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Targetable was founded in 2014 as HEROFi -  a product development agency focused exclusively on creating better consumer engagement tools for restaurants. HEROFi's work resulted in thousands of successfully executed campaigns and tens of millions in incremental revenue for its clients.  Targetable has launched as the common sense evolution of our past business. It combines learnings from thousands of individual restaurants, with our innovative tools and proven data, and the support and service of a customer-driven organization. The result is an affordable way to produce effective localized marketing for restaurants. Or as we like to call it... Targetable.  

Targetable was created and is run by an experienced team of digital entrepreneurs who have been working with restaurants for over a decade, and before that were responsible for some of the biggest digital properties in the business. We are headquartered in San Diego but believe in a policy of hiring the best talent wherever and whenever they come across our radar. This has resulted in a team of amazing and talented people who constantly broaden our perspectives and makes us better at what we do. 

Learn more about our team below:

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Vlad Edelman
CEO / Co-Founder

20 years as a senior leader in digital media and technology industries.

Previous roles with ESPN Mobile, CBS Corporation, NTN Buzztime


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Trent Dethloff
President / Co-Founder

Enterprise technology leader with a focus in realtime data and products.

Previous roles with NTN Buzztime, Project Amuso, NetEscapcio SA


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Rob Soni

Former Partner Matrix Partners, former General Partner Bessemer, Venture Partners


Charles Alexander
Head of Design

Previously Senior Product Designer Roubini Global Economics, Senior New Media Designer John Hancock

Core Specialties: Conceptual product development; product design; brand development, brand identities, brand evolutions, CX/UX/UI for any experience, web, or app. Past clients: Google, USA Today, Walgreens, Sony Pictures, Stones Throw Records, America's Test Kitchen (PBS) and more.


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Marvin Aquino
Art Director

Previously Senior Visual Designer Ideation Consultancy, Art Director Optimized360, Imaging Programmer Ipsos

Specializes in digital design, product design, marketing, and data driven design. Worked with brands such as Bed, Bath, & Body Works, Subway, P&G, Merrill Lynch, Starbucks, and Intercontinental Hotels Group.


Abraham Arias
QA Automation Engineer

Previously QA Automation Engineer at Mattermost Working as Open Source collaborator of the project Increasing test coverage of the web application using Cypress.IO

I have more than 5 years of experience as a QA Automation Engineer with a strong background in development, who owns self-discipline and the energy to get things done quickly. I consider myself a responsible person, intuitive and quick learner, always ready to learn new technologies and share my knowledge with teammates and clients.


Jonathan Benito
Business Development Manager

Previously Sales Account Manager @ Prepaid Ventures LTD

Self-starter with years of experience in aggressively driving revenue growth, effectively leading and managing teams, developing and maintaining strong relationships with high-value clients, as well as providing actionable insights and strategic initiatives to executives.


Jesus Castro
Senior Front-End Engineer

Previously Fullstack Engineer at Staywell

With over 5 years of experience specialising in Web/Mobile and bringing crossplatform solutions at different scales. Javascript enthusiast who is passionate about code and design.


Joe Downie
Lead Software Engineer

Previously Full Stack Web Developer NetSapiens, Full Stack Web Developer Financial Database Services

A results-driven, fast-learning, analytical web and cloud-based developer committed to maintaining cutting edge technical skills and up-to-date industry knowledge.


Vanessa Famighetti
Content Team Lead

Previously Head of Enterprise Development & Trip Lead, Hacker Paradise; VIP & Bespoke Trip Specialist, Classic Journeys; Account Executive, Yelp

"I love the freedom of being able to do the work I love from my favorite places around the world". With a BA from UC Berkeley and a definitive polyglot, Vanessa is passionate about language, culture, and advertising. She's the one to ask if you're looking for the perfect sunset or the sweatiest yoga class! 


Eric Green
Customer Success Specialist

Previously Warehouse Supervisor @ Wheels, Business Development Manager @ Pathway Genomics, Veteran of the U.S. Navy

Providing tenure of over 15 years in client-product support, focusing on providing validated coaching and training on industry best practices to maximize business outcomes. I enjoy being apart of the HEROFI team to engage with clients, maximize the efficiency of SAAS, and create strategies to grow the platform and more.


Paulinne Giffhorn
Ad Content Specialist

Previously Brazil Communications Specialist for 350.org; Content Coordinator for Arayara Institute; Content Analyst for CNC

Journalist with five years of experience in traditional journalism, press relations, digital communication and marketing - having developed ad campaigns for companies from various sectors in South America.


