Our Team

Amelia Iracki is our Graphic Design and Web Specialist. She is a Ferris State University graduate with a bachelor's degree in graphic design. She is passionate about building engaging narratives to elevate brands and enhance user experiences. Amelia comes to Choice Schools Associates with a wide range of experience, from video illustration and animation to creating various branded print and digital materials for marketing campaigns. She is excited to utilize their skills to positively impact lives by creating memorable and meaningful designs.

Bayleigh Ivan is our Social Media and Advertising Specialist. She leads our social media, advertising and branding efforts at Choice. She previously worked at Grand Valley State University, where she served as a social media graphic designer, and brings with her a tall list of multi-faceted experiences in design throughout many industries. Bayleigh has great experience in child care and children's services, which will support our student-focused lens through her creative designs. She will support the academies by designing, creating, and coordinating brands so they are both visually and emotionally appealing to all of our audiences.

Nicole MacEachron is our Director of Talent Communications, and leads all communication for new and current employees. She 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. Her role is to lead, develop and coordinate the organization's highly impactful internal and external branding and communications plans for employees.

Lauri McCollum is our Director of Pupil Accounting and Enrollment. Lauri will oversee pupil accounting, attendance, and enrollment processes. Lauri has over 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. Lauri will support the enrollment processes, systems and tracking, office manager coaching, pupil accounting, attendance, and customer service.

Sara Mooney is our Chief Communications and Development Officer. She leads Choice Schools’ communications, marketing, development, and enrollment. Sara was previously the assistant director of alumni communications and development at Davenport University. 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 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. Sara will oversee the communications and marketing team dedicated to supporting the academy and advancing its reputation by consistently cultivating, soliciting, and stewarding current and future students, employees, boards, and partners.

Kelsey Peterson is our Director of Communications. She leads our storytelling, engagement, and parent communication efforts. She joined Choice Schools Associates in June 2020. She previously worked at SeyferthPR, where she specializes 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. Her role is to implement, engage and coordinate communication strategies that align with the schools' and Choice's growth and brand goals.

Matt Witkowski is our Director of Marketing and Communications. He has more than 10 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 their 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.