LEADERSHIP

Meet the EDITED Team

Chief Executive Officer

Doug Kofoid

Doug Kofoid has been at the forefront of high-growth technology companies throughout his career. He joined EDITED as CEO in 2022. Doug earned his MBA in Finance, Strategy, and Entrepreneurship from the University of Chicago after graduating with his BS in Marketing from Indiana University. His career in technology has taken him from DoubleClick/Google, where he developed the algorithm that became Google Ads 360, to VivaKi, the data, technology, and innovation hub for Publicis Group.

Before EDITED, Doug served as COO and then CEO at DialogTech, a conversational intelligence platform. There, he successfully led the company’s transformation from leading call tracking provider to pioneer in AI-driven conversation intelligence for marketers. Doug loves a global perspective, having traveled and worked in over 50 countries. An avid vinyl music lover, skier, and wine enthusiast, Doug lives in Chicago with his family and travels between the EDITED New York, London, and Sofia offices.

Chief Financial Officer

Mike MacKeen

Mike joined EDITED as Chief Financial Officer in October 2024. With over 20 years of financial leadership experience, he is a seasoned executive with deep operational and financial experience who brings a successful history working with private equity backed, SaaS growth companies. Prior to joining EDITED, Mike served as CFO of Wellspring Worldwide, where he was responsible for leading the strategic execution of the company’s growth plan through organic expansion and acquisitions. Mike is based in Boston, where he and his wife raised their four children. He holds an MBA from Georgetown University and a BS from Boston College.

Chief Revenue Officer

Marty Siewert

Marty joined EDITED as Chief Revenue Officer in September 2023, based out of Boston. He is an accomplished, enlightened, versatile executive with a stellar career history driving global organizational success through the strategic creation and oversight of highly successful sales, marketing, and services operations. Marty has held leadership positions at Digital MBS, Adjust, Zoove / StarStar, Operative Media, Kadient, and ATG. His teams have been responsible for acquiring, maintaining, and growing key accounts, including Pepsi, Target, Home Depot, Woolworths, Meijer, Santander, Microsoft, CBS, ESPN, Ford, Viacom, Verizon, Uber, Spotify, Twitter, Meta, Google, and more. Marty has cultivated a diverse skill set working with companies at varying stages of growth, encompassing the SaaS, digital media, social analytics, ecommerce, and Big Data markets. He is a transformational leader with a quantifiable track record of identifying and acting upon untapped opportunities as well as developing and executing innovative strategies to cultivate scalable growth at the global level. Marty is a Guest Lecturer at Stanford University and an active member of the for-cause organization, Grassroot Soccer.

Chief Marketing Officer

Shellie Vornhagen

Shellie Vornhagen joined EDITED in February 2023, bringing with her more than two decades of expertise in the B2B software industry. With a track record of successfully growing and leading highly effective teams, Shellie is excited to make her mark in the retail industry once again, leveraging her extensive experience in Marketing and SaaS software. Prior to joining EDITED, Shellie played a pivotal role at Oracle Retail for over a decade, where she spearheaded global go-to-market strategy. Her most recent position as the Chief Experience Officer at Emplifi, a leading consumer engagement platform, further solidifies her strategic and customer-centric approach. Currently living in Nashville, Tennessee with her family, she holds a Master of Science in Marketing and an MBA from the University of Cincinnati.

Chief Product Officer

Brian Tomz

Brian has spent his career in entrepreneurial cloud analytics software ventures. He is currently the Chief Product Officer at EDITED. Prior to EDITED, Brian was a founding member of DynamicAction (now part of EDITED), a prescriptive retail analytics platform, where, as the COO and CSO, he led engineering, product management, product strategy, operations, and client success. He has also led product at eCommera, IBM Software, Coremetrics, and IBM Global Services. Brian’s companies have grown and been acquired four times, and Brian has led product due diligence in acquiring three businesses. In addition to EDITED, Brian serves as a mentor for RevTech Ventures portfolio companies. Brian holds an MBA with honors from SMU and a BBA with honors from The University of Texas at Austin. Brian lives in Dallas with his family. Brian is an avid runner and sports enthusiast, but spends most of his free time watching his kids play sports and volunteering for causes related to global food insecurity.

Chief Technology Officer

David Hartig

David Hartig joined EDITED in February 2023 as Chief Technology Officer. David is an experienced Software Engineer/Manager who’s bringing his experience in SaaS and Big Data engineering to help EDITED develop innovative but reliable tools to provide automation for the ecommerce teams of retailers and brands. Before EDITED, David was most recently the CTO of Fluent Technologies, a Fintech business development and prospecting suite. He has also held C-Suite/Senior Leadership positions at Workable, one of the world’s largest recruitment software companies, and Nuance Communications, a billion-dollar speech recognition technology. David is currently based in London and holds an MBA from Boston University.

Chief Retail Scientist

Michael Ross

Michael Ross is Chief Retail Scientist at EDITED, a Non-Executive Director of Sainsbury’s Bank and N.Brown, and an Executive Fellow at The London Business School. He previously co-founded DynamicAction (now part of EDITED), a cloud-based solution for retailers that connects data from every aspect of the organization to give a single view of profit and performance. Before DynamicAction, he was the Co-founder and CEO of figleaves.com, one of the UK’s first online retailers. Michael holds an MA in Mathematics from the University of Cambridge and is the author of numerous articles featured in The Harvard Business Review. His recent book, The Customer Based Audit: The First Step of the Journey to Customer Centricity, was published by Wharton School Press last year.

Vice President of People Operations

Charlotte Crowe

Charlotte joined EDITED in May 2021. She is a hands-on People and Operations professional with a proven track record in accelerating growth, positive cultural change, and developing high-performing teams. She has an in-depth knowledge of professional services and health and wellness industries. A skilled leadership coach, Charlotte is successful in change transformation, increasing employee engagement, performance, and profitability. Prior to EDITED, Charlotte led the People and Operations teams at both Third Space and Barrecore. Charlotte is based in London with her family.

How customer-centric is your merchandising strategy?

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