Leadership Team

Our Leadership Team at Closed Loop is comprised of well-seasoned experts who have all spent 15+ 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 founded Closed Loop in 2001 and has been the CEO ever since. He loves leading the team and helping to unlock potential in all areas of business and life. Lance is an active angel investor and serves on the boards for both the Sacramento Angels and Placer Robotics, a regional non-profit dedicated to teaching STEM skills to local students. 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 no current plans to abandon Closed Loop in hopes of winning the Tour de France.

Lance Loveday

Founder & Chairman

Amanda is CEO of Closed Loop and brings over 20 years of experience developing digital advertising strategies and campaigns. She specializes in large-scale SEM, web analytics, and building user-friendly dashboards that help clients clearly understand performance. Data-driven and always tracking new technologies, she ensures clients stay ahead of the curve. Before joining Closed Loop, Amanda founded and ran her own digital marketing consultancy for seven years. She holds an MBA from San Jose State University and a BSC from Santa Clara University. In her spare time, Amanda plays cello with Bay Area orchestras. She lives in Half Moon Bay with her husband and two children.

Amanda Evans

CEO

John leads Closed Loop’s strategic direction and business operations, guiding the agency toward both short- and long-term goals. With 20 years of experience in marketing operations, conversion optimization, analytics, UX, and web development, he brings an optimizer’s mindset to every challenge—helping clients and the agency achieve measurable results. Before Closed Loop, John worked for a failed dot-com (who didn’t?) and consulted for both private and public-sector organizations. He holds an MBA from the University of Notre Dame. Outside the office, John keeps busy with his wife and three kids—and occasionally finds time to run, travel, and enjoy live music.

John Evans

Chief Operating Officer

Adrian is Chief Technologist at Closed Loop, where he ensures the best tools and systems are in place to support client success. He leads development of Forager, the company’s proprietary reporting platform. Before joining Closed Loop, Adrian spent 20 years at Hewlett-Packard in R&D leadership, serving as lead architect for early mobile/web apps and one of the first commercially available video conferencing systems. He has also worked with several startups. Adrian holds a B.Sc in Mathematics from the University of Reading, where he also taught computer science. In his spare time, he is a church organist and pianist.

Adrian Pell

Chief Technology Officer

Laurel drives business growth and client success at Closed Loop through impactful media strategies. She oversees all media studios and business intelligence, managing substantial ad budgets across B2B and B2C brands. Previously, she excelled at a digital agency in NYC, managing both SMB and enterprise accounts for brands like Urban Decay (L’Oréal), Laura Mercier, Boston Proper, Eileen Fisher, and J.Jill. With over 13 years of paid media expertise, Laurel keeps clients ahead with cutting-edge practices and tech. A proud UNC Chapel Hill alumna, she enjoys interior decorating and spending time with her family.

Laurel Galloway

SVP Advertising

Jeremy leads Closed Loop’s creative services team with a clear philosophy: there’s a big difference between serving an impression and making one. His team delivers dynamic, platform-scaled content—from Hulu-ready CTV spots to micro-videos for Instagram—that cuts through the noise. Jeremy brings enterprise expertise from his work with global brands like Samsung, Amazon, P&G, and Coca-Cola, ensuring campaigns are seamless from strategy to execution. A Chicago native now based in Michigan, he lives with his wife and 7-year-old son. He's passionate about golf & fishing, while often failing spectacularly at both.

Jeremy Olson

SVP Creative Strategy

Paul Brown is the VP of Finance at Closed loop and oversees the finance and accounting functions of the company. He has over 15 years of progressive experience in financial leadership roles and provides financial insight and guidance to management and operations.

Paul has a bachelor's degree in finance and an MBA, both from California State University Sacramento. Paul is an avid outdoorsman, golfer, and backpacker, and enjoys traveling and spending time with his family.

