The Team

Krista LaRiviere – CoFounder & CEO

Krista LaRiviere is Cofounder & CEO. gShift is Krista’s third software startup having co-founded cgk Technologies Group (1999) and Hot Banana Software (2004), both of which were purchased by Lyris, Inc in 2006. Krista drives the strategic direction of gShift and is responsible for the overall operations and results of the company.

Krista speaks and writes about the changing landscape of search engine optimization.

Krista holds a degree in Economics, a Bachelor of Business Administration (Honours) and a post-graduate degree in Information Technology. She has been recognized by numerous organizations for her leadership and business success including being awarded Barrie’s Business Woman of the Year, named by the BDC as one of Canada’s Top Ten Young Entrepreneurs and honoured by Nipissing University as Alumni of the Year for success in her chosen career.

While not working, Krista spends time with her family, is an active Rotarian and sits on a handful of volunteer boards including the York Technology Association and SEMPO Canada.

Chris Adams – CoFounder & CTO

Chris Adams is CoFounder & CTO. As past Cofounder and CTO of Hot Banana (HB) Software that was acquired by Lyris Inc., Chris was directly responsible for all engineering, product management and data infrastructure of the Web Content Management software offering.

Post-acquisition of HB by Lyris, Chris was the Director of User Experience at Lyris Inc. He was directly responsible for the Lyris HQ Web 2.0 application user interface design and usability. Chris believed in providing clients with the ability to easily manage advanced Internet marketing best practices in a simple way. Along with the product team, Chris was progressively combining Web Content Management, Email Management, Website Optimization, Analytics, Pay-Per-Click Management and other Marketing Automation features into one marketing solution.

He is a published author, advisor, and speaker on a variety of Web Content Management and Website optimization topics. He is an expert in the area of Websites, Landing Pages, Web Analytics and Search Engine Optimization, and how Web content management can be best leveraged.

In his personal life, he is the Board Chair of the Barrie Film Festival, Advisory Council member of Georgian College – School of Visual Arts & Design (SVAD), and is also Advisory Chair of Georgian College – Web Design & Development Curriculum.

Jeff Jones – Senior Product Manager

Jeff Jones has worked as an independent website consultant for many years while also working as a designer, implementation specialist and Search Engine Optimization Specialist for Hot Banana and Lyris.

Jeff is a published author, advisor and speaker on a variety of Search Engine Optimization, Web Content Management and Website optimization topics. He is also an expert in the area of Landing Pages, Web Analytics and Social Web Optimization.  He has spoken at several conferences including Search Engine Strategies New York & Toronto and CFUnited.

In his personal life, Jeff has a degree in Psychology and has worked with “At-Risk Youth” through outreach programs and counseling. He is an Advisory Board Member and Instructor for the Web Animation and Design Curriculum for Georgian College where he teaches Web Content Development and Information Architecture. In his spare time, Jeff runs a one-man Web Development Consultancy – The Wired Serf - creating and optimizing sites for small businesses.

Jeff Riddall – Client Success Manager

Jeff Riddall has been helping organizations of all sizes develop and implement successful online marketing, Web content management and search engine strategies for over ten years.  He has gained immeasurable knowledge and experience with industry leading technology companies including Ektron, Lyris, Hot Banana Software and non-linear creations.

At gShift Labs, Jeff is responsible for ensuring clients realize the full value of the software and services gShift offers, which will enable them to optimize their Web presence and meet their business goals.

Jeff holds a Bachelor of Journalism from Carleton University.  As such, he holds a special place in his heart for the written word.

When he’s not in the office, Jeff is most likely in a hockey rink watching or helping coach one of his two kids’ teams.  Jeff is an active social networker and blogs about his hockey dad life at http://imahockeydad.tumblr.com/.

Danielle Carty – Director, Channel Sales

Danielle Carty is a business partner relation devotee. She joins gShift Labs with a recognized background in solution sales and strategic alliances within the online marketing space with companies such as Lyris, Inc and Hot Banana Software. Her interests and responsibilities include researching, developing and managing global partnerships for gShift Labs.

Danielle holds a Bachelor of Science Degree (Honours) from the University of Portsmouth, UK.

