Executive Team


Vic Macchio

Founder and Chief Executive Officer

Chairman of the Board

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Vic has delivered results and built a reputation of leadership in the travel industry since 1980.  After a brief stint with Air France, his management career started with American Express where he progressed steadily over 17 years in consumer marketing, supplier relations, corporate services and general management.

Founding his own consulting practice in 1997, Windward Marketing Group served a wide array of clients within and outside of the travel industry.  His engagements have encompassed strategic planning, product development, distribution planning, marketing communications, mergers and acquisitions, market research, sales training and executive recruiting.

In the course of helping large corporations better manage group travel, meetings and conference expenses at the enterprise level, Macchio began looking at other areas of T&E spending that were under-managed from a procurement perspective.  After extensive research and development, Vic perfected and launched the Dinova solution. 

Vic has regularly conducted training courses, delivered seminars and served on advisory boards in a variety of industries.  Combining conceptual knowledge with real-world experience, his down-to-earth communication style earns him accolades wherever he speaks. In 2014, Vic was named one of the 25 Most Influential Executives in the Business Travel Industry by Business Travel News

Vic holds a BA in Romance Languages and Psychology from Queens College, an MBA from Villanova University, and has completed a certificate program at the European Institute for Advanced International Studies.  He speaks French, Spanish and Italian and spent a full year studying and traveling in Europe.  He lives with his wife and two sons in a suburb of Atlanta. 


Chris froelich

Vice President, Business Development 

A 25+year veteran of the travel and travel management services industry, Chris Froelich is responsible for bringing new clients onto the Dinova platform and for serving as the face of Dinova to the Corporate Travel Management community.

Chris started his career as a partner in BPF Travel, a start-up which grew into the fourth largest travel agency in the U.S. in five years.  BPF Travel helped transform and shape the corporate travel business by creating customized travel and expense management systems and processes for Fortune 500 companies.  

American Express acquired BPF Travel in 1984 and Chris spent 15 years with Amex in various roles including Director of Business Travel Operations, VP/GM of Membership Travel Services, and VP/GM of the Public Sector, the corporate card program for colleges, universities, state and local governments.  As VP of Supplier Relations for Europe, Chris was the architect of a pan-European supplier strategy and responsible for negotiating and managing relationships with all major airlines, hotel chains, cruise lines and car rental companies.  Based in Paris, Chris served as member of the American Express European Executive Committee.

Chris left the travel industry for a time and acquired the Somerset School of Massage Therapy, eventually serving as Board Member of the American Massage Therapy Association Council of Schools.  Chris helped create and build Cortiva Institute, leading an acquisition team comprising 13 of the top massage schools in the country.

Returning to the travel business, Chris served as CEO of Happy Vacations and Advanced Travel Center, two leisure-oriented national travel brands.

Chris holds a BA degree from Assumption College and an MBA from Pepperdine University.  He is based in Spring Lake, New Jersey. 


Beverly heinritz

Vice President, Client Development

Bev Heinritz is responsible for maintaining the relationships with Dinova clients and helping them maximize their savings on the program.

A seasoned travel executive with 25 years of expertise in B2B travel and customer success in the e-Commerce space, most recently Bev served as Senior Vice President, Global Services and Support at Rearden Commerce, where she had responsibility for the entire post-sales customer lifecycle.  Prior to joining Rearden, Bev served as Senior Vice President and General Manager of GetThere, Sabre's online business-to business e-commerce unit. At GetThere, she set the company's overall business direction, and was responsible for sales, partnerships, and customer service.  During her tenure, she led its global growth from less than $4 billion in gross travel volume booked to $9.4 billion.

Bev enjoyed a long career at Sabre Holdings before taking the helm of GetThere, with leadership positions at Sabre Business Travel Solutions and Sabre National Accounts as well as field Account Executive roles in Florida, California and Arizona.

Bev has a very successful track record of helping customers drive value, and she places a significant emphasis on the customer experience, focusing on how corporate travel professionals can achieve the greatest success in online travel and expense management.  Bev attended Northwood University in Midland, Michigan and is based in Plano, Texas.



Vice President & Chief Marketing Officer


Rhonda Hills is Chief Marketing Officer for Dinova, responsible for driving engagement and revenue growth for the company.  With 20+ years building awareness and driving demand for both emerging Internet businesses as well as established brands, Rhonda is well versed in both traditional and digital media.

