About WordofMouth.org


We’re GasPedal, the team behind WordofMouth.org and SocialMedia.org.

We help the good guys win. We work hard. But it’s easy getting out of bed every day when you know you’re helping the good guys at great companies be nicer to their customers.

We like to make it better. We’re constantly looking for ways to make our processes, our words, our services, and our work better. You haven’t seen an office excited until you’ve seen us figure out another hack, workaround, or new idea that makes everyone go, “Ahh! That’s so much better.”

We’re very, very serious people. We have a closet dedicated to fake moustaches, smiley-face pins, whoopee cushions, chocolate bars, and bouncy balls. The way we see it: If you’re going to spend so much of your life at work, you might as well make it worth it.

Membership Team

The Membership Team delivers our core product: peer-to-peer communities. Their job is to help members have fantastic conversations by moderating and instigating discussions. They also help members make connections with each other and provide extraordinary customer service and an unmatched member experience. They uphold the standards of the community — people like you, good member behavior, and no clutter or distractions. Membership Team members need expertise in community management techniques and deep subject matter knowledge. Their success is measured on participation, quality of content, and (above all) member satisfaction.

Communications Team

The Communications team helps us tell our story through text and design. They’re the stewards of the language, style, and quality that defines how we communicate. The Communications Team is also responsible for the voice and visual identity of our brands. They define and protect the look and feel of each brand, improving it and making sure we’re using it well. Their success is measured on brand quality, content quality, subscribers, and shares.

Events Team

The Events Team produces our member meetings and conferences. Their job is to create experiences that make members fall in love with the organization and new members want to join. We think of events as a member benefit, not a profit center (but it’s nice when they make money). We value mastery of the tiniest details and constant improvement. The Event Team handles high-level planning and execution with extensive support from other teams. Their success is measured by participation, progress against plan, testimonials, and constant improvement.

Development Team

The Development Team brings in new members. Our entire business is based on building communities of like-minded people who can help each other. That means that the Development team is as much responsible for defending our community standards as they are bringing the right people in. They find everyone in the business who could be a potential member, build friendly relationships with them (even if they aren’t right for membership), and bring the best matches into the community. Community Builders primarily work to find new people, and Community Evangelists tell our story. Their success is measured by new members and the number and quality of relationships we have with potential new members.

Operations Team

The Operations Team creates an environment where everyone can deliver their best work. They remove obstacles, find better systems for getting things done, and keep the operation in peak performance. They seek out things that need fixing or teammates that need help, even when they don’t ask for it. This team also includes the Relationships Team, who takes care of people — from VIPs to friends we just met. They make sure everyone gets fantastic treatment and respect, even when we can’t do business with them.

Erica Alatorre

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As Senior Meeting Planner, Erica sweats the details. There’s nothing she likes more than having an event go off without a hitch.

Erica has a marketing degree from Our Lady of the Lake University in San Antonio. Right after college she moved to Austin, TX and started working for the Texas Aggregates and Concrete Association (TACA). After almost five years at TACA, she was ready for a change and decided SocialMedia.org was the answer. As the only native Texan in the office, she’s likely the only person using the term “y’all.”

Quick facts about Erica:

  • She has a spoiled dachshund named Holly.
  • She always has a nicely stocked inventory of markers and crayons.
  • She was born in Corpus Christi, TX. No, she didn’t know Selena.

Laura Berrones

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Laura focuses on making people happy in her role as a Community Manager. She aims to provide each member with a stellar experience when becoming a part of the SocialMedia.org family and is available for questions, comments, and concerns — she has big ears for a reason.

Laura studied communications at Purdue University and quickly realized she loved talking to just about anyone about anything. The only other pastime she had an equal affection for was food — you know eating, cooking, trying new restaurants, and enjoying new flavors. These two strong passions led her through varied roles in the restaurant industry, with the longest focusing on customer satisfaction. It was this role that helped her realize that taking care of folks made her the happiest. She then joined our team to do just that.

Quick facts about Laura:

  • She loves lucky pennies and will pick one up at any cost.
  • She keeps fortune cookie fortunes in her wallet for tiny bursts of positivity.
  • She carried a flip phone until December 2011 and sometimes misses it — weird huh?

