health Administration from Webster University in St. Louis, Missouri and a Bachelor of Arts degree in Psychology from University of South Florida in Tampa.

More about Phyllis Hall

Hall is a Certified Public Accountant and earned a Bachelor of Business Administration degree in Accounting at the University of Wisconsin. Hall joined University Hospitals Management Services (a physician management services business) in 1998 as chief financial officer.

Hall is a member of Medical Group Management Association (MGMA) and the American Institute of Certified Public Accountants (AICPA).

At Avow, Hall will be responsible for the management and general oversight of financial operations, patient accounts, facilities and information technology. Hall recently relocated from Solon, Ohio.