Meet Our Leadership Team
As a team, we share a passion and a deep sense of purpose in accomplishing our mission of empowering people through technology to help create safer organizations.
Yasmine Mustafa
CEO and Co-Founder
Yasmine Mustafa believes ROAR found her, not the other way around. She draws upon her experience as a refugee, discovering she was undocumented, and working in unsafe conditions to lead the Company in its mission to empower and protect others. She has over 15 years of leading technology companies, having sold her first company, 123LinkIt, to a Silicon Valley firm in 2009.
She is fueled by a passion to leverage technology for good, previously launching a non-profit to help women learn how to code in a safe, judgment-free zone.
Her role as a leader and advocate has been recognized by the BBC, CNBC’s Upstart 100, and the City of Philadelphia, among others. She loves to speak at conferences to inspire others and she is a 2x TEDx speaker with a roster of speaking credits that includes SXSW and CES.
In her free time, Yasmine enjoys spending time with friends and family, and being outdoors as much as possible, whether it’s biking around Philadelphia, hiking or hammocking, and traveling. She sits on the board of Coded by Kids, Leadership Philadelphia, and the Philadelphia Alliance for Capital and Technologies.
Why I work at ROAR:
Because I don’t want anyone else to be in a position where they’re harassed or feel unsafe in the workplace.
Rich Nelson
CTO and Co-Founder
Rich brings extensive experience as an innovator and mechanical engineer to ideate and deliver the patented staff safety system we have today. Prior to joining ROAR, Rich was a mechanical engineer consultant. He is also an accomplished entrepreneur, having founded the Nelson Longboard Company. He received a BS degree in Science, and Mechanical Engineering from the College of New Jersey, and volunteers as a STEM mentor.
Mahmoud Odeh
COO & Co-Founder
Mahmoud Odeh oversees all aspects of ROAR Operations, including supply chain, customer success, people, legal, and finance. He believes the best decisions are data-driven, collaborative, and satisfy a clear goal. He practices servant-based leadership and is conscientious in his daily interactions with all company stakeholders.
He navigated the company through a market pivot from B2C to B2B, obtained preferred vendor status for the largest property management company in the United States, and ultimately patented the technology that powers the ROAR solution with his fellow co-founders. He was previously the Operations and Finance Manager at Solve Media, which was later acquired by LiveRamp. Mahmoud graduated from St. Joseph’s University with a degree in Finance and Business Intelligence & Analytics. Personality assessments describe his perspective as an “anchor to reality” but he gives credit to coffee as the 'chain holding the anchor.'
In his free time, he enjoys immersive travel trips around the world and watching Philadelphia sports teams.
Why I work at ROAR:
Innovating and scaling new technology to help create safer organizations is an important mission that is also extremely motivating!
Peter Klebanoff
Senior Vice President of Sales
Peter is an accomplished sales and marketing leader with 30+ years in the hospitality industry. He joined ROAR from Pointer’s Ridge, a consultancy that develops sales and marketing strategies for companies on a growth mission. Peter held several executive positions at LodgeNet (now SONIFI Solutions), which grew from 150k to 1.5M rooms over 16 years. He graduated from the University of Massachusetts/Amherst with a BS degree in Hotel, Restaurant & Travel Administration and has served as a board member of the South Dakota Symphony and The Retreat at Pointer’s Ridge. Peter has also volunteered his time as a police officer and served as a technical advisor on preventing infant abduction for the National Center for Missing & Exploited Children and is committed to using technology to help prevent crime, particularly violence against lone workers.
Peter’s wife founded South Dakota’s first and only artist’s retreat and Peter spends much of his off time working on a complete rehabilitation of the 12 buildings and 22 acres located on (periodically in) the Big Sioux River near Sioux Falls.
Why I work at ROAR:
I work for ROAR because they offer superior technology to solve serious problems and I have spent much of my life trying to leverage superior technological solutions to challenges big and small.
Sebastian Rodas
Director of Customer Operations
Sebastian brings a demonstrated history of working in the information technology and services industry to ROAR in his role as Director of Customer Operations. Prior to ROAR, he was a consulting professional responsible for the implementation of networking hardware and software solutions in the hospitality industry in the U.S. and internationally. Sebastian has a Business Administration diploma focused on Marketing from the Southern Alberta Institute of Technology and is a member of their Board of Governors. He is passionate about driving operational excellence by utilizing a data-driven and results-oriented management style.
In his free time, Sebastian likes to spend time outdoors with family and friends. He enjoys spending his summers hiking, mountain biking, and exploring the Canadian backcountry.
Why I work at ROAR:
I believe in investing my time in doing good. ROAR’s technology is an exciting tool to help improve those who are most vulnerable in their workplace. I want to help bring this tool to more people.