Paul Brown

VP, Finance

With over 15 years of experience in marketing, Andrea has a passion for creating and executing innovative strategies that increase brand awareness, generate leads and drive exponential growth. Although she started her career in B2C marketing, she found her “home” when she entered the B2B world. Andrea joined Closed Loop in 2023 and leads the marketing efforts for the agency itself. She holds a Bachelor’s Degree in Business Administration, Marketing emphasis from the University of Colorado - Boulder and is proud to still call Colorado home today.

Andrea Denk

VP, Marketing and Growth

As VP of People Operations, Kari brings over 15 years of expertise in human resources and operations. At Closed Loop she’s responsible for developing and improving the employee experience including defining initiatives to ensure employee wellbeing, connectedness and engagement in a remote work environment. Prior to joining, Kari spent 10 years for a technology startup in the Bay Area before moving “home” to Sacramento.

Kari lives in Sacramento with her husband, Alan and dog, Scout. When she’s not working you can find her hiking, kayaking, or paddleboarding.

Kari Kidwell

VP, People Operations

Sherri is a high-energy executive producer and creative content strategist with over 20 years of marketing and advertising experience. A Regis University graduate, she began her career in tech as a brand consultant before launching a global customer experience program for a Fortune 50 company—where she discovered her passion for storytelling through video. Since then, she’s built award-winning video teams and worn many hats: writer, director, producer, and editor. When she’s not helping audiences fall in love with brands, Sherri’s likely camping or catching a movie with her family.

Sherri Ogden

VP, Video Production

Matt Umbro is the VP of Advertising at Closed Loop and has been in the PPC industry since 2007. He works and collaborates with clients across several industries to attain better ROIs, improved lead generation, and increased brand awareness. Matt holds a Bachelor of Arts in Communication with a minor in Business Administration from the University of New Hampshire. He prides himself on providing stellar client relations while offering forward-thinking solutions. He enjoys writing about paid search and leadership tactics while speaking at conferences across the US and Europe. Matt is also the founder of #PPCChat, a weekly Twitter chat for industry specialists.

Matt Umbro

VP, Advertising

Megan, a veteran in B2B, B2C, ecommerce, and lead generation, draws on her extensive background in both in-house and agency settings to oversee paid search and paid social campaigns for brands. Navigating data and client objectives, she leads her team in refining and optimizing strategies with precision through rigorous testing, achieving seamless execution across the entire funnel. Recognized for her ability to expand brands into new markets and drive international growth, Megan has earned the prestigious Google Premier Partner Award for her notable work with Calendly. Holding a B.A. in Advertising & Public Relations from the University of Central Florida, Megan continues to advance her leadership in digital media from the sunny Florida coast. 

Megan Rae

VP, Advertising

Drew is a seasoned strategic leader with over 15 years of experience driving success for Fortune 500 and challenger brands like Nike, T-Mobile, and Brita. He blends data-driven insight with creative vision to craft standout strategies, honed at top agencies including R/GA, OMD, and Known. Known for building high-performing teams, Drew fosters inclusive, empowering cultures rooted in innovation and entrepreneurship. He holds a Bachelor of Arts in Philosophy from San Francisco State University. When he’s not leading marketing transformation, he’s likely building something—either a big idea or his ever-growing Lego collection.

Drew Reccius

VP, Advertising

Caille is a self-described data geek who makes even the biggest ideas measurable. As Closed Loop’s Business Intelligence lead, she manages data collection and reporting across industries—turning insights into clear, actionable plans. She blends technical expertise, management experience, and a data-driven mindset to drive success for clients. Before joining Closed Loop, Caille worked in the catering and event industry, and co-founded the 2018 Sac Fry Fest. She holds a master’s degree in Business Analytics from Arizona State University and a Tableau Professional certification. Outside of work, she enjoys marathons, travel, Kings games, and Roseville’s food scene.

Caille O'Leary

Director, Business Intelligence

Brooke brings 15 years of experience managing creative teams and now leads project management for Closed Loop’s creative services. She guides ad campaign execution from concept to launch—defining scope, timelines, and deliverables to ensure aligned, effective work. Before joining Closed Loop, she was Art Director at the world’s largest natural habitat zoo, where she oversaw lead generation and ran creative operations. Outside of work, Brooke is a metalsmith and jewelry designer on her North Carolina farm where she, her husband, and daughter grow vegetables and raise chickens. She also enjoys traveling and live music.

