Rose M. Naff currently serves as chief executive officer of Florida Health Choices, Inc., the health insurance marketplace created by the State of Florida.
With a career that began in Florida state government, Ms. Naff is a proven leader in the area of health care policy, eligibility, outreach, insurance and health care finance. In 1990, she joined the Florida Healthy Kids Corporation, and over the course of 18 years developed it into a national model.
A recognized industry expert, Ms. Naff has provided testimony to the U.S. Senate Committee on finance, and to legislative committees in several states. She is also a published author, an award-winning communicator and a frequent speaker at state and national conferences.
Ms. Naff accepted the 1996 Innovations in American Government Award from the Ford Foundation and the Kennedy School of Government at Harvard University. She was again recognized by Harvard in 2002 for leading a sustaining model of public-sector innovation of national significance. In 2005 she received the Jack Hardy Health Care Communicator of the Year award from the Florida Hospital Association.
Ms. Naff served two years as Sally Seminole, the Florida State University mascot, while earning a bachelor’s degree in human sciences. She is a member of the FSU Alumni Association and the Seminole Boosters.
She has two children, Brenna Wells of Tulsa, Oklahoma, and Chaney Naff of Tallahassee, Florida, and one granddaughter, Avery Wells.