Adify Management Team
Russell Fradin
President
"My first job was working in the receiving department for an electronics manufacturer counting parts. I learned I should figure out how to use computers..."
Russ co-founded Adify with Larry Braitman and Rick Thompson. Most recently, Russ was the SVP of Business Development for Wine.com, the Internet’s largest seller of wine where he was responsible for creating new revenue channels for the business. Before joining Wine.com, Russ was the EVP of Corporate Development for comScore Networks. Russ began at comScore in 2000 before comScore signed its first customer and was responsible for starting many of the company’s businesses as well as structuring strategic alliances. Russ began his career at Flycast Communications and had a number of roles during his four year tenure, finally serving as Flycast/Engage’s VP of Business Development. Russ holds a BS from the Wharton School at the University of Pennsylvania.
Franklin Vincent
General Manager
"My first job was working as kitchen help and a bus boy at a pizza restaurant when I was 14. Working with this family business and in a role that was very physical and fast paced really taught me the value of hard work accompanied with how important it is to treat people well - what ever their job."
Prior to his role at Adify, Franklin worked with Cox Communications for 10 years, most recently leading the finance organization in New Orleans. His experience includes 17 years in business operations with 15+ years in the telecom and broadband industries. Franklin received his BS in Finance from Cal State University and his MBA from Arizona State University.
Steven Heyman
Chief Technology Officer
"During high school, I worked for a defense contractor that was designing a cooling system for the Avenger missile project. It was my first experience with professional engineering and I learned a great deal about how to design and build things the right way."
Steve was formerly Chief Architect on the Yahoo! Music Engine product. Prior to that he was the Director of Special Projects at comScore, where he developed their survey system and their client-side software platform. Immediately before comScore, Steve served as CTO for Freeport, a Provo, UT startup focusing on small business marketing applications. Steve began his career at Flycast Communications as one of the senior engineers on the ad server development team, and later became the Director of Server Development. Steve holds a BS (cum laude) in Electrical Engineering from the University of Pennsylvania, and a BS (cum laude) from the Wharton School.
Jim Larrison
Chief Revenue Officer
"The first time I was actually paid to work was as an actor in a national television commercial. I was the annoying kid in the commercial who was running around the scene as my TV parents talked about the benefits of carrying a Master Charge on family vacations. The most memorable part was the short cut where my TV brother, sister, and I ate strawberry ice cream and smiled."
Prior to joining Adify, Jim was Senior Vice President of Corporate Development for comScore Networks, where he was responsible running a commercial business unit focused on financial, telecom, and government sectors. Jim was responsible for the development of many cutting edge applications, including the first technology used to collect and report integrated online surfing and buying activity across the entire web. Before joining comScore, Jim held management positions at leading US companies such as: Information Resources, Lever Brothers, and Vision Quest Research. Jim received a BS in Marketing from Bradley University and MS in Information Systems from DePaul University. As the GM of Corporate Development, Jim's focus is developing market relationships while launching in specific vertical segments, working with both large brand enterprises and high quality niche entrepreneurs.
Joelle Gropper Kaufman
Senior Vice President, WW-Marketing
"For my first job, I worked as an aerobics instructor at Living Well Lady and learned that it's not a good idea to do a step aerobics routine on a small, raised platform."
Joelle brings experience in corporate and product marketing, sales and business development to Adify. Before coming to Adify, she served as VP of marketing and sales development for Reactivity, Inc., the leading provider of XML networking solutions that was acquired by Cisco in March 2007. At Reactivity, Kaufman drove category definition, corporate messaging, advanced key analyst relationships and successfully positioned the company as a leader in the XML-based Web services and SOA market. Prior to Reactivity, Kaufman led XML Web services initiatives for RSA Security and also held management, strategy and product marketing positions with Lifespire, Inc., NetDynamics, Firefly Networks, Inc., and Deloitte Consulting. Kaufman holds an MBA from Harvard Business School and a BA from the University of Michigan, Ann Arbor.
Max Ochoa
SVP, Finance & Administration & General Counsel
"At my first job swinging hammers on a home building crew, I learned discipline, the joys of manual labor, and the satisfaction of seeing something tangible at the end of a day's work."
