Our Team
Debbie Schwartz
Founder and CEO
Debbie Schwartz founded Road2College in 2016 to educate families about college admissions and empower smarter college financial decisions. She has a background in personal finance, marketing and analysis, including management roles at Chase, Vanguard and Fidelity Investments. She’s also a parent who has put three children through college.
John Schlander
Managing Editor and
Director of Essay Coaching
John Schlander is a veteran journalist and media consultant. His 40-year career includes various editing and executive roles, including digital general manager of the Tampa Bay Times and managing editor of The Penny Hoarder personal finance brand. He now owns JJS Content Services and serves as managing editor for Road2College.
Becca Blauch
Digital Marketing Manager
Becca Blauch is a digital marketing manager with experience working with Hubspot, GetResponse, Airtable, Canva, WordPress, Stripe, and Facebook paid ads. She previously worked in financial aid, helping students and their families at Chatham University.
Ana Pelayo Connery
Content Consultant and Essay Coach
Ana Connery is a content strategist whose work has appeared in USA Today, CNN, Oprah Daily, Reader’s Digest, Women’s Health, Real Simple, and more. Previously, she spent nearly 20 years as Content Director or Editor in Chief at top magazine brands, including Parenting, Cooking Light, Florida Travel and Life, and more.
Luanne Lee
Certified College Financial Planner
Luanne has undergone extensive licensing and training as a College Financial Planning Specialist and for the past 15+ years has devoted her practice to providing financial education and efficient solutions to families maneuvering through the complex process of planning and funding for college without jeopardizing their retirement goals.
Mindy Trotta
Community Manager
Mindy Trotta has experience in all facets of publishing, copyediting, writing, and social media. She has been a freelance writer covering travel, relocation, family, and food.
Ellen Whalen
College Counselor and Essay Coach
Ellen Whalen, a Wellesley College graduate in economics and Spanish, has guided hundreds of families nationwide through college admissions since 2017. A professional member of IECA and HECA, she has edited thousands of college essays, including personal statements and college-specific supplements. Specializing in helping students craft standout Common App applications for selective colleges, Ellen brings expertise and empathy from her experience as a Fortune 500 sales and marketing professional, freelance writer/editor, and parent navigating competitive admissions.
Jennifer Liepin
College Counselor and Essay Coach
Jennifer Liepin is an admissions coach and lead essay editor to students applying to highly selective colleges. She is also an application reader at the University of Southern California.
Kyle Debatte
College Counselor and Essay Coach
Kyle Debatte is a school counselor with experience in college admissions, teen psychology, and conflict management. He has experience working with students applying to a range of colleges from state honors programs to selective colleges.
Emily Butler
College Counselor and Essay Coach
Emily Butler is a college counselor with With a Masters Degree in Counseling Education and a B.A. in Communications. Emily has been a College Counselor in the public and private school system for 8 years, as well as a licensed Independent Educational Consultant for 3 years.
Nathan Waldo
College Counselor and Essay Coach
Nathan Waldo has over 10 years experience working in college admissions at DePaul University, Rush University, Hawaii Pacific, and Alma College. He is currently a college counselor at a private boys high school in Detroit, MI, working with 160 high school juniors and seniors each year.
Valerie Zell
Essay Coach
Valerie Zell is a senior writer, editor and proofreader with more than 20 years of experience of content creation in the technology, nonprofit, small business, and hospitality markets. She started her career as a newspaper reporter and taught mass communications in college.
Shannon Epps Croom
Essay Coach
Shannon Epps Croom is an editor with 15 years of experience at the Washington Post and other newspapers.
Jenny Rollins
Essay Coach
Jenny Rollins is an editor, writer and content strategist with seven years of media experience. She also has taught editing at Brigham Young University.
Donna Richter
Essay Coach
Donna Richter is an editor and team leader with 28 years of experience at the Tampa Bay/St. Peterburg Times.
