New Leaders Bring Wealth of Expertise to

As our company evolves as a nimble, enterprise platform for subscription business and beyond, our team is evolving as well. We sat down with our newest leaders to hear what made them jump to join and their ecommerce insights.

Lyn Tran

Vice President and Chief Product Officer

With experience in engineering, sales and tech support, Lyn says product management is her true calling. The Australian native has 20 years of experience in product management and has led teams at Malwarebytes, Symantec, FigLeaf App and more. She spent the last 8 years building and scaling ecommerce and subscriptions platforms for B2C and B2B companies — helping to generate more than $800 million in annual revenue. For Lyn, product management is more than creating a product, it is about caring for the whole product lifecycle.

What made you excited to join the team?

Ecommerce is a big passion of mine, so I was immediately drawn to the team’s enthusiasm for ecommerce when we met. Everyone was very open and collaborative. To me, that forms a really strong bond and great culture. I also want to make a significant contribution and impact in a way that makes sense for the company, and I felt I could do that, and so much more, here at

“The team’s passion for ecommerce was immediately apparent.”

What is your proudest professional accomplishment?

My proudest accomplishment is always going to be my last accomplishment, which was building mission-oriented, self-organized teams. The teams were cross-functional and diverse, meaning one team included people from engineering, product, UX, business intelligence and product marketing. The structure encouraged each team to solve a particular problem and work in unison. It empowered them to make their own decisions and gave them the space to innovate and take risks.

How did you encourage these teams to take risks?

I let the teams know they may find their hypotheses unproven or their experiments may return negative results, but negative results do not equate to failure. It was a complete change to how we worked and how we perceived success. But once we began taking more risks, we saw movement and started to solve complex problems throughout the company.

“The holy grail of leadership is being able to build a high-performing team.”

What does the future look like for ecommerce platforms?

Almost all ecommerce platforms will have a subscription offering. There are a lot of signs showing these platforms will have subscription capabilities through licensing partnerships or natively in the next year or so. But that is not where the evolution of ecommerce platforms stops. Ecommerce technology should focus on helping brands and merchants create lasting customer relationships and reducing customer acquisition costs. It is all about personalizing the customer experience so brands can acquire, then extend customer lifetime value.

“The ability to increase customer retention rates and reduce churn is what makes a strong subscription platform.”

What do you subscribe to?

I have a subscription to the Australian Financial Times because I want to keep up with what is happening back home. I have Netflix and Amazon Prime accounts, like everyone else. And I have a strong security background, so I subscribe to a VPN and cybersecurity solutions. Thou shall not go on the internet without internet security!

Mike Bernat

Vice President of Engineering

With a background in engineering and business management, Mike has a penchant for simple solutions that have a huge impact. He thrives in the tech startup culture because it allows him to solve new challenges for B2B and B2C brands. He has more than 15 years of experience, most recently leading teams at, TravelClick and Abila (formally Avectra) using a lean, upbeat and resourceful approach in ecommerce. 

What made you want to join the team?

I was excited about the ecommerce space, and subscriptions in particular. Everyone knows it has been growing exponentially and I think there is a huge need for new solutions in this space. Couple that with the talented team I met during virtual interviews and it was no-brainer. It is clear the team has a hunger for innovation and elegant solutions.

What do you hope to accomplish in your new role at

My goal is to lead a robust, multi-disciplined team that delivers ecommerce solutions to the marketplace. I want our customers to be excited about the platform and I want our employees to be proud of what we accomplish. We are building products that take advantage of a rapidly changing landscape. To do that successfully, we need to have a team that feels trusted and empowered.

“We are building products that take advantage of a rapidly changing landscape. That is extremely rewarding!”

How does’s platform outshine the competition?

We are innovating by taking a “hands off the wheel” approach. Some companies in the industry like to overload you with features and configurations. Those are great, but at a certain point, you have to focus on the bottom line. Through data mining and machine learning, is at a point where we can take over those manual configurations and let the platform optimize revenue for our clients.

“It is clear the team has a hunger for innovation and elegant solutions.”

How have you scaled companies while keeping the positive aspects of a startup environment?

By giving people the right challenges and support they need to solve them. It is not giving them a challenge and telling them to solve it strictly in the confines of their roles. Ask what your team needs to solve a problem. Sometimes you have to push them in a certain direction, but this supportive approach is the essence of startup culture.

“I really feel an obligation to build a technology that electrifies our staff, customers and industry.”

What do you subscribe to?

I subscribe to all the digital subscriptions, like anti-virus and streaming services. I’ve got to keep up with my Star Trek! My wife and I have two dogs, so we have BarkBox, which the dogs get very excited about. And we just started subscribing to a cocktail club called Shaker & Spoon. They send you a monthly box with all the ingredients (except the alcohol) to make some really far-out, exotic cocktails.