Amanda Canada

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As the Director of VIP Relations, Amanda maintains extraordinary relationships with the friends of GasPedal. From initial request to resolution, she enjoys talking with everyone and making sure their expectations are met.

Amanda was born and raised in San Angelo, Texas. She graduated from Angelo State University with a bachelor’s degree in communications specializing in Advertising and Public Relations. She has worked at a variety of places that include everything from an advertising agency to a small town newspaper to politics. She recently moved from Washington, D.C. to Austin where she lives with her husband and two dogs.

Quick facts about Amanda:

  • She once worked for a Congressman in the United States House of Representatives.
  • She adores Snickers and Skittles, her two Chihuahuas.
  • She sounds more Texan than George Strait.

As a Community Manager, Jeff helps our SocialMedia.org members get the most value out of their membership. He enjoys building relationships and making sure members are comfortable with sharing ideas, asking questions, and making connections with other members.

Jeff graduated from Western Illinois University in Macomb, Illinois, with a degree in journalism. He worked as a reporter for both a weekly and daily newspaper, and also wrote for an insurance trade magazine for Crain Communications. In other parts of his career, he handled auto claims for Progressive Insurance and worked in public relations, marketing, social media, and digital content at Zurich Insurance. In fact, he’s a former SocialMedia.org member!

Jeff grew up in the suburbs of Chicago, but has moved as far north as Superior, Wisconsin, and as far south as Durham, North Carolina. Now, he lives in Chicago’s Lakeview neighborhood, a literal stone’s throw from Wrigley Field, with his lovely wife, Kristi, and their son, Declan. And yes, he’s a fan of the Bears, Blackhawks, Cubs, and Bulls.

Quick facts about Jeff:

  • He met his wife, Kristi, at a Grizzly Bear concert at the Pitchfork Music Festival in Union Park and proposed to her on the very spot they met.
  • Jeff played lacrosse at Western Illinois University.
  • He also won a Virginia Press Association award for feature writing.

As a writer for our SocialMedia.org and WordofMouth.org content team, Bridgette compiles great ideas and case studies into interesting, actionable content. She loves supporting the good guys and encouraging others to join them by teaching them how to earn fans and get them talking.

Bridgette graduated from the University of North Texas with a degree in English, some experience teaching high school, and a cool husband. After college, she began writing for a dental marketing company near Fort Worth. But after learning too much about root canals and moving to the Hill Country, she joined our crew of writers.

Quick facts about Bridgette:

  • She’s from a tiny town in North Texas that’s still not as small as Cale’s.
  • She loves Argentine tango and cafe racers.
  • It’s “Cude” like “dude,” but with a “C.”

Preston Firestone

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Preston has led human resources and recruiting operations for GasPedal and its clients since 1999. He has served in similar positions with a variety of new media companies as well as traditional consulting enterprises. Preston spent five years on the road with The Vanilla Fudge and raises pet mudsharks. Preston isn’t real, but most job applicants don’t read this far.

Jakob Franzen

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Jakob is the Vice President of People for GasPedal. He has over 25 years of experience providing both small and emerging companies as well as large enterprises with creative HR management solutions. He’s an accomplished coach and has been a trusted advisor to people across industries from startups to major enterprises. Jakob has expertise in talent management strategy, talent acquisition and retention strategy, employee engagement, legal compliance issues, managerial support, and culture management.

He believes that by integrating life and work, teams are able to achieve something better than balance. At GasPedal, he helps keep our work culture unique, hire the right people to be a part of it, and center our teams on our mission and values.

Jakob is a native Texan and a graduate of Texas A&M University. He was a member of the Aggie Men’s Club and began his college career studying theater. Jakob and his husband are currently focused on raising their two little girls as warrior princesses.

Quick facts about Jakob:

  • Both of his children are inadvertently named after Shakespearean characters.
  • He studied with the Royal Shakespeare Company while in college.
  • Jakob has discussed best HR practices with an actual princess.

Courtney Graham

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As a Community Manager, Courtney is a customer service enthusiast who loves to take care of people. She geeks out over the processes that make a healthy community and strives each day to empower our members to make the most of the Council.

A Texas native, Courtney studied Government at the University of Texas at Austin. She’s always had a role focused on helping people — from working a summer snow cone stand to managing publics affairs and member care at the Texas Travel Industry Association. She loves traveling, live music, old movies, classic cocktails with friends, and wandering through historic cemeteries.

