Our Team

Pat East

Pat East / Founder & CEO


Founder and CEO Pat East has 15 years of experience in online marketing, sales management, and executive leadership. His professional background spans B2C and B2B marketing and includes management positions during the hyper-growth years of Author Solutions (2000-2004) and his current role as founder and CEO of Hanapin Marketing. Pat has lived and breathed digital marketing for more than a decade, and since founding Hanapin Marketing, he has led the creation of PPC Hero, the world's most trafficked PPC advertising blog, and HeroConf, the world's largest all-PPC conference.

As head of Hanapin Marketing, he has overseen seven consecutive years of profitability and double-digit revenue growth. He teaches one of the nation's only search marketing courses at a nationally ranked SLIS program (School of Library and Information Science) at Indiana University, and he recently received the Entrepreneur of the Year Award from the Small Business Development Center. He is an avid angel investor, advising startups with high-growth potential in the web/tech industries. He has a B.A. in English from Wabash College, where he sits on the National Alumni Board.


Leadership Team

Jeff Allen

Jeff Allen  /  President

With 15 years of internet marketing experience, Jeff has worked with Hanapin's enterprise level clients to decrease cost per lead, increase market share, and increase the overall profitability of their PPC marketing efforts. Prior to working at Hanapin, he was an equity partner at a competing PPC agency. He ran their highest spending and best performing accounts.

Now President of Hanapin Marketing,Jeff focuses on strategic solutions to further Hanapin's goals. He oversees our Paid Search advertising department, and in addition to that, individual department heads also report to him. He is responsible for all operations aspects of Hanapin Marketing, including Sales and Marketing, and focuses on increasing and sustaining extraordinary performance and maintaining the high quality of service that Hanapin has become known for.

Tom Hootman

Tom Hootman  /  Vice President Of Revenue

 With over 12 years of client acquisition and management experience, Tom oversees the Sales and and Client Services team. In his role as Vice President, Revenue at Hanapin, Tom's focuses on the creation and implementation of strategic initiatives designed to make the process of choosing and working with Hanapin move as smoothly as possible

Prior to joining the Hanapin team in 2011, Tom spent seven years working in sales and sales team management with U.S. Foods. During his stint there, his list of accomplishments included:

- 2010 President's Club Champion, District Sales Manager of the year
- 2006 President's Club Champion, Highest overall sales growth
- 2004 New Territory Manager of the year, Indianapolis division

Since joining Hanapin, Tom has focused on streamlining a client acquisition process that ensures every question and concern is addressed, eliminating any anxiety that may exist when considering hiring an agency. As a customer service person at heart Tom's work with the Client Service team focuses on both short and long-term alignment, helping to build some of our strongest client relationships.


Mitch Katz

Mitch Katz  /  Chief Financial Officer

Mitch has been a Certified Public Accountant (CPA) since 1980 and currently serves as a part time CFO for a few privately owned businesses in Indiana. Prior to offering his CFO services as a consultant in 2005, Mitch held various roles in public accounting and private industry. These have included being a CFO for a few private and public businesses, a General Manager operating two different service businesses and beginning his career in public accounting.

Mitch's role at Hanapin Marketing focuses on assuring our company has the financial information and processes in place to continue its growth in a profitable way. Mitch grew up in Philadephia, PA and graduated from La Salle University. He now lives in Indianapolis with his wife. He enjoys time with their four grown children, traveling, photography, gardening and sports.

Nate Hollander

Nate Hollander  /  Director of Events

With 8 years of event planning, event marketing and marketing strategy experience, Nate now manages Hanapin's flagship event series, Hero Conf. As Director of Events, he focuses on event strategy, budgeting, and execution and works to leverage the broad reach of the Hanapin and PPC Hero brands to continue the growth of the events program.

Nate has a Bachelors of Science in Marketing from Indiana University's Kelley School of Business. Prior to his work at Hanapin, he spent more than 5 years managing event marketing programs for an area publisher. Nate, his wife and two sons are active in the Bloomington community and enjoy travel, sports, and anything to get them outdoors.

Kayla Kurtz

Kayla Kurtz  /  Associate Director of Sales

Kayla has grown from Account Manager at Hanapin to her current role as Associate Director of Sales based on a passion for connecting the agency's solutions with prospective client needs. She's played a part in signing many of Hanapin's largest clients and now focuses on helping the entire Sales department achieve annual revenue goals. Kayla facilitates process development for the Sales team, alongside managing accountability, expediting completion & implementation of projects, and continuing work on expanding our Enterprise client roster. She's also our Hero Conf emcee and one of Hanapin's biggest brand ambassadors.

Rebecca Reott

Rebecca Reott  /  Director of HR

Rebecca brings a background in Human Resources, Operations Management, and Client Services to the Hanapin Marketing leadership team. After managing a start-up out of Chicago for 6 years, she spent 4 years at another start-up based out of Atlanta before joining the Hanapin team.

As Director of HR, Rebecca is responsible for managing Human Resources functions including training & development, benefits, employee relations, corporate policies, compensation, & overall company culture, as well as, overseeing on-boarding and recruitment. Since joining Hanapin, Rebecca has helped to propel the company from #40 to #21 and then to #7 on the list of Indiana’s Best Places to Work.

Rebecca is active in the non-profit community, serving on the Board of My Sister’s Closet and spending years as a volunteer & employee of The Make-A-Wish Foundation. Rebecca holds a B.A. in Psychology & French from Emory University and is certified in Operations Management from the Wharton School of Business.

Jeff Baum

Jeff Baum  /  Director of Services

Jeff is a seasoned PPC advertising professional with Hanapin Marketing. He has a nine year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue and profits for a variety of lead generation and e-commerce businesses. He has also been responsible and accountable for managing hundreds of thousands of dollars in PPC advertising spend per month. Jeff is a reacurring writer for Hanapin's blog, PPC Hero, and also manages Hanapin's RWE (Remote Work Environment) program.

Carrie Albright

Carrie Albright  /  Associate Director of Services

As an ambassador for Paid Search advertising, Carrie delivers a diversity of management skills to her role of Associate Director of Services at Hanapin. She contributes to the PPC Hero blog and regularly speaks at conferences such as State of Search, ClickZ, and Hero Conf. No stranger to numbers, Carrie achieved her Masters degree in Policy Analysis with a focus on statistics and economics. This training has allowed her to successfully lead her accounts to improved revenue, higher returns, and more strategic customer acquisition. In her role as Associate Director, she is responsible for shaping account strategies and ensuring client/agency goal alignment, as well as managing the work that makes goal achievement possible for some of Hanapin’s largest clients.

Cassie Oumedian

Cassie Oumedian  /  Associate Director of Services, Growth

With over seven years of PPC experience, Cassie is Hanapin Marketing's Associate Director of Services, Growth and PPCHERO.com author. Throughout her PPC journey, Cassie has had the opportunity to work on some of the world's largest Fortune 500 PPC accounts in tech, travel and eCommerce. Today she spends her time at Hanapin managing enterprise level accounts while helping manage a team of PPC experts focused on analysis and finding opportunities for our clients to expand their digital reach.

Diane Anselmo

Diane Anselmo  /  Associate Director of Services

With 13 years of PPC experience under her belt, Diane has had the opportunity to watch the paid search industry grow from the ground up. Having worked in both the in-house and agency sides, Diane currently serves as Hanapin Marketing’s Associate Director of Services where she is responsible for working directly with the account management team as they manage and grow their accounts. In addition to her role as Associate Director, Diane is an active contributor to the PPC HERO blog and has spoken at Hanapin’s Hero Conf events.