Formstack Announces Key Hires Joan Lavis, Rob Wiley and Nathan Sinsabaugh

Leader in Workplace Productivity Welcomes Seasoned Industry Experts to Team

Formstack, a software-as-a-service (SaaS) company with a mission to transform the way people collect information and put it to work, announces three new additions to company leadership: Joan Lavis as Chief Financial Officer, Rob Wiley as Head of Marketing & Product Strategy and Nathan Sinsabaugh as Product Engagement Director.

“Over the last 18 months, Formstack has been moving toward a unified vision to bring a powerful workplace productivity platform to the market that eases debilitating data management challenges for businesses of all types,” said Chris Byers, CEO of Formstack. “Joan, Rob and Nathan bring decades of experience with customer-focused business, product and marketing strategy, and I think their presence on the team will give us the strategic horsepower we need to realize our vision.”

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  • Joan Lavis brings more than 35 years of experience to the executive team—including roles at General Electric, UBS Investment Bank and Ernst & Young—working in investments and mergers/acquisitions. Lavis previously served as CFO at two private equity-backed ad tech and lifestyle companies, BrightLine and AKT. Lavis will be based out of the Colorado Springs office and will oversee finance, accounting, legal, compliance and business intelligence data.
  • Rob Wiley has served in a wide range of marketing, product strategy and advisory roles in some of the Midwest’s fastest-growing technology companies, including ExactTarget and Salesforce, Emma, PERQ and Cheetah Digital. Wiley will have direct responsibility and leadership over the product and marketing teams at Formstack, furthering the unification of Formstack’s brand and platform. Wiley will be based out of the new Fishers, Indiana office.
  • Nathan Sinsabaugh has spent 15 years working on branding, positioning and product strategy for top SaaS companies like Salesforce and Zendesk. Formerly the president of award-winning product design agency Studio Science and a 2017 honoree on Indianapolis Business Journal’s Forty Under 40 list, Sinsabaugh led the branding efforts of several notable Indianapolis startups—including ExactTarget, Octiv, and Lessonly—and he helped launch the original Formstack brand in 2010. Sinsabaugh will work alongside Wiley at the Fishers office, leading product engagement and the visual unification of the growing Formstack platform.

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“Current business systems still don’t put the power where it needs to be—in the hands of the people who know the problems and challenges best. Formstack is flipping the script by building a platform that simplifies data collection and empowers people to act on the information they collect,” said Dustin Sapp, COO of Formstack. “This innovative approach requires an equally innovative team, and I am excited to have Joan, Rob and Nathan bring their talents to Formstack.”

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