Arlington, VA (Jan. 4, 2021) – Association executive Shantel Goodman-Luckett has been named the first-ever chief experience officer (CXO) for the National Association for College Admission Counseling (NACAC). The new position was created as part of the association’s renewed commitment to ensuring a top-class, impactful, and seamless member experience.
Goodman-Luckett is currently the senior vice president of global marketing & research at the Global Business Travel Association (GBTA). She assumes her post at NACAC on Feb. 1.
“NACAC is reinventing itself during a critical time for the college admission process and the association,” said NACAC CEO Angel B. Pérez. “I’m thrilled that Shantel will be joining us at such a pivotal moment. She is the consummate membership, marketing, and association executive, and I look forward to tapping her expertise to help identify and develop new programs and member benefits that align with NACAC’s revised mission, vision, and values.”
Goodman-Luckett will report to Pérez and will serve on the executive team. Her role will be to ensure that all areas of the association impacting the member experience are unified in providing a seamless approach that embodies excellence and operationalizes the organization’s values.
Goodman-Luckett began at GBTA as director of global marketing and quickly rose through the ranks to senior vice president. She joined the organization during a time of great challenge and limited resources, and despite the obstacles was able to help grow its brand and global impact, increasing membership by 50 percent, creating academies and certifications for membership, and growing revenue through global events, conferences, and professional development programs.
She previously held positions as Marriott International’s manager of marketing strategy and programs, and as Washingtonpost Newsweek Interactive’s (a subsidiary of The Washington Post) senior manager for consumer marketing. She also has served as an adjunct faculty member at Marymount University (VA). She earned her BS in mass communications/advertising from Virginia Commonwealth University and her MBA, with a concentration in marketing, from Johns Hopkins University (MD).
Goodman-Luckett said her first priority at NACAC will be to get to know staff and members. “Working across the organization and bringing people together are essential. We all will work together to improve the customer journey for the membership and deliver the value NACAC has committed to delivering,” she said.
“While creative thought leadership and strategy go hand in hand, I believe it starts with an organization’s willingness to take an honest look at what’s happening around them, among staff, and among the member/customer base. We have to ask how members, potential members, and stakeholders are engaging with our brand and how it’s perceived,” she said.
The National Association for College Admission Counseling (NACAC), founded in 1937, is an organization of nearly 14,000 professionals from around the world dedicated to serving students as they make choices about pursuing postsecondary education.
Expand / Collapse All