About Us


Critical Metrics helps you better understand how employees impact your business through measurement and analytics. We help you measure and leverage key insights about your culture, employee engagement and investments in human capital.

We are based in Seattle, WA with regional representation in the Philadelphia and New York markets. Our footprint extends nationally with a network of experienced consultants with deep expertise in measurement, analytics and organizational sciences.

Meet our team below!


David Youssefnia, Ph.D. | President & Founder

David works with companies to help them create insights about employees, customers and business success through the application of organizational research techniques, measurement and analysis. In other words, he’s a metrics guy. Having started his career in the survey world has allowed David to work with a wide variety of organizations in a number of industry sectors, including financial services, consulting, information technology, retail, healthcare, automotive and telecommunications. Since 2004, Critical Metrics has been retained by world-class organizations such as The United Nations, salesforce.com, and the MetLife Insurance Company. He has also worked with world-class associations like the Entrepreneurs’ Organization and The Young Presidents’ Organization and provided services to non-profit organizations like the Experience Music Project | Science Fiction Museum, and the Michael J. Fox Foundation for Parkinson’s Research. Prior to founding Critical Metrics, David was as a senior consultant for a global HR consulting firm. David has spoken and presented his research at international conferences and is also an active faculty member of Baruch College’s International Executive MS Program in Management of HR and Global Leadership. David received his B.A. in Psychology from the State University of New York at Albany and his M.S. and Ph.D. in Industrial-Organizational Psychology from the City University of New York. David currently is an advisor to several emerging companies focused on HR tech. He has also served on the advisory board of a venture capital firm that specializes in companies that create brand experiences on the consumer level.

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Charles Scherbaum, Ph.D. | Director of Research & Analytics

Charles heads up research and analytics for Critical Metrics. He is an expert in all matters related to analytics, employee research methods, assessment, employee staffing, and employee attitudes. Charles has been involved in numerous analytics projects involving employee, customer and business metrics and focuses on helping clients link employee metrics to organizational performance and financial metrics. Charles has presented his research in these areas across the globe and regularly publishes the results of his research in peer-reviewed outlets including Personnel Psychology, Organizational Research Methods, Educational and Psychological Measurement, and Leadership Quarterly. He has recently authored a chapter on key driver analysis that will be appearing in the Handbook of Employee Engagement.

Charles is also an associate professor of psychology at Baruch College, City University of New York. Charles holds a B.S. degree in psychology from the University of Washington, a M.S. and a Ph.D. in Industrial-Organizational Psychology from Ohio University. He is a member of the Society of Industrial and Organizational Psychology, American Psychological Association, Academy of Management, and the Society of Human Resource Management. He is also past-president of the Metropolitan New York Association for Applied Psychology.

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Lauren Kane, Ph.D. | Senior Consultant

Lauren’s responsibilities include project management and support for client engagements, including survey development, data preparation and analysis, and presentation development. Prior to joining Critical Metrics, she has worked on various consulting projects involving assessment, selection, and talent management and development. She has also taught psychology courses at Baruch College (CUNY). Lauren received B.A.s in Psychology and Communication Studies at the University of Richmond. She holds an M.S. and Ph.D. in Industrial-Organizational Psychology from the City University of New York. She is a member of the Society for Industrial and Organizational Psychology and the Philadelphia Human Resources Planning Society.

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Teanna Blees, M.A. | Analyst

Teanna is currently pursuing her Ph.D. in Industrial-Organizational Psychology from Seattle Pacific University. She is dedicated to improving organizational effectiveness and helping people develop to their fullest potential. At Critical Metrics, she is responsible for data management, analytics, and providing support for client projects. As a doctoral student, her research agenda involves the design and implementation of effective organizational change initiatives, as well as discovering how framing can influence the way individuals approach their work-life balance. Prior to Critical-Metrics, Teanna has worked on several independent consulting projects that involve organizational development, program evaluation, and training.

Outside of work and school, she is the Director of Events for the Center for Leadership Research and Development, and helps provide networking opportunities for current students looking to penetrate the I-O job market. She is a lifelong athlete, playing basketball at the collegiate level and is now an avid CrossFitter. She holds a B.A. in Psychology from Elizabethtown College, a M.A. in Industrial-Organizational Psychology from Seattle Pacific University, and is a member of the Society for Industrial and Organizational Psychology.

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Ester Matskewich | Analyst

At Critical Metrics, Ester works on data preparation and analysis, survey and presentation development, and providing support for client projects. She’s committed to streamlining the feedback process, investigating and improving workplace culture, and implementing design to showcase data.

Ester received a B.S. in Psychology at the University of Washington, where she also works at the Stereotypes, Identity, and Belonging Lab, a social psychology lab that researches how cultural factors shape our social identities and behaviors. Outside of work, Ester loves developing her fine art/design, running, and cooking skills. She looks forward to pursuing further education in Industrial/Organization Psychology and Social Psychology in the future!

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Our Consultant Network


Bill Battle, Ph.D.

Bill Battle is an I-O Psychologist, leadership coach, and management consultant based out of New York City. His goal is to leverage his skills, knowledge, and drive for world-class organizations to directly impact their bottom line and foster the growth of their leaders and their teams. Currently, he focuses on assessment, feedback delivery, and executive coaching, frequently through his participation in assessment centers.

His clients and projects encompass a wide range: from Fortune 10 companies to small start-ups; from public to private to governmental entities; from organization-wide change efforts to 1-on-1 coaching; and across the technology, finance, healthcare, education, consulting, and manufacturing fields. Recently, he has concentrated in the technology and financial services fields.

