About Undertone
At Undertone, we always strive to be creative, innovative and impactful, from the engaging, synchronized experiences we create for our brands to our vibrant corporate culture. We are always finding ways to work harder and smarter in the best interest of our customers, to ensure a flawless execution every time. Our focus on seamless campaign delivery and quality experiences make our customers happy—and when our customers are happy, we know we’ve done our job.
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LEADERSHIP
Doron Gerstel
CEO
Doron Gerstel became the CEO of Undertone in 2019 after joining Perion as CEO in 2017. Serving as a CEO for the last 16 years at various companies, he has established an outstanding ability to drive growth in hi-tech companies & competitive markets.
In his previous role as CEO of Panaya, he led a company turnaround that saw an increase in annual revenue & the company’s acquisition by Infosys. He has also held CEO positions at Nolio, Syneron, & Zend Technologies.
Doron holds a Bachelor's of Science in economics & management from the Technion & an MBA from Tel Aviv University. Since May 2018, Doron has also served as a member of the Perion Board of Directors. He lives in Israel with his family but frequently travels to New York, where Undertone’s main office is located.
In his previous role as CEO of Panaya, he led a company turnaround that saw an increase in annual revenue & the company’s acquisition by Infosys. He has also held CEO positions at Nolio, Syneron, & Zend Technologies.
Doron holds a Bachelor's of Science in economics & management from the Technion & an MBA from Tel Aviv University. Since May 2018, Doron has also served as a member of the Perion Board of Directors. He lives in Israel with his family but frequently travels to New York, where Undertone’s main office is located.
Miki Kolko
Chief Technology Officer
Miki Kolko has served as Perion’s Chief Technology Officer since January 2015. He has over 19 years of experience in internet & big data technologies & previously served as Vice President of Data at Perion, Undertone's parent company. Before this, Miki served as Vice President Data at LivePerson (NASDAQ:LSPN) & held various engineering management positions across technology organizations. He founded three enterprise software & internet B2C startups.
Miki holds an MSc in computer science from Tel Aviv University and a B.A. in mathematics & computer science from Bar Ilan University.
Miki holds an MSc in computer science from Tel Aviv University and a B.A. in mathematics & computer science from Bar Ilan University.
Ran Cohen
Senior Vice President, Product
Ran Cohen is the Senior Vice President of Product, leading Undertone's product innovation & vision. He is a practical innovation expert with the ability to create exciting vision & turn it into a business reality. For more than 14 years, Ran has applied his business & product development skills to build new opportunities for leading interactive brands & is responsible for multiple breakthrough innovations in online advertising.
Before joining Undertone, Ran held multiple executive roles, including co-founding & serving as President of Legolas Media (acquired by Undertone). He also worked at Sizmek (FKA Eyeblaster/MediaMind) as Vice President, Product & Business Development.
Ran holds a bachelor’s degree in economics from The Hebrew University & a Master of Business Administration from Tel Aviv University.
Before joining Undertone, Ran held multiple executive roles, including co-founding & serving as President of Legolas Media (acquired by Undertone). He also worked at Sizmek (FKA Eyeblaster/MediaMind) as Vice President, Product & Business Development.
Ran holds a bachelor’s degree in economics from The Hebrew University & a Master of Business Administration from Tel Aviv University.
Louise Peddell
Vice President, Human Resources
Louise Peddell, Undertone’s Vice President of Human Resources, is a seasoned executive with extensive experience in building effective HR infrastructure and strategies to maximize employee engagement, productivity, retention, and job satisfaction.
Louise joined Undertone from Movable Ink, where as VP of People, she built a comprehensive HR infrastructure that allowed the company to grow and scale. Prior to that, she led the HR team at Booker Software and began her career at Deloitte, holding a leadership position of Northeast Regional Human Resources Director. She was honored with Deloitte & Touche’s Outstanding Contribution Award for her achievements in company culture, growth, and employee satisfaction. Louise earned a bachelor of science degree with honors in Communications from New York University. She resides in New Jersey with her husband and daughter.
Louise joined Undertone from Movable Ink, where as VP of People, she built a comprehensive HR infrastructure that allowed the company to grow and scale. Prior to that, she led the HR team at Booker Software and began her career at Deloitte, holding a leadership position of Northeast Regional Human Resources Director. She was honored with Deloitte & Touche’s Outstanding Contribution Award for her achievements in company culture, growth, and employee satisfaction. Louise earned a bachelor of science degree with honors in Communications from New York University. She resides in New Jersey with her husband and daughter.
Jason Friske
Vice President, Finance
As Vice President of Finance, Jason leads & oversees Undertone’s Accounting & Financial Planning & Analysis teams. With more than 14 years of accounting experience, Jason has gained expertise in startups, manufacturing, technology, & media.
Before joining Undertone in early 2018, Jason served as Vice President for MakerBot & Controller for STAR Marketing Services Group.
Jason received a BS in accounting from Montclair State University & currently lives with his family in Wayne, New Jersey.
Before joining Undertone in early 2018, Jason served as Vice President for MakerBot & Controller for STAR Marketing Services Group.
