We’re a Family
Helping Families

It takes a lot of bees working together to produce sweet
results. The same could be said of our work at The Behavior
Exchange. We’re a growing family of skilled and caring
individuals who give 110% every single day to help families
achieve what was once thought of as impossible—a brighter
future, buzzing with possibilities.

It takes a lot of bees working together to produce sweet results. The same could be said of our work at The Behavior Exchange. We’re a growing family of skilled and caring individuals who give 110% every single day to help families achieve what was once thought of as impossible—a brighter future, buzzing with possibilities.

It takes a lot of bees working together to produce sweet results. The same could be said of our work at The Behavior Exchange.
We’re a growing family of skilled and caring individuals who give 110% every single day to help families achieve what was once thought of as impossible—a brighter future, buzzing with possibilities.

Our Staff

Our Staff Is Here to Help

Our Staff Is
Here to Help

Tammy Cline-Soza

MS, BCBA, LBA, Founder & CEO

Matt Rubin

President & COO

Adam Cline

M.Ed., BCBA, & Clinical Director

Soraya Rafeek

Director of Operations

Danielle Merck

Director of Admissions

Walter Soza

Creative Director

Wendy Key

Director of Marketing

Ashvina Pirani

Assistant to CEO

Angela Hergenrether

Clinical Director

Tammy Cline-Soza

Founder & CEO
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After 20 years of building The Behavior Exchange, literally from the ground up,
Tammy couldn’t be more proud of the team, culture, and organization that it has become.

As a family helping families, The Behavior Exchanges looks for opportunities that will make the biggest impact and produce life-changing outcomes – for clients, families, and even for team members. Tammy believes that if a team, a family, a community takes care of each other, the possibilities are endless and the relationships built along the way can make life more enriching and challenges easier to navigate. You could say her goal has been to build a kind of utopia full of support, love, and expertise that brings the best services possible to the community and ensures more families have access to those services.

Tammy and her family have dedicated their lives to the mission of The Behavior Exchange and continue to grow, learn, cultivate, challenge, support, and create better models for success. To that end, she is committed to her own leadership development and actively participates in advanced training, mentoring, and deep self-exploration on how to live out her purpose to love and support her family and help others reach their full potential. She takes her position very seriously and tries to serve as a channel for what the universe wants to come to fruition.

She also loves travel, gardening, being creative, MUSIC!, tennis, yoga, meditation, journaling, reading, being in nature, adventures, and more than anything, spending time with her husband Walter and their two beautiful children, River and Sierra.

Matt Rubin

President & COO
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As President and Chief Operating Officer, Matt oversees the financial and operational functions of The Behavior Exchange. He has more than 25 years of leadership experience, focusing on strategic initiatives and operational and financial efficiencies that drive business growth. 

Before joining our team, Matt was a Principal and Sr. Managing Director for 15 years at SOLIC Capital Advisors and its predecessor firm Navigant Capital Advisors. His tenure there included extensive work for clients in the healthcare industry, such as Physician Practice Management Companies (PPMs), hospitals, home health, medical supplies, PBMs, and medical health plan providers. He led various initiatives to improve their operations, profitability, and liquidity. 

Matt started his career as a consultant in the health and group benefits practice at Hewitt Associates, responsible for financial reporting, forecasting/budgeting, and variance analysis for Fortune 500 companies. He later became VP of Finance at Protocol Marketing Group, responsible for corporate finance and accounting functions, and Treasury Manager at Universal Access.com, responsible for fixed-income investments, acquisitions, and cash management. 

Matt received his Bachelor of Science degree in Business from the University of Kansas and his MBA at DePaul’s Kellstadt Graduate School of Business. 

When he’s not at work, Matt’s spends his time with his wife Dr. Rachel Rubin and their three kids – Hannah, Aaron, and Zach. On weekends, they can be found at a frigid nearby ice rink watching Aaron and Zach’s hockey games or supporting Hannah on the tennis court. Matt also enjoys hiking, cycling and is known to play a mean game of pickleball.

Adam Cline

M.Ed., BCBA, & Clinical Director
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Adam has always had a passion for helping individuals of all ages thrive and reach their full potential. He’s also an enthusiastic musician, songwriter, leader, and devoted family man, who has been helping children and team members grow with The Behavior Exchange since 2010.

Prior to joining the team at The Behavior Exchange, Adam was a mortgage loan consultant and grad student, pursuing his master’s degree in Education at the University of North Texas. He graduated in 2013 and also earned a graduate academic certificate in Autism Intervention. The following year, after years as a Behavior Therapist and seeing first-hand the power of ABA and the meaningful impact it can have on children and their families, Adam became a Board Certified Behavior Analyst. He then commenced from the Stagen Leadership Academy after completing the Integral Leadership Program (ILP), a 52-week practice-based program designed to develop executives serious about transforming themselves, their teams, and their organizations.

Adam is truly grateful to be a part of a dynamic, inspiring and compassionate team, and he’s dedicated to bettering the lives of all children and their families through the delivery of the highest quality of ABA services, while supporting the amazing team at The Behavior Exchange.

