Bethany Cano

Bethany Cano is a seasoned higher education professional with over 18 years of leadership in financial aid and enrollment strategy. As a Senior Associate Principal at EAB, she partners with colleges and universities to uncover data-driven insights that drive student enrollment, optimize financial aid, and enhance institutional effectiveness. Bethany's career is defined by her ability to develop innovative financial aid models, manage multimillion-dollar budgets, and lead cross-functional teams in meeting and exceeding enrollment and revenue goals.

Previously, she served as a senior consultant at Ruffalo Noel Levitz, where she crafted customized financial aid strategies that significantly boosted student recruitment and retention. Her leadership roles at institutions including Washington & Jefferson College, Lamar University, and Rice University showcase her strength in endowment optimization, regulatory compliance, and diversity-driven awarding strategies. At every stage, she has demonstrated a deep commitment to improving access and affordability in higher education.

Bethany lives in Houston, Texas, with her husband and cat, Miss Kitty. In her free time, she enjoys Gulf Coast fishing, cooking, and is an avid reader.