Leadership Team
Murali B. Subbarao
Founder, President and CEO

Murali brings over 25 years of experience in the high‐tech industry, and is passionate about bringing innovative, disruptive solutions to market in digital payments and commerce. Under his leadership the company has received numerous awards including the Chairman’s innovation award (American Express), The Best Free Software (PCMag), Best E­Commerce Site (American Business Awards), Best eCommerce Solution (CODiE), and Hall of Fame Honoree (Online Banking Report). He has brought in over 10 million dollars in revenues from marquee clients such as American Express, Visa, JPMorgan Chase, Wells Fargo, Discover Financial Services, US Bank, InComm and Verizon Wireless. Previously, he was Senior Director, Strategy and Alliances, for the Financial Services Business Unit of Hewlett‐Packard. He has also served as VP of Business Development at Arula Systems, and as COO at Imeco Ultrasonics. Murali has twelve patents to his name, of which five have been granted, covering innovations in digital shopping, payments, loyalty and bill pay. Murali has an MBA from UC Berkeley, MS in Computer Science from University of Wisconsin, Madison, and B.Tech. from the Indian Institute of Technology, Madras.

Edwin Sapugay
Chief Technology Officer

Edwin Sapugay was the security architect for the Sybase Enterprise Database, a member of the CTO office of Crossworlds Software, and a senior architect for IBM’s flagship Business Process Management product. He also co‐founded Swag.io, an e‐commerce platform on social media, that was acquired by Billeo, Inc. He has nine technology patents to his name. Edwin has a Bachelor’s degree from University of California Berkeley with a double major in Computer Science and Applied Math.

Srinivas Sunkara
Vice President of Product and Engineering

Srinivas Sunkara co‐founded Swag.io an e‐commerce platform on social media, that was acquired by Billeo, Inc. He was a key member of Crossworld’s performance engineering team and a Senior Development Manager for the IBM Business Process Management portfolio. Srinivas has a Masters in Computer Science from University of Louisiana at Lafayette.

Ismail Pishori
Vice President of Sales

Ismail Pishori  is a veteran with sales, sales management, marketing, business development, solution development, corporate development, merger integration, and alliance management experience. Ismail has a broad background in card payments and loyalty, mobile payments, ecommerce, mobile commerce, retail and wholesale banking, and omnichannel deployment. His sales experience encompasses various service delivery models including full outsourcing and cloud­-based solutions. Ismail’s previous roles include Senior Vice President, Sales at Global Financial Institutions in FIS, Vice President, Sales at ACI Worldwide (Canada), Vice President, Financial Services and Retail Sectors at TELUS Business Solutions, and Worldwide General Manager, Financial Markets Segment at HP. Ismail holds an MBA from the Richard Ivey School of Business and an Industrial Engineering degree from the Technical University of Nova Scotia. He has served as a board observer at Clairmail, and on the advisory board at Univeris.

Jennifer Fitzmorris
Vice President of Finance and Human Resources

Jennifer Fitzmorris brings over 25 years of financial management experience in a variety of business and nonprofit organizations. Previously she was Operations Manager for the Financial Services Business Unit of Hewlett Packard. Her experience at Hewlett Packard also included management of finance operations for sales, marketing, international and manufacturing operations as well as teams focused on system and operational consolidation and cost reduction. Jennifer has an MBA in Finance from California State University, San Francisco and a B.A. in Economics from the University of California at Los Angeles.

Ryan Helmstetler
Director of Marketing

Ryan Helmstetler  is an award‐winning marketing professional with over 10 years of experience working with startups to fortune 500 companies. Ryan has planned and implemented numerous marketing campaigns for leading brands around the world. Some of his clients have included WalMart, Tylenol, Wrangler, Texas Pete, Aerobed, Milwaukee Tool Corp, Char‐Broil Grills and Vu1. As a marketing leader, Ryan has been a guest lecturer at multiple universities MBA programs including Boston University, University of North Carolina at Chapel Hill, and Wake Forest University. Ryan is credited with creating some of the most innovative digital marketing campaigns such as the first Facebook sample engagement ad. Prior to joining ExpressBuy, Ryan was a prominent leader at the award winning advertising agency, SFW. At SFW he lead a team of creatives, digital marketers, media buyers, and cross‐functional teams, which accounted for over one‐third of the agency’s total annual revenue, and landed the firm in the Inc. 500 list for three consecutive years.

Board Members
Wally Smith
CEO of SafetyChain Software

Wally Smith began his career at Advanced Analog in 1982 where he pioneered the military aerospace DC‐to‐DC converter market, creating a new market that grew from zero sales to over $100 million. The company was sold to Lambda in 1994. After a successful integration, he became the President and CEO of AOS, a manufacturer of patented computer accessory and corporate workstation products. After selling AOS to Herman Miller he founded one of the first successful SaaS companies in the Human Capital Management space, Enwisen in 2000. He took Enwisen from concept to the industry leader in HR Service Delivery until Lawson acquired the company in 2010. He was a general manager with Lawson through their acquisition by Infor. Wally is a graduate of San Jose State with a BS in Accounting, and of the Growing Companies Executives program at the Stanford School of Business.

