Dr. Liliana "Lili" Rodríguez serves as Vice President and Managing Director of Greenwood Asher & Associates (GA&A), a division of Kelly Services, Inc. and premier executive search firm that's been helping educational institutions and related nonprofits find transformational leaders for over two decades. What sets Lili apart is her rare combination of psychological expertise, hands-on administrative experience, and genuine passion for the work. She thinks strategically about organizational culture, leadership dynamics, and what it really takes to drive meaningful change in higher education—with an approach that's both evidence-based and deeply human. Before joining GA&A, Lili held executive roles at some of the nation's most respected institutions. As Vice Chancellor of Campus Life at the University of Denver, she oversaw 20 critical departments spanning all aspects of student life. At Swarthmore College, she served as Associate Dean and completely reimagined student engagement and residential life. At Keeling & Associates, LLC, she led the executive search practice as Vice President and Senior Consultant while helping institutions implement sustainable organizational change. Throughout her career, Lili has built a reputation as a passionate student advocate who understands that great educational leadership isn't just about credentials—it's about vision, values, and the ability to inspire real transformation. This commitment earned her the NASPA Region IV James J. Rhatigan Outstanding Dean Award, recognizing her exceptional contributions to students, the student affairs profession, and higher education leadership. Dr. Rodríguez holds a PhD and MS in Psychology from the University of Massachusetts Amherst and maintains an executive coaching certification with a focus in Positive Psychology.