Embed announces new executive leadership team

Embed, a leading worldwide supplier of point-of-sale and revenue management systems, has announced a series of new appointments to its leadership team.

Embed is pleased to be marking a new chapter with several key leadership appointments, including a new Chief Technology Officer, Chief Marketing Officer, Chief Experience Officer as well as a new Sales Director for North and South America.

“I’m proud of the team that I’ve recruited and assembled,” says Renee Welsh, CEO of Embed & Booking Boss. “Embed is a balanced mix of people who embody deep industry entertainment business knowledge and experience, and high-tech professionals with experience transforming companies and industries. They not only epitomize Embed’s values but bring the experience to reimagine, reinvigorate and transform the Business of Fun.”

Andy Welsh – Chief Technology Officer

Andy Welsh was a co-founder of the ticketing and booking management start-up, Booking Boss, which was acquired by Helix in 2017. He has more than 20 years of experience in developing mission-critical systems. Welsh helped to develop housing valuation systems used by several leading banks in Australia. He also worked on software for a leading US car parts system.

Since joining Embed he has played a critical role, helping to develop the first Australian activities portal. He will use his technical knowledge of cloud technology at Embed to help transform the entertainment industry.

Sara Paz – Chief Marketing Officer

Sara Paz brings a great deal of experience to her new role with Embed, having worked at several high-profile companies including top-10 brands and high-tech businesses. Paz previously worked at Sony Corporation in Tokyo, and then went on to senior regional and global marketing roles at well-known companies such as Nokia, Intel, Dell, HTC and L Capital Asia.

Her dedication to the field was recognised by Media Magazine who named her in a list of APAC’s Top-10 Marketers, and she also received a ‘Digital Lions’ award at the renowned Cannes International Advertising Festival. Her experience in leading innovation-led marketing functions and marketing strategies that transform companies, build brands and redefine industries will be key in her new role with Embed.

Michael Lopez – Chief Experience Officer

Michael Lopez began his career with Sony Electronics in Tokyo, Japan, as a Mechanical Design Engineer. He then went on to take up Business Development and Operations roles at a series of high-profile companies, such as Phillips, Dell, and Illumina. He has also collected US Patents and awards during this work.

In his most recent role, Lopez was responsible for setting up Omega Engineering Southeast Asia’s headquarters, which included its commercial sales organization, business, customer care, warehouse and fulfilment. He then spent the last year as the company’s China General Manager in Shanghai. In his new position at Embed, Lopex will be elevating the overall Embed Customer Care, Installations, and Training functions around the world.

LaDonna Whitaker – Sales Director, Americas

LaDonna Whitaker is taking on the leadership of the North and South America sales divisions and brings with her a wealth of experience in technology sales transformation and strategy. She has a great deal of knowledge, gained from working on Silicon Valley start-ups.

Whitaker’s early career took place at the Expedia Corporate division start-up, where she was focused on 1.0 technology sales as well as bringing on board other 1.0’s, including a small unknown start-up that turned into an industry juggernaut. Afterwards, she worked at Virgin America, leading a sales team that signed key accounts and propelled the business to IPO status.

The Embed team will be heading to IAAPA Expo 2019 in Orlando next month and can be found at booth #1336 from 19-22 November. The company recently announced that it will be unveiling a new brand strategy at the event.