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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 and CEO

Amanda has over 20 years of experience developing digital advertising strategies and campaigns. She is data-driven, and closely follows advancements in tracking technologies so she can ensure that her clients have an 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 MBA from San Jose State University and a BSC from Santa Clara University. Before joining Closed Loop, Amanda founded and ran her own comprehensive digital marketing consulting agency for 7 years. 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.

Amanda Evans

President

John is responsible for driving Closed Loop to meet its short-term and long-term goals, guiding its strategic initiatives and overseeing all business operations. John has a 20-year background in leading complex client engagements in the areas of marketing operations, conversion optimization, web analytics, UX design and web development. At Closed Loop, he uses his background and optimizer tendencies to help Closed Loop and its clients realize dramatic improvements to their results. Before joining Closed Loop, John worked for a failed dot com (who didn’t?) and as a consultant at both private and public-sector organizations. He holds an 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, travel, and listen to live music.

John Evans

Chief Operating Officer

As the chief technologist at Closed Loop, Adrian is responsible for ensuring that the best available technology is used to aid in managing client accounts, and he leads the development of Closed Loop’s proprietary reporting application, Forager. Prior to joining Closed Loop, Adrian spent 20 years at Hewlett-Packard in both research and development leadership roles. He was lead architect for early mobile and web applications and for one of the first generally available video conferencing systems. He has also worked at a number of startups. He holds a B.Sc in mathematics from the University of Reading in the UK, where he also taught computer science. In his spare time, Adrian is a church organist and pianist. He currently lives in Ipswich, UK with his wife Joan.

Adrian Pell

Chief Technology Officer

Previous to Closed Loop, Laurel worked for an NYC-based digital agency for 8 years, managing SMB and enterprise-sized national and international Paid Search accounts in many sectors, including a variety of B2C and B2B lead generation and retail clients. She worked in close partnership with Google on testing and dissemination of automation and bid strategy best practices. She is a direct-response marketer to the core, with proven success growing clients’ revenue each year while finding efficiencies along the way. She grew up in North Carolina and holds a Bachelor of Arts in Journalism and Mass Communication with a minor in Entrepreneurship from the University of North Carolina at Chapel Hill. In her spare time, she enjoys traveling, running a wedding hair business, planning parties and spending time with her husband and daughters.

Laurel Galloway

SVP Advertising

Jeremy heads up the creative services team at Closed Loop. He believes "there is a big difference between serving an impression and making an impression." So, his team is driven to create dynamic, thought-provoking content that can break through the clutter. From CTV:30's that run on Hulu to micro-videos made for Instagram — they seek to flood the digital ecosystem with assets and create scale across platforms. Prior to joining Closed Loop, Jeremy worked on global clients like Samsung, Amazon, P&G, and Coca-Cola. He brings enterprise knowledge to the team - ensuring campaigns work seamlessly from strategy to creative and from production to media. Jeremy is a Chicago native who now lives in Michigan 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

Sherri is a high energy executive producer and creative content expert. She would rather roll up her sleeves than back down from a challenge and has the resume to prove it. With more than 20 years of marketing and advertising experience, she graduated from Regis University and got her start in the tech industry as a brand consultant. After being asked to build a customer experience program for a Fortune 50 company, she traveled the world doing customer video interviews and fell in love with the the art of storytelling. She ultimately began building award-winning video teams and has taken on writer, director, producer and editor roles along the way. When she’s not helping people fall in love with brands, Sherri can be found camping or relaxing at the movies 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

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

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

Since entering the digital marketing industry in 2011, Kayla has found joy in marrying her degree in Education with business development techniques to produce a consultative sales process wherever she goes.

While most of Kayla's time at Closed Loop is spent on expanding our existing client base, she also brings a strong set of efficiency and operational process improvement skills to our team as we continue to grow the agency.

Kayla Kurtz

Director, Sales

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

At Closed Loop, Amy manages complex enterprise client relationships. A 16-year veteran in search, Amy’s skill set includes paid social, display, app and video advertising. Working with clients such as Hewlett-Packard, PayPal and Intuit, Amy has successfully managed campaigns for both B2B and B2C clients across multiple industries. Her consistent track record for building campaigns that exceed client business and ROI goals is rooted in her hands-on-approach. Before Closed Loop, Amy began her career in education as a math teacher. However, she unexpectedly found her way to digital marketing after realizing her affinity for statistics and creative expression was a perfect fit for paid media. When Amy isn’t educating clients, you can find this Indiana native swimming around Arizona or taking a family beach trip.

