Chief Executive Officer
As our CEO, Matt Chapman leads Northwest Evaluation Association™ (NWEA™) in achieving our vision of positively transforming education to accelerate growth and mastery for each student. Since joining NWEA in December 2006, Matt has led NWEA in growing the number of students served from fewer than 2 million to well over 8 million, introducing new products and services, and positioning NWEA as a national thought leader and advocate for assessments that help students’ academic growth—consistent with our mission of Partnering to help all kids learn®.
Matt practiced law for thirteen years, then became CEO of CFI ProServices, Inc., a publicly traded company, where he served for thirteen years. CFI received recognition in local and national lists of rapidly growing companies, and was listed as one of the ten best places to work in Oregon four years in a row.
Matt received a bachelor’s degree in economics from the University of Portland in 1971 and a J.D. from the University of Oregon Law School in 1974.
Matt has combined successful business careers with an active volunteer career focused on education. Present and past affiliations include:
- Board member of Knowledge Alliance, a not-for-profit association that promotes research in education, 2013–present, including current service on the executive committee
- Member of the Board of Regents of the University of Portland, 1996–present, including six years’ service as chair of the Student Affairs Committee
- Board member of the Oregon Business Association, 2008–present, focused on business strategies to promote education and create business structures to reduce poverty
- Board member of All Hands Raised (Portland Schools Foundation), 2009–2015, focused on creating cradle-to-career alliances within the Portland area to advance and coordinate service to struggling students
- Co-founder and board member of New Avenues for Youth, 1998–2009, a program for street youth that includes an award-winning alternative school, case management, housing, health services, job training, and a drop-in center.
- Board member of the Oregon Museum of Science and Industry (OMSI), 1997–2003, focusing on its strategic plan and programs for distance learning in science
President and Chief Operating Officer
As President and Chief Operating Officer, Jeff leads the business operations of the organization in the achievement of our strategic objectives and business plan, ensuring the fulfillment of the NWEA student-centric mission of improved learning outcomes.
Jeff joined NWEA in January 2007, and brings almost 30 years of broad experience helping high-growth organizations attain their goals, first as an attorney at Perkins Coie focused on emerging company transactions, and then later in various executive and leadership roles at notable Northwest companies, including CFI ProServices (through its acquisition by Harland Financial Services Systems, now D+H Financial) and Vesta Corporation. Jeff has also worked closely with several organizations in start-up and turn-around situations, assisting in navigating those often difficult and critical periods.
Jeff received a B.S. in Business Administration from Oregon State University in 1982 and a J.D. degree from the University of California at Berkeley (Boalt Hall) in 1985.
Jeff serves on the boards of Silverback Learning Solutions, Inc., which has developed and markets Mileposts, a student-centric learning management system; LanguaMetrics, LLC, a developer of solutions to measure oral reading fluency; and All Hands Raised, which stewards the Portland-area “Cradle to Career” initiative.
Sr. Vice President of Product Engineering and Chief Technology Officer
Mark’s commitment to excellence and innovation-centered values help the engineering and technology teams at NWEA remain on the cutting edge. As Sr. vice president of engineering and chief technology officer, Mark guides our technology vision, drives innovation, and oversees all engineering initiatives and product operations.
Prior to joining us in 2011, Mark spent over 25 years delivering high-value products and services in a range of industries, both public and venture-backed. As vice president at Knowledge Universe, he led several business lines in the creation and operation of enterprise and ecommerce, retail operations, and mobile education platforms. Mark has also led technology teams in the manufacturing, finance, high-tech, consulting, and telecommunications industries for companies that include Xerox, Pacific Bell, IBM, Microsoft, Bank of America, US Bank, and KPMG.
Mark received his Bachelor of Science degree from Oregon State University.
Mark volunteers his time by serving as chairman of the advisory board to the BIS program within the School of Business at the Oregon State University.
Sr. Vice President of Corporate Services and Chief Financial Officer
Geri Cohen joined us in 2005 and brings our organization over 30 years of diversified experience in the financial, software, and online services industries. NWEA benefits from her strong emphasis in business line management, technology-based product development, and organizational turnarounds—a unique combination of skills and insights acquired from working in both Fortune 500 companies and successful start-ups.
