About the NPA
The News Product Alliance (NPA) is a 501(c)(3) nonprofit working to make journalism more responsive to the people it serves. Audiences now discover and use information through fragmented platforms, new formats, and AI-mediated interfaces – and that behavior keeps shifting faster than most newsrooms can respond. We help news organizations close that gap: to understand what audiences need, translate it into strategy, and build products and services people actually use.
Our mission is to elevate the discipline of news product management and expand the diversity of news product thinkers in decision-making roles. We pursue it because we believe the future of news requires organizations to align audience, editorial, business, and technology decisions around a single question: what does our community actually need, and how do we sustainably deliver it?
When traditional revenue models broke down, the newsrooms that adapted did so by adopting product practices from digital industries: connecting content to business strategy, serving communities more deliberately, and building new revenue streams. But that capability is still unevenly distributed. Many newsrooms – especially small and local ones – lack the leadership, systems, and capacity to turn audience insight into a durable strategy. NPA exists to build that capacity, and the shared infrastructure the whole field can draw on: talent, processes, standards, and community.
How our work adds up
NPA is the only organization focused on a problem that exists across the entire field: the gap between what audiences need and what newsrooms are built to deliver. To close that gap, we operate at every level of the field at once – with individual practitioners, inside news organizations, and across the broader community of people doing this work. Each layer strengthens the next:
We build community. We connect the largest network of news product professionals in the world – a place to exchange what's working, find the next role, and stay in the field. We also work to diversify who enters and advances in this discipline, breaking down barriers to entry for people from a range of backgrounds and experiences, because those who hold these roles shape what gets built.
We train individuals. Through our first-of-its-kind News Product Management Certification and targeted programs, we equip product professionals with the strategy, technical fluency, and change-management skills to lead through fast-moving, AI-shaped change. We also make training resources and case studies freely available so that learning isn't limited to those who can access a formal program.
We equip news organizations. Through capacity-building initiatives like the GNI x NPA Ai-Powered Next Gen News Sprint and the NPAI Co-Lab, we help newsrooms turn audience understanding into strategy, set clear priorities, and operate as product-led teams, building internal capacity that lasts long after our programs end.
We strengthen the field. Each of these layers compounds. Stronger practitioners build stronger organizations; stronger organizations raise the standard for the whole ecosystem. Once a year, all of it comes together at the NPA Summit, where the community gathers, learning happens in public, and the connections that carry the work forward get made. The result is a news industry better equipped to serve its communities and sustain itself.
Feli Carrique, Executive Director
Feli is an Argentinian journalist and product thinker working at the intersection of media, technology, and sustainability. In her previous role as the Innovation Director at SembraMedia, she worked with news organizations across Latin America, Spain, and the United States to promote innovation and led product design and systems development for the organization. She was also the lead analyst on the recent “Inflection Point International” report published by SembraMedia, which analyzed the innovations, challenges, and threats facing news entrepreneurs across Latin America, Africa, and Southeast Asia. In 2020 she was a chosen ICFJ Professional Fellow, and as a result, she developed Propulsorio’s Product Guide for Latin American media organizations with additional support from SembraMedia. Feli is also a Professor at Universidad Católica Argentina, where she co-created the first news product class in Latin America, and she has led workshops about news product management and journalism business models for several media-support organizations.
Becca Aaronson, Chief Product Officer
Becca Aaronson served as the chair of the NPA’s founding steering committee. Now she serves as the Chief Product Officer for the organization. She previously worked as the Director of Product at Chalkbeat, a non-profit, digital-first network of local newsrooms covering K-12 education in seven cities. At Chalkbeat, she oversaw digital product development and visual storytelling. In 2018, Becca was selected for the Poynter’s Leadership Academy for Women in Digital Media. Becca spent the first eight years of her career at The Texas Tribune, where she became their first-ever product manager. She also co-founded the Tribune’s data visuals team, where she designed, built, and managed several award-winning investigative projects. Becca has a bachelor’s degree in cultural theory from Scripps College in Claremont, Calif.
Madalina Ciobanu, Programs Director
Madalina Ciobanu is a project manager with a decade of experience in community engagement, grantmaking, and program development. Before joining the NPA, she worked with mission-driven news organizations, foundations, and nonprofits to help them articulate and serve the needs of their communities. As a consultant, she has led research into the sustainability of digital native media, delivered impact measurement and evaluation processes for newsrooms, developed guides on impact tracking and AI for local media, and provided training on community engagement and systems thinking for newsrooms operating in news deserts. Prior to this, Madalina was a project manager at the European Journalism Centre, where she delivered more than €5 million in funding and support programs for freelance journalists and news organizations in Europe. She is based in London, UK.
