Industry Leaders Join Advisory Board During Period of Rapid Growth

SAN DIEGO, Calif., August 20, 2018– HEROFi, a revenue optimization company for physical retail, today announced the formation of its new advisory board, a strategic committee of trusted advisors. This follows the recently announced news that HEROFi has completed a convertible debt financing of $3.5 million.

“We’ve been fortunate along the way to partner with advisors who have deep experience with finance, commercial real estate, retail, and consumer brands and we are honored to solidify those partnerships through their ongoing participation on our board,” said Vlad Edelman, Chief Executive Officer of HEROFi.

As advocates and ambassadors of HEROFi, the advisory board supports the executive management team through strategic analysis, consultation, and product innovation. The advisory board includes:


Elie Finegold – Entrepreneur in Residence, MetaProp NYC

Elie Finegold has been an entrepreneur and leader at the intersection of commercial real estate and technology for nearly 20 years. He is currently the Entrepreneur in Residence at MetaProp, a leading early stage VC and accelerator, and also serves as an advisor to numerous startup and growth-stage companies. He previously led Global Innovation for CBRE (NYSE: CBRE), the world’s largest real estate services firm. Prior to that he co-founded and was President of IGY Marinas, a company he grew to $1.5 billion assets under management (AUM), and was the Chief Innovation Officer of Insignia Financial Group (NYSE: IFS).


Michael Bush – Managing Member, BIV Investments

Michael Bush has held numerous senior executive positions in retail and consumer-oriented companies including 3 Day Blinds, Bally North America, and Movado Group Inc. He joined Movado from Ross Stores where he served as Senior Vice President of Strategic Planning, Business Development, and Marketing. He began his professional career at Bain & Company with retail and consumer-oriented clients. Bush currently sits on the Board of Directors at TechnoServe and Ross Stores.


Timothy P. Flaherty

Timothy P. Flaherty was a managing member of Silver Creek Capital Management, a market leading hedge fund of funds he co-founded in 1994. He has been active in the investments management business since 1982, including stints at Drexel Burnham Lambert and Salomon Smith Barney Inc. He is currently an active investor and sits on other advisory committees and boards for private companies. “This is an exciting time for HEROFi, as their unique ability to activate physical spaces with digital tech and make retail environments more responsive will be highly attractive to anyone in commercial real estate, hospitality, retail, restaurants, and other industries adapting to significant changes in consumer behaviors,” said Finegold. “HEROFi helps deliver customized experiences that delight consumers, while enabling retailers to dynamically improve profits and customer satisfaction.”

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