Press Release: Noom Announces Senior Leadership Appointments

by | Jun 9, 2021 | Last updated Jan 26, 2022

Noom Announces Senior Leadership Appointments to Advance Growth Strategy and Expansion of its Digital Health Platform

NEW YORK–June 9, 2021–(BUSINESS WIRE)–Noom, the leading digital health platform focused on behavior change, today announced three senior leadership appointments, including Firdaus Bhathena, who joins Noom as General Manager of Healthcare. In this newly-created role, Bhathena will lead a team focused on developing Noom’s healthcare channel and condition expansion. This includes extending Noom’s behavior change platform into chronic conditions and cultivating new distribution channels for behavior change programs focused on employers and payers. Bhathena joins Noom from CVS Health and Aetna, where he led the companies’ digital strategies as Chief Digital Officer.

Noom also announced the hire of Sean Foster as Chief Marketing Officer and Angela Crossman as Head of People. Foster will be responsible for elevating the Noom brand experience and will oversee Noom’s marketing programs and international expansion, while Crossman will lead the company’s people strategy, as well as talent and culture initiatives.

“These stellar additions to Noom’s leadership team will allow us to further execute on our growth strategy and expand our digital health platform across new verticals and geographies,” said Saeju Jeong, co-founder and CEO of Noom. “Firdaus is an innovative leader with deep expertise in digital health and technology, and he will play an instrumental role in developing and expanding our healthcare offerings to meet the needs of consumers around the world.”

Jeong continued, “I am also excited to welcome Sean and Angela to the Noomily. Sean is a seasoned brand and marketing leader whose breadth of experience across the consumer and health sectors will enable us to strategically grow Noom’s brand to reach new customers and markets abroad. Angela will help us continue to attract passionate, mission-driven talent to fuel this growth, while creating an exceptional culture for our global team.”

“It is a privilege to join Noom and help build a company that is creating such a positive impact on people’s health globally,” Bhathena stated. “The healthcare industry is ripe for transformation that will be powered by consumer-first technologies like Noom, and we have an incredible opportunity to create compelling digital products that empower users to take control of their health outside of the doctor’s office. I look forward to building on Noom’s success and working with this talented team to create long-term beneficial health outcomes for new and existing customers.”

About Firdaus Bhathena

Bhathena joins Noom from CVS Health, where he served as Chief Digital Officer and oversaw customer experience, customer engagement and strategic partnerships. Prior to joining CVS Health, Bhathena held the role of Chief Digital Officer at Aetna and spent several decades in engineering and product development, including co-founding WebLine Communications, which was acquired by Cisco Systems, and founding Relicore, which was acquired by Symantec.

About Sean Foster

Foster most recently served as Senior Vice President of Global eCommerce of Coty, the third largest beauty company in the world. In this role, he led Coty’s ecommerce business including key global partners such as Amazon and markets including the U.S., Europe and China. Previously, he was Chief Executive Officer at Crowdtap, an influencer marketing platform, and dLife, a diabetes self-care and behavior change platform acquired by Z Living. Foster has also held leadership roles at Avon, The Gilt Groupe and Weight Watchers International, where he led marketing for the online business, launching some of the first digital health subscription products.

About Angela Crossman

Crossman brings years of strategy, operations, and business consulting expertise to her role as Head of People at Noom. She most recently served as Executive Vice President of Talent, Operations, and Global People Analytics Bain & Company. In this role, she directed teams focused on talent strategy, professional development, culture, and overall employee experience. Previously, she worked at Yahoo as the Vice President of Strategy and Business Operations and spent time as an entrepreneur and an independent consultant working with clients such as American Express, Digitas Health, and Pfizer.

About Noom

Noom is a psychology-based digital health platform powered by data, technology, and human coaches that helps millions of people meet their personal health and wellness goals from weight management to diabetes prevention to stress reduction. The company has been awarded multiple grants from the National Institutes of Health and was the first mobile application to be recognized by the Centers for Disease Control as a certified diabetes prevention program. Headquartered in New York City, Noom has been named one of Inc’s Best Places to Work and Fortune’s Best Workplaces in Technology.


Emma Frane
VP, Communications

Brunswick Group
Raul Damas / Madi Wallace