Marilee Yorchak, Executive Director, DAA

Marilee Yorchak, CAE
Executive Director

As the Executive Director of DAA, Marilee leads a strong staff to serve DAA’s almost 6,000 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 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 20 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

Erin Lambertz
Community Manager

Erin has been working with DAA since March 2019 as Associate Community Manager before taking over the role of Community Manager in January 2021. She works directly with volunteers on DAA initiatives such as the 2020 Compensation Study and the Women in Analytics Mentoring Program, while overseeing day-to-day community engagement to encourage the best member experience possible.

With a Bachelor's in Journalism and Spanish from the University of Missouri, Erin has worked in a variety of industries before striking out on her own in the consulting world when she moved to the United Kingdom in 2018. She is also a member of the Project Management Institute (PMI) and thrives on combining these skills with community management to provide solutions for the ever-changing digital analytics community.

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 18 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 came to DAA in 2010. She 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 almost 10 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.


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 DAA since 2016 and handles any and all needs that arise on the website and external platforms.

Shannon Taylor

Shannon Taylor
Association Liaison

Shannon has been involved with 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.

Alyssa McArdle

Alyssa McArdle
Events Manager

Alyssa joined the DAA team as Events Manager in September 2019. After earning her B.A. in English and Media Studies at Wheaton College (MA), she spent several years in journalism and marketing. She worked for five years on the venue side of events in corporate sales and conference management at luxury properties, earning the designation Certified Meeting Professional (CMP), and now works on a diverse group of clients including payment associations, tech groups and medical associations. She thrives on innovating and executing events of all sizes, appreciates the art of keeping a rigorous budget and, most of all, loves forming relationships with her clients to help them achieve their goals.