Our Team

Behind the Scenes

Design Sprint
Vlad Whiteboard
Vision Whiteboard
Interview Process


TARGETABLE was founded in 2014. We started out with three people, and today we’re a company of about 20 spread out across 7 different cities. Our headquarters is in San Diego. For the most part we work remotely but we seem to get together often throughout the year. It doesn’t hurt our office is just a few minutes from the beach, world class fish tacos and great beer.

2019 marks our 5th year in business. For our first four years we were called HEROFI [heer-oh-fi] but in 2019 we changed our name to TARGETABLE to better align our name with what our product actually does. Our corporate name is still HEROFI INC.

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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


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Charles Alexander
Creative Director

Previously Art Director 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.


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Joe Downie
Senior Software Engineer

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

A results-driven, fast-learning, analytical web developer committed to maintaining cutting edge technical skills and up-to-date industry knowledge. Strong in architectural, component and interface design.


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Benjamin Hyatt
Product Quality Manager

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
Director of Engineering

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.


Maryssa McCarthy
Customer Support Engineer

Previous employment SeatAdvisor, Time Warner Cable, Gexa Energy

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


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John Pascual
Director 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
Senior 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.


Kevin Vance
Senior Software Engineer

Previously Front-End Lead TVPage Inc, Senior Application Developer Surveillus Networks LLC

A UI designer and full-stack engineer with 9 years of experience designing and developing web and mobile solutions for a variety of companies.


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Joel Zimmerman

Previously Production and Web Coordinator TPT Twin Cities PBS, Digital Media Specialist Microgigantic

Joel is a multimedia producer with experience in video and digital signage, specializing in video editing, digital media workflows and asset management, and project management. Joel is passionate about doing great work, collaboration, the NBA, and modular synthesizers.