Bill has practiced in the field for over 18 years. He creates custom written feedback reports grounded in psychology and backed by his ability to conduct meaningful interviews and to administer or create appropriate assessment tools based on client needs. He has successfully designed and delivered best-in-class assessment centers, competency modeling initiatives, succession planning protocols, executive-level training programs, and performance management systems.

He earned his BA from George Washington University and his MA and Ph.D. In I-O Psychology at New York University. His dissertation, “Women’s Inhibition of Self-Advocacy: Avoiding the Consequences of Gender Deviance,” focused on assertiveness in women at work and how they can successfully negotiate for better outcomes. Bill was awarded a McCracken fellowship to attend NYU and is currently an adjunct professor in their Master’s Psychology Program, where he teaches The Psychology of Judgment & Decision Making and The Psychology of Conflict & Negotiation.

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Maria Carrero, Ph.D.

Maria Rosa Carrero has consulted for more than 13 years with a wide variety of clients – from Fortune 100 Companies to non-profit clients in the education sector. Maria Rosa leverages organizational research methods to develop employee metrics and feedback systems and evaluate programs and initiatives. She currently consults at The Coca-Cola Company in their global employee opinion surveys, monthly pulse surveys, workforce metrics, and linkages between employee opinions and performance measures. Maria Rosa has also taught doctoral-level courses. She is fluent in Spanish and enjoys working with clients that have a diverse or global employee population.

Maria Rosa earned an AB degree in Psychology from Duke University, an MS in Industrial and Organizational Psychology from Baruch College and a Ph.D. in Industrial and Organizational Psychology from the Graduate School of the City University of New York. She is a member of the Society of Industrial and Organizational Psychology.

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Ann Demarais, Ph.D.

Ann is a cognitive psychologist with over twenty years of experience in applied psychology. She has a broad background in consumer and market research including work with clients in the home products, apparel, and consumer goods industries. Ann designs qualitative and quantitative research studies, moderates focus groups, conducts in-depth interviews, performs interpretive analyses and prepares research reports that have helped clients make informed decisions on strategic issues.

Ann is also an executive coach and management trainer for leaders in American and International Fortune100 companies. She provides training in leadership development, change management, strategic thinking, relationship management, and the development of strategic alliances. She coaches individuals through personal and professional challenges, including issues related to culture and gender.

In addition to her corporate work, Ann owns and operates a business in which she coaches individuals in self presentation in social and business situations, as well as job interviews. She has co-written a book: First Impressions: What You Don’t Know about How Others See You, published by Bantam Books (2004), translated into 24 languages. She has been featured on the Today Show, Good Morning America, 20-20, NPR, The BBC, The London Times, among many other venues. Ann holds a Ph.D. in Psychology from New York University.

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Marcus Dickson, Ph.D.

Marcus is a Professor of Industrial/Organizational Psychology at Wayne State University in Detroit, Michigan. He was a charter member of the Global Leadership and Organizational Behavior Effectiveness (GLOBE) Project – the largest study of leadership across cultures ever conducted – as well as a member of the GLOBE Coordinating Team and Co-Principal Investigator on that project for several years. He received his Ph.D. in I/O Psychology from the University of Maryland in 1997, and his bachelor’s degree from West Virginia Wesleyan College. His research interests include leadership and leadership development, cross-cultural organizational culture analysis, organizational climate (especially ethical climate and climate for innovation), and computer-mediated communication in organizations. He currently serves as a member of the Editorial Board of The Leadership Quarterly and Academy of Management Learning and Education, and his work has appeared in Journal of Applied Psychology, The Leadership Quarterly, Applied Psychology: An International Review, The Annual Review of Psychology, and The Handbook of Organizational Culture and Climate, among several others.

Marcus has extensive experience working with large, complex organizations, often under conditions of adversarial scrutiny. He has consulting experience in the areas of personnel testing, selection, and assessment with a variety of clients including both small and large metropolitan governmental jurisdictions, as well as for-profit organizations and non-profit professional societies and social service organizations. Prior to beginning an academic career, he had employment experience in disaster relief coordination, homeless shelter management, and organizational communications consulting.

Marcus has been recognized for excellence in teaching by Wayne State University, the University of Maryland, and the Society for Industrial-Organizational Psychology. He has taught courses and seminars at the undergraduate, master’s, MBA, doctoral, and executive levels, as well as having taught in several countries including Singapore, Taiwan, Ireland, and the US.

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Jerry Zevin, M.A.

Jerry is a senior organization development leader with over 30 years of experience in enabling clients’ success with mission critical initiatives. He has demonstrated success in delivering business return on investment through pro-active strategies designed to pre-empt predictable crises. Jerry has worked as an internal consultant in several organizations, and currently manages his own independent consulting practice. Jerry prefers to take on work in situations of challenge, including maximizing revenue, organization turnaround support, technology implementation, business model/strategy shift, organization redesign, and human resource development. Jerry’s consulting helps clients create strategies to maximize human and organization performance. His work focuses in the areas of strategic organization and culture change, change management, organization design, team development, executive coaching and development, strategic human resource systems, and survey design. He has done extensive work in the areas of leadership development, performance management and 360 degree feedback and employee engagement. Jerry received a B.A. in Political Science from California State University, Northridge, and an M.A. in Clinical Psychology from Pepperdine University. He has done a great deal of advanced work at the Gestalt Institute of New England and the NTL Institute. He is a graduate of the Advanced Program in Organization Development at Columbia University. He is certified in a number of instruments including the Myers Briggs Type Indicator and the DiSC System. Jerry is involved in a number of professional organizations, including the National Human Resource Association, the Organization Development Network, and the Human Resource Strategy Forum.

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