Meet Guidebook's Leaders

Driven by the excitement of seeing real people use our technology to make real-world connections.

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Executive Team

Jeff Lewis

CEO and Co-founder

Jeff founded Guidebook in 2011 and has served as CEO since the company's inception. Prior to Guidebook, Jeff opened Criteo's (NASDAQ:CRTO) North American offices, where he led US Sales and quickly scaled his region's business to $100M in annual revenue. Jeff started his career as an early member of TrialPay, a leader in transactional advertising and alternative payments, which sold to Visa. He holds a BS in Astrophysics from the University of California, Santa Cruz.

Peter Lada

Creative Director and Co-founder • @pklada

Peter leads the product design team at Guidebook. Peter has been designing and developing digital products for over 15 years. Prior to Guidebook, Peter co-founded Snoopr, operated a boutique design studio out of Palo Alto - serving clients such as Slashdot and Princeton University - and worked at Cisco as a technology lead.

Wayne Morris

Chief Revenue Officer

As Chief Revenue Officer, Wayne leads our global Sales, Account Management, Customer Success and Partnerships teams. Wayne joined Guidebook in 2014 as VP EMEA. After successfully launching and growing our European business, he was promoted to VP International, where he assumed responsibilities for Guidebook's APAC operations. Under Wayne's leadership, Guidebook’s growth and customer retention has led the industry. Prior to Guidebook, Wayne was instrumental in the success of a number of startups, including Hitwise (sold to Experian) and Maxymiser (sold to Oracle). He has held management positions at Yahoo! and Criteo. Wayne holds a Communication Studies degree from Bournemouth University in the UK.

Pete Banks

VP Engineering

Pete is responsible for Guidebook's technology and corporate IT teams. He is a seasoned tech executive with over 20 years of industry experience. Pete brings a global leadership perspective and has led development teams focusing on areas such as online gaming, streaming video and digital fitness. He has previously helped multiple startups mature into successful companies that were ultimately acquired. In addition to startup experience, Pete has worked with brands such as Viacom, Nickelodeon and Pete holds a computer science degree from Northwestern University.

Irin Son

Head of Human Resources

As Guidebook's Head of People, Irin is dedicated to building the best people-centered org at Guidebook. We believe that investing in our people–through development, coaching, and culture–is critical to business success. She is a huge believer in the positive and strong impact good HR practices can have an on an organization and strives to create the best people experience for every employee from initial interview to hire and beyond.

Scott Lavelle

VP Marketing

Scott leads the Marketing team at Guidebook, including performance marketing, lifecycle marketing, brand and PR strategy. Scott also leads the Growth team, focusing on experimentation and other growth initiatives. Previously, he served as Director, Marketing at OpenTable, where he led the global search marketing team and helped establish a cross-functional growth team focusing on experimentation, content and site development. Prior to that, Scott held digital marketing leadership roles at Shutterfly and Williams-Sonoma. Scott earned his MBA from the Rady School of Management at UC San Diego.

Jeff Lewis

Peter Lada

Wayne Morris

Pete Banks

Irin Son

Scott Lavelle

Hannah Baumgardner

Branko Bibic

Evan Bremble

Greg Bremble

Treyton Burghardt

Chris Casey

Kevin Chang

Nelson Cheung

Ara Cho

Cara Finkenaur

Savannah Forood

Dylan Foster

Kiffany Gardner

Loren Glenn

Ciara Goetze

Jim Gresham

Josef Hlavacek

Sara Jeon

Andrew Kaufman

Gulnaar Kaur

Matthew Keller

Zanniab Khan

Jenny Kim

Nam Kwon

Elizabeth Leslie

Elizabeth Lewis

Eric Liu

Andy Lui

Jacqueline Lynch

Dan Lyon

Matthew McHugh

Billy Mclean

Patrick McNally

Darren Miller

Guillermo Mont

Thuy Vi Nguyen

Patrick O'Connor

Matt Oney

Stewart Price

Kirsty Rankin

Candace Reeder

Camille Rivera-Garcia

Yujin Ro

Elaine Robbie

Patrick Rowe

Richard Rowe

Mackenzie Seiter

Anya Shybkouskaya

Ayana Simmons

Tim Smith

Erica Solomon

Julian Spindell

Mike Sprague

Christian Stump

Emily Suh

Henry Sung

Jack Tattersall

Mallory Thompson

Liu Trujillo

Danielle Upjohn

Amadeo Vibat

Matt Voelker

Ian Whelan

Peter Whitley

Nolan Wilson

Jacob Wittenberg

Riley Yeakle

Tyler Zajic

Connor Zindroski

Charles Zhou