EXPERTISE & COMPASSION
Meet Our Team of Specialists
Our dedicated professionals bring together years of clinical experience and a deep passion for supporting the neurodiverse community through personalized ABA therapy, school integrations, and evidence-based family coaching.
Our Dedicated Team of Specialists
We bridge the gap between clinical excellence and everyday life with a compassionate, evidence-based approach tailored to every individual.
Cheryl Markowitz, M.A; B.I.C.M
Founder & Executive Director
Cheryl founded P.L.A.Y. over 30 years ago, around a simple principle: services should never feel one-size-fits-all. Every child deserves to be seen, understood, encouraged, and given meaningful opportunities to succeed. She provides strategic and clinical leadership for high quality behavioral and educational services, based in the principles of Applied Behavior Analysis.
With a strong background in Behavioral Psychology and Special Education, and extensive training and experience in Autism Spectrum Disorders and other related disorders, Cheryl has dedicated her career to improving outcomes for children and individuals with neurodiverse and behavioral needs. Her expertise spans program development, school based services, family collaboration, and the leadership of multidisciplinary teams.
Under Cheryls direction, P.L.A.Y. has grown around a commitment to clinical excellence, individualized care, and meaningful , measurable outcomes. She is passionate about building exceptional teams and creating services that empower individuals, strengthen families and make a lasting difference. Cheryl brings both professional knowledge and a deeply personal commitment to the patients and families that P.L.A.Y. serves. She believes that meaningful progress begins with understanding each child as an individual- their strengths, challenges, interests and unique way of experiencing the world.
As Executive Director, Cheryl oversees the quality and delivery of services while supporting a team of professionals who work collaboratively with families, schools, daycares, and other members of each patient's care team. Her Leadership philosophy emphasizes high professional standards, consistency, and compassion using evidence-based strategies based in Applied Behavior Analysis that help each patient develop skills that they can use every day in life.
When Cheryl is not supporting her talented staff and participating in her patient care teams, she enjoys serving on various community fundraising groups, playing tennis, going on nature walks with her two pups and husband and spending time with family both locally and on the East Coast. She treasures the tie spent with family. Especially time spent with her three children and her granddaughters.
Olivia Hall, RBT
ABA Supervisor
Olivia is an ABA supervisor for P.L.A.Y with several years of experience supporting children across home, school and community settings. Her work includes social skills development, functional communication, emotional regulation, parent trainings and building independence through individualized, data-driven programming. Olivia has had the privilege of mentoring behavior technicians, collaborating closely with families, and designing structured yet engaging interventions that truly meet each child where they are. Outside of supervision, Olivia loves crafting and designing hands-on materials. Creativity is a big part of who she is, and she makes sure to bring playful energy into her sessions, so learning feels fun, engaging, joyful, and meaningful for every child she gets to serve.
A message from Olivia:
"My “why” has always been rooted in connection. I believe every child deserves to feel seen, valued, and capable in their own unique way. There’s something incredibly special about watching a child grow into their confidence — being by their side; celebrating the small wins, the big breakthroughs, and all the in-between moments that remind us how capable and amazing they truly are! That belief is what fuels my heart for this work every single day. "
Anne Marie Gjestson, M.S
Consultant
Anne Marie holds a Bachelor of Science in K-12 education and a Master of Science in Special Education from SUNY New Paltz, NY (1991). She has worked in the field of ABA since 1995 and as the co-director of P.L.A.Y -Psychology, Learning and You for the past 24 years. Anne Marie services clients throughout the Bay Area in the capacity of consultant, teacher, parent educator and works with staff to provide research driven ABA strategies to the varying disabilities serviced through medical companies, schools and regional centers.
When Anne Marie is not serving her clients at P.L.A.Y, she is pursuing her passion for travel and exploring the world. An avid traveler, she embraces every opportunity to experience new places, cultures and adventures.
