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Cal Farley's > About Us > Senior Leadership

Senior Leadership

Dan Adams
President and CEO

As President and CEO of Cal Farley’s and the Cal Farley’s Foundation, Dan Adams provides oversight for all programs and services, supporting operations, finance, fundraising, and asset management. Please click the link below to read his biography.

(Dan Adams Biography)

Mark Strother

Executive Vice President and Chief Operating Officer

Mark A. Strother is a Texas native who is dedicated to his career of helping others. Mr. Strother acquired a bachelor degree in business administration and a master degree in education. He also is a Licensed Child Care Administrator. Before joining Cal Farley’s in 2002, he worked with other social service organizations around Texas including the Methodist Home in Waco; and the Lee and Beulah Moor Children’s Home in El Paso. Currently, Mr. Strother serves as president-elect for the American Re-ED Association (AREA), and as feature editor of Resilient Brain, in the Reclaiming Children and Youth journal. Mark has been married to Deb for 20 years and together they have four children and three grandchildren.

Belinda Palacios
Senior Vice President for Community Based Services 

Belinda Palacios received a bachelor degree in psychology in 1987, and a master degree in education in 1989. She gained experience in the private, hospital and criminal justice sectors of psychiatry, and has worked in the residential treatment and counseling center settings before coming to Cal Farley’s in 1997. She oversees all aspects of the organization’s community-based services. Moreover, she serves as liaison for Cal Farley’s with numerous area, state and national public and private social service organizations. Palacios is a volunteer peer reviewer for the National Council on Accreditation.

Susan Carter
Senior Vice President, Development and Marketing

Susan Carter has been with Cal Farley’s for more than 16 years, holding a variety of fundraising positions. She earned her MBA at Texas Tech University and her BA in Political Science from West Texas A&M University. Susan is an active member of the Direct Marketing Association and the Association for Fundraising Professionals.  She is a former member of the board of directors for the Texas Plains Chapter of the Association for Fundraising Professionals and provides fundraising training through the AFP chapter, the Non-profit Service Center and other venues. Prior to her career at Cal Farley’s, Susan was in the hospitality industry holding leadership positions  for Hilton Hotels.  Her experience also included key roles at premier Hilton properties such as the Point Hilton Resorts in Phoenix, Arizona and the Hilton Anatole in Dallas, Texas.

Holly Novak
Senior Vice President, Human Resources

Holly Novak has been with Cal Farley's for more than a decade both in the Human Resource area as well as in Operations to include program evaluation and outcomes, COA reaccreditation coordinator, strategic planning, budgeting and operations training. Originally from the small town of McLean, Texas, Holly graduated from Texas Tech University with a bachelor's degree in management and with her Master's of Business Administration from Texas Tech in 2014.  Holly received her Professional Human Resource Certification in 2004 and her Senior Professional Human Resource Certification in 2008. She also serves as the President for the Panhandle Human Resource Association and as a District Director for the Texas SHRM Council.


Megan Crawford
Vice President, Finance & Controller

A Texas native, Megan Crawford has worked in the accounting field for more than a decade. She began her career in Florida before returning to Texas, where she earned her Certified Public Accountant certification in 2007. Megan is a member of the American Institute of Certified Public Accountants, the Texas Society of Certified Public Accountants and the Center City Rotary Club of Amarillo, Texas. She is an alumna of Leadership Amarillo & Canyon and Leadership Women. She also holds a Chartered Global Management Accountant designation. The most important thing to Megan, though, is her two children and her extended family. She enjoys camping, fishing and the great outdoors.

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