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Management Team

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.

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!

Rich Nelson
Co-Founder, VP of Product & Hardware

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.

Charly Livock
Senior Vice President of Sales & Marketing

Charly is a passionate and driven individual, committed to leading sales teams to successfully achieve targets, build relationships with internal teams and mentor them to reach their career goals. Working in the hospitality industry for the last 11 years, she has had numerous sales leadership roles where her teams’ efforts have significantly impacted the revenue and growth of businesses globally. Livock has a record of sourcing, hiring, and training new team members, and her ability to develop and implement go-to-market strategies, along with empowering teams to work together to achieve revenue growth and increase efficiencies will be key in her role at ROAR.  

Previously an international springboard and highboard diver, Charly still trains every week and competes at Masters Championship National and International levels. She currently holds the UK Championship title on all boards (1m, 3m, and platform) for Masters Diving in her age group. She is also a qualified Neural-Linguistic Programming Trainer and a qualified hypnotherapist. In her spare time, Charly enjoys cooking, camping, and traveling along with spending time with her husband and two young daughters.  

Why I work at ROAR:

I find a rare organization that is successful in using technology to make a positive impact in the world – and one driven by an inspirational leader.  Working to enable those who are most vulnerable to feel safe in their place of work is extremely gratifying and motivates me. I feel proud to be spending my time doing something good for others.

Sebastian Rodas
Vice President 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.

Ashley Hannan
Senior Product Manager

Ashley joined ROAR after nearly a decade in Product Management with experience launching and growing early education, healthcare, and grants management SaaS products. Originally setting out to teach high school with an M.S.Ed. from the University of Pennsylvania Graduate School of Education, her path turned towards social-impact tech and she’s never looked back.

She’s passionate about people, their needs, and listening more than speaking in order to understand customers in their own words and solve the problems that matter to them. In her role she leads product strategy, discovery, market and competitive research, and the ROAR roadmap. She collaborates with all aspects of the business to deliver the most valuable solution to customers.

Outside of work, Ashley enjoys restoring her 100 year-old home, gardening, and spending time with a great book.

Why I work at ROAR:

Being part of a team helping to address the problem of unsafe workplaces is gratifying and keeps me excited every day!

Farrokh Abadi

Farrokh Abadi is a Global Executive recognized for his ability to imagine and deliver the impossible. He has successfully used his strategic and operational expertise to lead small to very large businesses (> $850M and 5,000 people) and build global businesses in high technology companies, with a focus on strategic execution and results. Farrokh is a big believer in high performance teams and customer focused innovation for sustainable profitable growth. During his career, he has led teams who have marketed industry changing innovations in Electronic Security, Automatic Doors, Electronic Article, Surveillance, Electricity Metering and Oilfield Services.

He has lived and worked in seven countries, across geographies and cultures, including North America, Europe, the Middle East, and Asia Pacific. Farrokh has held senior positions, as Chief Operating, Chief Innovation and Chief Strategy Officer, in STANLEY Security, Checkpoint Systems, Atos Origin and Schlumberger.

He holds a Master and Bachelor of Science degree in electrical engineering from Georgia Institute of Technology and his hobbies include playing soccer, playing tombak, learning languages and practicing yoga. He is also an angel investor member of Investor Circle.

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