About       

“When a flower doesn't bloom you fix the environment in which it grows, not the flower.”

- Alexander Den Heijer

Just as a flower wilts in unfavorable conditions and blossoms in nurturing ones, so do we. When we create the right conditions, behavior—and growth—flourishes. The mission behind Beauty in Behavior LLC is to create a space where parents and professionals can learn to view the world through the lens of Applied Behavior Analysis (ABA). By understanding behavior, we can support one another in overcoming challenges and growing stronger. Whether you are a student, a curious learner, a parent, or a fellow behavior analyst, we hope Beauty in Behavior inspires you to see the beauty in behavior as we do. Together, we can act as agents of change to make the world better for ourselves and those we support.

Meet the Team

  • Zandra Marie Santella, MA, BCBA

    Founder, CEO

    Zandra stepped into the world of Applied Behavior Analysis (ABA) in 2014, kicking off what would become a fulfilling journey in the field. She earned her Board Certified Assistant Behavior Analyst (BCaBA) credential in 2018, followed by a Master’s degree in ABA in 2019, and finally securing her Board Certified Behavior Analyst (BCBA) certification in 2020. She is also a certified Program for the Education and Enrichment of Relational Skills (PEERS) provider. For over a decade, Zandra has been dedicated to working with autistic children and their families, spanning ages 2 to 20 with various skill sets and challenges in home, school, community, and clinic settings. In 2020, Zandra founded Beauty in Behavior, originally as a blog but later evolving it into a comprehensive platform offering behavior analytic solutions to anyone in need. She co-founded the Asian & Pacific Islander Association for Behavior Analysis (APIABA), aiming to foster collaboration, share ABA knowledge, and tackle barriers faced by Asian and Pacific Islander communities. Her dedication to spreading ABA principles and nurturing the field reflects her belief in compassionate and inclusive practices, ensuring that the benefits of behavior analysis are accessible to all.

  • Nicole Ferdowsian, M.Ed., BCBA, LBA

    Director of Supervision

    Nicole began her career in 2012 as a teacher, working in both general and special education classrooms. It wasn't until she began teaching in a self-contained special education classroom that she learned about the science of Applied Behavior Analysis. Nicole had the privilege of working alongside her district BCBA to support students, and staff, through development and implementation of Behavior Intervention Plans and evidence-based techniques to promote skill acquisition. She quickly fell in love with the science after seeing all the positive gains her students made and decided to pursue a graduate program. Nicole became a Licensed and Board Certified Behavior Analyst in 2018 and now has experience working in school, clinic, and home settings, servicing clients ranging from ages 2 to 20. Her passion lies within teaching and disseminating the science of behavior analysis to stakeholders, as well as the future generation of behavior analysts, through techniques such as Behavioral Skills Training. In her supervision work, Nicole emphasizes the importance of identifying and staying true to your values to best serve others. It is so reinforcing when others begin to recognize the beauty in behavior analysis, and how our methods can help individuals better navigate the world, advocate for themselves, and achieve their personal goals.

  • Courtney Jackson, MA, BCBA

    Director of Caregiver Support

    Courtney became a BCBA in 2017 and has over 10 years of experience working with the neurodiverse population, ages 6 months to 18 years. Her journey began when she worked as a behavior therapist and early interventionist in 2011. The introduction to ABA and the opportunity to work with the neurodiverse population got her hooked! Her primary role as a BCBA was working with the families of autistic children to target increasing skills, identifying positive supports, and improving overall quality of life. Courtney found her true passion in teaching and coaching parents in implementing strategies to support their child, while feeling empowered and more connected. Through the years of working in the field of ABA, Courtney has collaborated with speech and language pathologists, occupational therapists, mental health professionals, caregivers, teachers, funding sources, and endless school staff, to broaden her scope and understanding of various therapeutic approaches. In 2019, Courtney had her son and realized how empowering it is to have the knowledge of behavioral sciences, in parenting. Becoming a parent further shaped her caring and compassionate approach to behavior-teaching procedures while instilling autonomy, independence and confidence.

Values

  • At the core of our approach to behavior analysis is the steadfast commitment to leading with empathy. We believe that understanding, sharing, and resonating with the experiences of individuals is essential in fostering positive change. By embracing empathy, we cultivate a connection that transcends analysis, recognizing the uniqueness of each person.

  • As stewards of positive change, we see ourselves as role models, responsible not just for guiding others but for demonstrating the behaviors we endorse. By being accountable for our behaviors, we contribute to a culture of integrity, transparency, and growth, ensuring that our impact aligns with the ethical standards we uphold.

  • Our commitment to excellence ensures that every analysis is thorough, every intervention is well-founded, and every interaction is marked by professionalism and precision. We believe that by maintaining a standard of quality, we contribute not only to the field's advancement but also to the positive outcomes and well-being of those we serve.

Statement on ABA

At Beauty in Behavior LLC, we see Applied Behavior Analysis (ABA) as more than just a set of techniques—it's a way to help people make real, lasting changes in their lives. Rooted in science, ABA offers powerful tools to improve behavior and skills, but we know it’s just as important to focus on the individual behind the behavior.

We’re committed to using ABA in a way that’s compassionate, respectful, and centered around the needs of the person. Every individual is unique, and we tailor our approach to ensure that the support we provide is not only effective but also meaningful and empowering.

We also recognize the harm that ABA causes when implemented incorrectly, and we believe in moving the field forward. We are dedicated to continuously learning, improving, and evolving in how we deliver ABA, ensuring that it’s always in line with best practices and ethical standards.

Ultimately, our goal is to use ABA to unlock potential, support growth, and help individuals and families experience positive, impactful change—always with humanity and respect at the core.