Meet the Team

Arsen Ustayev is the Founder and Chief Executive Officer of CareChoice and the driving force behind its vision to redefine what quality, compassionate home care can look like. An innovative entrepreneur and healthcare leader, Arsen has built CareChoice from its Philadelphia roots into a rapidly growing, multi-state organization serving thousands of individuals and families. Since founding CareChoice in 2004, Arsen has remained focused on a simple but powerful belief: families deserve real choices when it comes to caring for the people they love. Under his leadership, CareChoice has developed a family-first, participant-centered model that empowers individuals to remain at home with dignity, independence, and the support they need. As an entrepreneur, Arsen believes that growth and innovation should always serve a greater purpose. He has championed new approaches to family caregiving, technology, community partnerships, and operational excellence while expanding CareChoice into new markets. His leadership philosophy centers on three priorities: delivering exceptional care, supporting the caregivers who make that care possible, and continually finding better ways to serve families.

Alex Kajayan, MBA, serves as Chief Operating Officer of CareChoice, where he helps shape the organization’s strategy while leading the operations that bring that vision to life. With more than a decade of experience across healthcare operations, financial management, billing, regulatory compliance, technology integration, and strategic planning, Alex has helped build the operational foundation supporting CareChoice’s continued growth into a multi-state healthcare organization. His ability to turn complex challenges into practical, scalable solutions has strengthened performance, accountability, and consistency across the company. Known for his strategic yet hands-on leadership style, Alex is passionate about building strong teams, bringing structure to fast-moving environments, and transforming ambitious goals into measurable results. He believes true operational excellence should be felt throughout the organization — from employees receiving the support they need, to caregivers having the right tools to succeed, to families receiving dependable and compassionate care. As CareChoice continues to expand, Alex remains focused on driving innovation and sustainable growth while preserving the personal, people-first culture that defines the organization.

Gary Murray serves as Chief Marketing Officer at CareChoice, where he leads the organization’s marketing, brand strategy, communications, and business development efforts. With more than two decades of experience in marketing, sales, hospitality, and business development, Gary brings a creative, growth-focused approach to building brands and connecting organizations with the communities they serve. At CareChoice, Gary plays a key role in advancing the company’s mission and expanding awareness of the choices available to individuals and families seeking care. He leads initiatives focused on community education, strategic partnerships, brand innovation, and helping more families understand their options for receiving care at home. He is passionate about bringing good ideas to life and using creativity, collaboration, and innovation to help CareChoice continue to grow and better serve the families who rely on it.

Jill Fisher serves as Director of Human Resources at CareChoice, where she leads the organization’s HR strategy and helps foster a workplace culture built on integrity, accountability, and respect. A former attorney with a background in employment law and extensive experience in human resources management, Jill brings a unique legal and strategic perspective to supporting CareChoice’s growing workforce. At CareChoice, Jill combines her expertise with a genuine commitment to its people — helping build an environment where employees feel supported, empowered, and equipped to provide exceptional care to the individuals and families we serve.

Keon Ward serves as CareChoice’s Director of Clinical & Compliance, bringing a strong educational foundation and extensive experience in home care and health care to his role. In an industry where compliance, quality, and accountability are essential, Keon plays a critical role in ensuring CareChoice upholds the highest clinical and regulatory standards. He provides leadership across clinical operations and compliance, helping to strengthen policies, promote best practices, and ensure our team remains focused on delivering safe, high-quality care. Through his leadership, Keon helps reinforce CareChoice’s commitment to doing what is right for the individuals, families, and communities we serve. Keon is especially passionate about serving underserved communities and populations and helping ensure that individuals have equitable access to compassionate, reliable, and high-quality care. He is committed to identifying and reducing barriers to care, advocating for individuals who may otherwise face challenges accessing essential services, and supporting initiatives that promote dignity, independence, and improved quality of life. His commitment to service reflects CareChoice’s mission to make a meaningful difference in the lives of the individuals and communities we serve.