Outside of the office Danielle enjoys time with family in rural Simcoe County and travel whether for business or pleasure.

Quick acknowledgement to her Jack Russell Terrier Stanley who shares her son’s spotlight!

Lori Gariepy – Senior Marketing Manager

Lori Gariepy has a diverse background in marketing communications, with over three years of advertising agency experience, 11 years of B2B and B2C marketing, including six years specifically promoting online software for Hot Banana, Lyris Inc., and gShift Labs.

As gShift’s senior marketing manager, Lori is responsible for corporate branding, product marketing and lead generation via a broad variety of communications formats. This includes web content management, content marketing, email marketing, SEO, PPC, social media, events planning and public relations.

Lori’s specialties include web presence optimization, marketing automation, copywriting, editing, creative direction, and planning and executing multi-media campaigns. At Lyris, she was the editor-in-chief of the corporate blog and newsletter, and is a published online author and ghost writer herself.

Lori holds a Bachelor of Arts (Honours) in Psychology and Sociology from Laurentian University, with post graduate education in advertising, e-marketing and communications.  Her other passions are softball, amusement parks, camping, musical theatre, and rock concerts.

Melissa Lavigne – Account Executive

For the past decade, Melissa Lavigne has been passionately helping businesses improve their online web presence with the support of leading technologies and services. She prides herself in understanding clients’ business objectives, creating champions within accounts, and building mutually beneficial partnerships.

Melissa is excited to be working with gShift’s prospective in-house marketing and agency clients; her goals are to help them realize greater efficiencies and ROI with gShift’s web presence optimization software and SEO services.

Prior to joining gShift Labs, Melissa gained valuable experience in both solution sales and project management, working with a number of online marketing agencies as well as Hot Banana Software and Lyris Inc.

Melissa holds a Web Technology Specialist diploma and is currently working towards a degree in Bachelor of Management: Marketing Major at the University of Athabasca.

Outside of work, Melissa enjoys spending time with her family, mountain biking, hiking, painting, horse racing, gardening and yard work (seriously).

Susan Bell – Agency Success Manager

For several years, Susan Bell has been supporting small to mid-size business clients in a variety of industries, helping them to learn new software technologies. As a trainer and curriculum developer at both Hot Banana Software and Lyris, Inc. she gained considerable knowledge and experience in web content management, email marketing, web analytics, landing pages and search marketing.

At gShift Labs, Susan works with agencies to help them understand how to best use and get maximum value from the software. She also trains clients and is responsible for creating instructional resources.

With a background in journalism from Humber College, as well as post-graduate certification in technical writing, teaching and training adults, and web design and development, Susan is passionate about writing and making complex information easy to understand.

Susan has recently taken up yoga and kickboxing and enjoys travelling.

Danielle Sanford – Client Success Manager

Danielle Sanford is a Client Success Manager at gShift Labs, tasked with optimizing your web presence through web development practices and content creation. She has a background in public relations and corporate communications with experience in the entertainment industry. Danielle’s writings have appeared in national publications such as TVGuide.ca and The Globe and Mail.

Danielle holds a Bachelor of Arts from the University of Western Ontario, a Post-Graduate Certificate in Public Relations from Humber College, and a Diploma in Web Design and Animation from Georgian College. Her interests and specialties include web design, content marketing, web site analytics, search engine optimization and social media.

Crystal Wiltshire – Client Success Manager

Crystal Wiltshire has worked in sales, marketing and communications for several years. She developed a passion for online marketing while working in sales at Hot Banana. As the Marketing Manager for a North American direct sales start-up, Crystal experienced first-hand the marketing needs of a developing corporation.

At gShift Labs, Crystal helps clients achieve their full web presence optimization goals, ensuring that they are capturing the attention of their true target audience.

Crystal holds a diploma in Advertising from Georgian College and is working on obtaining her Bachelor of Professional Arts in Communications at Athabasca University.

Outside the office, Crystal is active in the local political community, participates in many volunteer organizations, and blogs about her family, social media, and the environment at http://www.ideallyspeaking.ca/. Follow her @CrysWiltshire, if your twitter stream can handle it…