The Tassel Team

Andy started Tassel under the name North Star Marketing in 2000. In the early years, there was only one qualification for a new client: the ability to pay. It was an effective and exhausting approach to business development, and the firm took on clients of all shapes and sizes. Every conversation was different, engaging, and challenging. But with each new client, there was a sense of “starting over.” The team had to learn a new industry, new terminology, and new market dynamics.

Along the way, Andy began engaging more and more with independent and faith-based schools. The firm took on its first school client in 2001, and over the years, the education sector of Tassel’s client portfolio grew. It was worthwhile, engaging work, and the team loved it. Tired of being a generalist, Andy decided it was better to be great at one thing rather than be okay with lots of things. The firm’s leadership team decided to burn the boats and go all-in on enrollment marketing.

In his role as President & CEO of Tassel, Andy focuses on:

• Aligning the team around the firm’s vision: to develop the standard for enrollment marketing and make it accessible for every educational institution
• Developing the firm’s core methodology, the Healthy Enrollment™ Model
• Stewarding the firm’s culture
• Engaging with clients through workshop facilitation
• Developing content to help school leaders and key players pursue Healthy Enrollment

At close of play, Andy enjoys being with his wife, daughter, and two sons. He also plays a little soccer, pickleball, and whatever sports his kids are into.

(By the way, “ability to pay” is still an important qualification for new business … but there’s a bit more to it than that these days.)

We actually have video footage of this guy staring at his screen without blinking for 6 hours. We posted it to YouTube, but it went viral and crashed their servers. The good news for Tassel’s clients is that Clark is just in deep focus — leading as our beloved Chief Operating Officer. With a ​strong foundation in marketing and operations, Clark adeptly guides cross-departmental endeavors, priming each team to surpass expectations. His unyielding dedication to operational excellence and his discerning sense for innovative strategies position​s​ him as a vital ​contributor to Tassel’s ​vision: To develop the standard for enrollment marketing and make it accessible to every educational institution.

In his downtime, Clark swaps spreadsheets for wide, open spaces, exploring the great outdoors with his favorite adventure partners — his wife Amy and their canine companion, Bowie. Or, you might catch him flexing his strategy muscles at the gym, where his workout routine could rival the complexity of Tassel’s operational challenges!

Kyle’s personality type is only seen in two percent of the population. We don’t find this shocking. When you read up on INTJs, they are described as imaginative yet decisive, ambitious yet private, and amazingly curious but not known to squander energy. These are the rare pairings of qualities that make Kyle an exceptional Director of Client Engagement. He leads a team of education marketing strategists and managers, helps them learn and grow, and guides them to deliver high-quality enrollment marketing solutions and services to our clients.

With backgrounds in strategic marketing, branding, and IT, Kyle has a knowledge base that is broad and deep. Before joining Tassel, he worked in higher education leadership for 12 years. Today, Kyle partners with the team to develop client strategies that align with their enrollment goals and unique value proposition, ensuring our team delivers exceptional solutions toward healthy enrollment. And when he’s got free time on his hands, he’s still making the most of it — whether working on his latest carpentry project or traveling with his wife and daughter. While there aren’t many of Kyle’s “type” in the world, we’re fortunate to have one on our team.

Rob is one of those rare people who is good at lots of things … like soccer, photography, theology, eating gummy worms, etc. He has a unique gift for envisioning a brand and, before it’s even been designed, seeing how it will be implemented on a website, a billboard, a direct mail piece, and a bumper sticker (or, for our clients in the Northeast, “bumpah stickah”). He’s also an inspiring soccer coach, an optimistic gardener, and a way above-average husband and father. Spend a day on a photo shoot with him, and you’ll see why Tassel and our clients are blessed to have this guy on the team.

Have you ever seen a programmer sing karaoke? If so, it wasn’t Ryan. While he’s not necessarily the “out-in-front” kind of guy, he’s been doing a lot behind the scenes since 2002 to make the tech stuff happen when it’s showtime. His remarkable knowledge of web technologies is staggering. As the Director of Development, he oversees our web development operations while providing ongoing support and maintenance of our client websites. He also supports our internal team with IT operations and assists with day-to-day questions. Essentially, if there is a technical problem, Ryan is the go-to guy — and he’s always willing to provide a helpful solution!

What’s Ryan like outside of work? He’s a board and card games enthusiast, and that’s his favorite pastime with his wife and three kids! Speaking of hobbies, he’s also into 3D printing, video games, reading, and … gem mining! All we could say is more than the gems he’s unearthed, we’ve found a treasure in Ryan as our team member.

