Amusement leader Embed announces new executive management team

October 11, 2019

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

The new appointments include a new Chief Technology Officer, Chief Marketing Officer, Chief Experience Officer as well as a new Sales Director for North and South America.

Announcing the appointments, Renee Welsh, Chief Executive of Embed and Booking Boss, stated “I’m proud of the team that I’ve recruited and assembled.

“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 epitomise Embed’s values but bring the experience to reimagine, reinvigorate and transform the business of fun.”

Andy Welsh - Chief Technology Officer
Developing mission critical systems for over 20 years, Welsh has helped develop housing valuation systems used daily by four major Australian banks, software that powers a leading car parts system in the USA. He also played a critical role on the Embed team that developed the first Australian activities portal.

Welsh’s ticketing and booking management start-up, Booking Boss, was acquired by the Helix Group in 2017 and now, he leverages his experience in cloud technology as part of an exciting new strategy to transform the entertainment industry and the family entertainment industry.

Sara Paz - Chief Marketing Officer
Paz brings a wealth of knowledge and experience from her successful, award-winning career at well-known high-tech giants and top-10 brands. Paz began her Asia-Pacific marketing career at Sony Corporation in Tokyo - before moving on to senior regional and global marketing roles, including Marketing Boards, at Nokia, Intel, Dell, HTC, and L Capital Asia, the private equity investment arm of LVMH.

She was named among APAC’s Top-10 Marketers by Media Magazine and received numerous marketing awards - including ‘Digital Lions’ from the world-renowned Cannes International Advertising Festival. Pax’s experience architecting innovation-led marketing functions and marketing strategies that transform companies, build brands and redefine industries will serve her well at Embed.

Michael Lopez - Chief Experience Officer
Lopez appointed Chief Experience Officer of Embed. Michael started his career at Sony Electronics, Tokyo, Japan, as a Mechanical Design Engineer and moved into Business Development and Operations roles at Phillips, Dell, and Illumina, collecting US Patents and awards along the way. Most recently setting up Omega Engineering Southeast Asia's headquarters, including their commercial sales organization, business, customer care, warehouse and fulfilment, Lopez spent the last year as the China General Manager in Shanghai.

He is now tasked with elevating the overall Embed Customer Care, Installations, and Training functions across the globe.

Ladonna Whitaker - Sales Director, Americas
The leadership of the North America and South America Sales Divisions is powerhouse Whitaker, who’s experience in technology sales transformation and strategy in Silicon Valley start-ups will serve her well at Embed.

In the early part of her career she was part of the Expedia Corporate division start-up, focused on 1.0 technology sales and bringing onboard other 1.0’s, including a small unknown start-up that turned into an industry juggernaut. From there she moved to Virgin America where she led a sales team that signed key accounts and usurped market share from the goliaths in the industry to help propel the little-airline-that-could into IPO status.

Image shows Renee Welsh flanked by (clockwise from top left): Sarah Paz, Ladonna Whitaker, Andy Welsh and Michael Lopez.

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