Girish Gaitonde
Founder and CEO of Xoriant Corporation, a global software services company

Girish Gaitonde  experience spans engineering, marketing, finance and business development in the technology and services industries. Prior to founding TekEdge, Girish held marketing, financial and engineering management positions at Arix Corporation, AT&T Corporation and Intel Corporation. Girish has also participated as a seed investor and board member for more than a dozen technology startups in areas encompassing applications software, telecommunication chips, internet security and internet based/social networking businesses. Girish holds an MBA in Finance and Marketing from The University of Chicago, an MS degree in Computer Engineering from The Pennsylvania State University and a B. Tech. degree in Electrical Engineering from the Indian Institute of Technology, Bombay, where he has been granted the status of a Distinguished Alumnus. Girish serves on the boards of various companies and nonprofits such as South Asian Heart Association and India Community Center and as an advisory member for Chicago Booth and Indian Institute of Technology.

Murali Subbarao
Founder, President and CEO

Murali brings over 25 years of experience in the high‐tech industry, and is passionate about bringing innovative, disruptive solutions to market in digital payments and commerce. Under his leadership the company has received numerous awards including the Chairman’s innovation award (American Express), The Best Free Software (PCMag), Best E­Commerce Site (American Business Awards), Best eCommerce Solution (CODiE), and Hall of Fame Honoree (Online Banking Report). He has brought in over 10 million dollars in revenues from marquee clients such as American Express, Visa, JPMorgan Chase, Wells Fargo, Discover Financial Services, US Bank, InComm and Verizon Wireless. Previously, he was Senior Director, Strategy and Alliances, for the Financial Services Business Unit of Hewlett‐Packard. He has also served as VP of Business Development at Arula Systems, and as COO at Imeco Ultrasonics. Murali has twelve patents to his name, of which five have been granted, covering innovations in digital shopping, payments, loyalty and bill pay. Murali has an MBA from UC Berkeley, MS in Computer Science from University of Wisconsin, Madison, and B.Tech. from the Indian Institute of Technology, Madras.

Advisors
Joseph J. Ueberroth
Founder and Managing Partner of the Bellwether Financial Group

Since 1997, he has overseen the firm’s investment strategy and its entry into both private equity and venture capital investing. Joseph has spent his career investing in businesses and at times has been the Chief Executive Officer of companies ranging from startups to companies with multinational operations to a publicly traded company. He is currently the Chairman of the Board of three companies and serves on the Board of Directors of an additional four companies. His current involvements range from agriculture to manufacturing to technology. Joseph received his BA from Dartmouth College and his EDP from the University of California, Irvine Graduate School of Management.

Roy L. Rogers

Mr. Rogers has been a private investor and general partner of two venture capital funds, following a position as Senior V.P. and Managing Partner at Hambrecht & Quist. He began his career as a Development Engineer at the Sylvania Electronic Defense Laboratory after earning a B.S. from Oregon State University in 1956, and three years later a M.S. from Stanford University. In 1967 he accepted the position of Director of the Advanced Technical Division at the Quantum Science Corporation, followed by a position with First San Francisco Financial Corporation as a specialist in financial analysis of tech‐oriented companies.

Guillaume Lelait
General Manager of North America at Fetch

Guillaume’s responsible for leading Fetch’s operations and growth in the US. And he’s played an integral part in bringing new clients on board. He made the move stateside in 2013 from our London office, where he’d been Group Account Director for clients including eBay, Bloom.fm, William Hill, Debenhams and Sony Music. Guillaume started his mobile career back in 2005 where he launched one of the first m‐commerce sites for international retailer Fnac.com. He progressed quickly, later managing creative efforts for PhoneValley (Publicis Groupe) in the UK, where he partnered with Digitas and Razorfish and provided strategy to such innovative brands as McDonald’s, Nissan, Pfizer, Purina and Shell. Guillaume also holds a Master’s degree in Marketing from Reims Management School in France.

Ged King
CEO, SFW Agency

Ged King is SFWs’ CEO and a nationally recognized expert in helping home brands win in the marketplace.  For the past 15 years, Ged has focused his company’s research efforts on helping companies develop and execute strategies to pinpoint actionable insights and grow market share. Ged is a sought-after presenter, having lectured and presented at universities, sales conferences and trade shows across the nation. He is currently an adjunct professor teaching buyer/consumer behavior at Wake Forest University’s Graduate School of Business. He actively covers the home goods and furnishings marketplace as well as trends in consumer behavior, segmentation and brand development.

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