Skip to main content

Selina Parker, M.A.

Association Transformation & Member Experience Leader

I help membership organizations turn strategy into coordinated execution — connecting member insight, governance, workforce capability, and the systems that support daily operations.

Organizational Architect · Originator, Association Architecture™

Professional Associations · Trade Associations · 501(c)(6) Industry Organizations · Member Service Organizations

Explore My WorkStart a Conversation

About

Member experience, operating design, and organizational change.

Selina Parker, M.A., Organizational Architect

My work sits at the intersection of member experience, operating design, and organizational change. I connect what an organization intends to deliver with the decisions, capabilities, processes, and technology needed to deliver it.

Today, I work in Member Experience, focusing on journey mapping, governance, and program design. My background spans association operations, business turnarounds, enterprise change, and founder-led ventures. Across these settings, my contribution is to make complex work understandable, establish ownership, and help teams move from plans to repeatable execution.

I am the founder and owner of MBM360, which supports mental and behavioral health associations; its team runs day-to-day operations. I also built and own Mental Health Events Network, a platform for discovering and sharing professional events and continuing education opportunities.

Graduate training in industrial-organizational psychology informs how I approach leadership, adoption, and workforce capability. I developed Association Architecture™ through association operating and design work. I am pursuing the Certified Association Executive (CAE) designation and deepening my knowledge of business and enterprise architecture to strengthen how I connect strategy, organizational capabilities, processes, information, and technology.

My Work

Leadership focus

Member experience and value

Connect member research and journey design to service and operating decisions.

Strategy execution

Translate priorities into ownership, sequencing, working standards, and measures.

Governance and continuity

Clarify decisions and preserve institutional knowledge through transitions.

Workforce and technology adoption

Align capability, process, and implementation so new systems can be used effectively.

Case Summaries

Two examples of the work

Digital strategy and operating design

Digital media venture · Fractional Chief Digital Strategy & Operations Officer

Focus of the work
Connecting digital operations, technology adoption, workforce planning, and financial planning.
My responsibility
As fractional Chief Digital Strategy & Operations Officer, I worked with executive leadership to develop digital operations and AI strategy, and partnered with the CFO on financial projections and staffing plans.
What I delivered
Digital operations and AI strategy; HR and data privacy frameworks; one-, three-, and five-year financial projections developed with the CFO; and planning for staffing and partner revenue-sharing arrangements.
Documented milestone
Executive approval of the digital operations and AI strategy.

This work informs how I connect strategy, financial planning, workforce capability, and technology decisions in membership-based organizations.

MBM360 operating model

Association operations for state professional associations

Focus of the work
Designing service delivery across membership, events, continuing education, communications, and governance support.
My responsibility
As founder, I designed the operating model, built the delivery team, and led modernization engagements and board reporting. I later transitioned daily operations to the team and retain ownership.
What I delivered
An operating model serving three state professional associations; a distributed team of up to nine; modernization engagements; governance and onboarding resources; board reporting; and a joint continuing-education partnership between two associations.
Current operating arrangement
The delivery team runs daily operations; I retain ownership.

Selected Work

Selected ventures and systems

  • MBM360

    I built an association operations business serving mental and behavioral health professional associations. My work included operating workflows, governance resources, team development, and modernization programs connecting membership, events, continuing education, and communications. I transitioned daily operations to the delivery team and retain ownership.

  • Association Continuity System

    I developed the Association Continuity System to support governance and continuity through association leadership changes, connecting institutional knowledge with practical operating and transition resources.

  • Mental Health Events Network

    I built and own Mental Health Events Network, a platform that helps clinicians, associations, and continuing education providers discover and share professional events and learning opportunities.

115

Largest Team Led

Fortune 100

Employment & Consulting

3

State Professional Associations Served

The Approach

Association Architecture™

Four systems. One integrated design. Association Architecture connects governance, continuity, operations, and member value to help leaders clarify responsibilities and coordinate work through change.

SYSTEM 01

Leadership & Governance

How authority flows, decisions are made, and accountability is enforced.

SYSTEM 02

Institutional Memory & Continuity

How standards and knowledge survive leadership turnover.

SYSTEM 03

Operations & Execution

How work moves from idea to decision to action to result.

SYSTEM 04

Member Experience & Value Delivery

How members consistently receive value — not just promises.

The full approach — its principles, the four systems, and Workforce Architecture — lives on its own site.

Explore the Approach →

Implementation

From operating design to implementation

I connect organizational design with delivery — leading platform modernization, shaping workflows and adoption, and building selected tools when that is the right solution. My portfolio explains the operating problems, design choices, implementation roles, and evidence behind the work.

View the Technical Portfolio →

Credentials

Grounded in behavioral science.
Informed by operating experience.

Earned qualifications

I/O Psychology (M.A.)

The Chicago School of Professional Psychology. The behavioral science foundation for understanding how people actually function inside organizations.

Lean Six Sigma Black Belt

Process architecture — designing repeatable, measurable operational workflows that eliminate waste and drive continuous improvement.

Leading SAFe Agilist

Agile governance at enterprise scale — decision rights, cadenced execution, portfolio management, and continuous delivery.

Areas of practice

Change Adoption & Implementation

Designing adoption into governance — role clarity, decision rights, training architecture, and reinforcement — so systems stick after leadership turnover. Applied across Fortune 100, startup, and membership organization contexts.

AI Governance & Responsible Adoption

Practitioner in AI governance and responsible adoption — designing the guardrails, capability frameworks, and human-centered adoption systems that ensure technology strengthens institutions rather than amplifying their dysfunction.

Founder & Builder

Built MBM360's association operating model and delivery team, developed governance resources, and built Mental Health Events Network. MBM360's team now runs daily operations; I retain ownership.

Professional development · in progress

Pursuing the Certified Association Executive (CAE) designation. Continuing study in business and enterprise architecture.

If This Sounds Like Your Organization

The organizations that need an Organizational Architect

When progress stalls, I examine how responsibilities, processes, capabilities, and systems interact — and where changes could help people deliver more effectively.

  1. 01Membership organizations modernizing operations or replacing legacy systems
  2. 02Trade associations and 501(c)(6) organizations whose governance has outgrown its original design
  3. 03Organizations adopting AI without the governance to hold it
  4. 04Member institutions preparing for leadership transition or growth
  5. 05Organizations whose strategic plan has outpaced the workforce built to execute it

Writing

The argument, in the open.

All writing →

Speaking

Invited to teach anotherinstitution’s members.

Arkansas Psychological Association, October 2024 — From Therapy Room to Thought Leader: Harnessing Media and AI, a session in the association’s APA-approved continuing-education program, presented with Dr. Margaret Rutherford. Sessions for boards, executive directors, and professional associations on governance design, AI adoption and governance, institutional continuity, and member experience.

Speaking & Presentations →

Connect

Start a conversation.

I welcome conversations about association transformation, member experience, governance, and speaking. Connect with me by email or LinkedIn.

LinkedInEmail

Consulting inquiries

For organizational consulting inquiries, use the separate Association Architecture™ briefing booking.

Schedule a Consulting Briefing