Amy Konefal

Director, Digital Advertising

Joining Closed Loop in 2013 as Search Engine Marketing Manager, Sara expanded her remit to Director of Digital Marketing helping our clients execute a holistic, full-funnel approach to yield maximum impact. With over 20 years of experience in paid search, she enjoys taking complex business goals and creating digital advertising strategies to achieve them. Prior to Closed Loop, Sara served 10 years at Customized Online Marketing as CEO where she led the front in increasing sales and conversions through online marketing initiatives for a variety of businesses and budgets. Sara graduated from Washington State University with a degree in Public Relations. When Sara isn’t driving highly collaborative, action-oriented strategies, she’s searching for the next best family dinner recipe or teaching a yoga class.

Sara Will

Director, Digital Advertising

Amy is interested in consumer behavior and loves understanding why customers make decisions. She brings to Closed Loop extensive experience in global performance marketing after working with ForwardPMX managing paid media initiatives for 7+ years. A self-ascribed caregiver, Amy enjoys anticipating and addressing the needs of client-partners. As Director of Advertising, she oversees ad managers for enterprise-level accounts for brands like Rakuten. With a focus in paid search, Amy brings positivity to client engagements by establishing open dialogue, trust and learning environments. Amy earned her undergraduate degree from the University of Massachusetts Dartmouth in Marketing. When this New England native isn't working, you can find her enjoying the outdoors and building intricate Lego Star Wars sets.

Amy McLeod

Director, Digital Advertising

Madalyn began running paid social campaigns back in 2011 when Facebook only offered Page Like ads and her career grew from there. Over the years, she’s worked at some of the world’s largest advertising and public relations agencies where she managed paid social campaigns for a variety of clients including eBay, iRobot, GODIVA and TD Ameritrade. In 2017, Madalyn joined Closed Loop and has helped clients through her data-driven approach and understanding of paid media algorithms. Madalyn currently lives in Virginia with her family.

Madalyn McConnell

Director, Digital Advertising

A B2B and B2C, e-commerce and lead gen veteran, Megan brings insights from her previous in-house and agency roles to effectively manage both paid search and paid social campaigns for Closed Loop clients. With the ability to dive into high-level data and client business goals, carefully refining and optimizing accounts through rigorous testing, she focuses on driving the right strategy through the funnel from top to bottom. After obtaining her B.A. in Advertising & Public Relations from the University of Central Florida, she has remained working in digital media from the sunny Florida coast, where she spends her free time deep sea fishing, watching sports, volunteering, baking and reading.

Megan Rae

Director, Digital Advertising

As a “true blue data geek,” there isn’t anything Caille can’t make quantifiable. Caille oversees business intelligence including data collection and reporting for clients across multiple industries. Caille enjoys reigning big ideas into reasonable, actionable plans based on data. By blending her technical skills, management experience and data-driven nature, she achieves analytics success for Closed Loop customers. Prior to Closed Loop, Caille served in the catering and event industry, including co-founding the 2018 Sac Fry Fest. Caille also hails a master degree in business analytics from Arizona State University and a Tableau Professional certification. When Caille isn’t crunching numbers, you can find her exploring Roseville’s dining scene, attending a Kings game, running a marathon or embarking on her next travel destination

Caille O'Leary

Sr Business Intelligence Manager

As a 12-year-veteran in digital marketing on the client and agency side, Stefanie has helped multiple companies like Hilton Worldwide, Aveda, Clinique, Bobbi Brown and more across luxury, travel and hospitality verticals. As a Director of Programmatic Media at Closed Loop, Stefanie manages a team of digital ad managers across multiple client accounts, continually seeking opportunities to move the needle for brands. Stefanie earned her undergraduate degree from Drexel University in Business Administration with a focus in marketing in 2010. In 2018, she received her Masters in Integrated Marketing Communications from Marist College. When this media management powerhouse isn’t facilitating multi-touch attribution, you can find her traveling, singing karaoke and making gluten-free “fetch” in the kitchen with home recipes.

Stefanie Gonnella

Director, Programmatic Media

As a creative problem solver, Brooke finds organized solutions for the project management of our creative services team. From concept to launch, Brooke helps direct the creative needs of our advertising clients' campaigns by defining the scope, timelines, goals, and deliverables for client creative. Brooke has 15 years of experience managing creatives. Before Closed Loop, she worked as the Art Director for the world's largest natural habitat zoo's lead generation and marketing. While there, Brooke also ran the creative operations for the in-house graphics team. When Brooke isn't managing creative ad workflow, she works metalsmithing and designing jewelry on the 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

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