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SEM Works' Management Team

Lynda Wallace-Hulecki, Vice-President of Strategy

Lynda is a seasoned professional with over thirty years experience in higher education. Lynda has an extensive track record of accomplishments in advancing a strategic approach to enrolment management, in facilitating an integrated approach to academic and enrolment planning, in managing change, and in developing systems for enrolment performance management, assessment, and accountability. Lynda has held a variety of leadership positions at both a research-intensive university and a four-year comprehensive college in Canada. For twenty-three years of her career, Lynda served as the director of an institutional analysis and planning office─ a position for which she was awarded a distinguished administrator award.

Lynda has served on both provincial and federal committees related to inter-provincial student mobility and higher education accountability systems in Canada. She has been an active member of numerous professional organizations (e.g., AACRAO, ARUCC, NASPA, AIR, SCUP, EDUCAUSE) at which she has served both as a presenter and as a presentation reviewer. In 2000, she participated in Harvard’s Institute for Management and Leadership in Education (MLE).

Lynda holds a Bachelor of Science degree in the mathematical sciences from the University of Manitoba, and a Master of Educational Administration degree in higher education from the University of Nebraska-Lincoln. She is currently completing a doctoral degree in Educational Leadership and Higher Education at the University of Nebraska-Lincoln. Her graduate research has focused on the evolving field of SEM, and on the application of learned concepts in leading change and in building shared responsibility for enrolment outcomes with the campus community through an integrated approach to academic and enrolment planning. Her doctoral research topic is on building organizational capacity for enrolment performance measurement.

John Becker, Director of Market Research

For several years, John Becker leads the higher education market research enterprise in our suite of offerings that enables institutions to learn about their competitive position. Prior to joining the SEM Works team, John worked in senior marketing positions at several companies including NCR, Mead Corporation, Technitrol, and Oberg Industries. He spearheaded market research projects at these companies, including numerous surveys, new product research, focus groups, demographic analysis, and others. He also managed several multimillion-dollar product lines, including product development, pricing, distribution, and promotion activities.

John Becker's educational background includes a bachelor's degree from Duquesne University in Pittsburgh and a master of international management degree from The American Graduate School of International Management in Glendale, Arizona.

Pete Lindsey, Director of Business Development

Pete has over thirty years of experience in higher education, twenty-two years with private colleges and over nine years in the North Carolina public university system. Prior to joining the SEM Works team, he served as director of the Evening University at The University of North Carolina at Greensboro, managing fifty-seven evening programs and serving an enrollment of over 5,300 evening students, both undergraduate and graduate. He was responsible for recruitment, retention, program development, and marketing for all on-campus evening degree and certificate programs. While at UNCG, Pete also served as director of undergraduate admissions where he managed a staff of thirty-four professionals.

Pete has also developed a deep understanding of the needs and concerns of private four-year colleges and community colleges. At St. John Fisher College, he was director of undergraduate admissions for six years before being promoted to dean of admissions and financial aid for another six years. He was instrumental in developing the College's financial aid leveraging system as well as undergraduate admissions publications that received twelve national awards. Prior to arriving at St. John Fisher College, he was associate director of admissions and transfer counselor at LeMoyne College, and assistant director of admissions and transfer counselor at St. Bonaventure University.

Lindsey has been an active member of AACRAO, NACAC, and most recently has served on the Board of the North Carolina Adult Education Association. He has authored articles on Total Quality Management for Recruitment & Retention in Higher Education and TQM in Higher Education as well as a chapter, "Needs and Expectations of Gen Xers," for Generation X Returns to College. Lindsey presented "The Role of Admissions in Strategic Enrollment Management" at the 1998 Strategic Enrollment Management (SEM) Conference. He holds an undergraduate degree in business administration, B.B.A., with a social science concentration.

His current responsibilities as director of business development include, writing SEM Works' business proposals, identification of new business opportunities, and providing service to prospective clients during the selling process.

Susan Davis, Director of Marketing

Susan has twelve years of experience in marketing, public relations, media buying and project management. Her current responsibilities include developing marketing initiatives and materials, such as Web content, email campaigns, and sales brochures along with managing creative products for SEM Works’ clients. Prior to joining SEM Works, Davis served as the Marketing Manager for Cabot Creamery Cooperative, overseeing marketing efforts for the state of North Carolina. She also has held senior marketing positions in the publishing, advertising, legal, and retail fields where she was responsible for marketing, project management, public relations, media buying (direct mail, print, radio, television, Web, and outdoor) and event planning. Her exceptional organizational skills make her a highly effective project manager, and her creative nature is evident in her marketing, public relations, and media buying work.

Davis received her Bachelor of Science degree in Communication Arts from Austin Peay State University. She also earned her Certified Marketing Director designation from the International Council of Shopping Centers in 2002.

David Rivera, Director of Creative Services

Before Joining SEM Works as Director of Creative Services, Mr. Rivera accumulated seven years of experience developing highly interactive Web sites. For the last three and half years David has specialized in Web site development for The University of North Carolina at Greensboro's Division of Continual Learning online courses, which will soon become the University's online hub. David's creative work on the Web site and collaboration with the marketing team has resulted in a silver award for the Division's iSchool. Prior to working with online courses, David was UNCG's Web Manager with responsibility for ensuring that the University's Web site code and design were up to date and compliant with government requirements.

Unlike traditional Web designers and coders who specialize in one field or the other, David possesses both talents and is an advocate for open source technology and clean and simple designs. Currently, David focuses his techniques around current Web 2.0 Web standards and trends—making use of technologies like JavaScript, AJAX, CSS, XML, and XHTML.

David also possesses multimedia skills for Web and/or DVD delivery. From video editing to post production via Final Cut Studio, Motion, and Flash, David is highly skilled at incorporating multimedia into his sites for richer user experiences.

Although David's primary experience has been in higher education, he also has background in the construction, entertainment, and tourism industries. Recently, he revised and updated the award winning Our State magazine Web site and will soon implement social media components to enrich the site's ability to influence and communicate with their subscribers.

Ashley Alexander, Account Manager

Ashley received her Bachelor of Science Degree in Communicative Disorders from the University of Central Florida.

Ashley has a background in higher education. She has been in educational and corporate sales for the last ten years. During her sales tenure she has gained experience and expertise in customer client relationships, sales quotas, quality assurance, customer satisfaction, and business analysis. She won multiple awards for market share change and growth. Within higher education she served as an Assistant Director of Admissions at The University of Central Florida in Orlando, Florida. At UCF she coordinated on campus visits and open house events, also headed up the Alumni and Parent Recruiting program. She was an active member of SACAC and attended The Annapolis Institute.

Ashley will oversee sales and delivery of SEM Works services, which include consulting, training and research offerings.

Carol Caffarel, Account Manager

Carol Caffarel obtained a bachelor of arts degree from the School of Education at the University of North Carolina at Chapel Hill. She has served as an educator, administrator and student and parent advisor for 19 years in both the public and private school sectors. Prior to becoming an educator, Mrs. Caffarel spent several years as a merchandise buyer and in sales developing effective and efficient organizational and communication skills. This combined with her background in education, she is a valued addition to SEM Works as our K-12 Account Sales Representative. In her free time, Carol is currently involved in motivational public speaking, tutoring, and is planning to publish short stories of influential women in her life. She is married with two children.

Carol will oversee sales and delivery of SEM Works services, which include the MooU and KM 2.0 products and offerings.

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