Jim Rosenthal – Chief Executive Officer

Jim Rosenthal joined Caring in May 2018 as Executive Chairman. In July, Jim took on the CEO position.

Jim has extensive experience managing businesses for growth in media, entertainment, and education. Jim has also managed, invested in, and been an active board member for lead generation/customer acquisition businesses in education, online reviews, and various consumer products verticals.

Jim graduated from Harvard University with a degree in economics. Jim then joined Booz Allen & Hamilton as a strategy consultant, working from Booz’ NYC and Sydney offices. Following Booz, Jim was an executive at New Line Cinema, the film and TV company. Jim next transitioned into the education space as an executive at Kaplan, Inc., and Performance Matters. Jim has a strong track record of attracting, developing, and motivating high performance teams.

Based in New York and California, Jim first became interested in senior care when his family had to make difficult decisions regarding his dad’s care.


Jason Persinger – Chief Digital Officer

Jason Persinger is responsible for the consumer marketing and awareness of Caring’s brand and service offerings as well as ensuring that our team of family advisors is providing families with the best help and support possible.

Prior to joining Caring Jason spent over 7 years at Red Ventures, a multi-billion-dollar portfolio of digital companies specializing in customer acquisition through digital and telesales channels. At Red, Jason managed a number of performance marketing channels, consumer facing digital products, and brand-named websites.

Jason graduated with a degree in marketing from the University of Cincinnati College of Business, where he discovered two of his passions: digital marketing and the great outdoors. Jason understands the challenges that come with caring for loved ones as his grandmother lived with his family throughout his middle and high school years. Jason is committed to helping families gain access to the tools and information necessary to help loved ones live their best lives.


Willi Goossen – Chief Financial Officer

Willi Goossen joined Caring.com in April 2019 as Chief Financial Officer (CFO), serving at the helm of Caring’s finance and accounting departments.

Previously, he was head of strategy, finance, operations and business transformation at CompuCom, a wholly-owned subsidiary of Office Depot. He’s also held financial leadership positions at Mercedes-Benz and Daimler, as well as analyst and consulting positions at FCA – North America and Auto Posto Avenida das Araucárias. A native of Brazil, he’s worked on 4 continents and speaks 4 languages. He now resides in North Carolina. He holds a Bachelor of Science (BS) degree from Fairleigh Dickinson University. 

Caring for an elderly family member often requires teamwork. Willi was first exposed to in-home care back in 2012 when his father had a severe stroke. As a long-distance caregiver, Willi helped his family with emotional support and occasional respite to the primary caregiver.


Steve Handel – Chief Operating Officer

Steve Handel joined Caring in June 2019 as Chief Operating Officer. In his role as COO, Steve is responsible for overseeing Caring’s engineering, product and inside sales teams.

Prior to joining Caring, Steve served as Senior Vice President at American Tire Distributor, overseeing marketing and digital strategy for the largest tire distribution company in North America.  Steve also spent nearly 4 years at Red Ventures, a multi-billion-dollar portfolio of digital companies specializing in customer acquisition through digital and telesales channels. At Red Ventures Steve served as Vice President & General Manager, managing multiple cross-functional digital and sales teams on behalf Fortune 50 clients like Apple and Proctor and Gamble.  Steve started his career in the financial services industry, serving in various roles across the Investment Bank and Asset Management at JPMorgan Chase.

Steve holds a Bachelor’s degree in finance and entrepreneurship from the University of Dayton and a Master’s in Business Administration with a focus on corporate strategy from The Ohio State University. 

Steve is based in Charlotte, NC with his wife and two young children. He was first exposed to the senior care industry when several members of his immediate family were responsible for navigating the complex process of placing loved ones in care facilities.  Steve is dedicated to simplifying this process for both consumers and care providers alike.


Han Hwang – EVP, Partner Sales & Success

Han Hwang joined Caring in September 2019 as Executive Vice President, overseeing partnership sales and partner success.