Quick facts about Courtney:

  • Growing up in the country, her favorite activity was playing in the “crik” and hunting for “crawdads.”
  • She’s not a natural redhead, but she burns and freckles like one.
  • The Little Prince is her favorite book, and she’s read it at least once a year since she was eight.

Cale Johnson

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As VP of Communications and Creative Director, Cale leads the content team in their mission to create great content, earn loyal fans, and have reasonably non-broken websites. He’s part copywriter, part editor, and part project manager.

Cale has a degree in journalism from Drake University and got his start covering sports for The Des Moines Register. Cale lives with his wife Caroline, two cats, and a dog in an old victorian they’re fixing up. When he’s not working at GasPedal or hammering on his house, he’s probably planning his next national park adventure.

Quick facts about Cale:

  • He rides a Harley (but doesn’t own leather chaps).
  • His hometown is smaller than yours.
  • He once ate fried butter and lived to tell about it.

Roarke Lynch

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As Cloud Director, Roarke helps us build and connect the tools we need to deliver amazing customer experiences.

Roarke has a bachelor of fine arts from the Maryland Institute, College of Art. He spent more than a decade working at the National Center for Missing & Exploited Children leading educational programs, building games and animations, launching social media platforms, and wrangling ones-and-zeros.

Quick facts about Roarke:

  • He speaks loudly on the phone. And in person. He’s just kinda loud.

  • He and his brother-in-law take their 4th of July fireworks show seriously. Very seriously. Filling-a-full-size-truck-bed seriously.
  • In high school, his hair went past his shoulders.

Cora Majewski

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As a Community Manager, Cora is dedicated to understanding what’s most important to our members and helping them get the most out of the community. In addition to having a “make it happen” outlook, she’s super passionate about providing outstanding experiences for people.

Cora studied creative writing and journalism at Western Michigan University located in an awesomely named city called Kalamazoo. It’s about halfway between where she lives now (Chicago) and where she is from (Detroit). Cora’s dabbled in the nonprofit, newspaper, and radio industries but spent a long stretch of her pre-Socialmedia.org life working in experiential marketing. She’s infatuated with the city of Chicago and all of its amazing food, architecture, and music.

Quick facts about Cora:

  • She takes a #yolo approach to all things food-related.
  • Cora loves shopping in thrift stores for unique home décor.
  • She’s also a super athlete of odd sports like dodgeball and 16” softball. (It’s a Chicago thing.)

Angelek Marler

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Angelek is no stranger to a fast-paced office with many moving parts, and she likes to learn how to make an office or project run like a dream. Working alongside smart, hard workers has been a lifelong dream of hers!

Angelek is a born and bred Texan hailing from San Antonio. She graduated from The University of Texas at Austin with a BA in Sociology and an English minor. Angelek has been working in the energy industry for the last year, and is now ready to use some of her own at GasPedal for the greater good.

Quick facts about Angelek:

  • She has a chihuahua named Cece and a doberman named Padmé Amidala.

  • She collects fine art…on her skin.
  • She knows all of the lyrics to “Juicy” by Notorious B.I.G.

Erin McDaniel

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As a Community Director, Erin strives to ensure members are talking about the most important topics in social media, feeling connected to one another, and having great conversations every day. She’s an instigator, moderator, connector, and concierge.

Erin graduated from DePauw University in Greencastle, Indiana and has a background in social media, marketing, and PR. Most recently, she was the Community Engagement Manager at Sears Holdings Corporation where she helped develop corporate social media guidelines and directed growth and engagement strategies for their primary social media platforms. She lives in Chicago with her husband and enjoys the ever-changing restaurant scene, running along the lake path, and all the awesomeness that is Chicago in the summer.

Quick facts about Erin:

  • She started using social media for marketing when it was called “blogger outreach” and “talking with users.”
  • Some of her favorite dinner conversations consist of talking about food: the food being eaten, the dish coming up next, and restaurants to try. This is also why she runs several miles every week.

Kevin is the VP of Operations for GasPedal, and brings with him more than 15 years experience at similar high-growth companies. His main responsibilities here are running accounting, human resources, and technology functions — but he takes great pride in just making sure the trains run on time. He has owned his own businesses, including a consulting practice that helped entrepreneurs and startups succeed in business. He continues to help entrepreneurs by mentoring in his spare time.

