Our Team


At the heart of any good company is good people. Choice is no exception. Our people come from all over the state and have a wide array of educational, professional, personal, and cultural backgrounds. We are all brought together by the shared passion of helping children.

We also focus on developing one another through meaningful relationships, challenging work, constructive feedback, sound professional training, and a true commitment to nurturing the career path of each team member.

Branding and Design Specialist Bayleigh Ivan
Bayleigh comes to us from Grand Valley State University, where she served as a social media graphic designer, and brings with her a tall list of multi-faceted experience of design throughout many industries. Bayleigh has great experience in child care and children services which will support our student-focused lens through her creative designs. Take a look at her website to see some of her amazing work! When off the clock, Bayleigh enjoys taking her dog to the dog park and finding new hiking spots to explore.
Director of Communications and Branding Nicole MacEachron
Nicole joined the Choice Schools family in January 2018. She earned her Bachelor of Science in Natural Resource Management with a minor in Biology from Grand Valley State University. Prior to coming to Choice, she worked at Annis Water Resources Institute as a technical assistant. Coming from a background of diverse interests, Nicole loves serving such unique schools and being able to provide all of their digital marketing needs.  In her free time, Nicole loves to be outdoors, spending time with her family and friends and coaching volleyball.
Director of Pupil Accounting and Enrollment Lauri McCollum
Lauri McCollum is our Director of Pupil Accounting and Enrollment. Lauri will oversee pupil accounting, attendance, and enrollment processes in this role. Lauri joins the Central Office team with more than ten years of experience in charter school pupil accounting and compliance. She started her career in the business office at Wayne State University and then worked at a charter school, and most recently in the Central Office of a management company. Lauri earned a Bachelor of Science in Psychology and a Master of Business Administration from Wayne State University.
Chief Communications & Development Officer Sara Mooney
Sara Mooney joined Choice Schools Associates in July 2018 as the Chief Communications and Development Officer. In this role, she oversees central office communications, marketing, development and strategic planning. Sara comes to us from Davenport University where she was the assistant director of alumni communications and development. Prior to Davenport, she was at Van Andel Institute, where, as an intern in 2008, she established the grassroots fundraising program ‘Purple Community,’ which empowers individuals to raise awareness and money for cancer and Parkinson’s disease research. Sara earned her master’s degree in business administration and her bachelor’s degree in business administration in international business and sports management from Davenport University. She is in the process of completing her second master’s degree in education with an emphasis in adult learning and higher education at Grand Valley State University. She was a recipient of the 2014 Davenport University Outstanding Young Alumni award. In her free time, Sara enjoys spending time with her husband, family, friends, and her dog Woody.
Communications and Marketing Manager Kelsey Peterson
Kelsey joined Choice Schools Associates in June 2020. She comes to Choice from SeyferthPR, where she specialized in community engagement and strategic communications planning as an assistant account executive. She is a graduate of Hope College where she earned her Bachelor of Arts in Sociology with minors in Communications and Political Science. In her free time, Kelsey enjoys volunteering with Special Education Ministries in Holland, Michigan, as well as spending time with her husband and mini Goldendoodle Milo.
Communications Coordinator Joshua Rochette
Josh joined the Choice Schools family in October 2021. He earned his Bachelor of Arts in Multimedia Journalism from Grand Valley State University. Prior to coming to Choice, He worked at The Lanthorn as an Editorial and Sports Writer. Coming from a background of writing, Josh loves being able to serve our school communities by telling their story.
Director of Marketing and Communications Matt Witkowski
Matt works at Choice Schools Associates as the Director of Marketing and Communications. Matt has years of communications and marketing experience, including crisis management, media relations and integrated marketing strategy. He is responsible for developing and executing communications strategies to ensure that the schools Choice serves exceed all its communications and enrollment objectives. Prior to Choice, Matt worked at Lambert and Co. where he served as a senior manager providing strategic support to an array of clients across the nation.