Executive Director. Reported to co-founders. Full-time employee.


  • Organisational management, program implementation and fundraising activities, including instituting management structure, procedures for written monthly reports, weekly planning meetings, and biannual retreats
  • Overseeing the transformation of the organisation during a period of rapid growth, including organisation management and budget skills
  • Working closely with the Development Director on the organisation’s social events, membership development and high donor programs, including direct mail, one-on-one solicitation, grant applications, celebrity cultivation, 10th Anniversary Membership Party, and Humanitarian Awards Galas
  • Reorganisation of financial management, including the creation of a new, computerised accounting system, financial reports, and 20 departmental budgets


  • Increased annual budget of $3.5 million in 1987 to $10.5 million in 1991
  • Managed growth in full-time staff from 35 to 85
  • Membership increased from 200,000 in 1987 to 350,000 in 1991
  • Relocated organisation twice
  • Transformed organisational management to enable the organisation to grow from a grassroots group with national presence to an internationally respected and innovative organisation
  • Directed the implementation of a corporate identity program for the organisation’s publications (magazine-style guide, shopping guides, flyers, posters, video covers, exhibition materials, etc.); house journal PETA News; and special publications (PETA Guide to Compassionate Living, Shopping Guide for Caring Consumers, 10th Anniversary Humanitarian Awards Gala Program, etc.)
  • Redesigned and relaunched existing merchandise mail order program with the PETA Catalog for Cruelty-Free Living, a 32-page catalog featuring Paul and Linda McCartney on the front cover, which increased annual gross income from $225,000 with a net loss of $50,000 to $1.35 million with net income of $240,000 in 1-2 year period

Photo caption: The PETA Catalog for Cruelty-Free Living I produced.