Kevin is a fifth-generation Texan who met his wife while they were students at Texas A&M. Of their four kids, three are, or will be, Aggies. In keeping with A&M’s spirit of service, Kevin has participated at a leadership level in community-based organizations such as parent-teacher organizations, booster clubs, youth sports associations, the City of Lakeway Parks and Recreation Commission, and others. None were as much fun as coaching his kids’ teams in soccer and basketball. None were more rewarding than serving foster children through board service at Caring Family Network, and now DePelchin Children’s Center.

Quick facts about Kevin:

  • He briefly owned the first home run ball hit by a Texas Ranger at Arlington Stadium (Frank Howard, April 21, 1972).
  • He plays fantasy football, basketball, and baseball because he loves sports statistics.
  • He once managed a steak house and BBQ restaurant, but can’t steam broccoli.

As Content Producer, Kristen supports the team by writing, editing, and coordinating content for our blogs, newsletters, and public websites. She also manages the editorial calendar, helps with event marketing, and is even known to break out her graphic design skills now and then.

Kristen is one of the few Chicago natives on the team and will openly brag about her city to anyone who will listen. She received a bachelor’s degree in advertising and design from DePaul University while interning for GasPedal and, because we all got along so well, decided to stick around as a full-time part of our crew.

Quick facts about Kristen:

  • She attends, on average, at least one live concert a week.
  • She owns over 15 different kinds of wigs (and wears them often).
  • She once got fourth place in a Ms. Pac Man arcade tournament.

Jon Ramming

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A Texas native, Jon was born in Houston and raised in San Antonio. He moved to Austin to pursue a liberal arts degree at the University of Texas and fell in love with Russian culture after reading The Master and Margarita. And after learning about Vaclav Havel, Jon also discovered a love for Czech culture. While his academic pursuits have had nothing to do with the world of technology, he’s always been involved with IT because he likes a challenge (which is why he’s also an avid crossword player).

After school, Jon joined Google’s Austin office for a brief period before leaving with the Peace Corps to Morocco. There, he taught English and American Culture (and introduced kids to The Clash) in a small town outside of Marrakech. When he got back to Austin, he joined a small company to build up their IT department and infrastructure. And now, his goal is to be constantly improving things in both his professional and personal life.

Quick facts about Jon:

  • The Arabic dialect he speaks only works in Morocco, but he’s watched enough telenovelas in Syrian to understand their dialect, too.
  • He knows what being stuck in rush-hour donkey traffic is like.
  • He believes that only three Star Wars films exist.

Ryan Ronayne

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As a member of GasPedal’s Development Team, Ryan helps keep the community healthy for our members by finding other great brands to join their ranks. He’s a liaison for potential members to our communities.

Ryan has a degree in marketing communications from Columbia College Chicago. He completed eight internships during his collegiate career, including his favorite at GasPedal. After getting over his sports interest (five internships), he started his career here using his communication skills to find other talented social media leaders to join SocialMedia.org. He loves living in Austin and enjoys the local food trucks and sporting events.

Quick facts about Ryan:

  • He went 3-0 in the Taco Bell Saucy Sprint mascot races at Minute Maid Park.
  • Even though he’s now two inches taller than Ryan, he’ll always call his younger brother “smalls.”
  • He volunteers weekly to jog dogs around Town Lake.

Dana Ryall

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As an Executive Assistant and Chicago Office Manger, Dana is a master at juggling hats. She spends her days managing multiple schedules and making sure the Chicago office runs smoothly. Dana loves the element of surprise and enjoys being able to anticipate the needs of her teammates before they even ask.

Dana grew up in the small town of Winnebago, IL. After high school, she enlisted in the United States Army. After eight years and a tour in Afghanistan, she hung up her hat as a Sergeant. Her civilian career includes managing the business end of a music festival and being appointed a municipal clerk. Dana is currently pursuing her Bachelor’s degree in Business Administration at Western Governor’s University.