As General Counsel, Max is responsible for all of Adify's legal and regulatory affairs. As SVP of HR, Max is responsible for developing and managing all processes and policies in regard to employee relations, recruiting and hiring, performance assessment and compensation as well as employee and organizational development. Max was previously General Counsel at Aliph. Prior to joining Aliph, Max was TiVo’s Associate General Counsel. Prior to TiVo, he was an associate with Cooley Godward Kronish LLP. Max holds an S.B. in Aeronautics and Astronautics from MIT, an M.S. in Aerospace Engineering from The University of Michigan, and a J.D. from Stanford Law School.
Kevin Tan
Senior Vice President, International
"As a 5 year old, I set up my first business - the proverbial lemonade stand. I desperately wanted a $1.95 model battleship from the toy store and couldn't quite make the payments with my 25 cent allowance."
Kevin brings to Adify over 16 years of international senior management roles with multinational firms and startups. Most recently he ran his own company (where Adify was a client) helping digital and mobile firms enter the Asian market. Tan was previously Regional Vice-President - Advertising Sales and Sponsorships at MTV Networks where he was responsible for driving revenue across the Asia-Pacific region. In the heady dotcom days at the turn of the century, Kevin was the founder and CEO of iamasia, the internet measurement leader in North Asia and the first company to independently measure the Internet in China. Before the internet he opened up the offices for Taylor Nelson Sofres in China where he served as Managing Director.
Glenn Fishback
Senior Vice President, US Media Sales
"At 14 years old, I started working most weekends and summers as a cashier at my uncle’s carwash in Flushing, Queens. I mastered the fine art of upselling customers from a “basic” car wash to a “super” wash."
In his role at Adify Media, Glenn oversees all U.S. media sales, manages key agency and advertiser accounts, and maintains relationships with media teams across Cox Media companies and Adify internationally. Glenn was previously the VP of sales at Turn Inc., where he became the company’s first sales executive and successfully grew the media business to a substantial run rate in just two years. He also held VP of sales positions at Coupons Inc. and Claria Corporation, including management of revenue growth in the U.S., Asia-Pacific, and Latin America.
Satish Katiyar
SVP & Chief Technical Officer
“In my last year of college I started a computer resale business as my first attempt to make money. It wasn’t very successful because the market didn’t need what we were offering and I had to get a software development job at a large engineering company. But I learned a valuable lesson – focus of a business has to be solving some real world problem, not making money”
Before joining Adify, Satish cofounded a neighborhood social networking company. He has been working in the online advertising industry since 2005. As the first employee at Turn, he was responsible for research and development of industry leading, fully automatic, machine learned ad targeting engine. Prior to Turn, Satish worked on several search engines including Yahoo and Alta Vista where he developed large scale distributed systems and cutting edge relevance technologies. Satish started his career as a systems engineer in 1991 and later worked at IBM (Informix division) where he developed enterprise text and media search extensions to the SQL engine.
Leif Welch
SVP, Platform Solutions and Services
'My first job was as the dishwasher in my family’s bakery/café. I got really good at wiping old ladies’ lipstick off the coffee mugs when they were sent back. I also moonlighted as the ‘rug boy’ at the local Bloomingdale’s, flipping rugs for these same ladies. Inevitably, the rug they were most interested in was always at the bottom of the pile."
As Adify’s SVP Platform Solutions and Services, Leif is responsible for driving revenue through Adify’s display ad platform, which enables more than 200 media companies to monetize their own and their partners’ display inventory. Prior to joining Adify, Leif founded MusiciansHub.com, a vertical search and aggregation engine for musicians; he also co-founded and served as Chief Revenue Officer for AdMission, a dynamic display ad provider that was sold to the Cobalt Group in 2008. Prior to that, Leif focused on business development for IPIX and AltaVista. Leif has an MBA from Kellogg, and a BSE and BA from the University of Pennsylvania.
Customer Testimonial
"We chose Adify as our technology and services provider for their Combination of good technology and proper account management. A high standard of both is difficult to find... Adify provides Guardian Publisher Network with scaleable technology and friendly, professional, innovative account management." Matt Gilbert
Business Development Manager
Guardian News & Media Limited