Leadership Team

We’re working for you!

Our job is to provide you with the highest level of service and deliver outstanding value.
Here are some of the people who are always thinking of ways to improve your experience.



Vendini CEO and founder Mark Tacchi

Mark Tacchi

Founder & CEO

In November of 2001, Mark set up a computer on a card table in Tahoe, CA in between snowboarding sessions, and started building what we know today as Vendini. He can’t act, he can’t dance and he definitely can’t sing — but he can build awesome applications that are easy to use.

Since dropping out of grad school to go work for Steve Jobs, Mark has been passionate about building great products that are lightswitch simple. After he sold his first company, HipBone, he wanted to give back to the performing arts, and the live events industry as a whole.

Mark lives in San Francisco with his wife and two kids, loves supporting local artists and has been known to rock Snoop Dogg socks from time to time.

Vendini CFO Mark Dirsa

Mike Farrow

Chief Financial Officer

When he’s not playing Eric Clapton or John Mayer on his guitar, you can find Mike sipping on fine wines and relaxing at home.

As the CFO and head of Finance at Vendini, he directs the implementation of financial planning and strategy. Farrow has over 20 years of experience leading companies to robust growth and profitability, including 10 years as a CFO for four San Francisco Bay Area software companies. Before moving into the tech industry, Mike spent time in the entertainment business working for several media companies, including Time Warner and Viacom.

He holds a BS in Finance from the University of Arizona and an MBA from the Marshall School of Business at USC. Mike’s specialties span all aspects of mobile, software and online advertising, and he possesses deep expertise in financing, mergers and acquisitions.

Vendini CRO Keith Goldberg

Keith Goldberg

Chief Revenue Officer

Ever since he was 12 years old slinging drinking glasses at the flea market, Keith has had a knack for getting the most out of whatever business he’s been in. Keith graduated from The Wharton School at the University of Pennsylvania and has consulted for a myriad of Fortune 500 companies.

Previously serving as the company’s VP of Marketing and Product, Keith now focuses on the entire lifecycle of customers. From lead generation, to sales, to revenue maximization Keith helps Vendini Members sell more tickets.

A guy who can fly a plane just as easily as he could take your money on the poker table or make you the perfect Old Fashioned, Keith works every day to help venues get every last dollar’s worth out of the Vendini system.

Vendini CTO Bill Schaefer

Susan Hollingshead

Chief People Officer

As Vendini grows, Susan ensures that our culture thrives, providing a rich environment for employee development. When she’s not strengthening Vendini’s commitment to an outstanding customer experience through a skilled and dedicated workforce, Susan can be found hanging with her husband and extended family poolside or anywhere in the world where there’s clear blue water.

Susan previously led the charge at Sungevity, Inc. as Chief Administration and People Officer. Her duties included talent acquisition, organizational development, compensation, benefits, payroll, corporate training and more. During her six years there, she oversaw the company’s growth from 50 people to more than 1000. Prior to that, Susan spent 14 years dedicated to finding solutions to social and environmental issues through the power of business. Susan holds a bachelor of arts in behavioral psychology from Mount Holyoke College.

Vendini CTO Bill Schaefer

William Schaefer

Chief Technical Officer

With over 17 years of experience directing engineering and IT operations, Bill is known for his expertise in leading rapidly growing organizations through innovation challenges. From designing deep analytics systems that allow any information on the Internet to be vetted in near real-time to designing a full suite of online tools to enable Model-Based Engineering for the U.S. Department of Defense, it’s safe to say that Bill loves solving problems. Insanely complex problems at that.

He has a Masters of Science in Electrical Engineering from the University of California, Irvine with a concentration in digital signal processing and control systems, and a Bachelor of Science in Computer Science from California State University, Stanislaus in Turlock, CA.

Along with solving insanely complex problems and keeping the ship afloat, Bill loves gourmet cooking and has been known to make a mean meat chili that, according to him, “even vegans love.”

Vendini VP of Product Robby Black

Robby Black

Chief Product Officer

Formerly the CEO and founder of Dataflow Enterprises, a software company that Vendini acquired in 2012, Robby Black now serves as the Chief Product officer for Vendini.

Robby has been a major innovator behind the scenes of the music festival industry for over 10 years, having worked on (and sparked) the RFID and access control movement. He’s become the secret weapon for improving logistical aspects and fan experience at live events, and pioneered back office technology for some of the most prestigious music festivals around the country like Bonnaroo, Outside Lands, Hangout Festival and Burning Man.

Vendini VP of CrowdTorch Mark Meyerson

Tyler Bennett

VP Sales

Having previously filled leadership roles in marketing and sales both inside and outside of the arts, Tyler leads member acquisition efforts with an insider understanding of what tools best equip live event professionals. A long time arts advocate, Tyler knew he was destined for the entertainment business as a young boy when he sat in a Broadway theater for the first time and watched Damn Yankees. Since then, he earned a degree in Musical Theatre Performance from California State University, Chico and has been involved in both the business and production worlds of theatre for more than two decades.

Tyler’s passion and expertise extends beyond just the theatre. In the beginning of 2016, he began leading the sales efforts for the launch of the Strategic Business Unit for Live Music. Outside of the office and when he’s not on the stage, Tyler, his wife and their kids can be seen cheering on the Golden State Warriors or in full Orange and Black at a Giants game!

Vendini VP of CrowdTorch Mark Meyerson

Mark Meyerson

VP & GM Live Music

Mark, formerly General Manager of CrowdTorch, has some serious history in the live music industry. Growing up in San Francisco, he got his start with Bill Graham Presents right out of high school and worked with the legend himself. He moved to L.A. to help grow the House of Blues into a national brand. He has since been an executive innovating with industry heavyweights like TicketMaster, Musictoday and AEG Live.

When he’s not spending time with his two crazy boys and his wife, you can find Mark going for long runs in the Hollywood Hills while listening to his Grateful Dead Betty Boards from the ’70s.

Vendini VP of Marketing Heather Meza

Heather Meza

VP Marketing

When Heather Meza joined the Vendini team in 2015 as Director of Marketing, her hair was a flaming shade of purple. Now as VP of Marketing, even though her hair is forest green, Heather brings the same dedication and energy to the marketing table.

Heather has over two decades of experience helping brands like Cisco, IBM and Content Marketing Institute drive results. With a strong passion for entertainment and the arts, Heather harnesses her 25+ years of marketing experience to help people connect with their audiences.

Outside of work, she enjoys spending time with her composer/musician husband and her young son. Heather loves Star Wars, Halloween and putting her cosmetology license to good use by constantly changing her hair style and color.

Vendini Director Strategic Partnerships

Robert Ayala

Managing Director, Corporate Development & Strategic Partnerships

Robert, or “RA” as he’s known in the office, serves as Managing Director of Corporate Development and Strategic Partnerships at Vendini, and has been with the company from day one. Actually, before day one: worked alongside President and CEO Mark Tacchi at Mark’s first company, Hipbone.

RA opened the Boston corporate office to handle the eastern half of the United States and Canada as Director of Sales, and is now a full time dreamer at the company, constantly looking for new and strategic ways to grow the company.

A man of complexity, on off hours you can probably find Robert reading G.W.F. Hegel, playing basketball on the streets of NYC or even watching his Trojans play football on any given Saturday. He holds a bachelor’s degree from USC.



Vendini Board of Directors

The Vendini Board of Directors was formed in August 2016, closely following the acceptance of our first-ever round of outside funding. Joining Mark Tacchi, Founder & CEO on the board is George McCulloch, John Taylor and John Rogers. Learn more about our Board of Directors.