Siinda Board and Team

Meet the Siinda Board of Directors and the members of the team. These are the people who come together to champion for Siinda’s continued success.

Siinda Board Members

Luis BC (Yext)

Luis Baptista-Coelho


Michael Oschmann

CEO, Muller Medien
Joao de Sousa Aroso

João de Sousa Aroso

CEO, Leadzai

Siinda Board Members

Meet the industry leaders that make up the Siinda Board.

Kimberli J. Lewis

Siinda General Manager

Kimberli has 25 years’ executive management experience in over 10 countries, and working with over 30 nationalities. She has received over 29 international awards for management, marketing, and operations. She is the General Manager of Siinda and one of its board members.

Jon Martinsen

CEO, FCR Media and Chairman of the board

Jon has worked in the local search industry for more than 30 years and has held numerous executive positions throughout Europe including Norway, Finland, Sweden, The Netherlands, Austria, Lithuania, Latvia, Hungary, Finland, Estonia, and Ireland. Because of this varied background, he has a deep insight into the search industry, has experienced its changes first-hand over the past decades and knows its current challenges.

Today, Jon is the CEO of FCR Media Belgium and of FCR Media Group, which has offices in Belgium, Croatia, the Czech Republic, the Netherlands and Romania.   

Jon was member of the EASDP Board. Since 2014 he has been the Chairman of the Siinda Board of Directors.

John Goddard

COO at Dogado

John Goddard is COO at Dogado. He was appointed co-CEO of HEROLD Business Data, Austria, in June 2016 and is operational advisor at Fonecta in Finland, and DTG in the Netherlands. Previously he was the non-exec chairman at Winlocal and has a track record of creating, developing and managing business to deliver ROI to shareholders.

Bruno Berthezene


Bruno has been at Solocal since 2001. He has successively worked on Strategic Planning, Strategic Research and Intelligence, M&A, General Management for 123deal (a SoLocal Group service), Solocal UK Country Management and is working on Business Development and Partnerships functions since 2011. He is passionate about constantly enriching Solocal’s value proposition for the benefit of local companies and multilocation brands by leveraging emerging market opportunities and best practices.

Joachim Helfer

Managing Director, Excelsea

Joachim Helfer has been with the company family of Müller Medien since 2005. He built up an online marketing company called Advantago that is specified on servicing larger customers, buying co-operations franchise systems with Solutions in the field of digital presence management, search and social marketing and advertising along with location based service products which are distributed by it´s own sales force and those of partnering agencies, platforms, verticals and directory publishers to integrate into their existing portfolio. The technology stack that integrates with 3rd party systems in a white label environment is built by the daughter company LIW that combines services for both SMBs direct and indirect customers as well as larger accounts.

Luis Baptista-Coelho

Luis Baptista-Coelho is focused on bringing the GeoMarketing Solution to International businesses. Prior to Yext, Luis was CEO of NDrive Navigation Systems, where he transformed the company into a global business in 30+ countries. Luis has spent close to 20 years in management in the IT industry across Europe, Middle East and Africa.

Michael Oschmann

CEO, Muller Medien

Since 2000, Michael Oschmann has been CEO of Mueller Medien. Anticipating the potential of the Internet, he has been responsible for New Media since the mid-1990s and founded – among others – an internet company that is listed on the Prime Standard of the Frankfurt Stock Exchange. Further, he established several online and mobile businesses and managed the convergence of Mueller Medien’s products and companies into the digitally connected media landscape. Michael Oschmann is an active member in numerous advisory boards and committees regarding different aspects of the media industry.

Peter Urmson

CEO and a Director of Spotzer Digital

Peter is CEO and a Director of Spotzer Digital. He leads a passionate team of people around the globe who are dedicated to making a positive impact on the lives of Small to Medium Business’s. His focus is to deliver leads and calls to SMBs through digital marketing solutions and services that deliver strong ROI. Having come from an enterprise business background, his focus is to partner with enterprise size businesses that have large data bases of SMB customers. Offering a full white labelled solution, across multiple digital marketing products and services for their SME customers.

Sandy Lohr

CEO Matchcraft

Advisory Council member of Gelbe Seiten Marketing Gesellschaft mbH o Das Örtliche Service- und Marketing GmbH o Das Telefonbuch-Servicegesellschaft mbH. Joint General Manager of Gelbe Seiten Zeichen-GbR,
Das Örtliche Zeichen-GbR and DasTelefonbuch Zeichen-GbR. Former legal counsel at Deutsche Telekom Medien GmbH and current counsel at DTM Deutsche Tele Medien GmbH.

