Management Team

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Hilmi Ozguc | Founder & CEO

Hilmi founded Swirl with the goal of revolutionizing the retail industry by leveraging the power of mobile technology to transform the in-store shopping experience. He has been a successful entrepreneur and executive in the software industry for the past 20 years, having created groundbreaking companies worth over a quarter billion dollars that realize the Internet’s potential as a global advertising and marketing vehicle. Hilmi previously founded Maven Networks, an early leader in Internet video technology, which was acquired by Yahoo! and today powers the video advertising infrastructure for the world’s largest network of Internet media properties. Earlier, Hilmi was founder and CEO of Narrative Communications (acquired by Excite@Home), a pioneer of rich media Internet advertising technologies that brought more effective branding capabilities to Fortune 500 advertisers and more engaging web experiences to consumers.

Hilmi has been named CEO of the Year by Mass High Tech, is a frequent speaker at industry conferences, and has been featured in Business Week, CNBC, CNN, The New York Times, and The Wall Street Journal. Hilmi holds a bachelor’s degree in Systems Engineering and a master’s degree in Software Engineering from Boston University.

Gretchen Fleming | COO & CFO

As a member of the founding team at Swirl, Gretchen was instrumental in defining the company’s business and product vision. With more than 15 years of experience in senior finance and operations leadership roles at several venture-backed technology companies, she is a seasoned executive with an entrepreneurial mind and a creative spirit. She has played an integral role at several successful tech companies by managing key operations and building outstanding teams that have created world-class products and services. Most recently, Gretchen was CFO at Acquia, the provider of commercial support and cloud services for the open source social publishing system Drupal. Previously, she was CFO of Maven Networks, a leader and pioneer in Internet video that was acquired by Yahoo!. Gretchen was also CFO of MediaMap (acquired by Cision), the leading provider of PR software and services. She started her career at PricewaterhouseCoopers LLP, where she advised a cross section of private and public technology companies. Gretchen holds a bachelor’s degree in Business Administration from Northeastern University.

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Tom Middleton | CTO

Tom brings a unique background as a technology leader and developer of numerous award-winning products spanning consumer mobile apps, large-scale Internet advertising platforms and highly scalable enterprise information systems. Prior to conceiving the technology vision for Swirl, Tom was founder and CTO of Bitrino, a developer of popular consumer networking and discovery apps for the Apple iPhone and iPad. Previously, he oversaw the engineering team that designed and built the market-leading storage virtualization platform at Incipient. Earlier in his career, Tom was VP of Engineering and Chief Architect at Narrative Communications, one of the first cloud-based Internet services and creator of the Enliven rich media advertising platform. Earlier, he worked as a software engineer on group calendaring at ON Technology and Index. Tom earned a bachelor’s degree in Computer Science from the University of Virginia, where he was an Echol’s Scholar.

Todd Boes | VP Product

Todd is a highly accomplished technical leader and product visionary with over 20 years experience defining and launching ground breaking technology products and platforms. Prior to Swirl, Todd was responsible for the strategic planning, development and go to market execution for Yahoo!’s portfolio of next-generation advertising products and solutions spanning mobile, video and Internet TV platforms. He joined Yahoo! following that company’s acquisition of Maven Networks, where Todd, as VP Products, spearheaded the online video revolution through the conception and delivery of Maven’s industry-defining video publishing and advertising platforms, which today contribute over $200 million in annual advertising revenue to Yahoo!. Previously, Todd served as VP Marketing for Altio and held several senior executive roles in product marketing at Macromedia and Allaire Corp. where he helped pioneer category-leading web development tools, content management and application server product lines. Earlier, Todd led product development and marketing for data warehouse and database design tools at Powersoft and, subsequently, at Sybase. Todd earned a bachelor’s degree and an MBA from Syracuse University.

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Orin Morris | VP Engineering

Orin has 20 years of hands-on experience developing cutting edge, large scale software products, and building and leading high-performing development teams. Orin joins Swirl from Oracle where he was the Development Director and Lead Architect for the Clinical Development Center. He became part of the Oracle team via the acquisition of Phase Forward, a leading provider of integrated data collection and data management solutions, where Orin led software architecture. Previously, he was the Director of Engineering at Incipient and the Enliven division of Excite@Home, where he worked on pioneering distributed cloud storage and Internet advertising platforms. Earlier in his career, Orin held software engineering roles at Narrative Communications and ON Technology. Orin holds a bachelor’s degree in Engineering and a master’s degree in Computer Science from Tufts University.

