Speaker Bios


Anne-Marie Balzano, Ed.D is Mission and Data's Senior Governance Strategist. In her role, she designs learning opportunities for heads of school and boards and leads Mission and Data's Board Chair Support Program. A former teacher, head of school, associate professor, and most recently, Director of Leadership and Governance at the National Association of Independent Schools (NAIS), she possesses a unique and multi-leveled perspective of the educational landscape and the complex demands of supporting leadership and governance development across multiple contexts. Dr. Balzano is a trusted advisor to schools across the country, facilitating board retreats and educating boards of trustees on effective governance practices and trends, supporting resiliency in heads of school, and building a positive board culture. Independent school trustees and heads of school know Dr. Balzano as the chief editor of The Board Chair Handbook and the host of NAIS’s governance podcast, The Trustee Table. 



Ari Betof, EdD, MBA is Co-Founder and Partner of Mission & Data. He is a nationally recognized expert in independent school financial sustainability and organizational stewardship. Ari has served as an independent school trustee, head of school, director of institutional advancement, director of enrollment management, director of strategic planning, and faculty member. He has been an instructor in University of Pennsylvania’s Penn GSE Mid-Career Doctoral Program in Educational Leadership and Leadership Master’s Program. He has served as a mentor in Harvard University’s School Leadership Program and faculty member in the NAIS School Leadership Institute. Ari earned his doctorate in educational leadership from the University of Pennsylvania with a focus on financial and organizational sustainability of independent schools and MBA from Cornell University’s Johnson Graduate School of Management where he was an Emerging Markets Institute Fellow.


Kelsey Vrooman is the Co-Founder and Partner of Mission & Data, and a recognized expert on the use of quantitative and qualitative data to improve practice in non-profit organizations. She specializes in creating mission-driven, data-informed dashboards and visualizations, and in coaching independent schools and organizations on the transformative use of research and data to drive progress. Kelsey is the co-founder of the Association of Technology Leaders in Independent Schools, and former Director at the National Association of Independent Schools (NAIS), where she designed the market data visualization tool Market View, participated in Jobs to be Done research, and helped launch the Composite Financial Index. She also oversaw NAIS’ online professional development program and staffed the Institute for New Heads, the Fellowship for Aspiring Heads of School, Leadership for Partnership, and the School Leadership Institute.  Kelsey began her career as an independent school teacher and Director of Educational Technology, winning the Emerging Leader Award from the International Society of Technology in Education and the Teacher of the Future Award from NAIS.  



Jay Rapp is Mission & Data’s Senior Leadership Strategist and Executive Coach, bringing over 25 years of experience in the field of independent school leadership development. Jay is a certified executive coach through the Institute for Professional Excellence in Coaching (iPEC).  In addition to his coaching credential, Jay has been instrumental in the growth and development of thousands of independent school leaders for almost two decades. He built and led the National Association of Independent School (NAIS)’s professional development suite for school leaders, including the two touch points in almost every head of school’s career, the Institute for New Heads and the Fellowship for Aspiring School Heads. Jay also created the mid-career focused School Leadership Institute, the head of school and board chair program Leadership through Partnership, and he co-led the Diversity Leadership Institute. Over the course of his long career in education, Jay has served as assistant principal of middle school, associate admissions counselor at Fountain Valley School of Colorado, Director of Studies and Residential Life at Fountain Valley, and has held several positions at NAIS, beginning on the Equity and Justice team and most recently leading the professional development team as Vice President for Professional Development. In his role at NAIS, Jay oversaw the programming, logistics, and keynote speakers for the Annual Conference as well as the logistics for the People of Color Conference. Jay orchestrated the calendar of in-person and virtual professional development for independent school leaders, administrators, and trustees, including summer institutes, webinars, and podcasts. Jay is dedicated to serving independent schools as a trustee. He served on several different boards including the Friends Council on Education and as chair of the Lowell School board of trustees.  

Heather Hoerle – Executive Director and Chief Executive Officer, The Enrollment Management Association

Heather Hoerle is the executive director and chief executive officer of The Enrollment Management Association, a non-profit membership association serving independent school enrollment and admission leaders through the best science, research, and training. A thought leader in enrollment management, Heather personally led the charge for the professionalization of the admission and enrollment professional, demanding that industry colleagues mobilize to reposition the work of enrollment management as both strategic and foundational to institutional success.
Heather’s career began in independent schools as an administrator, student advisor, and teacher then embarked on a successful 23-year tenure in leadership roles with The Association of Boarding Schools (TABS) and eventually serving as a vice president at The National Association of Independent Schools (NAIS).


Jill Goodman works with school leaders on the sorts of big-picture issues that keep them up at night: enrollment, fundraising, and effective leadership. With over 20 years of experience in developing high-level strategy, executing, and growing core programs to forward the mission of numerous independent schools and organizations, Jill’s intense listening skills have helped her establish a reputation for providing exceptional, solution-oriented results. Jill has a 360-degree understanding of the educational landscape – she has served as an administrator at two independent schools, a staff member, grantmaker, trustee, volunteer, and donor.

 Jill is well known for her presentations on educational advancement, grassroots marketing, branding, and parent and donor relations, that have engaged audiences across the country. She is a frequent podcast guest, blog writer, and author with articles published in Independent School Magazine, The Yield, and School Marketing Journal. Visit jillgoodmanconsulting.com for more information or to start a conversation.