João de Sousa Aroso

CEO, LEadzai

João de Sousa Aroso as the Founder & CEO at Leadzai — formerly known as Advertio — is on a mission to empower the next 200 million businesses to thrive effortlessly online. Prior to Leadzai in 2009, João successfully launched his first startup which ultimately led him to being invited to be part of the team that bought and restructured the Portuguese Yellow Pages. In 2014, already at the Portuguese Yellow Pages he was responsible for leading the digital products turnaround. With an experienced and talented team to back him, he successfully led the efforts that drove an increase of 30% in YoY growth. 

Siinda Team

Meet the team that works continuously to bring Siinda events, workshops and initiatives to life.

Kimberli J. Lewis

General Manager and Board Member

Kimberli has 25 years’ executive management experience in over 10 countries, and working with over 30 nationalities. She has received over 29 international awards for management, marketing, and operations. She is the General Manager of Siinda and one of its board members.

Stephanie Verilhac Marzin

Management and EU Affairs

After studying political science and international affairs, Stephanie Vérilhac Marzin had a first experience in the European Parliament at the Secretariat service of the EPP and was rewarded the Francois Fontaine prize for her work on the EU opening to the Visegrad countries. She entered EADP and has been actively promoting and working for the local search and database sector on a wide set of EU issues, from copyright to telecom approach and data protection, and also got involved in benchmarking studies for the data sector in Europe. She currently serves as Executive Director EU Affairs and Siinda Services. She also is the founder and CEO of SVM Consult, which proposes a unique approach intertwining the public affairs services with event management to combine an accurate sector-specific package for the data industry. Stéphanie holds a B.A in Political Science from the Institute of Political Science of Grenoble, France and a Master in European Affairs from University of Paris. She is married and a proud “Mum of 3” .

Tereza Kutalova

Operations & Siinda for Startups Director

Tereza has been on the Siinda team for four years and is currently the Operations & Siinda for Startups Director at Siinda. She has a Master’s degree in Business Administration. She has experience with HR administration and Marketing support in the local middle-size company PetCenter, a major pet goods retailer in the Czech Republic.  In Siinda, she is responsible for accounts payables, invoicing, budgeting, and membership services. Do not hesitate to contact her on any membership and accounting issues.

Hans Joachim Wolf

Accounts Receivable and Payable

Joachim Wolf has over 28 years experience in the print and digital advertising business. Joachim owned and operated his own local advertising agency from 1983 until 2012 in Germany. He has worked closely with publishers on the German Market. Previous, he owned and operated his own restaurant in San Sebastian, Spain. He also worked for 5 years in the merchant navy for Hapag-Lloyd, Hamburg. Joachim supports the staff at Siinda and oversees the accounts receivable and payable of Siinda. Joachim is a German national living in Prague and Germany, and speaks fluent English and Spanish.

Kateryna Okan

Administrative and Marketing Support

Kateryna Okan is the Administrative and Marketing Support for Siinda. She is currently completing her BA at the Taras Shevchenko National University of Kyiv with a major in Psychology.  Her experience includes administration support, customer communications, research, and online media.  She is the Ukrainian nation currently living in the Czech Republic.

Elena Ragozina

Creative Marketing and Graphics

Elena is a graduate of the University of New York in Prague and Empire State College – Part of The State University of New York SUNY. She is experienced in marketing and creative content production and has created with her business partner their own brand.

Margit Kaluza-Baumruker

Blog contributor

Margit Kaluza-Baumruker has about 30 years of experience with marketing in general and with the search and information business in particular. Most of her professional life she worked for HEROLD Business Data in Austria. Together with her business partner Barbara Hackl she founded her own agency 2thePoint Communication in 2021. According to their claim “We optimize how you communicate” they offer communication solutions for companies including Branding, PR, Corporate Communication and Personal Branding.

For several years Margit has been a member of the Executive Board of the Austrian directory- association ÖAVV – Österreichischer Adressbuchverleger-Verband. 2015-2017 she has been a board member of the MCÖ Marketing Club Austria. 2014-2018 she has also been a Siinda board member. She studied at Universities of Würzburg and Marburg, Germany, and holds a Ph.D.

Alejandra Mendoza

Project Management and Strategy

Alejandra has a bachelor in Business Administration from Hult University in London and currently works for Kantar, the world’s leading data, insights and consulting company. Her past experience lies in working with various start-ups and she is a Siinda do it all (just like everyone else on the team), with a focus on supporting the organization’s strategic objectives and the successful roll-out of its initiatives.

Interested in joining the Siinda team?