Danielle Merck

Director of Admissions
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Danielle’s passion for working with families is deeply personal and from the heart. Her younger brother has an autism spectrum disorder, and through their journey as a family, she found her purpose in life as an advocate for individuals with special needs.

After graduating from the University of North Texas with a degree in Human Development and Family Studies, Danielle began volunteering at The Behavior Exchange. She saw passionate therapists, meaningful change for clients, and families with hope for the future. After a summer of volunteering, she officially joined the team as Director of Admissions and found her home with The Behavior Exchange family.

With her extensive experience working as a client advocate with insurance providers, Danielle perseveres to help individuals of all ages and abilities receive the services they need to reach their full potential. She feels truly honored by each and every family who entrusts The Behavior Exchange to be part of their journey and is committed to the organization’s core values, mission, and goal of being a beacon of hope for the community.

Walter Soza

Creative Director
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You could say Walter’s career started when he spent hours as a young child drawing superheroes and coloring maps. This passion, along with extraordinary swimming skills, landed him a full swimming scholarship at Texas Christian University, where he graduated in 1997 with a Bachelor of Fine Arts in Communication Graphics.

During the next 13 years, his design and art direction skills, conceptual-thinking abilities, and marketing-savvy know-how were honed at a few prestigious advertising and marketing agencies around the Dallas area. In the mid 2000s, he helped his wife Tammy Cline-Soza (founder and CEO of The Behavior Exchange) create a unique and concise brand for her new business. From logos and websites to uniforms, brand voice and visuals, Walter has been the main creative force for all things The Behavior Exchange.

Aside from giving birth to The Behavior Exchange brand, Walter is helping Tammy raise two amazing, beautiful children, River and Sierra. In his spare time (the two minutes he’s got per week), you can find Walter illustrating iconic landmarks of Dallas and Texas or looking around for this next open-water swim. Once he gets back in shape.

Wendy Key

Director of Marketing
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After participating in the “peer buddy” program in elementary school, Wendy developed a life-long passion for empowering learners of all ages and helping those facing additional challenges thrive. Through personal experience and as a parent of a child with special needs, she has empathy and compassion for individuals and families impacted by developmental and learning differences and has found her true purpose and passion as an advocate for this community. Wendy has experienced the positive impact of early intervention and ABA therapy firsthand and is honored to be a part of The Behavior Exchange family where she can help make meaningful changes in the lives of children and their families every single day.

Wendy earned her BA in Marketing with a concentration in Applied Behavior Analysis from the University of North Texas and brings more than 20 years of experience in marketing and business development, along with her passion of behavioral neurosciences. Prior to The Behavior Exchange, Wendy was the founder and CEO of several successful businesses in the Higher Education, Technology, and eCommerce industries.

A native Texan, Wendy enjoys outdoor activities including water sports, mountain biking, and gardening, but most of all loves spending quality time with her two children, Mason and Madison and their spoiled miniature schnauzer, Sophie.

Soraya Rafeek

Director of Operations
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Soraya is from South Africa and moved to Texas in 1996. She graduated from The University of Texas and pursued a career, at that time, in Education. Soraya taught at a Montessori school for a few years and then took on a leadership role.

During her time in the education system, Soraya realized her passion was to assist children with special needs. So she joined The Behavior Exchange as a therapist, transitioned into a supervisory role in 2017, and a year and a half later, was promoted to Clinical Operations Manager.

She quickly learned the ins and outs of ABA operations and scheduling and successfully collaborates across departments to ensure The Behavior Exchange continues to provide quality services to clients and their families. She’s thankful to be part of such an amazing organization and excited to see what the future holds.

Angela Hergenrether

Clinical Director
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Working with children comes naturally to Angela. Her mom was a special education teacher for 30 years and often had Angela join her for Take Your Child to Work Day. And in high school, Angela spent every summer as the nanny for a little boy with an autism spectrum disorder. It was this experience where her passion for working with children with autism started to blossom.

From there, she went on to graduate from Oklahoma State University with a Bachelor of Science in Human Development and Family Sciences. She learned about Applied Behavior Analysis (ABA) in a non-normative development class and from that moment knew that ABA would be her life’s work.

Angela moved to the DFW area shortly after and began working at The Behavior Exchange as a therapist. She worked on her Master’s in Behavior Analysis at the same time. A year after graduating, she earned certification as a Board Certified Behavior Analyst.

Now, as a Clinical Director at The Behavior Exchange, she brings a life-long passion to her work, holding a special place in her heart for children with limited language skills and working closely with families to develop healthy sleep habits.

Our Therapy Staff is
the Best of the Best

Our Therapy Staff is the Best of the Best

They’re all certified professionals and have dedicated their lives to working
with children with autism and other learning and developmental concerns.

If you’d like to learn more about The Behavior
Exchange, we hope you’ll give us a call. Like family,
we’re here to help when you need us most.

If you’d like to learn more about The Behavior Exchange, we hope you’ll give us a call. Like family, we’re here to help when you need us most.