Sonya Badie, RBT
Senoir Supervisor
Sonya began her career in the healthcare field as a Registered Pharmacy Technician and Chemist. Over time, she developed a strong interest in supporting children with intellectual disabilities and significant behavioral challenges. This passion inspired her transition into the special education field, where she spent 20 years working within a school district, supporting students with diverse learning and behavioral needs.
Through these experiences, Sonya discovered a deep commitment to helping children build skills that promote independence, communication, and success in their daily lives. Seeking opportunities to make an even greater impact, she joined the P.L.A.Y. family, where she has proudly served for the past 17 years.
In 2015, Sonya earned her Registered Behavior Technician (RBT) certification, further strengthening her ability to provide evidence‑based behavioral support and intervention services. Throughout her career, she has remained dedicated to helping children and families achieve their goals while fostering growth, confidence, and meaningful progress.
For Sonya, working with children with special needs is more than a career — it is her passion and purpose. She is grateful to P.L.A.Y. for the opportunity to support and empower the individuals and families she serves each day.
Ali Juarez
REMOTE Executive Assistant
Ali is a mother of five, wife and Executive/Personal Assistant at P.L.A.Y., where she has had the privilege of supporting Cheryl and the P.L.A.Y. team remotely for a little over two years.
Her professional journey has taken many beautiful turns but after welcoming baby #4, she returned home to her children and was blessed to find her place at P.L.A.Y.—a role that has allowed her to embrace both sides of who she is: Ali and Mom.
Ali has always had a deep love for children and a heart for people. She is drawn to the strength of mothers, the beauty of birth, natural and holistic living, creativity, and the simple joy of being outdoors with her family. She believes deeply in the importance of showing up for others with compassion, kindness, and love.
Being part of P.L.A.Y is especially meaningful to Ali because she knows firsthand how much children and family's matter. She is honored to play even a small part in a company working to make a positive and lasting difference in the lives of neurodiverse children and the families who love them.
Jenni Cabral, M.S
BCBA
With 18 years experience, Jenni Cabral brings both heart and expertise to her role as a Board-Certified Behavior Analyst. Her career began in the classroom as a 1:1 paraprofessional, a role that sparked her deep interest in how behavior support can transform a student's learning experience. After earning her Masters in Psychology, Jenni spent the last three years focusing on neurodiverse learners in TK through 5th grade, helping them develop the skills to thrive in general education settings.
When she isn't working with students, Jenni loves staying active in the Lake Tahoe area and embracing her creative side through quilting-a hobby she has perfected over the last 20 years. Above all, she treasures the time she spends with her husband and their growing family of children and grandchildren.
Ronnie Moore, M.S
ABA Supervisor
Ronnie began her journey with P.L.A.Y as a Behavior Therapist-in training during a 6-month span of attending online classes and shadowing a variety of clients. After completing her intensive BT training, Ronnie began working with her own clients in early 2013 and continued doing so in a part-time capacity for 12 years. In 2024, Ronnie became ABA supervisor in charge of a large group of clients and therapists. She currently works with children ranging from 18 month to 15 years of age.
Academically, Ronnie holds a BS in Journalism from the University of Florida (1986) and an MBA in Economics from Middlebury Institute of International Studies (1991). She has worked in a variety of positions from 1991-2001 including Vice President of Operations for Global Center, a division of Global Crossing, based in London from 1999-2001.
Ronnie lives in the North Bay Area of CA with her husband and their dog. She has two adult children that live in Southern California. Her hobbies include hiking, pickleball, cold plunging in the bay and mahjong. She is an active part of her community and a member of the Sausalito Woman’s Club which has both a social and a philanthropic focus. Ronnie enjoys walking her dog, Baloo, a Bernese Mountain Dog, down by the water to watch the sunset and the moon rise.
The Science Behind the Smile
At P.L.A.Y., we transform clinical psychology into compassionate action. Our philosophy focuses on the individual behind the diagnosis, utilizing evidence-based ABA therapy to bridge the gap between structured learning and the warmth of everyday life. We believe that scientifically-driven interventions should always be delivered with a human touch, empowering every learner to reach their full potential within a supportive, trustworthy environment.