Empowering marketers along their journey

With 25+ years of experience in strategic leadership, financial performance and business and corporate transformation, Simon consistently drives growth and innovation in technology/SaaS platforms and services with a focus on continuously adding value for the customer.

As CEO and GM of PNI Digital Media Ltd, Simon spearheaded the company’s evolution into a wholly-owned subsidiary of Staples Inc, achieving remarkable milestones (scaling platform revenue from $400M to $1B, reducing turnover rates by half). Before this, Simon held pivotal roles at ESPN and Simple Star, contributing to significant revenue growth and successful acquisitions. Most recently, Simon led the turnaround of SPUD as CEO, overseeing comprehensive transformation efforts and leading the company toward sustained success as Western Canada’s largest online and omnichannel retail for healthy foods and products. Simon joins illumin as CEO in 2024.

Michael Amaro serves as Interim Chief Financial Officer at illumin and brings more than 25 years of financial leadership experience across technology and media. A CPA with deep expertise in IFRS, Canadian, and U.S. GAAP, Michael is known for his steady, performance-driven approach to financial stewardship, governance, and team leadership. He has been with illumin for over three years, most recently as Vice President, Finance, supporting the company’s growth, transparency, and long-term value creation.

Rachel began her career in the world-renowned Unit 8200 of the Israeli Intelligence Corps, whose alumni have founded the backbone of Israeli high-tech, including Check Point, ICQ, and AudioCodes. She specializes in managing multi-million dollar projects for major financial institutions. As a Co-Founder and the CPO at illumin, she built and led the engineering team that developed its cutting-edge, AI-driven real-time bidding system for over 10 years.

As a proven leader in Information Technology with over 25 years of experience, Oren is experienced in helping companies grow their technological capabilities through keen insights and creative ideas. He previously held multiple Executive and R&D roles in Amdocs and ORSUS. As the CITO at illumin, he is responsible for technology, strategy, development, and the operations of our systems.

In 1998, Joe founded OTA, a computer-supply company focusing on large enterprises; there he was successful in landing clients like Mount Sinai Hospital, The Hospital for Sick Children, Credit Suisse, The University of Toronto, The Government of Ontario, and many others. In 2007, he founded a successful affiliate marketing company. Joe’s exceptional leadership skills and ability to win business make him a vital addition to illumin.

Brian Garrigan joined illumin in October 2025 as Chief Revenue Officer, bringing more than a decade of experience driving scalable growth across enterprise, mid-market, and channel sales. Before joining illumin, he served as SVP of Sales at Simpli.fi, where he helped grow the company from an early startup into an industry leader recognized for innovation in programmatic media and CTV.

Known for building high-performance teams and delivering double-digit growth year over year, Brian brings deep expertise in adtech, media strategy, and customer success. At illumin, he leads global sales, account management, and client success, focused on expanding enterprise partnerships and strengthening customer relationships worldwide.

Based in the Chicago area, Brian lives with his wife and three daughters. Outside of work, he enjoys golf and cheering on his kids’ achievements both on and off the field.

Seraj is responsible for advancing the state of omnichannel journey marketing. Seraj brings over 25 years of experience in the advertising technology industry with prior stints as co-founder of Strategy & Analytics at Digitas and CSO of Visible Measures where he led the development and adoption of third-party measurement for online video in partnership with Google, Facebook, and Twitter. Seraj is a graduate of MIT Media Lab.

Bridget Westerholz joined illumin in August 2024 as SVP of Marketing, following her role at SPUD, a West Coast grocery retailer, where she led brand rebuilding and developed marketing strategies across Brand, Retail, Loyalty, Ecommerce, and Digital, reporting directly to the CEO. Her extensive experience includes serving as VP of Marketing and Sales at Happy Planet Food Inc, SVP, Partner, and Managing Director at FUSE Create, and VP of Client Services for DDB Canada. With 25 years in marketing across Cape Town, London, Toronto, and Vancouver, she has worked with startups and multinationals, growing brands like Destination Canada, PepsiCo, and Capital One Canada. Bridget’s leadership has earned recognition at major awards including the IPA Effectiveness Awards, Cassies, Marketing Awards, Cannes, and Clios.

Nathan has been researching machine learning algorithms for statistical pattern recognition and predictive analytics since 1997, and his work has been published and cited in numerous professional publications, textbooks, and patents. He holds a BSc in Computer Science from York University, an MSc in Computer Science from the University of Western Ontario, and a Ph.D. in Computer Science from York University. Through his expert guidance, illumin’s Machine Learning algorithm has developed into an industry leader.

As the Founder & CRO of ADman Media, Josep drives the Latin American and European branches of our business. Josep joined illumin in 2018 with our acquisition of Adman, and now works to provide global marketing professionals with powerful solutions from illumin. With decades of experience, Josep’s perspective and knowledge are true assets to illumin’s international business.