Prior to NWEA, Geri progressed through two turbulent decades in the financial services industry, helping major banks navigate through rapid deregulation, massive shifts in the economic environment, and emerging technologies with innovative and profitable services. She started in the advanced technology group with First Chicago and ultimately served as Vice President & Manager of Card Products at US Bank and Vice President & Manager of Consumer Loan Products at Wells Fargo. From there, Geri launched a new career in Portland’s nascent software industry, most recently serving as Director of Solutions Engineering at Unicru (now Kronos) delivering psychometrically validated workforce assessments and analytics.
Geri received her M.B.A. Finance and B.A. in Psychology from the University of Chicago.
For the last 20 years, Geri has been a supporter of a wide range of service dog foundations, including Project POOCH, which provides opportunities for youth in corrections to develop the skills they will need to become responsible, productive members of the community by caring for and training shelter dogs for adoption.
Sr. Vice President of Human Resources and Organizational Development
Toni Jaffe oversees our Human Resources functions, including organizational development, talent management, and community engagement. Toni leads NWEA through growth and change by providing clear direction based on culture, philosophy, and core values. Building upon her thirty year history of establishing solid Human Resources foundations, she helps NWEA focus on its infrastructure and systems for optimal organizational performance and excellence.
Prior to joining NWEA in 2007, Toni was Senior Vice President of Human Resources at Knowledge Learning Corporation, the largest for-profit educational company in the U.S. She also served as Vice President of Team Resources at Banfield, The Pet Hospital, the world’s largest and fastest growing veterinary practice, located in over forty states and two countries. Additionally, Toni served as Executive Vice President and Chief Operating Officer of Metropolitan Group, a full-service communications firm; as Chief Executive Officer of MedPartners, a large medical practice; and as Vice President of Human Resources at Brim, a national healthcare company.
Toni received a Master of Business degree from Marylhurst University, and a Bachelor of Science degree with honors from Oregon State University.
Toni was honored in 2012 with the Human Resources Professional of the Year award from the Portland Human Resources Management Association (PHRMA). Passionate about community engagement, Toni’s Board of Directors service history includes the American Red Cross, Human Rights Campaign, Basic Rights Oregon, and, most recently, Big Brothers Big Sisters of America—facilitating a strong partnership aligned with the NWEA mission, Partnering to help all kids learn®.
Sr. Vice President of Partner Services
Jan LaRocca joined NWEA in January 2007. She leads our integrated Partner Services teams, providing Implementation Services, Technical and Product Support, Professional Development Operations and Service Delivery, Program Management, and Technical Consulting.
Jan brings to our organization over 30 years of diversified experience in the finance, software, and service industries. NWEA benefits from her strong customer service and operations management experience earned in the aerospace, banking, petroleum, and software industries with such companies as Boeing, Rocket Research Corporation, Conoco, CFI ProServices/Harland FS, and Centrisoft Corporation. Jan has developed a diverse set of skills as a result of working in start-ups, mid-sized organizations, and Fortune 500 companies.
Jan received her B.A. in Information Systems and Quantitative Analysis with honors from Portland State University.
Jan has a heart for service and has helped foster a culture of empowerment and outreach to partners to make their lives easier so they can focus their energies on helping children learn and grow. She devotes her spare time to a number of organizations, including:
- Volunteer and former state board member of The Twilight Brigade—one of the largest end-of-life care communities operating within VA hospitals and hospices across America
- Member of Women’s Foundation of Oregon and P.E.O. International—organizations helping women pursue higher education and grow their lives in a positive direction
- Supporter of Foundations First, an organization building schools and providing education in rural villages around the world
- Children’s Miracle Network volunteer—supporting fund raising for children in Oregon and Western Washington
- PSU Alumni Association—curriculum development advisory team for School of Business
- SHS Alumni Scholarship Fund supporter and selection committee member
- Supporter and volunteer for Unicef
- Volunteer for Oregon Food Bank
Sr. Vice President of Partner Accounts
As Sr. Vice President of Partner Accounts at NWEA, Brent leads the Sales and Account Management teams responsible for both acquiring and successfully managing accounts for our partners. Brent’s teams focus on providing partners the solutions they need to ensure that students and teachers succeed in achieving growth for every student.
