Marilee Yorchak, Executive Director, DAA

Marilee Yorchak
Executive Director

As the Executive Director of DAA, Marilee leads a strong staff to serve DAA’s more than 5,000 members worldwide in DAA’s mission to advance the use of data to understand and improve the digital world through professional development and community.

Marilee has 30 years of association management experience. Before joining the DAA, she served as Executive Director of the Colorado Chapter of the Business Marketing Association (BMA), where she presided over the organization's growth from 75 to more than 500 members, and previous to BMA, was the Executive Director for the Rocky Mountain Direct Marketing Association. Marilee is a Certified Association Executive (CAE), with a B.S. in Marketing from the University of Colorado-Boulder and a MBA from New Mexico State University.

Marilee was named "Communicator of the Year" by BMA Colorado and "Association Professional of the Year" by the Colorado Society of Association Executives, and was awarded a Kleid Fellowship from the Direct Marketing Association during graduate school. She is a frequent speaker/panelist at association executive events, and has served on many boards in her working career as an association executive.


Dayna Williams

Adrienne Segundo
Education Manager

Adrienne has more than 18 years of experience in the association industry, specifically in education and credentialing management. Adrienne previously worked for the National Board for Surgical Technology and Surgical Assisting (NBSTSA) and for over ten years at Partners in Association Management prior to launching her Littleton-Colorado based credentialing management company. Adrienne has extensive experience in education, exam development, ANSI ISO 17024 accreditation, NCCA accreditation, and the development of micro-credentials, certificate programs and marketing of credentials.

Adrienne is a 2016 award winner for “Young and Aspiring Professional,” by Association Trends, as well as Chair of the Professional Development committee for the Colorado Society of Association Executives (CSAE), committee member for the American Society of Association Executives (ASAE) Professional Development Section Council and a committee member for the Florida Society of Association Executives (FSAE) Education committee.

She is a graduate of the U.S. Chamber of Commerce’s Institute for Organization Management program and holds the credentialing specialist certification from the Institute for Credentialing Excellence.

Catherine Hackney, Community Manager, DAA

Catherine Hackney
Community Manager

Catherine is a proud Colorado native. She holds a BA in English literature from Colorado State University and previously worked for Medical Group Management Association (MGMA) as the coordinator for local chapters and the online member community. Catherine is an experienced online community manager with a history of working in the nonprofit industry. She finds being a part of the nonprofit industry to be very rewarding and enjoys connecting with volunteers and working together to create the best member experience possible.

Matt Dirks

Matt Dirks
Director of Sponsorships

Throughout his 20+ years in sponsorship development and sales, Matt has always strived to bring together the perfect marriage of customer and opportunity. An award-winning expert, author and speaker in the association industry, Matt brings a depth of experience and understanding to assist organizations in taking full advantage of the opportunities that lie within DAA. Whether you are interested in simply advertising, sponsoring a DAA event or even aligning your company with DAA as a thought leader in the digital analytics industry, Matt is ready to work with you to find the best way to engage with DAA members and extended community.

Judy Ritland

Judy Ritland
Certification Administrator

Judy has over 15 years of experience working with global certification programs, both voluntary and mandatory and including multi-level certifications. She possesses comprehensive knowledge of ANSI certification standards, testing, and exam development procedures. Judy coordinates the work of volunteer subject matter experts (SME’s) that provide ongoing professional insights for exam content based on the latest exam blueprint. She also welcomes the opportunities to serve individual analysts from around the globe with assistance through the certification process.

Brooke Weldon

Brooke Weldon
Membership Manager

Brooke has been working in association management for nearly 5 years focusing on technology related industries and professional societies. Brooke brings refined membership and committee management skills to DAA to bring value to members.

She is a member of American Society of Association Executives (ASAE) and Project Management Institute (PMI) and uses each as resources the same as she encourages DAA members to engage with their memberships. Her analytical mindset is a great match for the digital analytics industry and enables her to talk the talk with DAA members. She holds a B.S., Business Management from Suffolk University.

Corinne St Laurent

Corinne St Laurent
Marketing Manager

Corinne leads a team of marketing communications professionals, delivering integrated, modern marketing solutions for DAA. Managing everything from the development of strategic plans, to overseeing content creation and graphics, she helps DAA progress in the mission of analytics excellence. She has over year six experience in the marketing communications industry and brings a diverse knowledge of association functions - from internal communications, to social media and event promotion.


Scott Licata

Scott Licata
Web Manager

Scott has been creating and managing online experiences for over 15 years as a web developer. He has worked with the DAA since 2016 and handles any and all needs that arise on the website and external platforms.

Shannon Taylor

Shannon Taylor
Association Coordinator

Shannon has been involved with the DAA since 2010 working with the members, Board and Executive Director on all facets of the organization. She is a member of the American Society of Association Executives (ASAE) and has been in the non-profit industry for nearly twenty years.

Lesley Coussis, CMP
Symposia Manager

Lesley is a Certified Meeting Professional with over 20 years of convention management experience, ranging from small tech conferences to city-wide medical conventions. Lesley works with DAA chapter leaders and planning teams to organize 8-10 symposia per year. She manages speaker procurement, venue search, registration and logistics. She holds a BS degree in Public Relations from Illinois State University.

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