Jason received a BS in accounting from Montclair State University & currently lives with his family in Wayne, New Jersey.
Kim Leone
Vice President, Client Experience
As Vice President of Client Experience, Kim Leone leads the Client Strategy, Client Partner, Creative Operations, & Insights teams, overseeing pre & post-sale operations.
Kim began her career at Undertone in 2009 on the Account Management team. During her tenure, she created & led two new teams: Strategic Partnerships & Programmatic Services.
Kim graduated from Rowan University with a Bachelor’s degree in business & a minor in marketing. She lives in New Jersey with her husband & son.
Kim began her career at Undertone in 2009 on the Account Management team. During her tenure, she created & led two new teams: Strategic Partnerships & Programmatic Services.
Kim graduated from Rowan University with a Bachelor’s degree in business & a minor in marketing. She lives in New Jersey with her husband & son.
Rob DeSalvo
Vice President, Sales & Content Solutions
Undertone's Vice President, Sales & Content Solutions, Rob DeSalvo has been a member of the Northeast team since 2015. In his current role, Rob leads & oversees the East Sales team & Content Solutions for the National Sales team.
Previous to his tenure at Undertone, Rob served as the President/Founder of RMD Media, Inc., where he partnered with publishers from Conde Nast, Hearst & Meredith/Time Inc to lead their Northeast Advertising Sales initiatives.
A graduate of the University of Rhode Island, Rob currently lives in Cohasset, MA with his wife, three kids & dog.
Previous to his tenure at Undertone, Rob served as the President/Founder of RMD Media, Inc., where he partnered with publishers from Conde Nast, Hearst & Meredith/Time Inc to lead their Northeast Advertising Sales initiatives.
A graduate of the University of Rhode Island, Rob currently lives in Cohasset, MA with his wife, three kids & dog.
Michael Jackel
Vice President, Sales
Michael Jackel serves as Undertone’s Vice President of Sales, overseeing all sales teams & transactions for the West, Southwest & Midwest regions. With more than 20 years of experience in media, Michael has led local, regional, national, & international teams across multiple media channels.
Before joining the Undertone team in early 2017, Michael worked as Regional Vice President, West at Spotify & SVP of Digital Sales at iHeart Media.
A graduate from Arizona State University, Michael lives in Los Angeles with his wife.
Before joining the Undertone team in early 2017, Michael worked as Regional Vice President, West at Spotify & SVP of Digital Sales at iHeart Media.
A graduate from Arizona State University, Michael lives in Los Angeles with his wife.
Brett Busdeker
Vice President, Operations
As Vice President of Operations, Brett oversees all Direct & Programmatic Supply & Demand Media Operations at Undertone.
In his time at Undertone, Brett has worn many hats. He has gone from inventory management, to leading the first “Programmatic Team,” to successfully reorganizing the Performance & Inventory Teams into the Campaign Success Team. Prior to joining the Undertone family, Brett worked in Financial Tech, supporting the M&A due diligence platform that was used when Perion acquired Undertone!
Brett was born & raised in Ohio before moving to New York to attend Binghamton University, where he spent a few years on the University wrestling team. Brett currently lives on Long Island with his wife & two daughters & enjoys spending his off time with his family or catching a live music act.
In his time at Undertone, Brett has worn many hats. He has gone from inventory management, to leading the first “Programmatic Team,” to successfully reorganizing the Performance & Inventory Teams into the Campaign Success Team. Prior to joining the Undertone family, Brett worked in Financial Tech, supporting the M&A due diligence platform that was used when Perion acquired Undertone!
Brett was born & raised in Ohio before moving to New York to attend Binghamton University, where he spent a few years on the University wrestling team. Brett currently lives on Long Island with his wife & two daughters & enjoys spending his off time with his family or catching a live music act.
Jonathon Matthews
Vice President, Publisher Development
Jonathon Matthews, Undertone’s Vice President of Publisher Development, has been in the digital industry for over 11 years. Jon leads Undertone’s efforts in growing & acquiring supply to meet the needs of market demand. He also plays a key role in the exploration of new business ventures.
Before joining the Undertone family, Jon held multiple roles at AOL, Investing Channel, DistroScale, & more, leading business development, publisher development, & account management teams. Combined, Jon & his teams have been responsible for the acquisition & management of hundreds of millions of dollars of supply from top tier publishers across the industry.
Jon holds a Bachelor’s of Business Administration with a concentration in marketing from the Frank G. Zarb School of Business at Hofstra University. He is a New Yorker born & raised & currently resides in Manhattan with his wife & two daughters.
Before joining the Undertone family, Jon held multiple roles at AOL, Investing Channel, DistroScale, & more, leading business development, publisher development, & account management teams. Combined, Jon & his teams have been responsible for the acquisition & management of hundreds of millions of dollars of supply from top tier publishers across the industry.
Jon holds a Bachelor’s of Business Administration with a concentration in marketing from the Frank G. Zarb School of Business at Hofstra University. He is a New Yorker born & raised & currently resides in Manhattan with his wife & two daughters.
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