Leadership

Our Leadership Team at Closed Loop is comprised of well-seasoned experts who have all spent 10+ years in the advertising and marketing space.  Their diverse backgrounds, education, and working experiences bring together complimentary skills and strengths to help drive the company forward.

Lance Loveday

Founder and CEO

As Closed Loop CEO and founder, Lance helps organizations leverage user experience to maximize strategic advantage—especially finding the little UX details with the biggest impact. His work is guided by a few simple beliefs: Good user experience is good business. There’s always room for improvement. And companies that value design, UX, and the human element will outperform those that live and die only by the numbers. With Sandra Niehaus, Lance co-wrote the breakout business strategy book Web Design for ROI . His educational background includes an exploratory tour of law school, preceded by a BS in Managerial Economics from UC Davis. Lance, his wife Courtney, and their three children live in Northern California, where he enjoys reading and cycling. Luckily, he has zero plans to abandon Closed Loop in hopes of winning the Tour de France.

John Evans

Chief Strategy Officer

As chief strategy officer at Closed Loop, John is responsible for leading complex client engagements and development of Closed Loop’s service lines. John has more than 15 years of experience leading the design, development, and optimization of websites and web applications. At Closed Loop, he uses his background in strategy and implementation, his interest in product and service design, and his drive to simply make things better to help clients realize dramatic improvements in their online results. Before joining Closed Loop, John worked in house and as a consultant at both private and public-sector organizations. He holds a MBA from the University of Notre Dame. Outside the office, John spends nearly all his time keeping up with his wife and three children. However, he does find some time to run, cycle, travel, and listen to live music.

Amanda Evans

Chief Advertising Officer

Amanda has over 13 years of experience in developing digital advertising strategy and campaigns. She is data-driven, and follows advancements in tracking technologies very closely so that she can make sure her clients have the advantage over their competitors. She specializes in large scale SEM campaigns, web analytics, and crafting comprehensive, easy to use dashboards to ensure clients understand their account’s performance. Amanda holds an M.B.A from San Jose State University and a B.S.C from Santa Clara University. Before joining Closed Loop, Amanda founded and ran her own comprehensive digital marketing consulting agency for 7 years, and worked with clients including the California College of the Arts, The Linux Foundation, and the NY Philharmonic. In her spare time, Amanda practices cello and plays in several concerts a year with various Bay Area orchestras. She lives in Half Moon Bay with her husband and two children.

Adrian Pell

VP Technology

  • 20+ years software design & development
  • Architected one of the first web conferencing platforms (pre-WebEx)
  • Technical brain behind multiple successful Web products

Amy Kapell

VP, Client Strategy and Communication

Amy synthesizes the contributions of Closed Loop’s design, UX, creative, and strategy teams, creating comprehensive plans for improving the user experience, usability, and conversion rates of large- and enterprise-level websites. She enjoys “going native” on large-scale projects, becoming a de facto member of our clients’ internal marketing, web development, and creative teams. Amy has eight years of experience in online marketing and more than 10 years of experience in project management. She holds a bachelor's degree in anthropology and communication from the University of Michigan-Dearborn and a master's degree in communication from Eastern Michigan University. After completing her education in 2006, Amy heeded the call of the West and moved to California to join Closed Loop. In 2009 she decamped to Wales, where her husband wrote his PhD thesis and she worked remotely on a California schedule. In 2012, the duo returned to the US bearing a Welsh cat and 630 pounds of books.

Amy Konefal

Director, Social Media

As director of social media at Closed Loop, Amy brings extensive expertise in paid search with over 8 years experience in the industry. She has successfully managed campaigns for both B2B and B2C clients across a wide variety of industries, and has a consistent track record for building SEM campaigns that exceed client business and ROI goals. She is certified as a Google Advertising Professional and has spoken at top industry conferences including Search Marketing Expo and Web Design World, as well as taught SEM tactics at the collegiate level. Before entering the marketing world, Amy worked as a teacher—which explains her ability to explain new information in a manner that is both understandable and relevant to a client’s industry. At Closed Loop, she develops and executes marketing strategies that maximize ROI while helping clients feel confident in their search campaigns. Amy grew up in Indiana and attended Indiana University. She now lives in Phoenix, Arizona with her husband and son. When not managing search engine campaigns, Amy enjoys hiking and exploring new places with her family.

Sara Will

Director, Search Engine Marketing

As director of search engine marketing at Closed Loop, Sara brings extensive expertise in online marketing with over 10 years paid search experience. She is highly analytical and data-driven, constantly driving programs to exceed goals and client expectations. She has vast experience in both B2B and B2C marketing making her an all-round expert. She is certified as a Google Advertising Professional. Before entering the agency world, Sara managed full-scale online marketing programs for B2C companies in the travel and shopping industries including Wyndham, Bag Borrow or Steal and Clipper Vacations. Originally from Seattle she moved to Sacramento five years ago in search of more sun and now resides here with her husband and daughter.  When she is not working she can be found battling it out on the tennis courts, doing yoga, skiing, enjoying nature or mastering a new gluten-free recipe.