Alison Kal


Alison Kal is an accomplished senior marketing, customer experience, and strategy executive with extensive B2B and B2C experience in a wide range of industries.  Alison was classically trained in brand management and marketing while working as the Product Manager for Dr. Scholl’s Air-Pillo Insoles (Schering-Plough HealthCare Products) and continues to draw on that training to bring a disciplined approach to every position she has held since.  Consequently, one of Alison’s many strengths is her ability to identify customer targets and leverage insights about those targets to create and execute profitable strategies and plans. 

Throughout her career, Alison has gravitated to companies that offer a product or service for which she feels a personal connection.  Alison’s passion for health and wellness has drawn her to the category for multiple positions.  Currently Chief Experience & Strategy Officer for Act!vate Brain & Body, Alison is involved in all aspects of the start-up – ranging from fundraising to creating a roadmap to launch to writing an patentable algorithm.  Previously, as Managing Director, Brand Management at Bally Total Fitness, Alison leveraged a proprietary segmentation study to guide efforts that broke industry records for new member enrollments. 

In senior marketing positions for WGL Energy Services, Hyatt Hotels and Hilton Hotels, Alison once again drew on her classical training.  In these roles, she incorporated psychographic research and segmentation studies to identify key targets on which to base the brands’ positioning, launch new brands, and develop and launch new products.  At WGL Energy Services, she developed and executed extensive employee engagement training to ensure buy-in and understanding at all levels of the organization.

Alison holds an MBA in Marketing from DePaul University and received a BS in Marketing from the University of Wisconsin.  She has lived and worked in Chicago (twice), Southern California (twice), Memphis, and Miami.  Alison is an avid practitioner of Pilates and enjoys exploring the 55 miles of trails and paths in Reston, Va., where she currently resides.  Constant viewing of home improvement shows motivated her to complete a major home renovation that was featured in the 2014 Reston Home Tour.