Brent’s career prior to joining NWEA spanned from the classroom to the boardroom. Brent began his career as a 3rd and 4th grade elementary school teacher. Since moving to the high-tech world, he has amassed over 25 years of diversified experience in sales, account management, and delivery of technical business solutions for the public and private sectors. He is experienced in complex consultative and solution sales, resulting in multi-million dollar software and services deals. His extensive experience in negotiating successful business transactions and contracts has served him well at a number of organizations over the past decades, including U.S. Bank, Crown Zellerbach, James River, Claremont Technology Group, Covansys, Computer Sciences Corporation (CSC), Saber Government Solutions, Electronic Data Services (EDS), and Hewlett Packard Enterprise Services.
Brent holds a BS in Elementary Education from Portland State University and an MBA in Business Administration from the University of Portland.
Brent’s volunteer experience has included serving on the board of the Software Association of Oregon, as well as on the development board for a community-based medical program dedicated to the treatment and prevention of child abuse.
Dr. Fred McDaniel
Sr. Vice President, Product Management & Publishing
As the Sr. Vice President for Product Management and Publishing, Fred McDaniel leads the lifecycle implementation, strategic direction, and content development for products and services at NWEA.
Fred has worked in the education and educational assessment arena for many years, beginning his career in Virginia as a boarding school counselor for ED and LD students. He also worked as a teaching parent in residential facilities in North Carolina for children and adolescents in trouble with the law. It was during this time that he became interested in educational assessment and research while trying to advocate for the students he served. Fred has managed accountability and assessment systems as well as served as the Chief Planning Officer for a large public school system in South Carolina. Fred has previously served as the Director of Test Development and the Vice President of Operations for NWEA.
Fred received his undergraduate degree from the University of Montana’s Davidson Honors College and holds a Masters degree in Educational Research and Measurement and a Ph.D in Educational Psychology and Research from the University of South Carolina.
Fred volunteers his time with a number of organizations:
- Co-founding board member of the Friends of Epworth, a private, not-for-profit organization devoted to raising funds in support of The Epworth Children’s Home in Columbia, South Carolina
- Past member of the Richland Two Education Foundation, an organization dedicated to raising funds to support educational initiatives for Richland School District Two
- 2011 Leadership Columbia participant
- Volunteer coach for youth football and soccer programs
Sr. Vice President, Marketing
Katie Topping brings to NWEA a career spanning both education and technology marketing. She leads the Marketing, PR, and Advocacy teams in championing the NWEA mission—Partnering to help all kids learn®—to audiences around the world.
Katie’s marketing career spans twenty years in the technology industry. At international public relations firm Text 100, she led strategic communications for blue-chip clients such as Microsoft, Intel, and Orange. She helped to oversee the expansion of the company from fifty employees to over 300. As executive vice president at the US agency Waggener Edstrom, Katie led Asian expansion, managed business development and marketing, and played a key role on the Microsoft Leadership team. Prior to joining NWEA, Katie taught third, fourth, and fifth grade at Mill Park Elementary in Portland, OR, where she also developed partnerships and programs to enrich students and engage parents.
Katie holds a BA in Journalism from the University of Oregon and an MA in teaching from Willamette University.
Katie has served on the board of Music and Arts Partners for the West Linn Wilsonville School District, where she was responsible for fund raising. She is currently a volunteer with Housecall Providers, where she provides companionship to elderly shut-ins.
Dr. Raymond Yeagley
Sr. Vice President of Research and Chief Academic Officer
Raymond leads our research division in continually delving into the cutting-edge explorations that will promote learning for all students.
Prior to joining us in 2005, Raymond enjoyed a twenty-nine year career as a teacher, principal, and superintendent of schools—and NWEA benefits from his range of expertise. His tenure included seven years as superintendent of Alexander Local School District in Ohio and seventeen years as superintendent in Rochester, New Hampshire. During this service, he gained a national reputation for his understanding and effective use of data to improve instruction and increase student learning. He is a widely published author, respected presenter, and has been privileged to actively participate in and lead several professional organizations, including a term as chair of the National Forum on Education Statistics.
Raymond received his Bachelors in Music Education at the University of Utah in 1972, earned a Masters in Secondary Education in 1979, and received an Ed.D. in School Administration in 1981. Both graduate degrees were earned at Indiana University in Bloomington.
Over the past twenty-five years, Raymond’s volunteer work has supported the Boy Scouts of America, the Lion’s Club, and the Rotary Club.