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.

Phil UrsoSenior Vice President, Sales

Phil Urso is Senior Vice President of Sales. He brings over 15 years of successful sales leadership in the PEO industry.
Phil joined CoAdvantage in 2012 as Director of Sales for South Florida. In 2015, he became Vice President of Sales for Florida and in 2016 was promoted to Vice President of Sales for the East Region. Phil has a proven talent for developing and executing sales strategy, while building strong teams in the process.
During his tenure, Phil has successfully created a new consultative sales process and delivery model that has resulted in several consecutive years of growth. He is a four-time recipient of the CoAdvantage President’s Club award, presented annually to top performers in the sales organization.

With previous sales leadership roles at ADP TotalSource, Vincam Human Resources, and All Trades Staffing Services, Phil is a demonstrated leader with proven results.

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

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-Kahn Senior Vice President, Human Resources

Nicole Debourg-Kahn 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).

Francine BaccarellaPresident & General Manager, Southeast Region

Francine Baccarella serves as the President and General Manager for the Southeast Region and brings 20 years of proven leadership experience implementing effective strategies, policies and procedures in the PEO industry.
Most recently, she was Director of Client Services for TriNet, where she laid the groundwork for their client service model, which would become the PEO industry standard.
Prior to that, Francine served as Vice President of Client Services Development at SOI, now known as TriNet, where she oversaw the national development of all field “best practices” in service, including deliverable products and processes.
Previously, Francine was the Business Development Manager at SOI, responsible for developing and growing the broker channel program in the state of Florida and nationwide.
Francine holds a Bachelor of Science in Communications for Business from Florida State University.

Eric FoodimPresident & General Manager, Northeast Region

Eric Foodim is President and General Manager of the Northeast Region. He is a PEO industry veteran with nearly 20 years of experience helping build and lead successful PEOs.
In his previous role as Co-Founder and Co-CEO of BluPod HR, Eric led development and execution of business strategy, client development, product and platform development and internal operations. Prior to that, as Chief Operating Officer and Chief Financial Officer of Ambrose Employer Group, Eric was responsible for all internal client facing functions and teams. His proven leadership and business acumen helped successfully grow the company, resulting in an acquisition by TriNet.
Eric is a former Board Member and former Chair of the Audit Committee for the National Association of Professional Employer Organizations (NAPEO). He actively served on the Accounting Practices Committee which helped develop accounting standards in the PEO industry.
Eric holds a Master of Business Administration from Fordham University. He is a graduate of the George Washington University with a Bachelor of Accountancy.
He currently serves on the Board of Directors of the Life Adjustment Center, Inc., a New York City non-profit organization.