Alpharetta, Ga.—Alliance Flooring appointed Rachel Stanley as vice president of member experience, an executive role focused on strengthening engagement, retention and long-term member value. 
Stanley brings 15 years of experience building and scaling customer experience, adoption and retention functions across technology and manufacturing organizations. Most recently, she served as vice president of customer experience at Brava Roof Tile. There, she built and led a 25-person CX organization that supported revenue growth from $125 million to $225 million.
Before Brava, Stanley held the role of vice president of customer experience at Banzai, a SaaS marketing technology company that went public in 2023. At Banzai, she led customer success, onboarding and support initiatives that achieved 115% net revenue retention.
In her new role, Stanley will lead Alliance Flooring’s member experience strategy and serve as the voice of the member at the executive level. Her focus will include strengthening program adoption. She will work to improve engagement and retention. She will also help members clearly understand the financial value of Alliance programs.
“Alliance Flooring has always been built on relationships and helping independent retailers succeed,” said Ryan Dunn, co-CEO of Alliance Flooring. “Rachel brings a rare combination of strategic leadership, operational discipline and a deep understanding of how experience impacts business results.”
Stanley’s connection to Alliance Flooring spans decades. She attended early Alliance conventions as a teenager and worked for the company early in her career. She later built her professional reputation independently.
“After two decades of developing the experience and leadership skills needed for this moment, I am excited to return and focus on delivering exceptional value to Alliance members,” Stanley said.