Rob Murphy | VP Marketing

Rob is an experienced marketer who has spent over 20 years driving strategic growth through consumer and business marketing for companies ranging from venture-backed start-ups to leading corporate brands. He has an established track record of innovation and success across a variety of industries, consumer segments, and marketing channels. Rob was head of consumer and partner marketing at Rue La La, a leader in Internet private sales, where he helped drive explosive growth for an online fashion business that established a fundamentally new ecommerce model and consumer shopping experience. He led marketing and strategic growth initiatives for Circles, a leading concierge services provider, where he was a member of the executive team that significantly scaled the business to its successful acquisition by Sodexo. Earlier in his career, Rob was an executive with Digitas, an integrated marketing services agency, where he directed client marketing engagements and oversaw the company’s CRM consulting practice. Rob holds a bachelor’s degree in Operations Research & Industrial Engineering from Cornell University and an MBA from the University of Rochester.

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Niall Fitzpatrick | VP Account Management

Niall is an account management veteran, with more than 20 years of experience building, leading and scaling professional services and consulting teams in the digital search, merchandising, analytics, mobile and web sectors. Throughout his career, he’s managed large-scale account teams and engagements for clients including LG Electronics, Whole Foods, Walmart, Footlocker and Hallmark. Prior to joining Swirl, Niall served as the COO for Blink Reaction (now part of FFW, one of the largest Drupal development agencies in the world), where he managed all business operations while the company expanded its employee base by 5X. Previously, he served as Managing Director of Worldwide Professional Services for Acquia, a leading provider of support services for the open source social publishing system Drupal. While there, he managed and scaled the team responsible for ensuring successful ecommerce, mobile and web engagements for enterprise clients. Earlier in his career, Niall led teams in professional services, account management and program management for a variety of technology companies including Endeca Technology (acquired by Oracle) and MediaMap (acquired by Cision). Niall holds a bachelor’s degree in Computer Science from Wentworth Institute of Technology.

Mark Marinacci | VP Audience Development

Mark has deep industry knowledge across all facets of digital media, advertising and emerging commerce from a nearly 20 year career in ad tech, with a key focus on driving business results for retailers and publishers. Prior to Swirl, Mark served as Chief Category Officer for Cofactor, a digital division of the Gannett company that enables retailers and brand advertisers to drive offline sales through the use of highly-versioned local advertising content across any digital channel. Cofactor’s technology platform is used by leading retailers including Staples, Toys R Us, The Home Depot and Kohls. Mark also served as President of ShopLocal, a marketing and advertising service owned by Gannett that built, hosted and maintained digital circulars and promotional content for retailers. Prior to that, Mark spent eight years at Google, where he managed the team responsible for strategic retail accounts. While there, he worked with client and agency partners to develop innovative programs that enabled retailers to better engage with customers to drive online and offline sales. Earlier in his career, Mark was an account executive at HotJobs, a Yahoo company. Mark holds a bachelors degree in American Studies from Georgetown University.

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Adrian Tompsett | VP Business Development

Adrian is an experienced strategic sales and business development leader who has worked for over 16 years in and around technology companies in business development, corporate development and sales, as well as being an early stage investor. He is an expert on digital marketing, programmatic buying and a frequent industry writer and speaker. Previously, Adrian was at DataXu where he was the company’s first sales and business development executive and instrumental in supporting and driving its hypergrowth from less than $1m in sales in 2009 to $87m in 2012. While at DataXu, he managed the company’s supply partners, including third-party technology providers, data suppliers, and media companies. Prior to DataXu, Tompsett was executive director of business development at ChoiceStream, a provider of personalization and advertising solutions for online retailers. In this capacity, he led ChoiceStream’s European business expansion and sales efforts by sourcing, cultivating and closing key accounts including Tesco and BBC. Earlier in his career, Adrian held positions at YankeeTek Ventures, Dell, and Grey Advertising. Adrian holds a bachelor’s degree in Psychology from Dartmouth College and an MBA from the MIT Sloan School of Management.

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