Most recently Rhonda was Executive Vice President for BLiNQ Media, an award winning social media ad tech company.  In this role, Rhonda was responsible for long-term strategic planning and growth strategies as well as the day-to-day company operations, including paid social media and analytics services, account management, industry and partner solutions, business development and marketing.

Prior to joining BLiNQ, Rhonda was Chief Marketing Officer of the Home and Footwear businesses for both Sears and Kmart where she was responsible for driving $4B in multi-channel sales through engaging social commerce experiences and via highly targeted, personalized, data-driven marketing campaigns.

As Vice President and Chief Marketing Officer for Kudzu.com, Rhonda was responsible for marketing operations, product strategy and business development.  She joined Kudzu to lead the site's national expansion and manage its cross-media partnership with HGTV.  Under Rhonda's guidance, the site re-branded as a website for homeowners, invested in original video content, and launched a daily deals product for local home contractors.

Before joining Kudzu, Rhonda was Senior Vice President of Digital Services for Archer>Malmo, where she provided strategic and operational oversight for all digital marketing and web development efforts for clients like FedEx, Kraft Food Ingredients, Colgate-Palmolive, Hilton, Terminix, Medtronic, Smith & Nephew, Reynolds, Valent and AutoZone, among others.

A pioneer in local online media, Rhonda also led marketing activities for Cox Interactive Media's network of 30+ city websites and was a Founding Father of AOL's Digital City in the 1990's.

Rhonda Hills is a Summa Cum Laude graduate of the University of Maryland, receiving two Bachelor of Arts degrees; one in Radio, TV & Film, and a second BA in Music.



Vice President, Operations & Business Intelligence

Nancy Lawson has more than 30 years of experience in Information Technology encompassing project management, business analysis, process reengineering, project management, technical writing, testing, training, database management, contingency planning, security, strategic planning and financial management.  

Nancy began her career as Computer Operations Manager for Mighty Distributing System of America, a nationwide franchise organization for automotive parts.  She then moved to Equitable Real Estate Investment Management, where she was in charge of procurement and financial operations for Information Technology.  

From 1990 to 2000, Nancy was an IT consultant for large corporations such as AMRESCO, BellSouth, EQ Services, GE Capital, and S1 Corporation, in addition to several start-up software development companies. 

In 2000, she joined Windward Marketing Group as Senior Project Manager working with Vic Macchio, then President of WMG.  Nancy played a key role in the development of Dinova, where she currently serves as VP of Operations & Business Intelligence.

Nancy holds a BS in Technical Management from Devry University as well as numerous technical certifications including Microcomputer Database Programmer, Information Security Specialist, Hardware Specialist and Microsoft Office Suite Specialist.  Nancy is based in Atlanta.



Vice President & Chief Financial Officer

Jay's 30-year career spans multiple functions and industries, and he is responsible for leading the Finance and Administration functions supporting Dinova's continued rapid growth.

After starting his career as an auditor with General Electric Company, Jay's management career progressed through functional assignments at American Express including Operations, Finance, and Marketing.  He was the Regional Financial Officer responsible for several Travel and Corporate Card business units spanning from Texas through Washington, DC.

Subsequent to American Express, Jay spent time as a successful entrepreneur in the commercial equipment leasing space and also as a Senior Consultant with Huron Consulting Group, most notably leading multiple efforts in the financial restructuring of a major US manufacturing company.

Prior to assuming his permanent responsibilities at Dinova, Jay recently was advisor and interim CFO for Dinova, establishing critical financial processes and reporting capabilities and assisting with capital matters.

Jay graduated with Honors from Boston University with a BSBA in Finance and International Management and holds an MBA with concentrations in Accounting, Finance, and International Management from Columbia University.


Board of Directors


Tom Garzilli

Board Member

Tom Garzilli is co-founder and Managing Partner of Custom Marketing Group, an award-winning destination marketing and custom publishing company that specializes in the travel and tourism industry.  Founded in 1992, CMG maintains offices in Atlanta, Los Angeles and Miami.

A veteran of 30 years in the travel industry, Tom first worked in his family's wholesale travel business in the 1970's and 80's.  He later joined senior management with the Wholesale Travel Division of American Express where he directed sales and marketing, co-op advertising and managed national trade show and training programs.

Since founding CMG, Garzilli has collaborated with American Express, AT&T, Travelocity and dozens of other high-profile companies to develop marketing programs in print and online.  These programs have raised more than $200 million in partnership funding for leading destinations including California, Colorado, Florida, Hawaii, Las Vegas, North Carolina and New York.  CMG has also developed cooperative marketing programs for several national and international tourism boards and industry groups, including the Caribbean Tourism Development Company, and the Travel Industry Association (now the U.S. Travel Association) with which it developed and launched the Discover America-UK marketing campaign. 