If you called Tassel as a new client, chances are you’ve met Micah. As our Solutions Adviser, he’s had the privilege of working with schools across the country to propose marketing solutions for Healthy Enrollment. It may sound like Micah has a lot on his plate, but his friendly, present, and engaging personality shows that he’s serving with joy. What else brings him joy? This proud husband and dad of five kiddos loves singing R&B and soul hits while driving his car — if you’re lucky, you’ll catch him imitating greats like Stevie Wonder, Lionel Richie, or Aretha Franklin! A caring leader in every way, you’ll also find Micah serving and loving his church community. Needless to say, Micah is everywhere (no pun intended, but running is also his hobby)! When he’s not at work, home, or church, you’ll probably catch him cheering his heart out for UNC (yup, he is a true blue Tar Heel fan. Woohoo!).

Sarah is the epitome of the “duck on the water” analogy. Gliding across the water, it looks effortless. Just below the surface, however, the feet are paddling hard. That’s Sarah. She manages our production and helps all of us swim more efficiently. Without her, we’d pretty much all pack up and go home. She’s also a mom with two remarkable children. In fact, we have already signed contracts for both of them to work at Tassel when they grow up … and they’re not even out of grade school yet.

This Tassel production manager is one part philosopher (“It’s not the arrow, it’s the indian…”), one part amateur golfer (reference the golf shoes at the office and the weekend score card in the 70’s), one part aspiring photographer (note the ever-changing wallpaper on his Mac), one part neat-freak (you won’t find a paperclip out of place on his desk), and one part humorist (“How does he keep a straight face?”). There’s a lot going on here, which is what makes Tyler such a strong project manager. He moves from project to project, conversation to conversation with an easy-going style that works like a trusty seven iron.

When it comes to crabcakes, what makes the difference between “Oh my!” and “meh?” We didn’t know either, which is one of the many reasons we needed to hire Sue Carback. It turns out she is not only a veteran educator, a former admissions director, an enrollment marketing innovator, a proud mom, a happy hiking partner with her husband in all kinds of wild and beautiful places, but also a native Marylander with a finely tuned shellfish palate. (It’s all about the lump backfin and Old Bay, y’all!) Along with our other Enrollment Marketing Managers, Sue is a huge part of the expertise we bring to the table for all our school partners.

Kyle currently holds the record for the tallest guy at Tassel. But don’t let the “gentle giant” exterior fool you. Inside, he’s a branding grizzly, a web design monster, a print powerhouse. Give him a kickoff meeting and a creative brief, and get out of the way. As an award-winning Senior Designer, Kyle desires to create and deliver work with purpose and meaning. He enjoys the discovery process, the exploration, the expression, and the execution. What’s Kyle’s goal, you ask? It’s for Tassel’s clients to be elevated internally and externally when he’s finished on a project. It’s very fulfilling for him to travel that path with the client wherever it leads. When he’s not manhandling a Mac, you’ll find Kyle, his wife, and Annie (their adorable Australian Shepherd) hiking, paddling, or camping … outdoorsy stuff. In fact, some days, he even wears hiking boots in remote meetings — in anticipation of getting outdoors.

How far is it from Boone, NC, to Greensboro, NC? If you’re Sarah Sams, it’s a few thousand miles, covering 38 countries (and counting) with her husband and daughter. After earning her B.S. in Journalism from Appalachian State, Sarah invested her creative writing efforts in data-driven marketing work in education, luxury travel, newspapers, and non-profits before landing back ‘home’ in NC to support our enrollment marketing efforts for schools across the country. Along the way, she picked up bits of five languages, an uncanny taste for hops, a vintage Russian motorcycle (with a sidecar!), mountaineering feats, and more than a few stories from her Eastern European hitchhiking days.

Perhaps it’s the orderly stacks of papers and folders on her desk, seated at attention like members of an orchestra. Or maybe it’s the P90-X workout she demands of the printer on a daily basis. It could be her Google-like ability to find anything you need in a matter of seconds. Or maybe you could tell by the cello leaning against the wall in her office, patiently awaiting lessons at the end of the day. Regardless of how you piece it together, you don’t have to be around Misha Foust for long to know that she is the ultimate Benefits Administrator. In her role, she gets to care for every Tassel team member by ensuring that benefits are updated, new employees are onboarded with their documents, and every check is deposited (Woohoo!). In short, she is our admin superwoman. And best of all, for a lady who adores order and precision, Misha has the patience of Job when working with the “creative types” at Tassel. (Is that Bach’s Cello Suite No. 1 in G emanating from her office?)

