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Our Leadership

Sandeep Kella

Chief Executive Officer

Sandeep Kella is the CEO of Pacvue. Prior to Assembly, Sandeep co-founded Metric Collective, a holding company of software and services brands that catered to SMB customers. Before founding Metric Collective, Sandeep was on the founding team of Oracle Partners, a $200M middle-market private equity firm. Sandeep graduated from The University of Michigan School of Engineering with a B.S.E. in Industrial & Operations Engineering and a minor in Economics.

Melissa Burdick is the President of Pacvue and is an expert in designing for online and e-Commerce marketing strategies. A 10-year Amazon veteran, Ms. Burdick helped launch the Amazon CPG/Health & Beauty retail business, building a business from the ground up with an evolving strategy to sell profitably online. She was an early leader of the Amazon Media Group, launching the first vendor display video ad, and developed and grew the Amazon advertising business. Ms. Burdick is well known as an e-Commerce thought leader, Forbes Agency Council member, and participates as a speaker at e-Commerce conferences and industry podcasts.
Melissa Burdick
Rahul Choraria is the COO of Pacvue. Prior to Pacvue, Rahul worked at Advent International and Vista Equity Partners and focused on scaling software portfolio companies like Cvent, Datto, Definitive Healthcare, Finastra, iCIMS, and Xplor. Before his stint in PE, he worked at the Boston Consulting Group. Rahul got an MBA from Chicago Booth and a B.A. in Computer Science and Economics from UC Berkeley.
Rahul Choraria
Chief Operating Officer
Jordan Weitzen is the CFO of Pacvue. Prior to Pacvue, Jordan was the CFO of FabFitFun, a lifestyle and discovery e-commerce and subscription business connecting millions of customers with their favorite products from SMB and Enterprise brands. Prior to FabFitFun, Jordan worked in Corporate Development for different Media & Technology companies and in Strategy Consulting. Jordan graduated from Harvard with a A.B. in Economics and received his M.B.A from UCLA School of Management.
Jordan Weitzen
Chief Financial Officer
Zhenbin Xu is a seasoned technology executive with over two decades of product leadership and innovation. Prior to joining Pacvue, he served as the Chief AI Officer and the top technology executive for an insurance group with $15B in annual revenue, as well as a diversified holding group with $5B in annual revenue and multiple portfolio companies. Zhenbin also spent nearly 20 years at Microsoft, where he was instrumental in driving Microsoft's contribution to and support for the HTML 5 standard V1, laying the foundation for today's interactive and dynamic (mobile) web experiences. He incubated the Microsoft Edge Mobile Browser, invented the "Device Health" product, and grew it to 265M installations, 180M MAU, and 60M DAU. He invented and drove a search engine market share strategy that resulted in over $1B in incremental revenue. Through his years at Microsoft, he holds many patents spanning many different areas of technology. Zhenbin received his MS in Computer Science and Engineering from the University of Washington. He lives in Seattle with his wife and their three children, aged 17, 15, and 13. He relishes the great outdoors in his leisure time, especially hiking and skiing. Family movie nights are a cherished tradition, and he finds joy in the camaraderie of poker games with friends and colleagues.
Zhenbin Xu
Chief Product Officer
Kay Lee is a tech veteran with over 20 years of experience delivering software and services in multiple verticals including e-Commerce, Digital Media, Data Archiving, Sales Automation, and Social Networking. Prior to Pacvue, Kay was SVP of Engineering at RepairSmith, subsidiary of Daimler AG, responsible for launching the direct to consumer car repair merging e-commerce convenience and logistics to bring car repair to the consumer’s home. As a technology executive, Kay spent his career championing for the consumer and driving business value for the customer.
Kay Lee
Chief Technology Officer
Zhaohui Tang is the Chief Innovation Officer of Pacvue. Prior to Pacvue, he worked as CEO of adSage, one of the leading global search engine marketing firms. He spent 12 years at Microsoft headquarters as a principal group program manager at Microsoft SQL Server and Microsoft adCenter (Bing ads), where he managed a number of projects related to data mining, OLAP, artificial intelligence, and Bing paid search core algorithms. He got his Ph.D. at French research institute Inria and Prism lab in 1996 on the topic of database optimization. He has numerous publications in both academic and industrial journals, and is also an author of data mining books. He is the inventor of 30 patents in the field of information retrieval and artificial intelligence.
Zhaohui Tang
Chief Innovation Officer
Ben Collier is Head of AI Labs at Pacvue. Prior to Pacvue, Ben held product and technology leadership positions at live-events technology startup Rival (acquired by Ticketmaster –  Live Nation), Maker Studios (acquired by The Walt Disney Company), and video game publisher THQ. Ben graduated from Yale University with a B.A. in History and concentration on Computer Science and NLP. He is the inventor on 12 US patents in the areas of video content monetization and distribution.
Ben Collier
Head of AI Labs
Adam Crawshaw is EVP, SMB at Pacvue and Helium 10, which collectively supports over $100B GMV annually and has supported over 2M eCommerce entrepreneurs and businesses to date. Prior to Assembly, Adam spent his career investing across software and ecommerce. During his investment tenure, Adam invested directly in Shopify, Amazon, Meituan, Stripe, Byjus, Toutiau, and Skillz amongst over a dozen other high growth investments. Adam graduated from Indiana University Kelley School of Business with a B.S. in Finance and Entrepreneurship.
Adam Crawshaw
Lorraine is a career HR Leader, initially focused on the financial services/fortune 500 sector, including Citi,  American Express and BlackRock.  After decades on the corporate side, Lorraine eventually made the switch to the start-up tech industry where she held key HR roles at AppNexus, Yotpo, and most recently NS1. Through these recent tech roles, Lorraine has brought best-in-class HR into smaller/scaling organizations looking to accelerate their growth through the power of their employees. Lorraine holds an undergraduate degree in Psychology from the State Univeristy of New York, and a Master's degree in Industrial/Organizational Psychology from the University of New Haven.
Lorraine Heber-Brause
Chief Human Resources Officer

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