Garzilli is a New York City native and a 1980 graduate of Pace University.  He currently resides in Seneca, South Carolina with his wife and three children.


Mark Haidet

Board Member

Mark E. Haidet is the co-founder and CEO of Orderly, a technology company focused on helping independent restaurants take control of their operations so they can thrive.  Orderly provides mobile technology solutions to help restaurants improve their ordering, receiving, inventory and cost management processes.  He is also a founding partner of Actuate Partners, a private equity firm formed in 2011 to make equity investment in Retail and Restaurant technology companies. 

Previously Mark served as the Chief Financial Officer of Radiant Systems Inc. (RADS) from January of 2003 until its successful sale to NCR in July of 2011.  In that capacity Mr. Haidet had responsibility for various corporate functions including finance and accounting, legal, human resources, internal technology systems and corporate development.  He joined Radiant in June of 1997 and has served in various leadership roles across the business operations including business unit leadership and service organization leadership.  Prior to joining Radiant Mark served as a management consultant with Andersen Business Consulting, focusing on finance re-engineering and corporate performance management from December 1992 to June 1997.  Previously, Mr. Haidet was a certified public accountant with Arthur Andersen's financial audit practice.  

He has a Bachelor of Science degree in accounting from Miami University, Ohio as well as advanced courses in strategic finance, and mergers and acquisitions from the Kellogg School of business.


Vic Macchio

Chairman of the Board



Edwin M. Cooperman


Ed Cooperman is principal of Edmarc Investments, a privately-held management consulting company. Formerly, he was Chairman of the Travelers Bank Group and Executive Vice President-Travelers Group, which became part of Citigroup, one of the world's leading financial services companies.  During Cooperman's earlier tenure at Travelers (then Primerica) he served as Chairman & CEO of Primerica Financial Services Group, which included Benefit Life Insurance Company.

Previously, Cooperman had a distinguished career at American Express where he started as an attorney in 1972 and eventually became Chairman and Co-Chief Executive of American Express Travel Related Services, North America.  During his tenure, Cooperman pioneered the travel management services movement, integrating travel agency services, corporate credit card systems and supplier data management—a model which today serves as the standard for all large corporations.

Cooperman holds a Bachelor's degree from Queens College, a J.D. from Ohio State University and an L.L.M. degree from New York University School of Law.  He became an associate professor at the U.S. Military Academy at West Point, where he also served as counsel to a cadet accused of violating the Academy's honor system. The incident received nationwide news coverage and was the subject of an NBC television movie, "The Silence." 

Committed to the country's cultural, economic and educational sectors, Cooperman has raised capital for the restoration of the Statue of Liberty and Ellis Island, and chaired the host committee for the Grammys in 1991, leading to their return to New York.  He has served as Chairman of the Foundation of Queens College of the City University of New York, and still serves as honorary chair of that board.  Ed serves as a director on the Ohio State University Foundation, and is a former director of the New York City Ballet.


Alon Goren


Alon Goren co-founded Radiant Systems in 1985.  Mr. Goren led the design and development of innovative software and hardware solutions that drive business growth for convenience store, hospitality, and entertainment operators.  Goren spearheaded Radiant's technology strategy and vision since its inception, overseeing the transformation of Radiant products through technology changes from basic POS to advanced consumer-centric solutions.  Mr. Goren served as Chairman of the Board and Chief Technology Officer of the Company until its sale to NCR Corporation in July 2011.  Mr. Goren earned his Bachelor of Science in Computer Systems Engineering from Rensselaer Polytechnic Institute.


Mitch Gross


Mitch Gross is CEO of Mondee Inc., bringing transformational technology to the sale of international air tickets through its family of leading air consolidation brands.  He brings more than 25 years of experience in general management and marketing in a variety of industries including travel, financial services, technology and retail.  

Before Mondee, Mitch focused on driving record growth in new business lines within major corporations, integration of recent acquisitions, and new ventures.  Prior roles include Global President, Travelex Insurance Services, COO of AIG Travel Guard, Chief Integration Officer of Cendant's Travel Distribution Division, President of Galileo Americas, head of business services at Staples.com, and several start-ups.  Mitch cut his marketing teeth at American Express Business Travel.

Mitch has served on several not-for-profit boards focused on children
s issues, including the National Association of Child Advocates and statewide child advocacy groups in Utah and Massachusetts.  He holds a Bachelor's degree from Middlebury College and an MBA from Columbia University.  


