Sandy Choe
Studied at Yale University
Works at Custom College Counseling | Infinite Futures
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About Sandy
I'm a Yale graduate with a background in finance who found my true passion in education. After beginning my career in investment banking, I transitioned into school admissions, where I've spent years helping families navigate what can often feel like an overwhelming process. My experience spans both public and private school admissions, college counseling, and educational consulting. I previously served as Director of Admissions at a New York City independent school and now work as Director of Enrollment at Infinite Futures, where I specialize in helping families understand the high school admissions landscape while connecting students with College Advisors for their long-term college admissions goals. As both an admissions professional and the parent of two daughters, I understand this process from both sides of the table. I know how important it is for families to feel informed, supported, and confident in their decisions. Whether I'm advising on school fit, admissions strategy, or long-term planning, my goal is always the same: to provide honest guidance, reduce stress, and help every student find the path that's right for them. When I'm not working with students and families, you'll usually find me cooking, traveling with my husband and our two daughters, or cheering them on in their many activities.
Why do I coach?
I coach because I genuinely enjoy helping families navigate one of the most important decisions they'll make for their child. Most parents don't know the right questions to ask or what really matters in the admissions process, and that's where I step in. My goal is to provide honest guidance, clear strategy, and reassurance so families feel informed, confident, and supported every step of the way.
Work Experience
Director of Enrollment
Custom College Counseling | Infinite Futures
June 2025 - Present
I lead enrollment consultations for families seeking high school and college admissions support, helping them understand the competitive landscape and how our team can support their goals. I specialize in high school admissions advising, particularly NYC independent and specialized high schools, including school selection, application strategy, interviews, and timeline planning. I assess each student’s profile and match families with the right level of support and advising plan, while ensuring strong alignment between family goals and advisor expertise. My focus is on making the admissions process clear, grounded, and actionable so families can move forward with confidence.
Lead Program Director
Zenith Prep Academy
May 2024 - June 2025
Hiring Manager
In 2024, I was the highest-performing enrollment lead across the organization, guiding families from first inquiry through signed contract. I worked closely with families to understand their goals and priorities, ensuring they were thoughtfully matched with the right counselor for their needs and that expectations were clearly aligned from the start. I paired this hands-on family advising with weekly data review to inform decisions around pricing, capacity, and program design, always balancing operational insight with the parent perspective. When staffing transitions occurred, I stepped in to maintain continuity with families and preserve trust, communication, and a consistent experience throughout the process.
Director of Admissions
BASIS Independent Schools
May 2021 - May 2024
As Director of Admissions at BASIS Independent, I led families through the full admissions journey, from first inquiry to final placement, with the perspective of both an admissions professional and a parent who understands how high-stakes these decisions feel. I combined data-driven enrollment management with day-to-day advising, helping families think through fit, academic positioning, and school options in a highly selective landscape. I also worked closely with my team to train and coach admissions staff, keep our processes consistent, and make sure our systems reflected how families actually experience the process. When transitions came up, I stayed closely connected to families to maintain continuity and trust throughout their admissions experience.
Director of Operations
NORY
January 2020 - April 2021
As Director of Operations at NORY, I helped scale and stabilize the organization through both growth and the uncertainty of COVID-19, including enrolling families into pod-based programs during the pandemic to keep learning and community access intact. I led the design and implementation of core operational systems across the company, from COVID workplace protocols and return-to-office guidelines to onboarding structures, training manuals, and role-specific development pathways. I streamlined payroll, timesheets, and expense processes, and led the rollout
Director of Emerging Businesses
TestingMom
January 2017 - January 2020
At TestingMom, I served as Director of Emerging Businesses, where I helped build and scale new programs while overseeing core operations and family-facing services. I worked directly with parents on high school admissions consulting, advising on private and public school admissions pathways and testing strategy, and conducted mock playgroups for younger students with detailed feedback to guide families. I also managed a team of tutors and administrative staff, overseeing hiring, scheduling, payroll, and day-to-day service delivery, while partnering with founders on pricing, growth strategy, and overall business direction.
Merchandise Planning Manager
J.Crew
August 2006 - August 2011
As a Merchandise Planning Manager for a $150M women’s division, I owned the financial planning and performance across multiple categories, including sales forecasting, margin management, and inventory optimization. I built and maintained quarterly financial plans, managed open-to-buy, and translated business trends into actionable decisions on buys, pricing, markdowns, and inventory flow. I partnered cross-functionally to ensure financial targets were met and consistently delivered reporting and analysis to drive profitability and disciplined financial execution.
Financial Analyst
Citi
July 2000 - June 2001
As a Financial Analyst at Citigroup, I supported investment banking teams by building financial models, conducting valuation analyses, and preparing client presentations. I analyzed company and market data in Excel and helped develop materials for live transactions and pitches across multiple industries in a fast-paced, deadline-driven environment.
Education
Yale University
BA, Economics
1996 - 2000
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