Starting his professional career off on Capitol Hill, Leo Schmid soon realized it wasn’t just college kids that loved talking about themselves on social media. And so our digital marketing manager quickly learned how to navigate all the various digital channels, and eventually turned those skills into a career. In addition to bringing his veteran inbound, analytics, and SEO expertise to bear on all our work, Leo helps lead the effort to make the murky waters of social media and marketing automation clear for our clients. Maybe it’s easier for him to jump in the deep end of the pool with our partners because he’s a coastal native from Wilmington, NC, loves the beach, and spending time outdoors.

Like any nature lover, Susan appreciates a good view, whether it’s the beach, a lake, or even an active volcano (seriously, Mt. Rainier was in her former backyard). But, with years of view-seeking under her belt, as well as having a diverse career history, she knows life isn’t all about the destination. It’s about the story that unfolds along the way. Susan is good at helping schools because she knows each school has a unique story to tell, and when shared effectively, students and families discover their best-fit learning environment.

Susan studied journalism before landing in graphic design and ultimately earning her B.S. in Marketing, then using those skills and knowledge to lead Enrollment Marketing departments at two different schools. As an Enrollment Marketing Strategist at Tassel, Susan brings her love of schools, strategy, processes, and leadership into play as she works alongside the Enrollment Marketing Manager team to develop and implement strategies to help schools pursue Healthy Enrollment.

One of Angeline’s most memorable moments was chasing the Northern Lights through below-zero temperatures in Fairbanks, Alaska. From there, she started chasing a lot of things — more exciting destinations, her kids, and dreams of becoming a writer. A former speech pathologist with an M.Ed. under her belt, Angeline knows the education field both in theory and in practice. She’s been helping schools with their digital marketing efforts long enough to know that good content not only reaches the mind, but touches the heart. When she’s not at her desk cranking out compelling content over a warm caramel latte, you can probably find her out buying books, trying new restaurants, or finding a novel destination to explore.

What do cooking up a delicious meal and executing a great marketing strategy have in common? They both require vision, creativity, attention to detail, and sometimes, a willingness to experiment. It comes as no surprise that Jacob loves being in the kitchen as much as the office. He’s gained insight from around the world, connecting with various cultures through food. While teaching English in South America, Jacob developed an appetite for education that has driven his career in helping schools grow and succeed. Whether he’s brainstorming a new culinary creation or a recipe for healthy enrollment, you can count on Jacob for an impressive result.

Marketing for marketing? The Tassel team likes to practice what we preach! Schools need the right message to find the right families at the right time. And our firm seeks to do the same things for schools. With years of experience in private education and a deep understanding of the unique challenges enrollment teams face, Rudi Gesch leads the Tassel marketing team. He is a self-proclaimed “Christian-school kid,” having attended from kindergarten to college and later leading marketing and enrollment efforts at Christian schools in three different states (IL, NJ, and WI). When he’s not striving to make our strategies available to every educational institution, he’s likely devoting his time to either church, family, or sports. In the summertime you’ll find Rudi at the beach with his wife and three kids. When the weather cools down, check his living room if the Packers are playing (he’s been on the season ticket waiting list since he was eight years old).

Creativity, dedication, and talent — these are what Elizabeth brings to the table, both in enrollment marketing and her love for theatre. Her passion for the performing arts, even serving as the director for a theatre organization, reflects the leadership she provides for her clients as an Enrollment Marketing Manager at Tassel. Trust us, this only child knows what she wants and has long been determined (and successful) in accomplishing her goals! After all, Elizabeth’s extensive experience as a Director of Enrollment gives her great insight into what schools want — and need. On her breaks, Elizabeth enjoys spending time with her husband, two girls, and their pets: One is a “Jackihuahua” (part Jack Russell Terrier and part Chihuahua), and a cat named Luna. On long weekends? She absolutely enjoys immersing in everything theatre — attending a show, talking about a show, or running a show. It goes without saying that personally and professionally, Elizabeth knows how to execute a stellar performance.

A true creative at heart, Marketta loves everything from writing, paper crafts, and growing cut flowers. It’s no wonder this Senior Writer has successfully supported a diverse range of clients, with experiences serving large health systems, newspapers, and even an agency for children with developmental disabilities — and now, she’s passionate about writing for schools: “I’m glad that I get to help people make informed choices about educating their children.” Outside of writing, this proud Oklahoma native and mom-of-two’s days are filled with fulfilling hobbies. She’s currently stewarding a “Little Free Library” in her community and other events such as plant swaps and school supply giveaways. In her spare time, Marketta also loves exploring with her family, near and far, to visit new shops, parks, and restaurants. With all that Marketta’s been doing — whether it’s crafting, hosting events in the community, or providing marketing leadership through writing, you can trust an excellent output for everything she gets her hands on.