Jonathan Gastrell
Software Engineer

Previously Fullstack Javascript Developer as a freelancer, Fullstack Developer at Playtika

A barbacue fan, I love playing soccer and reading. A mix of RHCP, Nirvana, jazz and tango.


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Benjamin Hyatt
Director of QA

Previously Senior QE escalations member and QA manager at Kollective Technology, QA engineer/Lab Administrator VeriSign, System Administrator 3Com Corporation.

Technology professional with over ten years of experience in the software testing space. Prior to joining HEROFi, managed and led a small QA testing team which was responsible for the quality of a SaaS based streaming media platform.

I'm very excited to be a part of HEROFi and look forward to building a QA team we can all be very proud of.


Chris Katz
Head of Technology

Previously Application Architect STATS LLC, Lead Software Engineer Wonderlic

Technology leader with almost 15 years experience developing and architecting solutions across a wide range of frameworks, languages, and cloud providers.


Fernanda Lacco
Ad Content Specialist

Previously writing and designing digital Ads for Hotels & Airlines to be displayed on the Sabre Reservation System

Creative, passionate, positive, and proactive. Endlessly curious and continuously updating my Marketing and Design skill Set.


Didier López
QA Automation Engineer

Senior QA Consultant at Gorilla logic

Senior QA Consultant with 9 years of experience on web, mobile and automation testing. ISTQB certified / Scrum Master Certified / Product Owner Certified /Advance Scrum Master SaFe Scale Agile Certified


Daniel Martin
Manager, Sales Operations

Co-Founder, Farm/Branding Consultant @ Sunny Greens, Head of Marketing @ Covenant Management, Partnerships Manager @ HealthIQ

Cultivator of team cultures, specializing in sales-craft. Passion working in brand growth, marketing strategy implementation, as well as partnership acquisition. 


Michael Martinez
Account Manager

Previous employment SeatAdvisor, Time Warner Cable, Gexa Energy

Providing first class customer and product support for over 15 years.


Jared Mermey
Head of Growth and Strategy

Previously Co-founder @ Tesloop; SVP Corporate Development & Platform @ Prepaid Ventures; VP Business Development & Product @ KEEPS America

Has operated, advised and consulted to startups across FinTech, Mobility, and MarTech


Guilherme Neis
Ad Content Specialist

Previously Head of Content at Eightroom, Social Media, Copywriter

Copywriter focused on results. 10 years of experience with marketing and communications, graduated in Journalism, MBA in Business Analytics. Strong team skills. My goal is building marketing campaigns based on data.


Vivian Overo
Sales Development Representative

Previously worked in the CS industry focusing on automating privacy policies for websites, agencies and organizations.

Interested in the intersection between tech, sales and customer service.

John Pascual
Head of Product

Previously Senior Product Manager CBS Interactive, Software Engineer Disney ABC Television Group

Delivered customer-facing digital experiences on both native-developed apps (Apple, Google Play, and Amazon) and web for over seven years.


Zach Prior
Lead Software Engineer

Formerly Software Engineer III STATS LLC, Software Engineering and Automated Testing Intern McKesson

Over 5 years experience delivering innovative full-stack solutions leveraging the cloud and AI to derive meaningful insights from data.


Franco Romera
Senior Front-End Engineer

Previously Full Stack Developer at Everyone Counts, Inc.

Front-end developer with over 8 years of experience with JavaScript, HTML5, CSS3, React and Angular.


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Ezequiel Romero
UI Designer

Previously Design Director Genosha

Specializing in understanding users and product requirements to turn them into beautiful interfaces and experiences for over 10 years. I love to interact with everyone in the team and get involved as much as possible in every aspect. Worked with 7up, Shell, Disney, Culumbia University, among others...


Reid Stewart
Senior Product Manager

Previously Product Manager Trimble, Program Manager Intel

Product pro and tech enthusiast, specializing in product strategy and agile development. Reid is passionate about collaborating with great teams to build great products.


Brittney Taylor
Ad Content Specialist

Resolution Specialist, Tesla; Admin Assistant, Shapell Properties; Dance Instructor, Yoko's Dance & Performing Arts Academy

After graduating from UC Irvine, these last five years have included me working at companies in personal, administrative and executive assistant roles and eventually working at Tesla to assist with registering vehicles around the US. I also have a passion for dance, which I have taught at my hometown studio for more than ten years. 


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Joel Zimmerman
Director of Client Operations

Previously Producer at HEROFi, Production & Wed Coordinator at TPT Twin Cities PBS.

Specializing in multimedia production, digital signage, digital media workflows, and project management. Joel is passionate about doing great work, collaboration, the NBA, and modular synthesizers.