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 Loveday


Lance founded Closed Loop in 2001 and has been the CEO ever since. He loves helping high-growth companies realize massive profit through online advertising on Google AdWords, Facebook, programmatic display and other channels. Closed Loop has worked with numerous high-growth brands and managed over $1B in digital ad spend for our clients. Lance is also a mentor for 500startups, a 3X founder and bootstrapped Closed Loop to over $5M in ARR. 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.

Amanda Evans


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.

John Evans


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.

Adrian Pell


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.

Laurel Galloway


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 daughter.

Jeremy Olson


Jeremy heads up the creative services team at Closed Loop. He believes, “There’s a big difference between serving an impression and making an impression.” Alongside his Creative Services team, Jeremy seeks to create dynamic, thought-provoking content for brands to break through the clutter. From CTV:30's running on Hulu to micro-videos made for Instagram—he floods the digital ecosystem with assets and creates scale across platforms. Before joining Closed Loop, Jeremy worked with 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. When he’s not driving compelling creative for clients, you can find him golfing and fishing, often failing spectacularly at both.

Sherri Ogden


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. She’s led all sorts of teams since; global events, creative services, thought leadership and more. 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 art of storytelling. She ultimately began building award-winning video teams and has taken on writer, director, producer and editor roles along the way. Sherri’s collaborative spirit and forward-thinking creativity is what keeps clients coming back for more. When she’s not helping people fall in love with brands, Sherri can be found camping or relaxing at the movies with her family.

Sean Johnston


Sean has been working in social media since before Facebook was available to everyone. Over his 11 years of experience, he has held positions in a variety of areas, from account management to copywriter on both the agency and client-side. Today, Sean helps B2B companies like Intercom and Yext harness the power of paid social advertising through a methodical and strategic approach to targeting, testing, and analysis. His broad-based experience helps clients solve complex issues from a variety of different angles, while constantly learning and growing. Sean hails from the Metro Detroit area where he lives with his wife Kim, a high school teacher, and his two children. When he’s not growing clients paid social presence, Sean can be found teaching himself the drums, writing or obsessively following Major League Baseball.

Matt Umbro


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.