BRAD PLASCHKE

adzvro@r.postjobfree.com 415-***-**** www.linkedin.com/in/bradplaschke

PROVEN SERVANT LEADER, INTEGRATOR, AND BUSINESS STRATEGIST WHO IS PASSIONATE ABOUT CREATING AND EXECUTING INNOVATIVE HYPERGROWTH STRATEGIES TO ACCELERATE MARKET PENETRATION, OPTIMIZE EBITDA AND DRIVE TOPLINE REVENUE GROWTH.

PROFESSIONAL EXPERIENCE

SMITH & COMPANY FINANCIAL CORPORATION, San Rafael, CA December 2022 - Present Chief Operating Officer

CORE FOCUS: Customer Success and Operational Excellence, serving 5000+ clients nationwide. U.S. LAW SHIELD LLC, Houston, TX August 2021 – November 2022 Chief Operating Officer

CORE FOCUS: Tasked with building, scaling, and managing Operations and all functional areas supporting Company's B2B B2C SaaS- based prepaid legal services offering to over 700,000 subscribers nationwide. Responsible for directing all Program and Project Management/PMO activities, Corporate Strategy/Operational Excellence, Human Resources/EE Lifecycle Management, IT Operations and Software Development (SLDC), Business Intelligence, Data Governance, Contract Management and related Negotiations, Procurement, and Facilities Management.

SELECTED ACHIEVEMENTS

TECHNOLOGY

x Created and managed a Salesforce Re-implementation project plan for configuring and deploying Sales Cloud, Marketing Cloud, Commerce Cloud, Service Cloud, Experience Cloud, and Analytics Cloud solutions. o Re-negotiated Salesforce licensing agreement to align and optimize licensed solutions with corporate requirements saving $200k in Quarterly License Fees.

o Led IT Audit and Project Plan Assessment, eliminating a $3M annual recurring IT spend with 3rd party implementation partners. REVENUE OPERATIONS

x Created Chief of Revenue Operations role in centralizing Sales Ops, Marketing Ops and Enablement, Customer Success Ops, and Systems/Data Insight to achieve better alignment, drive efficient processes, pivot to data-driven decision-making, and optimize the customer experience.

x Responsible for designing, implementing, and leveraging Revenue Operations Infrastructure and Organization to increase revenue by 6%, increase lead-to-win rate by 15%, increase customer lifetime value by 10%, increase digital marketing ROI by 125%, increase internal customer satisfaction (retention) by 20%, and reduce GTM expenses 30%. HUMAN RESOURCES – EMPLOYEE LIFECYCLE MANAGEMENT

x Responsible for HCM/HRIS/ATS systems, Employee Engagement, Recruiting, Talent Acquisition, EE Relations, PEO Management, Benefits, Education/Training/Professional Development, Diversity and Inclusion, Leadership, and Succession Planning

x Created and managed a project plan to establish a Corporate Education/Training/Professional Development Department and implemented a corporate LMS (Adobe Prime) leveraging content from Adobe Market Place and LinkedIn Learning to curate and deliver individual training paths for all employees. x Created real-time HR dashboard for C-Suite access to DEI KPIs, including recruitment selection, promotion, pay comparisons, representation retention, employee engagement, and customer and vendor diversity figures, as well as Employee NPS, employee turnover rate, retention, recruiting conversion rate, time to fill, recruitment breakdown by ethnicity, average time stay, absenteeism rate, and cost per hire. DATA GOVERNANCE / BUSINESS INTELLIGENCE

x Created a Data Governance and Business Development Team leveraging Tableau and Power BI to create and manage an SSOT for financial and customer data.

x Creates a Corporate Data Glossary, Report Catalog, and Change Control Process to preserve data integrity. x Implemented Data Lake (Snowflake) to consolidate and access data from disparate legacy systems CORPORATE STRATEGY AND OPERATIONAL EXCELLENCE

x Implemented Scaling Up (aka Rockefeller Habits) as the Company's preferred planning and execution management framework for scaling business growth.

x Implemented a holistic strategic planning and business management methodology to guide the Company in the areas of people, cash, strategic planning, and execution with emphasis on product innovation, venture partnerships, spinout creation (Legal Heat), and new- market insurance offerings.

