Our Company


Our executive leadership team is committed to the success of our customers and partners. This group of industry veterans uses their intelligence and vision to create opportunities and achieve results for immediate and long-term impact.

Mike Maseda President & CEO

Mike Maseda leads CoAdvantage as President and Chief Executive Officer with overall responsibility for sales, operations, product development, finance, risk management and human resources. Prior to his appointment at CoAdvantage, Mike was CEO at Avisena, a revenue cycle management company that helps medical practices improve collections. Before his tenure at Avisena, Mike spent 11 years at ADP TotalSource where he held several senior leadership positions including Chief Operating Officer and Southeast Region General Manager. While at ADP TotalSource, he focused his efforts in growing a multi-million dollar business through his rigorous approach to business execution and product development.
Mike holds a Bachelor of Science in Computer Science from the University of Miami, a Master of Science in Computer Science from the State University of New York at Stony Brook and a Master in Business Administration from the Harvard School of Business. He is also involved in his community as a Miami member of the Young Presidents Organization as well as a board member of the Baptist Health Foundation.

Jeff MarshallChief Financial Officer

Jeff Marshall is Chief Financial Officer at CoAdvantage. With over 30 years of experience in accounting and finance, Jeff oversees all finance, tax and treasury functions, including financial forecasting, planning, budgeting, reporting and compliance. He brings a broad spectrum of expertise across capital markets, public company SEC reporting and private equity experience.
In his previous role as Executive Vice President and CFO of York Risk Services Group, Jeff was part of team that led double digit revenue growth both organically and through acquisition over a three year period, while achieving an organic growth CAGR of 6% over a five year period. Prior to that, as Senior Vice President and CFO of Strongwood Insurance Holdings Corporation, Jeff built a high performing team in a high growth environment, leading acquisitions that extended the company’s nationwide reach while creating new agent channels.
Jeff’s previous experience also includes leadership roles at Nationwide Insurance, Cigna and Baltimore Life. His proven talent for developing and executing strategy, leading change, and establishing effective partnerships across organizations has repeatedly fueled impressive revenue growth and performance.
Jeff holds a Masters of Management from the Kellogg Graduate School of Management at Northwestern, and a BA in Accounting from the University of Washington.

Mark Zimmerman Chief Information Officer

Mark Zimmerman serves as Chief Information Officer and brings over 20 years of proven enterprise technology experience in the fields of PEO, HR outsourcing, insurance, health care and BPO operations.
Most recently Mark was the Area Vice President of Information Technology for CareCentrix, the nation’s leading home health care organization, where he re-architected the application infrastructure to support one of the highest volume health care systems in the United States.
Previously Mark was the Director of Information Technology at Patriot National Insurance Group, a provider of workers’ compensation insurance.
Mark was also the Vice President of Information Technology at Gevity HR, now known as TriNet where he provided overall management and oversight for the complete IT department.
Mark and his teams have won numerous awards, including:
  • Four time inclusion on the Information Week list of top 500 technology companies
  • Winner of the Oracle Star of e-Business
  • Three time HP Bravo Award Winner
  • Winner of Oracle's Call Center of the Year
  • ComputerWorld/Smithsonian Laureate
Mark has also presented at Oracle OpenWorld, LOMA Emerging Technology, Oracle Technology Day, SHRM and Call Center Demo Exposition. Mark has been interviewed by CIO Magazine, HR.com, HR Executive and other leading research firms.
Mark holds a Bachelor of Business Administration from the University of Miami.

Wade Latham President & General Manager, West & Central Regions and Senior Vice President, Risk Management

Wade Latham is Senior Vice President of Risk Management. His responsibilities include underwriting, loss control, claims and employment practices liability insurance.
Prior to joining the CoAdvantage team, Wade was Founder and President of Latham Risk Management, an Atlanta-based risk management advisory firm that specialized in the PEO industry. He worked with PEOs across the country and offered risk executive outsourcing services, broker and carrier selection advice and traditional consulting projects.
Wade was previously a founding partner in Stonehenge Insurance Solutions, an insurance brokerage and program management firm that focuses exclusively on the PEO industry. He also previously served as a member of the national Insurance and Risk Management Advisory practice of Ernst & Young, LLP, where he worked on several large risk management projects. Wade served as Vice President of Risk Management for Gevity HR, Inc., a publicly traded PEO with responsibility for the overall management and oversight of the company's risk management staff and its $150 million workers' compensation program, as well as all other corporate insurance programs and business continuity planning.
Wade holds a Master of Business Administration from the University of Georgia in insurance and risk management. He is also a graduate of Mercer University with a Bachelor of Business Administration. Wade has also achieved his Associate in Risk Management (ARM) and Associate in Insurance Services (AIS) designations from the Insurance Institute of America.

Dawn Amat Senior Vice President, Benefits

Dawn Amat is Senior Vice President of Benefits. She brings over twenty years of experience in operations, client services and benefits practice to CoAdvantage where she oversees budget, staff planning and product/service delivery in carrier relations, benefits operations and client service functions.
Dawn brings extensive experience building and executing successful strategies for business growth and service improvements under the PEO model, with particular expertise in navigating compliance with the Affordable Care Act and other regulatory requirements.
Prior to CoAdvantage, Dawn was Senior Vice President within the U.S. Health & Benefits Practice at Aon Hewitt, where she was responsible for driving a sales agenda to grow revenue to nine-digit figures in just five years. She also served as Vice President of Benefits and Human Resource Solutions at ADP Totalsource, where she grew benefits book of business by 58% in five years, while managing partnerships with 20+ benefit carriers representing approximately $1.8 billion in employee and employer premium.
Dawn holds of Master of Accounting from Florida International University. She is also a graduate of the University of Miami with a Bachelor of Business Administration.

Nicole Debourg-Khan Senior Vice President, Human Resources

Nicole Debourg-Khan is an accomplished HR professional with over 10 years of experience working in roles ranging from owning her own consulting firm to providing HR guidance to upwards of 3,500 employees. Her professional accomplishments were recognized in 2015 when she was nominated for HR Tampa's "HR Consultant of the Year."
Nicole joined CoAdvantage following her role as VP, Human Resources of Pilgrim Quality Solutions, A Tampa-based global software company focused on quality management solutions within the Medical Device and Pharmaceutical industries. At Pilgrim, Nicole successfully drove cultural transformation through the development and adoption of competencies that became the cornerstone of all new HR programs and initiatives. She also developed and implemented a new compensation strategy to include variable compensation, market pay leveling and performance tie-backs.
Prior to Pilgrim, Nicole was the President/Owner of InPocket HR Consulting Group, where she provided HR Leadership and project management to small and mid-size companies on human resources topics, including compliance, employment law and best-in- class talent practices. She previously held senior level HR positions with CONMED, Blockbuster and U.S. Foodservice.
Nicole holds a BA in Sociology and Communications from Rollins College and is a Certified Human Resource Professional (PHR through SHRM).