Brooke Sides

Director, Creative Operations

Matt brings extensive expertise across all paid media channels. He has a proven track record of developing award-winning campaigns for leading financial institutions and driving billions in assets under management for firms such as Charles Schwab, Fidelity, and BlackRock. Passionate about crafting tailored, data-driven media strategies, Matt partners closely with clients to continuously innovate and push the boundaries of their marketing efforts. Matt holds a B.S. in Finance from the University of Colorado. Outside of work, he can be found skiing Colorado’s slopes or diving deep into his passion for oceanography and marine life.

Matt Baiamonte

Director, Digital Advertising

With 13 years of paid media experience, Kathleen enjoys curating data-driven strategies across paid search, paid social and ABM platforms for clients. Managing a team of marketing experts, she is known for her attention to detail, ad copywriting, and creative project management. During her time at Closed Loop, Kathleen has excelled at training her team in competitive research, platform best practices and more. Kathleen has her Master's Degree in Social Work, which she uses to develop meaningful relationships with her clients and colleagues. Outside of work, Kathleen enjoys painting and spending time with her family.

Kathleen Dooley

Director, Digital Advertising

As a digital marketing veteran since 2007, the Detroit native has developed and executed paid social media strategies across various verticals, including financial services, automotive and CPG. His expertise includes lead generation, strategy development, analytics, testing, and campaign optimization across companies like Intercom, Yext and Clover. Bringing a breadth of experience from both the agency and client-side, Sean enjoys fostering customer growth and professional development for budding practitioners. When Sean isn’t driving innovation across client accounts or dispelling the myths about Facebook B2B advertising, you can find him working on his latest science fiction novel or playing the drums.

Sean Johnston

Director, Digital Advertising

Amy brings over 16 years of experience in search, paid social, display, app, and video advertising. At Closed Loop, she manages complex enterprise relationships and has led successful campaigns for clients like Hewlett-Packard, PayPal, and Intuit—driving results across both B2B and B2C industries. A former math teacher, Amy found her way to digital marketing through a love of statistics and creative problem-solving. Her hands-on approach and focus on ROI consistently exceed client goals. An Indiana native now based in Arizona, she spends her downtime swimming or escaping to the beach with family.

Amy Konefal

Director, Digital Advertising

Greg has rich media experience across healthcare, telecom and SaaS, working in both agency and in-house roles. Whether managing paid search or paid social, he’s focused on building audiences that reflect his clients’ most valuable customers. He earned his B.A. in Marketing and Business Management with a secondary focus on International Policy from the Fox School of Business in Philadelphia. Greg’s work is grounded in a deep interest in the human side of marketing and a drive for results that go beyond vanity metrics. Outside of driving success for clients, Greg enjoys brewing beer, hiking and rotating through half-finished books.

Greg Manfre

Director, Digital Advertising

Amy is fascinated by consumer behavior and passionate about understanding what drives customer decisions. As Director of Advertising at Closed Loop, she leads ad managers on enterprise accounts like Rakuten, bringing over seven years of global performance marketing experience from her time at ForwardPMX. Known for her empathetic, collaborative style, Amy fosters open dialogue and trust in every client relationship. She earned her Marketing degree from the University of Massachusetts Dartmouth. Outside of work, this New England native enjoys the outdoors and building impressively complex Lego Star Wars sets.

Amy McLeod

Director, Digital Advertising

Sara joined Closed Loop in 2013 and now serves as Director of Digital Marketing, bringing over 20 years of experience in paid search. She specializes in turning complex business goals into full-funnel digital strategies that deliver measurable impact. Before Closed Loop, Sara spent 10 years as CEO of Customized Online Marketing, leading performance-focused campaigns for a wide range of clients and budgets. She holds a degree in Public Relations from Washington State University. Outside of work, she’s either experimenting with new family recipes or guiding students through a yoga class.

Sara Will

Director, Digital Advertising