PROGRAM MANAGEMENT – PROJECT MANAGEMENT – PMO

x Created standardized protocols for corporate-wide program management and project management to include the application of Agile/Scrum-based and Test Drive Development (TDD) methodologies governed and administered via Monday.com, resulting in enhanced employee productivity and accountability. x Created and managed a project plan to create a real-time Executive Dashboard to communicate daily Company Financial KPIs and metrics, including Member Acquisition, Churn, Retention, CAC, Conversion, Customer Lifetime Value, Avg MRR per Member AUTYMATE LLC, Louisville, KY April 2019 - August 2021 Chief Revenue Officer - Chief Strategist

CORE FOCUS: Responsible for P&L and EBITDA, for a leading B2B enterprise iPaaS, SaaS, and Workflow Automation startup.

SELECTED ACHIEVEMENTS:

SALES - CHANNEL / ALLIANCE MANAGEMENT

x 2021 ARR $3.25MM iPaaS / SaaS sales

x Exceeded annual sales goals (MRR and ARR) by 200% x Closed multi-year iPaaS / SaaS Licensing deals (MRR) with 35+ large enterprise-level clients, including but not limited to UPS, Brown Forman, Intuit, Webster Bank, Agito, University of Louisville Physicians Group, Jimmy Johns, Jitasa, Capital Now Funding, Healthcare First.

x Created Alliance/Channel Partnerships with leading enterprise software providers, VARs, and IT consulting firms currently generating leads that account for 70% of Annual Gross Revenue. PROGRAM MANAGEMENT - PROJECT MANAGEMENT

x Standardized and sponsored corporate adoption of a single project management platform for use as companywide program management, project planning, and resource utilization management tool. x Successfully implemented Agile/Scrum methodologies, including a daily Scrum Standup, to create high-performing, adaptable development, and sales teams using Monday.com.

x Implemented and configured Monday.com to manage all SDLC projects necessary to create commercially viable applications for placement in Intuit and Apple App Stores,

SALES OPERATIONS

x Recruited and Trained 3 Regional Sales Representatives x Created Recruiting SOP

x Optimized Close CRM for use throughout the Company. x Designed a comprehensive sales compensation plan, including variable pay structures, accelerators, quotas, and incentive programs.

x Defined and sized TAM and developed GTM strategies for market segments. x Established equitable sales territories, rules of engagement, and an SOP for sales account ownership. SALES ENABLEMENT

x Successfully developed the Company's GTM sales and digital marketing strategies and brand messaging, including talking points, messaging, narratives, pitch decks, service proposals, use cases, and social media postings to address the Healthcare, HR/Staffing, and Accounting Services Verticals requirements. x Authored Sales Playbook.

MARKETING / STRATEGY

x Authored the company vision, mission, narrative, and brand positioning, including strategic customer segmentation and vertical focus.

x Self-Implemented the Entrepreneurial Operating System (EOS) companywide. x Designed and authored a new Company website using wireframing tools, including Figma and WebFlow, x Created wireframe diagrams and storyboards to display and structure functional elements of 70+ pages of content and images. x Successfully managed Marketing budgets, performance, and ROI for performance marketing channels, including SEO, SEM, social media, mobile marketing platforms, email marketing, and conversion optimization. FUNDRAISING

x Supervised the Company's Pre-Seed fundraising efforts, resulting in 5 investor term sheets with offers ranging from $350k to $2M. x Successfully negotiated terms, including investment structure, key economic terms, board structure, reporting, corporate governance, and shareholder agreements.