John Heyman


John H. Heyman founded Actuate Partners in 2011 upon the sale of Radiant Systems to NCR Corporation for $1.2 billion.  Actuate Partners focuses on investments in the technology industry, including software, SaaS and tech-enabled services.

Prior to founding Actuate, Mr. Heyman served as CEO of Radiant Systems, Inc.  During his 17-year tenure, Mr. Heyman led the company through its early growth phase, a public offering and its evolution to a $400 million business.  At the time of its sale, the company was the leading U.S. provider of technology solutions to the retail and hospitality industry.  Mr. Heyman grew the business by entering new vertical markets, expanding into new geographies, launching new products and acquiring over 15 companies, including three outside the U.S. 

Radiant's success and ability to create shareholder value was made possible by assembling a remarkable team of people who focused on delivering exceptional customer satisfaction.  The company was a leader in delivering innovative solutions such as cloud-based and mobile solutions in an easy-to-afford SaaS business model. Actuate seeks to invest in businesses that embrace these same philosophies in building their own companies.

In addition to Radiant, Mr. Heyman has been an angel investor in several Atlanta-based companies.  He began his career at Arthur Andersen & Co. prior to pursuing his M.B.A. 

Mr. Heyman and his wife, Erin, live in Atlanta.  He has three sons and enjoys golf, fly fishing, exercise, reading and skiing.  He is a graduate of the Harvard Business School and the University of Georgia, where he serves on the board of advisors of the Terry College of Business.


WIlliam E. La Macchia


Bill La Macchia is chairman and chief executive officer of La Macchia Enterprises, the holding company of The Mark Travel Corporation and Trisept Solutions.  La Macchia began his career as a travel agent in 1963 and, in 1974, founded Funjet Vacations.  Nine years later, he established The Mark Travel Corporation to serve as parent company to Funjet Vacations and other travel-related brands.  In 2000, Trisept Solutions was formed as a standalone subsidiary providing dynamic packaging and other technology products and services to the leisure travel industry. 

Today, The Mark Travel Corporation is recognized as one of the largest and most diversified leisure travel companies in the United States.  Headquartered in Milwaukee, the company owns and manages 19 of the nation's most respected leisure travel vacation companies, including Funjet Vacations, Blue Sky Tours, Air Jamaica Vacations, Midwest Airlines Vacations, Southwest Airlines Vacations, United Vacations, Spirit Airlines Vacations and MGM Mirage Vacations to name a few.  The company employs more than 1,400 team members, operates seven offices worldwide and serves more than two million passengers each year.  

In June of 2004, Bill La Macchia was inducted into the National Tourism Foundation Hall of Fame in recognition of his and his family's efforts to help shape future travel industry leaders through education and research. 


Peter S. Velardi


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Peter’s experience spans more than 30 years of successfully building multiple organizations, and helping others do the same.

Along the way, he has enjoyed the privilege of recruiting, training and developing thousands of financial advisors, sales professionals, entrepreneurs, and leaders to achieve business, career and life goals.

Peter is currently Chief Executive Officer of FiPath4Advisors - a web-based online marketing company that makes it easy for financial advisors to acquire targeted clients.   FiPath4Advisors provides automated lead generation, training and education, and consulting services to financial advisors and enterprises.

He was a Senior Vice President at Ameriprise Financial Advisors, Inc., (formerly American Express Financial Advisors).  During his career, he built top performing organizations, including the development of a 5,000+ personal financial advisor network.  He also led the Leadership Development Program for field leaders.  Most recently, he has impacted start-ups and small business organizations through multiple growth stages as the Founder and CEO of The Velardi Group.

A graduate of the Boston University School of Management, Peter is also a Certified Financial Planner™.  He is a nationally recognized speaker on topics including, “How to Achieve Wealth and Happiness”,  “Quantum Leap Business Growth”, “Your Communications Dilemma–Building Trust and Credibility Online!” and “Cultivating New Clients Through Automation”.  In addition, he has led hundreds of highly rated leadership development workshops for national organizations such as American Express, ING, LPL, Bacterin, Dinova, The Financial Planning Association and many others.  He has been featured in national publications such as The WSJ online and Financial Advisor Magazine.

Peter and his family reside in Johns Creek, Georgia.  He enjoys family activities, water sports, golf, fly-fishing, and health and fitness.  He is on several boards and advisory groups including Junior Achievement of Georgia, Legends of Oz, Lion Life and Dinova.