Erica

When I joined, IIA's membership business was in a 6-month declining-churn trend. Historic product practices had left the member value proposition thin. I worked with marketing and member sales to bundle additional learning products into the membership, lifting perceived member value to over $4K. I also designed and ran a conjoint-based pricing study across the portfolio to identify price sensitivity by tier — which products to include in the bundle, where to push pricing, where to absorb.

The result: first month of negative churn in August 2026 — turning a 6-month decline into net member growth. Beyond the immediate win, I introduced design briefs and evidence-based prioritization as the org-wide playbook, set a launch readiness standard for predictable release quality, and built a competitive intelligence framework that surfaces customer and user sentiment pre- and post-launch.

Pragmatic's certification business had grown organically — every team had its own onboarding process, every launch was a one-off, and instructor time-to-certification was creeping up as we added more material. I developed and executed four new certification paths, introduced certification expiry for the first time, and standardized the processes that touched the business: backlog management, roadmapping, and launch.

The shift was less about new content and more about operational discipline. By the end of 2024, instructor time-to-certification was down 33%, the new cert paths were launching on a predictable cadence, and the team had a single source of truth for what was shipping and when. That foundation is what let the next layer (the AI pivot, the 5× revenue) actually work.

My first instructional design role was inside one of the largest school districts in the country. I designed evaluation processes for ROI on district learning initiatives and implemented continuous-improvement interventions — not as a one-time report, but as a recurring practice that the district could run year over year. I evaluated 5 LMS platforms prior to a district-wide technology rollout, ran the structured needs assessment, did the data collection and observation, and participated in the RFP evaluation.

Beyond the LMS work, I facilitated district-wide professional learning for administrators, instructional leaders, and teachers, and coached school-based leaders on content quality. The throughline across all of it: treat teachers and leaders as learners, build the structures that let learning compound across years. That orientation is what I carried forward into every role since.