NCOA Services, LLC Board of Directors
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NCOA Services, LLC Board of Directors


The following individuals are founding members of the Board of NCOA Services, LLC:

 Carolyn Buck Luce

Carolyn Buck Luce is a gifted strategist and leader who has spent her career building highly effective businesses and teams.  She has been a leader concurrently in both the private and public/non-profit sectors for the last four decades holding executive management and board director positions.

Having recently “matriculated” from a highly successful career at Ernst & Young, Carolyn is the co-founder of Imaginal Labs LLC, a boutique consulting firm focused on helping courageous leaders make the difference they dream of. Carolyn spent the last two decades as a Principal at E&Y, most recently as Global Life Sciences Leader responsible for building a $1Billion global business serving life sciences companies with management consulting, risk, tax and M&A solutions. She is widely regarded as a provocative and insightful thought leader on the transformation of the HC industry.  She is well known throughout the corporate and academic community for her leadership on talent management issues.  Carolyn serves as a Commissioner on Women’s Issues for Mayor Bloomberg as well as an adjunct professor at Columbia University teaching "Women and Power" and the Executive-in-Residence at the Center for Talent Innovation..

Prior to joining Ernst & Young, Carolyn spent 17 years in lending, investment banking, consulting and government service. She started her career as a diplomat working for the US State Department in the Soviet Union, stationed in Uzbekistan, Azerbaijan and Moscow.

Her passion for the transformation of the HC industry and the advancement of women came together as she was named the Healthcare Businesswomen’s Association  2012 Woman of the Year. Carolyn is most proud to be the mother of four children.

 James Firman

James Firman, EdD is Chair of the Board of NCOA Services, LLC and President & CEO of NCOA.

For more than 30 years, James Firman, EdD, has been a leading force for innovation in services, programs, and public policies for older persons.

Under his leadership, NCOA has developed many nationally acclaimed programs to improve the health, independence, and economic security of older adults. NCOA has also developed world-class core competencies in collaborative leadership, fostering and scaling evidence-based innovations, and advocacy.

Prior to joining NCOA as president and CEO in January 1995, Firman was, for 10 years, founder and CEO of the United Seniors Health Cooperative (USHC), a nonprofit consumer organization. At USHC, he directed the development of the early versions of BenefitsCheckUp®, now one of NCOA’s core bodies of work.

Also at USHC, he oversaw the development of one of the nation’s first insurance counseling programs for older adults, which helped lead to the development of the national Health Insurance Counseling and Advocacy Program (HICAP). As an advocate, he significantly influenced the development of federal Medigap legislation and long-term care insurance regulations throughout the United States.

From 1981 to 1984, Firman served as a senior program officer at The Robert Wood Johnson Foundation, where he helped develop initiatives in aging and health care finance, as well as the Interfaith Volunteer Caregivers program.

Firman has served in several national leadership roles, including Chair of the Leadership Council of Aging Organizations (three times), Board Chair of the National Human Services Assembly, and Chair of the Independent Sector’s National Advisory Committee on Charting Social Impact. He is currently Co-Convener of the national Self-Management Alliance. 

In 2012 and 2013, he was named one of The NonProfit Times Top 50 leaders in their Power & Influence list. Firman earned his MBA and his EdD from Columbia University.

 David Sidwell

David Sidwell is a director, Chairperson of the Risk Policy and Capital Committee, and member of the Compensation Committee of Fannie Mae, Washington D.C., director, Senior Independent Director, Chairman of the Risk Committee and member of the Governance and Nomination Committee of UBS AG, and is a senior advisor at Oliver Wyman, New York.

He the Chairman of the Board of Village Care, New York, and is a director of the National Council On Aging.  Mr. Sidwell was Executive Vice President and CFO of Morgan Stanley between 2004 and 2007.

Before joining Morgan Stanley he worked for JPMorgan Chase & Co., where, in his 20 years of service, he held a number of different positions, including controller and, from 2000 to 2004, CFO of the Investment Bank. Prior to this, he was with Price Waterhouse in both London and New York. Mr. Sidwell graduated from Cambridge University and qualified as a chartered accountant with the Institute of Chartered Accountants in England and Wales.

He was born on 28 March 1953 and is both an American and British citizen.

David also serves on the Board of NCOA.

 Cass Wheeler

Cass Wheeler recently launched his consulting practice after a distinguished career with the American Heart Association, serving as its CEO from 1997-2008. Under his leadership, the association merged its 56 state and metropolitan affiliates into eight regions and adopted a single corporate structure. During this same period, revenue grew from $400 million to $650 million.

Under his leadership, the association also launched several new initiatives, including the award-winning Go Red for Women Campaign to raise awareness about heart disease in women, the Alliance for a Healthier Generation (with the William J. Clinton Foundation) to fight childhood obesity, Get With the Guidelines to improve hospital care and outcomes, and the Power to End Stroke targeted to African Americans. The association also approved a far-reaching health-impact goal calling for a 25% reduction of coronary heart disease, stroke, and risk by 2010.

Mr. Wheeler was appointed by President Clinton to serve on the Commission on Improving Economic Opportunity in Communities Dependent on Tobacco Production While Protecting Public Health. He also served on the boards of the National Human Services Assembly, Partnership for Prevention, Campaign for Tobacco Free Kids, and Research!America.

Mr. Wheeler currently serves on the boards of the American Legacy Foundation, Better Business Bureau’s Wise Giving Alliance, Advisory Councils of the Paul G. Rogers Society for Global Health Research, and the University of California at San Francisco Center for Tobacco Control Research. 

Mr. Wheeler is the author of You’ve Gotta Have Heart: Achieving Purpose Beyond Profit in the Social Sector, a book he wrote with a goal to further increase the effectiveness of the nonprofit sector. 

Cass Wheeler also serves on the Board of NCOA.


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