Founder and Principal
Dana has twenty years of experience working within and between all levels of administration and faculty, parents, students, board members, and other community stakeholders regarding a range of topics including enrollment management, communication, marketing, and parent and student satisfaction.
In addition to on-the-ground experience working within schools in various admission and marketing roles at four different institutions, Dana is an expert in enrollment feasibility studies and strategic enrollment management projects. Additionally, she has led projects as a consultant in areas including parent satisfaction, admission office efficiencies, staff coaching, curriculum planning, and exit interviewing. She has experience transitioning from traditional financial aid to a net tuition revenue model, and has expertise with market research.
Recent client schools include Marin Country Day School (CA), William Penn Charter School (PA), Ethel Walker School (CT), Mulgrave School (Vancouver, Canada), Billings Middle School (WA), The Berkeley School (CA), Soundview School (WA), Katherine Delmar Burke School (CA), Cascade Canyon School (CA), Trinity School (CA), and Marin Preparatory School (CA). She is also a sought after speaker and workshop facilitator. Recent engagements have included speaking at the Association of Independent Schools Annual Meeting (2017), the National Coalition of Girls' Schools Conference (2017), Bay Area Directors of Admission Symposium (2014, 2015, 2016, 2017), the Houston Area Independent Schools conference, and the Southern Marin Mother's Club, and the Annual Meeting of SSATB (The Enrollment Management Association). She is also the featured expert on enrollment within the Beeline Community of Montessori schools.
Dana currently serves as the coordinator of the Bay Area Directors of Admission consortium, consisting of approximately 75 schools. Among a variety of tasks to keep the group up and running, she is responsible for professional development planning and other organizational leadership.
Dana holds a BA in Psychology from Lewis and Clark College and an MS in Counseling Psychology from Sonoma State University. She lives in the San Francisco Bay Area of California with her husband, Sky, and their elementary school aged daughter, Eliana.