Amber is a true maverick at Tassel, known for her creativity, confidence, and passion for making a difference. She brings a strategic mindset and a commitment to excellence to her role as one of our talented Enrollment Marketing Managers, dedicated to helping clients achieve their goals and drive meaningful results. “I love that I get to help bridge the gap between schools and families. Schools seek right-fit families and healthy enrollment, while families look to invest in their child’s future. By bringing these two groups together, we can create a brighter future.” Her early role as Marketing Coordinator for a multi-location company deepened her commitment to impactful communication and data-driven growth — skills she later refined as the Marketing and Communications Coordinator for a private Christian school. This diverse experience gives her a unique perspective to understand and meet the needs of our clients, and she is now further advancing her expertise by pursuing a Master of Management in Marketing Analytics at NC State University. Amber takes pride in helping her clients exceed their goals while building genuine relationships along the way. Outside of work, she’s a Jesus-loving, church-singing, oat milk vanilla latte-drinking Southern belle who finds her deepest fulfillment and greatest joy in being a devoted wife and mom to her two amazing children.

Having served four Christian school communities across the country for more than a decade, Karen brings a wide range of valuable experience to the Enrollment Marketing Manager team at Tassel. Her career started with a passion for sports writing (beat writer for UConn Women’s Basketball / CT Sun; Director of Basketball Relations at the Women’s Basketball Hall of Fame), and finally settled in the education industry when she fell in love with the Christian school environment. Karen’s done a little bit of everything in the school world, including admissions, communications, marketing, graphic design, special events, alumni relations, advancement, and various administrative duties. Having worn so many hats throughout her career, it’s no wonder Karen brings such a high level of knowledge, skills, and expertise to the K-12 space. What does a busy bee like Karen do in her spare time? Karen and her husband Jason are pretty active during the weekends too! When they’re not watching or playing sports with their three boys, their family loves to attend the next big game, cheering all out for the Tennessee Vols. Excited to serve our clients with enrollment marketing solutions, you can see Karen’s passion through her vibrant smile and positivity: “I am honored to be a part of the Tassel team to combine my experience serving different school communities in various ways, my passion to communicate, collaborate, and promote, and my love for independent and Christian schools!”

Catherine is one of our superb Enrollment Marketing Managers (EMM) with a proven track record in managing campaigns. Prior to Tassel, she worked for a large multimedia company as an Account Executive, developing effective marketing strategies for mid-sized businesses. And now, she’s taking all of that expertise into serving our K-12 and independent schools. However, that’s not the only track you’ll see Catherine course through. She holds a Master’s Degree in Business Administration from Indiana Wesleyan University, she’s also a loving mom to her daughter … and wait, there’s more! Hold your horses — this one-of-a-kind EMM is also an equestrian. We get so excited when Catherine shows us pictures of morning rides with her beautiful, chestnut horse, Reidel. With so many paths that she’s excellently raced through, what brought Catherine to our team is the positive culture she experienced: “I joined Tassel because it was a company that I could see myself staying and growing with long term. A great company culture lets us do great work for our clients.” A passion for serving, the strength to persevere, and the dedication to win — both personally and professionally — that’s what Catherine brings to the table for our team and our clients.

Kayla Rogers, our energetic marketing coordinator, is all about making an impact — whether it’s through her work at Tassel or her time on the basketball court. With a background that includes being the director of marketing and communications at a private Christian school, a psychology teacher, and a basketball coach, Kayla’s no stranger to wearing multiple hats. And, as a Christian school kid herself, she knows firsthand the transformative power of private education. Kayla grew up in Raleigh, NC, where she honed her competitive spirit, eventually playing Division I basketball as a point guard for Davidson College. (Go Wildcats!) Now, she balances her work life with the chaos of raising three little ones with her college sweetheart, David. Outside the office, Kayla stays active by training for a sprint triathlon and dominating on the pickleball court. She also volunteers at her church and as a coach for girls’ basketball. And when she’s not busy with that, her sweet tooth takes over. She even ran a doughnut blog for a while, until all those sugary treats became an “unsustainable lifestyle.” However, the silver lining is that she’s now an expert in tracking down the best doughnuts around!