Staff

Holly Masek
Executive director
Holly Masek is the executive director of the Rochester Downtown Alliance (RDA). Before joining the RDA, Holly served as Director of Public Realm for Ashkenazy Acquisition Corp. (AAC), a real estate investment firm, where she managed community engagement, placemaking, and tourism strategies for AAC’s Iconic Portfolio, with a focus on the Boston market. Prior to joining AAC, Holly was a project analyst for Biederman Redevelopment Ventures, where she advised public, private, and non-profit clients on public space development and revitalization. Holly brings communications, marketing, and hospitality expertise to her planning and community development work. Her previous experience includes managing digital content for the Boston Planning and Development Agency and directing marketing and programs for a Belize-based jungle lodge. Holly has a master’s degree in Urban Planning from Harvard University’s Graduate School of Design and a bachelor’s degree in Human Geography from Boston University.
Kanika Couchene
Director of events & strategic partnerships
Kanika comes to the RDA from a manufacturing company where she served as the global executive assistance and event planner. Her previous experience includes being a continuing medical education event specialist and HR program coordinator at Mayo Clinic, and program director at The Mentor Network - REM River Bluffs Region. She received a bachelor’s degree in psychology and minor in communication from Ferris State University in Big Rapids, Michigan.
Katie Adelman
Director of content & communications
Katie Adelman is the Director of Content and Communications with the RDA. Although a native of Ortonville (west-central Minnesota), Katie spent her childhood traveling to the Rochester area to visit extended family and considers Rochester a second hometown. She received an associate degree in digital art and design from Rochester Community and Technical College in 2010 and a bachelor’s degree in mass media with an emphasis in public relations from Minnesota State University, Mankato in 2014. Katie looks forward to inspiring others to find what makes Rochester home for them and to getting further involved in the Rochester community.
Lauren Contreras
Director of business operations and stakeholder engagement
Our director of business operations and stakeholder engagement, Lauren, moved to Rochester from Seattle, Washington in 2019. Her favorite thing about downtown Rochester is the variety of awesome restaurants all within walking distance. Prior to joining RDA, Lauren was a program manager for Amazon Prime Video. Coming from the technology industry, she brings a data driven and design-thinking approach to problem solving and process improvement. She is a lover of film and TV, design, podcasts, trivia, and all living things, especially her miniature dachshund, Honey.