Mark has over forty years’ experience in marketing and public relations. He has been a Creative Director with advertising firms and a Senior Executive with publishing organizations in the San Francisco Bay Area. His skills and experience in public relations are extensive and include work in radio & TV production, copy writing, and publishing. Mark founded Data Instincts in 1998, and has since coordinated public outreach for dozens of recycled water projects throughout the United States and has advised on reuse internationally, both non-potable and potable reuse. Mark co-authored the Water Research Foundation’s Developing Model Communication Plans for Advancing Awareness and Fostering Acceptance of Direct Potable Reuse. And was a contributing writer to the World Health Organization’s Guidelines for Potable Reuse published in 2017.
He currently serves on the Board of Trustees for WateReuse California and the leadership committee for the Communication Collaborative Group. And in 2024, was awarded the prestigious “Bahman Sheikh Award for Vision in Water Reuse”.
Mark served on the city council for the Town of Windsor and was Mayor in 2016.
Ryan brings over 12 years of experience in project management, public outreach, and regulatory compliance. He has worked extensively on several potable reuse projects including OneWater Nevada, Diablo Water District, and SF-Peninsula Regional PureWater. Ryan has coordinated public outreach and communication on behalf of the cities of Santa Rosa, Rohnert Park and Windsor for construction projects and other initiatives. He currently sits on the Planning Commission for the City of Cotati. Prior to joining Data Instincts Ryan was a Financial Institutions Examiner with the Federal Reserve Bank of San Francisco.
Julia, our social media specialist, brings over eight years of experience and is dedicated to staying current with the latest trends and strategies. With a background in social media management, email marketing, and communication, she brings a fresh perspective to Data Instincts. Julia also spent three years working at a real estate investment company in San Francisco, and was responsible for construction outreach and project coordination. She holds a Bachelor’s Degree from San Francisco State University in Communications.
Malcolm’s wide experience in communications, public and media relations, and writing includes over 25 years in local government, as well as private-sector public relations account management. He offers a deep, strategic skill set, having handled all aspects of communications planning and implementation for a diverse range of projects ranging from water conservation and reuse, recycled water, and transportation, to local polystyrene container and plastic bag ordinances, construction, and parks/open space. Malcolm holds a BS in Business Administration/Marketing from San Jose State University, and has a certificate in “Crisis Communications and the Media” through the California Standardized Training Institute (CSTI).
Alicia is a graphic design and marketing professional. Her background includes work with a variety of companies, ranging from non-profit organizations to high technology firms. She is experienced in bringing together targeted design and graphic elements, in conjunction with well-written copy. She has been working with Data Instincts for over 10 years. Alicia holds a Bachelor’s Degree from San Jose State University in Advertising and Graphic Design.
Mike is a senior water resources planner with 44 years of experience. He has been engaged in recycled water studies and analysis for the Bay Area for over 38 of those years starting with the original San Francisco Bay Area Regional Water Reuse Study in 1979 and through regional Title XVI studies that included BARWRP in the 1990’s and the ongoing North Bay Water Reuse Program since 2003. He is familiar with numerous WaterSMART funding opportunities, including construction funding for congressionally authorized Title XVI projects, funding of Feasibility Studies, the Basin Studies Program, and the Drought Contingency Program. Mike offers a broad perspective to each project that enables him to examine options clearly, use available resources, and evaluate each potential solution to meet overall water agency goals. He is comfortable and accomplished working closely with Boards of Directors and City Councils to face tough water issues using a range of decision making tools.
Sierra is a marketing and outreach specialist with a strong focus on environmental outreach, sustainability education, and community-based programming. She worked for the Town of Windsor for two years as a Water Conservation Specialist, where she supported outreach strategies for the Town’s Net Zero Wastewater Program. With experience in design, social media management, and community engagement, Sierra brings a thoughtful, research-driven approach to translating complex environmental topics into accessible and engaging messaging. She holds a degree in Geography, Environment, and Planning from Sonoma State University and currently serves as the Hospitality and Marketing Manager at Michel-Schlumberger Wine Estate, where she connects environmental stewardship to the wine industry.
Bill Bailey comes to Data Instincts with a background in customer service. He has over 36 years in the grocery business. Bill has been working with the public on projects with the City’s of Santa Rosa Stony Point Road improvements and in Rohnert Park, improvements to Rohnert Park Expressway and infrastructure related to the Brookfield housing developments.
