Executive Director

Michelle Keller, Executive Director of Rochester Womenade is currently a Sales Agent for Liberty Mutual Insurance Group, specializing in auto, home and life insurance. Michelle holds a NYS Property & Casualty license and NYS Life, Health and Securities licenses. She is also a Notary Public. Prior to entering insurance and financial services, she worked in the graphic design field, and has an extensive sales and marketing background.

Michelle is a member of the Rochester Young Professionals, and has been an active volunteer with the Compeer Program for 4 years. She has also volunteered for the “Retain the Brains” marketing competition held among local college students; where the “product” to be marketed is the Greater Rochester Area and the target market is 18-28 year old men and women. For more information, visit www.retainthebrains.com. Michelle is also a member of the Rochester Women's Network and Business Network International.

Michelle was born and raised in Rochester and currently lives in Greece with her husband, Kurt and dog, Samson.

Financial Director

AJ Cruz, Financial Director of Rochester Womenade, was raised in Holley, New York. Here, she participated in many extra curricular activities throughout her school years, including soccer, basketball, softball, National Honor Society, and held the position of class president. She excelled in her athletics and academics. AJ is a graduate of SUNY Cortland where she studied Physical Education with a concentration in Exercise Science. She is now actively seeking a position in her field.

AJ is actively involved in her community. She has volunteered her time to coach the seventh and eighth grade girl’s softball team at Bishop Hogan Catholic Academy. AJ was also an assistant coach for the Carter Street Recreation Center, where she worked with a co-ed under 13 indoor soccer team. Along with her volunteer work, AJ keeps herself busy playing softball and soccer, as well as, competitive bowling.

Currently, AJ is living in Greece, New York with her husband, Ray and her adorable dog, Lou. They are all anxiously awaiting the arrival of the newest member of their family, Michael Santos, in late May.

Community Relations Director

Erica Kerr, Community Relations Director of Rochester Womenade is currently a Senior Account Service Consultant for Excellus BlueCross Blueshield, where she provides valuable Health Insurance information to key group accounts. She is responsible for the implementation of new and conversion of employer groups to new product lines. Prior to this role, Erica was an Account Executive for Summit Federal Credit Union. As a licensed Insurance Agent, she marketed individual Disability, and Critical Illness Protection Insurance to Credit Union members. Erica possesses an Associate Degree in Computer Science, and is working on a Bachelors Degree in Healthcare Administration.

Erica is currently the captain of a fundraising event for the Junior Achievers and participates in many fund raising activities for the United Way.

Erica was born and raised in Los Angeles, California, but has resided in the Rochester Area since 1996.

Media Director

Beth Bartholomay, Media Director for Rochester Womenade has worked for Wegmans Food Markets, Inc for 13 years and is currently the company’s Employee Development Coordinator. She is recognized for developing and implementing Wegmans’ internal Career Planning System, “Steps to Your Success,” and regularly advises management and Human Resource practitioners on individual development plans for employees throughout the Top 100 Company.

Beth’s background includes multiple volunteer experiences including clearing federally designated wilderness trails with the Kekekabic Trail Club in Northern Minnesota, building houses for Habitat for Humanity and organizing a local greeting card recycling drive for St. Jude’s Children’s Ranch.

Beth holds a Bachelor’s degree in Psychology from Binghamton University and a Master’s in Human Resources Administration from the University of Scranton (PA). She currently resides in the Town of Chili with her husband Matt and daughters, Emma and Meghan.

Agency Outreach Director

Diane Hasman, Agency Outreach Director for Rochester Womenade, is a nationally certified School Psychologist at Clara Barton School #2 in the Rochester City School District. Diane is involved in many aspects of the educational support of students including counseling, crisis intervention, assessment of disabilities, collaboration with teachers and outside agencies, and parent outreach. Diane has also been designated as the team leader for School #2’s Respect and Protect Team which seeks to address the important issue of bullying in schools. This program targets violence prevention and intervention in schools through character education and social skills training. In addition, Diane serves on the District's Grief Resource team, which involves training and intervention to help students cope with grief and loss in their lives. She is also involved in numerous fundraising efforts to provide cultural and artistic experiences for children at her school.

Diane’s background includes multiple volunteer experiences including affiliations with Mt. Hope Family Center and Golisano Children’s Hospital at Strong.

Diane holds a Master’s degree from Rochester Institute of Technology and a Bachelor’s degree from SUNY Geneseo. She resides in the Park Avenue area in Rochester.

Development Director

Patricia Falzone, Development Director of Rochester Womenade, is currently an Account Sales Consultant for Excellus Blue Cross & Blue Shield. As a licensed NYS Insurance Agent, she proactively consults with National Accounts on Insurance options. Prior to this role, Patricia was an Account Executive for Frontier Communications. In 2003, she was honored the Council of Leaders Award as the Top Sales Performer of Telecom products and services to local businesses throughout the Rochester region.

Patricia is also a NYS Certified Instructor for the 6-Hour Defensive Driving Course, which provides up to 4 points off your driving record and up to 10% off on insurance. As an instructor, she is dedicated to promoting driver safety. She is also one of the two Certified Boating Safety Course instructors in Monroe County. Patricia has volunteered for Rochester Cares and is also an active fundraiser for the Italian-American Sports Club. Patricia is also a member of the Rochester Women's Network.