Quick facts about Dana:

  • She collects old cook books, but can’t properly fry an egg.
  • She volunteer’s with the American Legion Women’s Auxiliary, the Special Olympics, and is a member of IAVA (Iraq and Afghanistan Veterans Association).
  • In the summertime, she can be found with her daughter either on the beach or roaming the streets of Chicago in search of the perfect cheeseburger.

Eric Seaman

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Born and raised in the Chicago suburbs, Eric earned a B.A in English from Monmouth College and then a M.A in writing from Bradley University, focusing on anti-foundational rhetoric. Since college, Eric has worked in a wide array of professions, from carpenter, to video store clerk, to flight attendant, to high school English teacher, to adjunct professor. After teaching at Bradley University, Eric and his wife then moved to Texas, so she could stay home with their now three children.

In Texas, Eric started as a scheduler at a small tech company and worked his way up to Director of Operations — before receiving the greatest opportunity of his career to come to GasPedal. Eric loves the intricacies of systems and processes, believing that even the best process can be made more efficient. More than working with data, Eric loves the rewards of working with a collaborative team and thrives off of the give-and-take of candid discussion.

Quick facts about Eric:

  • His children are named after the greatest guitarist of all time, a house of chicken n’ waffles, and a state flower.
  • You can look for him on HGTV’s House Hunters. No, seriously.
  • Eric is a self-proclaimed grill-master.

Andy Sernovitz

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Andy Sernovitz teaches word of mouth marketing.

He’s the New York Times bestselling author of Word of Mouth Marketing: How Smart Companies Get People Talking and the fantastic blog “Damn, I Wish I’d Thought of That!”

Andy runs GasPedal, the community for social media leaders at the world’s greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing.

He’s the leader of the word of mouth movement, which teaches companies to earn the respect and recommendation of their customers. He’s passionate about marketing ethics and travels the country teaching companies how to be nicer to people.

Andy taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business, ran a business incubator, and started half a dozen companies. He created the Word of Mouth Marketing Association and the Association for Interactive Marketing.

Quick facts about Andy:

  • He has testified before Congress three times.
  • He was on the Ali G Show.
  • He once sauntered 32 miles around the coast of Manhattan.

Andy Sernovitz

Email Andy

Andy Sernovitz teaches word of mouth marketing.

He’s the New York Times bestselling author of Word of Mouth Marketing: How Smart Companies Get People Talking and the fantastic blog “Damn, I Wish I’d Thought of That!”

Andy runs GasPedal, the community for social media leaders at the world’s greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing.

He’s the leader of the word of mouth movement, which teaches companies to earn the respect and recommendation of their customers. He’s passionate about marketing ethics and travels the country teaching companies how to be nicer to people.

Andy taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business, ran a business incubator, and started half a dozen companies. He created the Word of Mouth Marketing Association and the Association for Interactive Marketing.

Quick facts about Andy:

  • He has testified before Congress three times.
  • He was on the Ali G Show.
  • He once sauntered 32 miles around the coast of Manhattan.

Ashley Siemon

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As a Community Manager, Ashley helps our members receive the most value possible from SocialMedia.org. She builds relationships with big brands’ social leaders to ensure they’re able to discuss the most important topics in social media.

Ashley studied Leadership Studies at the University of Richmond and earned a law degree at the University of Maryland. She quickly realized she likes people too much to be a lawyer and went to work as a Presidential Management Fellow for the Broadcasting Board of Governors, a federal agency overseeing all U.S. international broadcasting. She discovered her passion for supporting executives while managing the Board of Directors for the federal agency and at her next job at Root Capital, a nonprofit social investment fund that lends to agricultural businesses.

Ashley recently made her way to Austin via Boston, Washington, D.C., Baltimore, Richmond, and originally Chicago. She’s eager to settle down amongst the breakfast tacos and queso with her husband and dog.

Quick facts about Ashley:

  • She named her dog after her favorite cheese and her favorite (fictional) man circa 2010 – PepperJack Bauer, aka PJ.
  • She and her husband attended the same small liberal arts school but didn’t meet until a few years after graduation on the streets of Georgetown (the one in D.C., not Texas).
  • She doesn’t have much use for sand or saltwater, but loves to scuba.

As our Market Research Analyst, Evette manages and optimizes all of the tech, tools, and toys we get to work with every day.