LEGAL

x Successfully supervised the corporate formation of Autymate Technologies (Private) Limited, a wholly owned Pakistani subsidiary, to create a cost-effective offshore software development resource, employing 15 FT developers. x Drafted/reviewed/negotiated complex agreements with clients, employees, service providers, and technology partners, including but not limited to the following:

o Sales Contracts

o SaaS/iPaaS License Agreements,

o SLA, MSA, LOI, MOU

o Professional Services Agreements

o Strategic Partnership Agreements

o International Commercial Lease Agreements,

o Employment Agreements (Domestic US and Pakistani), Termination/Separation Agreements NDAs and Non- Compete Agreements,

o HR Policies and Compliance

o Articles of Incorporation, Corporate Minutes, and Board Resolutions. o Successfully audited and secured company compliance with HITECH and HIPAA Privacy & Security Rules. STROTHMAN AND COMPANY, Louisville, KY September 2018 - April 2019 Chief Operating Officer

CORE FOCUS - SELECTED ACHIEVEMENTS:

Recruited to provide P&L leadership by creating scalable, repeatable, and transferable operational processes to drive operational efficiencies and create a great customer experience. Oversight responsibility of comprehensive firm-wide digital transformation initiative affecting all operational aspects of a large 75-member CPA firm, including, Accounting/Finance/Payroll, HR/HCM, IT, Client Services, Practice Growth Management, and Project Management. x Reduced "time to close" monthly and quarterly financial reporting from 60 to 10 days. x Created and managed a project plan to automate and streamline manual accounting workflows related to Treasury Services

(PNC Lockbox), AR (CCH), AP (Bill.com), T&E Reimbursement (Expensify), and Banking Operations (QuickBooks Online). x Markedly increased CPA Realization Rates (86% to 91%) and corresponding profitability x Reduced monthly firm-wide Work-In-Progress (WIP) by 40%. x Reduced Accounts Receivable by 30%.

x Introduced and implemented Value-Based Pricing to reduce the firm's reliance on billable hours and realization rates. TOUCH SONIC TECHNOLOGIES (TST), Santa Rosa, CA April 2008 - September 2018 Chief Revenue Officer – Chief Strategist - General Counsel Direct responsibility for P&L and Revenue Operations for one of the leading B2B SaaS providers of "Inmate Facing" and hardware solutions to the US Corrections Market. Established KPI, operating goals, realignment initiatives, productivity improvements, and cost reduction programs that consistently improved product output, quality, and customer satisfaction. Functional management areas include Revenue Operations, Sales, Marketing, Accounting/Finance/Payroll, HR/HCM, IT, Corporate Strategy, SLDC, and product management. x Successfully developed and executed a Cloud-Based SaaS GTM strategy, leveraging a subscription-based business model to drive MRR.

x Established the "TST" brand as a leading provider of Cloud-based "Inmate Facing" SaaS solutions to the US Corrections Market.

x Booked $15MM 2018 ARR.

x Generated 40% YOY Revenue Growth - 2008-2018 • 98% Customer Retention 2008-2018 x Increased facility install-base from 11 to 11O+ Federal, State, and County Correctional facilities nationwide. x Generated $15MM RFP State/Count Agency Contract Awards between 2013-2018 x Optimized long-term agreement strategies w/State DOC/County facilities nationwide. x Increased Ratio of Customer Lifetime Value to CAC (LTV: CAC) 10: 1 x Increased Annual Gross Profit Margin to 75+ % while reducing COGS < 54%, x Reduced Customer Acquisition Cost (CAC) by 65%

x Built profitable accounts with the California Department of Corrections and Rehabilitation (33 Penitentiaries), NYC Rikers Island Correctional Facilities, and Los Angeles County Sheriff's Department, representing 55% of total sales revenues. x Developed decade-long personal relationships with critical State/County Officials/Management at the Top 100 US corrections facilities/agencies.

EDUCATION

The University of Illinois Chicago School of Law - Juris Doctor, Cum Laude Licensed Attorney- IL Attorney Registration & Disciplinary Commission Attorney Registration No. 6225854 Admitted-United States District Court, Northern District, IL Admitted to the Honorary Order of John Marshall

Law Review - Staff Editor

Pennsylvania State University - BA, Business Administration PRO BONO ATTORNEY SERVICES - VOLUNTEER WORK

I am currently aiding and representing individuals suffering from I/DD (Intellectual and Developmental Disabilities). I also provide pro bono legal representation to the LGBTQ+ community as well as families in under- served communities in Chicago IL.

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