Before she accepted the role of executive director of the Zoological Association of America in 2023, Dr. Kelly George was a researcher with Ohio State University studying human-animal relationships with an emphasis on welfare and behavior. Today she leads the young but growing trade association focused on improving standards of husbandry care, educating the public, and promoting greater conservation efforts for species in human care and in the wild. She describes her first year, where the association is now, where she thinks it is headed, and why it is important for the organization to tell its own narrative. Animal Care Software