Skip to main content Builds out Executive Team With CMO, CPO and CXO Appointments today announced the appointment of three key executives to its leadership team. Joining the Company in newly created roles are John Buchanan, Chief Marketing Officer (CMO); Elizabeth Sartin, Chief Product Officer (CPO); and Naaz Nichols, Chief Customer Experience Officer (CXO). All three report to CEO Brad Wilson.

In announcing the appointments, Mr. Wilson said, “I am thrilled to welcome John, Liz and Naaz to our team. They are each world-class executives in their fields and their deep expertise, combined with the passion they display for our mission, is an unbeatable combination. In addition to their raw talent, they bring pattern recognition to Care from their prior experiences which will be invaluable as we take our brand, products, and service to the next level.”

As CMO, Mr. Buchanan will oversee all aspects of Care’s global marketing effort’s spanning both the Company’s international digital platform and its enterprise arm. Most recently, he served as CMO at LegalZoom, where he drove consistent growth through innovative cross-channel marketing programs during his tenure. Previously, he was Senior Vice President, Marketing Strategy, Technology and Sciences for the National Football League. Mr. Buchanan has also held senior marketing roles at Adobe, Electronic Arts, Yahoo and Mattel.

Mr. Buchanan said, “I am deeply passionate about working with brands dedicated to delivering on a mission to improve the world we live in. At Care, I am honored to be leading a mission-driven team responsible for helping families and caregivers further understand how we can best serve them through access to high-quality care and meaningful work."

Ms. Sartin assumes the role of CPO, leading the development of all of Care’s products and services for its digital platform across all verticals including childcare, senior care, and pet care, among others, as well as products for Care’s enterprise clients. She joins Care with extensive experience across both consumer-facing and tech companies. Most recently, she was Head of Shopping Product for Pinterest where she led the development of personalized shopping experiences across mobile and web, work she had begun as CPO of The Yes, which was acquired by Pinterest. Previously, Ms. Sartin was Senior Director of Product at Slack and Director of Product on the Search team at Google. Her career also spans senior product roles at Hotschedules and

“Throughout my career, I have been passionate about creating products that empower people to lead better lives,” said Ms. Sartin. “As a working parent, I know that access to great care solutions is the ultimate empowerment tool and I couldn’t be more excited to build on Care’s pioneering legacy to deliver exceptional products and services for our members.”

As CXO, Ms. Nichols will have oversight for all aspects of the customer relationship, ranging from Global Customer Operations, which includes all member care teams, to Trust & Safety. In addition, she will lead the Company’s Provider Product team, working to enhance the user experience for caregivers using the Care platform. Prior to joining Care, Ms. Nichols was Senior Vice President, Retention & Editorial for HBO Max where her responsibilities included managing the network’s US customer retention strategy. Her career to date has also included senior roles at Avantax Wealth Management, Academic Partnerships, Expedia Group, and Nokia.

Ms. Nichols said, “At Care, the customer relationship is as much about the experience as it is about trust. We are privileged to have families and caregivers turn to us and as CXO, I am proud to join and lead a team truly committed to earning that trust every single day.”


Available in more than 17 countries, is the largest online platform for finding and managing family care, spanning in-home and in-center care solutions. Since 2007, families have relied on for an array of care for children, seniors, pets, and the home. Designed to meet the evolving needs of today’s families and caregivers, the Company also offers customized corporate benefits packages to support working families, household tax and payroll services, and innovations for caregivers to find and book jobs. is an IAC company (NASDAQ: IAC).


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