California Academy of Sciences Promotes Cathy Estelle to Chief Sales and Operations Officer

SAN FRANCISCO, CA (June 4, 2025) — The California Academy of Sciences is pleased to announce the promotion of Cathy Estelle to Chief Sales and Operations Officer, a newly created role that leverages Estelle’s expertise and Academy experience to deliver streamlined operations and sustainable revenue growth.

Estelle, who most recently served as the Academy’s Senior Director of Sales and Revenue, has been a key contributor to the Academy for more than a decade. She brings over 20 years of experience in sales, marketing, and business development across the hospitality, technology, and museum sectors.

In her new role, Estelle will oversee the Academy’s earned revenue portfolio—including ticketing, retail, food and beverage, NightLife, event rentals, and guest experience operations—as well as building operations and IT. Her focus will be on driving revenue, optimizing systems, enhancing the visitor experience, and aligning cross-functional strategies in support of the Academy’s mission.

Since joining the Academy in 2014 as Director of Sales and Business Partnerships, Estelle has led with strategic vision and cross-functional collaboration. She has spearheaded major initiatives including the launch of the Academy’s first ever summer camp, revamped daytime admission pricing structure, a refresh of the children’s retail store and the Academy Café, and operational improvements to the 21+ Thursday evening NightLife program.

“As a seasoned expert in her field, and with over a decade of leadership at the Academy under her belt, Cathy is perfectly poised to take on this new role and drive the Academy’s operational excellence and strong revenue performance,” said Executive Director Scott Sampson. “Cathy is known for her engaging spirit and ability to connect teams across departments to achieve ambitious goals, and has a natural knack for using data-driven strategies to elevate the visitor experience while improving internal processes. Her deep institutional knowledge, operational expertise, and collaborative spirit will be tremendous assets to the Academy’s next chapter.”

“I’m thrilled to take on the role of Chief Sales and Operations Officer,” said Estelle. “It’s an exciting opportunity for me to support our institution’s vital work to regenerate the natural world during a critical time for museums and all cultural institutions. I look forward to enhancing our revenue and visitor experience by creating more opportunities for guests to engage with our mission.”

Before joining the Academy, Estelle held leadership roles at Greystone and Handlery hotels. She holds an MBA from San Francisco State University and a BA in Marketing from Fairleigh Dickinson University, where she played Division I volleyball. Outside of work, Cathy enjoys coaching her daughter’s club volleyball team and exploring the East Bay, where she now lives after many years in San Francisco