Prior to joining Caring, Han served on the executive team as Vice President of Strategy and Operations at Discovery Education, a premier Ed Tech company providing digital curriculum resources to K-12 schools in over 90 countries. Prior to Discovery Education, Han spent nearly 10 years at Red Ventures, a global leader in digital marketing, technology and proprietary online marketplace assets. At Red Ventures, Han served in numerous leadership roles in the telco, energy, and insurance verticals. As General Manager, he led large business units with sales, partnership management, operations, marketing, finance and technology functions under his leadership with teams as large as 700 people. He began his career in the airline industry at American Airlines, the world’s largest carrier, as an analyst in operations finance.

Han holds a Bachelor of Science in Business Administration from the University of North Carolina and an MBA from Wake Forest University.

Starting in high school and throughout college, Han worked as a server in the dining room of a retirement community in Chapel Hill, NC. This experience gave him a level of appreciation and empathy for Caring’s end consumers, and he is committed to helping seniors through building strategic partnerships with the best providers in the industry.

Han lives in Charlotte with his wife and two kids.


Alisha Nicola – VP of Human Resources

Alisha Nicola joined Caring in July 2017, providing leadership through a full range of strategic HR services, including the direction, implementation, and coordination of HR policies and procedures serving employees while aligned with business needs. With a diverse workforce consisting of exempt & non-exempt employees working remotely and in-office across multiple states, Alisha promotes a company culture of inclusion and engagement. She also leads and supports employee relations and conflict resolution, as well as workforce planning, benefits and compensation, compliance, and talent retention.  

Prior to joining Caring, Alisha was an HR manager in the Home Care industry, which is where her passion for eldercare started. She also previously held HR positions at Singulex, Sequoia Equities, and Bayside Solutions.

Alisha earned a Bachelor’s degree in Business Administration, with a focus in Human Resources from California State University, Chico, and holds a Professional in Human Resources (PHR) Certificate. She is a firm believer that people should enjoy coming to work, and that the work should be fun as well as rewarding. She is committed to achieving these positive outcomes for the entire Caring team. 


Dennis Ma – VP of Marketing Technology

Dennis Ma joined Caring in October 2018 as Director, responsible for the technology behind the marketing and consumer web properties. Promoted to VP, he also oversees the business intelligence team.

Prior to joining Caring, Dennis was Director of Technology at Reviews.com, managing a lean engineering team and a portfolio of properties. Graduating from the University of Washington with a dual Bachelors degree in Business and Biochemistry, Dennis decided to try his hand in healthcare, obtaining a Masters of Medical Science from Boston University. He quickly realized that technology was his passion, and shifted focus to the startup world, which he has been in for the last decade.

Dennis is quickly realizing the challenges of caring for an elder family member, currently having to go through the process with his grandmother. As his parents are also gaining in age, his passion of providing families with the best tools for finding the right senior care will only grow with time.


Michael Switzer – VP of Engineering

Michael Switzer, Caring’s Vice President of Engineering, is responsible for all of Caring’s internal software engineering, IT, and technology systems.

Michael joined in August of 2019, after spending a year leading architecture for a startup focused on bleeding edge technology creating a software defined, ephemeral, zero-trust networking Saas platform. Prior to that, Michael spent 7 years at Red Ventures, a multi-billion-dollar portfolio of digital companies specializing in customer acquisition through digital and telesales channels. Michael held a variety of technology leadership roles at Red Ventures, leading agile, cross-functional engineering teams to support RV’s technology platforms for major insurance companies and a government agency. For a decade prior to working at Red Ventures, Michael owned Propaganda by Design, a web agency that served clients around Buffalo, NY.

Michael attended State University of New York at Buffalo, to purse a degree in mechanical engineering and applied principles. However, as Michael had dabbled in programming since the third grade, once the world wide web came to exist, Michael knew that’s where he wanted to focus his attention.

Michael is committed to providing Caring with the best technology platform to support the needs of our Family Advisors, so they can provide families with the best help and support in caring for their loved ones.