Sam Leguizamon, Sr. Programs Manager
Sam Leguizamón is a project manager with over a decade of experience in the media industry. She is currently a Senior Program Manager at the News Product Alliance (NPA), where she leads strategic initiatives that support and strengthen the global news product community, including the NPA Summit—a global conference for news product professionals—and the News Product Management Certification (NPMC) program. Previously, Sam co-created and led the Chicas Poderosas “Leadership Incubator,” a program that trained 75 media outlets across Latin America in leadership and management skills. She also served as Communications Manager for the same organization, coordinating multidisciplinary teams across the region and leading impactful projects on gender and reproductive rights. Earlier in her career, she worked as a journalist at the local newspaper Somos Jujuy, managed social media strategies, and taught Digital Journalism at the Universidad Nacional de Jujuy, among other roles in the media industry.
Aldana Vales, Sr. Programs Manager
Aldana Vales is a journalist and audience and product strategist who helps news organizations build products, experiences and AI strategies grounded in audience trust. She has worked across local, national and international newsrooms, leading research, engagement and product efforts at organizations including USA Today, The Atlantic, Documented and The Wall Street Journal.She currently runs the GNI × NPA AI-Powered Next Gen News Sprint and the News Product AI Collaboration Lab, working with teams as they respond to shifts in the information landscape, changing audience behavior and the responsible use of artificial intelligence.Aldana has reported from the United States and Argentina, coached newsroom teams across Latin America and collaborates regularly with journalism networks and academic institutions. She is especially interested in how audience work must evolve in an AI-mediated news ecosystem.
Bárbara Pereira, Communications and Marketing Manager
Bárbara Pereira is a journalist and communications professional based in São Paulo, Brazil. She leads marketing strategy across NPA programs and events, oversees content planning and production, and manages multi-platform communications, including email campaigns, social media, and community messaging. Before joining NPA, Bárbara worked in digital journalism at Estadão and CNN Brasil. At Estadão, she focused on social media strategy and hosted a daily Instagram news program covering global current affairs, which received journalism awards. In addition to her work in journalism, she is a LinkedIn ghostwriter for C-level executives and a content creator, running the travel and food website Por Onde Andei.
Margaret Schneider, Community Manager
Margaret Schneider is passionate about making the lives of writers and editors better. She's worked in or adjacent to newsrooms her entire career, serving as a managing editor in city and regional publications, editing books and alt-weeklies, and launching several startup publications. At Newspack, she managed training and documentation for 250 small- and medium-size newsrooms. At Alley, she created the agency's WordPress CMS training program, training hundreds of folks on editorial teams across the U.S. and beyond. Margaret is a Certified Scrum Master with 20 years' experience as a community manager, who has wrangled dozens of launches and redesigns. She is also an artist and musician who's exhibited in New York City, Los Angeles, Miami, and St. Louis.
Our Board of Directors
Our Founders
Becca Aaronson, Daniel Alvarez, Shannan Bowen, Brian Boyer, Kim Bui, Tyler Fisher, Joe Germuska, Mike Orren, Hassan Hodges, Eric Ulken, Emily Withrow, Sharon Pian Chan, Damon Kiesow, Rebekah Monson, Aron Pilhofer and Hal Straus in Dallas, April 2019.
The News Product Alliance was founded in 2020 in response to a larger movement within the news industry with the support and participation of more than 250 people. In April 2019, fifteen news product thinkers met in a Dallas hotel conference room to talk about building a community for people like them. That conversation led to SRCCON:Product, the first conference explicitly for news product people in February 2020. Afterwards, an enthusiastic group of conference participants elected the NPA steering committee to carry that momentum into the creation of a new organization — what would become the News Product Alliance.
We are incredibly thankful for the work of our founding steering committee members: Becca Aaronson, Emma Carew Grovum, Anita Zielina, Kim Fox, Eric Ulken, Luciana Cardoso, Ryan Nakashima, Tony Elkins and Brian Boyer, with assistance from Shannan Bowen, Damon Kiesow, Aron Pilhofer, Cindy Royal and Marco Túlio Pires.
Our Funders
The News Product Alliance is a 501(c)(3) charitable organization. Donors can deduct any contribution made to the organization under IRC Section 170.
The News Product Alliance has received initial institutional support from the John S. and James L. Knight Foundation, Google News Initiative, The Patrick J. McGovern Foundation, The Lenfest Institute for Journalism, The University of Missouri School of Journalism, Arnold Ventures, the Craig Newmark Graduate School of Journalism at CUNY and News Catalyst. We have also received funding from our News Product Alliance Summit event sponsors.
We are currently seeking additional financial support. If you’d like more information about supporting the News Product Alliance, contact Feli Carrique at feli@newsproduct.org. And check our Ethics & Fundraising policy.

