Announcing New Executive Director and Leadership Update

The Conservation Alliance Announces Nicole Rom as New Executive Director

BEND, Ore. (November 2, 2022) –  – The Conservation Alliance (TCA), the leading national business coalition working to conserve land and water, has selected Nicole Rom as the organization’s new Executive Director. In addition, TCA’s interim Executive Director, Shoren Brown, will elevate to Vice President of Public Affairs.

“We are thrilled to announce Nicole Rom as Executive Director and believe she is the ideal leader for The Conservation Alliance at this critical moment for the organization,” says Hans Cole, TCA Board Chair and Head of Environmental Activism, Campaigns and Grants at Patagonia, Inc. “Her background in climate and conservation combines passion with experience. She’s bringing her expertise and leadership to a strong team that’s continuing to represent the voice of business in protecting wild places and outdoor spaces.”

Rom brings over 20 years of nonprofit leadership experience driving conservation and climate change solutions. While leading Climate Generation, the organization transitioned from a founder start-up established by polar explorer Will Steger, to a nationally recognized nonprofit with over two million in annual revenue. She established Climate Generation as one of the leading climate change education organizations nationally, earning recognition from the Obama White House and giving presentations at the Global Climate Action Summit and United Nations climate conference. Energy News Network recognized Rom as a 40 Under 40 Clean Energy Leader in 2015 and Nicole was featured in the Women in Energy series by the Minnesota Clean Energy Resource Teams in 2018. 

“I’m thrilled to use my experience in philanthropy, advocacy, and the outdoors to support conservation and nature-based climate solutions with The Conservation Alliance team,” said Rom. “TCA has tremendous momentum, and I am eager to help usher the organization into the future and deliver on our goals. This will include strategic focuses on our priority conservation campaigns, from Boundary Waters and Bristol Bay to the Castner Range in Texas, and further advancing the Confluence Program, which is focused on intentionally connecting with historically racially excluded people for the protection of natural places.”

TCA’s board of directors elevated Shoren Brown, who served as interim Executive Director during the search process, into Vice President of Public Affairs. Brown, whose previous role with TCA was Government Affairs & Advocacy Director, will head the Alliance’s work on advocacy and communication as TCA continues to expand.

“We’re lucky to have an extraordinary team at TCA to represent the voice of business in the conservation world,” says Cole. “Shoren’s leadership and depth of experience in policy and communications will play a crucial role for TCA through strong representation in DC and effective communication with our stakeholders. We’re confident that Shoren will play a key role helping The Conservation Alliance succeed in the years to come.”



About The Conservation Alliance 

The Conservation Alliance is an organization of 270 like-minded businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands, and climbing areas throughout North America. Membership in the Alliance is open to all companies who care about protecting our most threatened wild places for habitat and outdoor recreation. Since 1989, we have contributed more than $27,370,000 in grants to conservation organizations whose collective efforts have helped protect 73 million acres of land and 3,580 miles of rivers; stop or remove 37 dams; acquire 21 climbing areas; and designate five marine reserves. For complete information about The Conservation Alliance, visit

Please direct media inquiries to Shoren Brown at