Evette got her bachelor’s degree in business administration at the University of the Philippines before packing her bags and moving halfway across the world for a master’s degree in marketing communications from the Illinois Institute of Technology. She joined GasPedal as an intern and loved it so much, she never left.

Quick facts about Evette:

  • One of her favorite things about living in Chicago is actually the weather.
  • She enjoys going on road trips to watch hockey in all sorts of awesome cities.
  • She once had a speaking part on a Broadway musical.

Megan Uithoven

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As a Community Manager, Megan welcomes new members to our community and ensures they know how to use the amazing resources that are available within the Council. She’s passionate about great service — she started training for this role at age 14 waiting tables at the local cafe. After college she interned at Walt Disney World and spent seven years as a project manager in the restoration industry helping people restore their lives after floods and fires.

When not providing world-class care, she loves embarking on urban adventures with her family, attending music festivals, and sipping IPAs.

Quick facts about Megan:

  • She was a Girl Scout until she graduated high school. She’s serious about cookies.
  • She went to college in Winona, Minnesota and thinks the bluffs in the fall are a must-see. Have a Walnut Burger at the Trempealeau Hotel while you’re there.

Kurt is the Executive Director of SocialMedia.org and the general manager of our Chicago office. He works closely with the Councils of SocialMedia.org, advancing the conversation about social media and connecting executives across the Fortune 1000. He takes great pride in the honor of working with leaders of social media efforts at big brands and helping them talk with one another to make social media a more integral and reliable part of doing daily business.

A University of Illinois graduate, Kurt’s first life was in radio, including more than a dozen years at WGN-AM in Chicago. Kurt came to GasPedal in 2008, encouraged by the company’s firm belief that doing good business can be fun. And so far, so good.

Quick facts about Kurt:

  • He has seen major league baseball games in 45 stadiums, past and present.
  • He loves his job so much, he happily makes the daily 90-minute commute. Each way.
  • His favorite travel destination is home, where he can see his wife and two beautiful kids.

Don Vanderslice

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As a Community Evangelist for SocialMedia.org, Don is a connector and a storyteller. He’s passionate about sharing the SocialMedia.org experience with others. He helps social media leaders at the world’s biggest brands understand what our community is all about and invites them to be a part of it.

After spending the first years of his professional life working with high school students, Don started a church in downtown Austin. It wasn’t a very normal one (in a good way), and with a number of artists and musicians as members, the church became home to an alternative art gallery, a volunteer-run bike space, a music venue, and art studios. Somewhere along the way, Don caught the digital bug, began work at a web start-up, had a blast, played some ping-pong, and then joined forces with GasPedal.

Quick facts about Don:

  • Don loves hip-hop, running, Flannery O’Connor, the NBA, and bicycles.
  • He once hung out with Mother Teresa, and he’s also hung out with Rakim of Eric B. & Rakim.
  • Don spends a lot of time with his two super cool kids.

As the Designer, Peter supports the team by tackling all of the design challenges and odd jobs related to web and print design. His days consist of designing websites from scratch, development, print design, and generally keeping everything looking nice and tidy.

Peter has a degree in sociology from the University of Michigan. He got his first job in graphic design when he started designing and illustrating for the university’s engineering textbooks. Since switching up the scenery with his move to the Austin office, he has found that designing for GasPedal is a lot more interesting than drawing pictures of circuit diagrams.

Quick facts about Peter:

  • He owns a handful of vintage synthesizers and makes electronic music in his spare time.
  • His favorite Arnold Schwarzenegger movie is Total Recall.
  • He runs a record label with some friends called Ways Inner Pass.

Jordan Ynostrosa

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As a Community Builder, Jordan finds potential members of our community and works with the Development Team to help them join the family.

Jordan grew up in The Colony, a small town north of Dallas. She moved to Austin in 2008 and attended St. Edward’s University where she also played soccer. She graduated with her BBA in Economics and spent a little over two years working in sales development research in the software industry. She also plays rugby for the Austin Valkyries and coaches soccer for the Austin Texan’s Soccer Club.

Quick facts about Jordan:

  • She loves getting tattoos.
  • She was born with polydactyly on her left hand and her left foot.
  • She was picked to be on stage at a magic show in Disney World once. She had to wear the green Haunted Mask from the TV show Goosebumps and lay under the guillotine.