Executive Team

Executive Director
Susie Cohen Crumpler

susie.crumpler@alumni.berkeley.edu

A Berkeley native with close ties to UC Berkeley, Susie developed a deep affinity for Cal at a very early age. Susie left Berkeley for Boston to embark on her undergraduate studies at Brandeis University, earning a Bachelor’s degree in theater arts. Following a few years of performing in Manhattan and the Bay Area, and teaching elementary school in the Richmond Unified Public School District, Susie returned to the east coast for graduate school. She received her MBA, with a focus in nonprofit management, from State University of New York at Binghamton. Her nonprofit management career began at the Orange County Performing Arts Center in Costa Mesa, CA, followed by her role as General Manager of Cape Fear Regional Theater in Fayetteville, NC. Susie returned to the Bay Area in 1997 to begin an 11-year engagement as Director of Marketing & Communications for the Jewish Community Center of San Francisco. In 2008, she joined the Cal Alumni Association (CAA) as Chief Marketing Officer, and worked for many years on reinvigorating CAA’s brand and promotional efforts. In 2016, Susie was named CAA’s Chief Operating Officer, focusing on optimizing the organization to successfully meet its mission of engaging and inspiring alumni in support of the university. Susie currently serves as CAA’s Executive Director.

Chief Revenue Officer
Matt Terwilliger

matt.terwilliger@alumni.berkeley.edu

Matt Terwilliger received a B.S. in marketing from Florida State University’s College of Business in 1997 and an M.S. in education there in 1999, but has since long been a part of the Cal family. He spent more than a decade in Cal Athletics, where he ultimately served as an Associate Athletic Director, overseeing the marketing, ticket sales, and brand management teams. Matt joined CAA in 2013 to lead business development efforts, and was named Chief Revenue Officer in August 2015. Matt’s dedication to Berkeley extends to the city itself—he sits on the Board of Directors of Visit Berkeley, the marketing organization for the City of Berkeley.

Interim General Manager, Pinecrest Operations
Cathy Connelly

cathy.connelly@alumni.berkeley.edu

In March 2024, Cathy was named Interim General Manager of Lair of the Golden Bear. She joined the Lair team in 2008, and her previous role was as Senior Director, Pinecrest Operations: overseeing Lair reservations, special groups, camper experience, and marketing and camper communications. Prior to 2008, Cathy worked in the gift and greeting card industry as a National Sales Director, growing sales and developing new business through national gift retailers, book stores, and specialty shops. She received her bachelor’s degree in business administration from California State University, Long Beach, and is a lifelong Lair camper.

Chief of Staff and Board Affairs
Anjeannette Schnetz ’89

aj.schnetz@alumni.berkeley.edu

AJ received her bachelor of arts degree from UC Berkeley in 1989 and her juris doctor from UCLA in 1993. AJ’s early career focused on her legal interests, and she served as general counsel for an institutional investment management company specializing in Taft-Hartley clientele. AJ’s deep love of Cal drew her back to campus in 2006 where she began her current position overseeing all executive office administrative functions and board management for the Cal Alumni Association. AJ is a devoted Lair of the Golden Bear camper and enjoys the privilege of engaging Cal alumni to support the greatest university on earth. Go Bears!