Yana Kuzina

Yana Kuzina is a Marketing Manager at LeadingAge PA, working at the intersection of digital performance marketing and one of the most underfunded, understaffed sectors in American healthcare: nonprofit aging services. Over the past two years, she took a traditional workforce awareness campaign and rebuilt it into a data-driven recruitment infrastructure that now delivers measurable results at a fraction of its original cost.
The context matters. Across the United States, approximately 94% of Area Agencies on Aging report increased demand for services, while workforce instability remains persistently high — nearly one in five direct-care workers leaves within their first year. Conventional marketing approaches had proven insufficient. Kuzina’s response was to redesign the entire system.
The Careers to Love PA initiative, which she leads, connects mission-driven job seekers with nonprofit employers across Pennsylvania through a full-funnel, multi-channel digital ecosystem. Google Search Ads serve as the primary high-intent conversion driver. Paid social across Facebook, Instagram, LinkedIn, and TikTok handles engagement and retargeting. Video content supports storytelling. CRM tracking, cross-channel attribution modeling, and conversion path analysis provide the data layer that makes continuous optimization possible.
The year-over-year comparison between 2023 and 2024 is where the strategic shift becomes visible. Impressions dropped by roughly 50% — a deliberate reduction in low-intent reach. Website sessions rose 35%. Conversions grew 63%, from 2,054 to 3,340. The conversion rate improved from 7.12% to 8.58%. Total media spend fell 23%, from $41,600 to $32,000. More results, better quality, lower cost — all three moving in the right direction simultaneously.
That combination is what distinguishes Kuzina’s work from standard campaign management. The 2024 initiative was not a refinement of 2023’s approach — it was a strategic rebuild around precision targeting and funnel efficiency, with volume deliberately sacrificed in favor of qualification. The outcome validated the logic entirely.
LeadingAge PA formally recognized the initiative as a model for workforce innovation, crediting Kuzina by name for the 60% increase in qualified job seekers delivered to member organizations in 2024. For a nonprofit operating with limited resources in a sector under sustained pressure, that recognition reflects the kind of operational impact that goes well beyond marketing metrics.