Powering the future of Connected Commerce

Rahul Choraria is Chief Executive Officer of Pacvue, the commerce operating system powering retail media across 150+ global marketplaces. Rahul joined Pacvue as COO in 2022 and became CEO in 2024. As CEO, he is focused on reshaping how leading brands and agencies operate by enabling them to build and run their unique Commerce Grid, including retail media, search, social, programmatic, CTV, and frontier formats, as a single system tied to actual commerce outcomes.

Before Pacvue, Rahul spent 15 years in private equity and management consulting at Advent International, Vista Equity Partners, Boston Consulting Group, and Cornerstone Research. He earned an MBA from Chicago Booth and a B.A. in Computer Science and Economics from UC Berkeley.

Melissa Burdick is the President of Pacvue and is an expert in designing for online and e-Commerce marketing strategies. A 10-year Amazon veteran, Ms. Burdick helped launch the Amazon CPG/Health & Beauty retail business, building a business from the ground up with an evolving strategy to sell profitably online. She was an early leader of the Amazon Media Group, launching the first vendor display video ad, and developed and grew the Amazon advertising business. Ms. Burdick is well known as an e-Commerce thought leader, Forbes Agency Council member, and participates as a speaker at e-Commerce conferences and industry podcasts.

Sunava leads product at Pacvue, following a pivotal role as Chief Product Officer – Enterprise, where he contributed to Pacvue’s industry-leading growth. With 18 years of product and engineering leadership at Microsoft, Sunava has been instrumental in scaling initiatives like Microsoft 365 ENT and SMB, and delivering over 20 product releases across globally distributed teams, including China, EU. As a founding author of the internet defining HTML5 specification, early pioneer of AdTech and a key player in launching Microsoft’s robotics and IoT businesses, he has consistently been in the forefront of delivering innovation and impact. Sunava holds a Computer Engineering degree from the University of Pennsylvania and an Executive MBA from the Foster School of Business at the University of Washington.

John Feng is the Senior Vice President of Engineering at Pacvue, where he leads the engineering organization and partners closely with business teams to deliver innovative, high-performance solutions for clients. Since joining Pacvue in 2020, John has played a key role in scaling the company’s engineering capabilities and driving product excellence across its enterprise offerings. Prior to Pacvue, John served as Chief Technology Officer at a fintech company, where he spearheaded technology strategy and product development. Earlier in his career, he led R&D teams at Alibaba, focusing on B2B search relevance and advertising algorithms. John also spent over a decade at Microsoft, contributing to core technologies across multiple teams, including SQL Pivot Tables and Bing Ads. John brings a strong track record of engineering leadership, product innovation, and cross-functional collaboration across both startup and enterprise environments.

Zoe Lu is the Executive Vice President, SMB at Pacvue. Zoe has played a pivotal role in Helium 10’s remarkable growth over the past five years leading the product organization and now growth. Prior to Pacvue, Zoe was a product leader at Weedmaps leading their e-commerce tech and Zynga, where she launched Words With Friends 2. Zoe got her B.A. in Digital Communication from Michigan State University. She lives in Newport Beach, CA with her husband and two children.

Simon has an extensive background building and scaling leading enterprise software companies. Most recently, he served as the CFO of BlueConic, a marketing software platform. Previously, Simon was the CFO at WordPress VIP, which offers enterprise-grade web content management. Before his operating roles, he was an investor at W Capital Partners, a private equity firm, where he deployed $1 billion with a focus on growth-stage tech companies. Simon began his career in investment banking divisions of Lehman Brothers and Barclays Capital. He graduated from University College London (UCL) and remains actively involved as a Trustee and Board Member of the UCL Friends and Alumni Association.

Lorraine is a career HR Leader, initially focused on the financial services/fortune 500 sector, including Citi,  American Express and BlackRock.  After decades on the corporate side, Lorraine eventually made the switch to the start-up tech industry where she held key HR roles at AppNexus, Yotpo, and most recently NS1. Through these recent tech roles, Lorraine has brought best-in-class HR into smaller/scaling organizations looking to accelerate their growth through the power of their employees. Lorraine holds an undergraduate degree in Psychology from the State Univeristy of New York, and a Master’s degree in Industrial/Organizational Psychology from the University of New Haven.