Chief Executive Officer and Co-Founder
Tom Wicka is CEO and Co-Founder of NovuHealth. Tom helped develop the platform as a way to personalize the health care system, and is an advocate for better health and consumer engagement throughout the industry. A noted speaker and expert in member loyalty, Tom brings crucial insight to the nation’s most innovative health care payers and providers to deliver quality outcomes that benefit both individuals and the care system alike.
Prior to NovuHealth, Tom was Chief Marketing Officer for IWCO Direct, a national leader in print direct marketing. His focus on consumer loyalty and rewards programs for Fortune 500 companies in the travel, hospitality, retail and financial services industries has shaped the way he influences and innovates within the health care industry.
Tom’s passion for health and health care extends beyond the walls of NovuHealth: he is also co-founder and a board member of Akashi Therapeutics, a drug development endeavor in search of treatments for muscular dystrophy. Tom is a graduate of St. John’s University and is widely considered to be a man of style.
Chief Financial Officer
Jeff is Chief Financial Officer and Treasurer at NovuHealth. As the numbers guy, Jeff is responsible for the accounting, financial planning and analysis, treasury and tax functions at the company. Jeff brings over 15 years of corporate finance experience with a proven ability to partner with business leaders to facilitate growth and achieve strategic initiatives. In addition, he has a diverse background in mergers & acquisitions, capital planning, financing transactions and operations finance.
Prior to NovuHealth, Jeff served as the CFO at vRad, a leading technology and analytics-driven telemedicine company serving 2,100+ hospitals across the U.S. At vRad he was responsible for developing a robust finance function, establishing the company as a recognized industry leader and telemedicine innovator. During his time at vRad, Jeff played an integral role in growing the business by over 600%, resulting in the successful sale of the company for $500 million in May 2015.
Jeff holds a BA in business and accounting from the University of St. Thomas and previously held an active CPA license in Minnesota. He enjoys good coffee and outrageous sock wear.
Chief Operating Officer
Rob Sorensen is Chief Operating Officer at NovuHealth. In this role, he leads product innovation, establishes product quality, and ensures on-time client delivery, all to provide a world-class experience for plan members. A health care industry veteran, Rob brings over 25 years of cross-industry experience in driving positive change, with a proven ability to develop strategies and business operations that deliver results.
Prior to NovuHealth, Rob was COO of Magellan Healthcare Commercial Business, focused on behavioral health services for health plans and employers. Earlier in his career, he served as President and CEO at Gardiia, Vice President of Medicare & Retirement Operations at UnitedHealthcare, and Senior Executive with Accenture’s Customer Insight Practice.
Rob holds an MBA from the University of Minnesota’s Carlson School and a BSEE from the University of North Dakota. He is the best bad golfer you’ll ever know.
Chief Growth Officer and Co-Founder
John Wicka is Chief Growth Officer and a Co-Founder of NovuHealth. In this role, John develops corporate, product and sales strategies, aligning the organization to win and grow in new markets.
By setting the course for innovation, refining the company’s brand story and driving robust revenue growth, John ensures that NovuHealth is well positioned to meet the needs of the evolving health care ecosystem, today and into the future.
Prior to NovuHealth, John worked as an executive at IWCO Direct, a national leader in direct mail and direct mail services. He is a graduate of the University of Minnesota and the owner of an impressive collection of patterned pants, the appearance of which inspire company-wide betting contests.
Executive Vice President, Marketing & Engagement
Jordan is Executive Vice President of Marketing & Engagement at NovuHealth. In this role, he develops and leads the company’s marketing and brand initiatives, as well as the end-to-end management of member-facing operations. With more than 15 years of senior marketing leadership experience, Jordan brings a passion for analytics, loyalty operations and engagement, as well as strategic energy to Novu.
Jordan has attempted an ollie with Tony Hawk, jammed out on Guitar Hero, and dressed up as James Bond as Senior Director of Global Brand Marketing at Activision, a gaming innovator whose brands also include NASCAR and Cabela’s. While at Activision, he guided significant revenue growth for a portfolio of brands with revenues exceeding $350M. He has also held senior-level business and strategy positions at US Bank.
Jordan holds an MBA from Northwestern’s Kellogg School of Management and a BS from the University of Minnesota’s Carlson School of Management. He is a father of four and the proud owner of an RV that he recently drove from Minneapolis to New Orleans and back.
Vice President, Sales
Kristin Gasteazoro serves as Vice President of Sales and oversees the company’s sales team. Kristin brings over a decade of sales leadership, operations and strategy experience to the role.
Prior to NovuHealth, Kristin held sales leadership positions in wellness and behavioral health technology and services for leading companies such as ValueOptions, OptumHealth and UnitedHealth Group. She was most recently Vice President, Health Plan Sales, at ValueOptions.
Kristin lives in Minnesota with her family and three dogs. Please contact her to learn about opportunities to buy the dogs whenever they are misbehaving—you’ll see her sales expertise at its finest. She is a graduate of Lewis & Clark College in Oregon.
Executive Vice President, Technology
As Executive Vice President of Technology, Steve is charged with bringing the NovuHealth technology to life at scale and within deadline. With more than a decade of executive technology leadership with a focus on health care solutions, Steve develops and leads all aspects of technology, including software development, systems engineering and implementation. In addition, he directs NovuHealth’s dynamic technology team comprised of top-tier developers.
Prior to NovuHealth, Steve held technology leadership roles at leading health care and technology companies, including ABILITY Networks, Definity Health and Stratyc. Most recently, he served as CIO, VP of Operations at ABILITY Network where he was responsible for building out its technology organization, including over 80 developers, support technicians and infrastructure engineers.
A certified private pilot, Steve’s hold on NovuHealth security rivals TSA over a holiday weekend. He studied aerospace engineering and computer science at the University of Minnesota.
Ali Shirvani-Mahdavi, Ph.D.
Head of Behavioral Sciences
Ali Shirvani-Mahdavi, Ph.D., serves as Head of Behavioral Sciences. Drawing on experience at health care innovators including the Mayo Clinic, UnitedHealth Group and HealthPartners, Ali defines the company’s go-to-market strategy, vision and deliverables. He also leads research impact analysis and behavior design within the Health Behavioral Sciences team.
Ali previously held business intelligence roles at UnitedHealthcare, developing deep functional expertise in economic direct analysis and corporate growth strategy. An accomplished senior management consultant with extensive expertise in operational, strategic and organizational consulting, Ali has held management consulting roles at Accenture, Capgemini, Ernst & Young, GrowThink and, most recently, Trissential.
Ali holds a doctorate and two masters degrees from Massachusetts Institute of Technology (MIT). He is known for his preference for shorts over pants, even in the depths of a Minnesota winter.
Vice President, Strategy & Business Development
DeLonn Crosby is Vice President of Strategy & Business Development at NovuHealth. He is responsible for setting the strategic vision, developing the roadmap and working with best-in-class partners to accelerate growth. Having spent more than 10 years at the intersection of consumer experience, digital technology and social change, he embraces both the opportunity and responsibility that today’s business leaders have across the stakeholder spectrum.
Prior to NovuHealth, DeLonn held strategy and operational leadership roles at Google and Target, where he developed the first Corporate Social Responsibility strategy. Earlier in his career, he advised Fortune 100 organizations as a management consultant with Deloitte Consulting and Explore, a data analytics firm.
DeLonn holds a BS from the University of Minnesota and an MBA from Harvard Business School. He is a proud husband and father, and while he tries to leave the strategy work at work, he does have a strategic interest in early-childhood character development. On the weekends you can find him on a boat or inside on a basketball court—depending on the season.