Michael Schoen (left) and Susan Rothwell [Composite Illustration: DI Studio; Source images: Simpli.fi]

Fort Worth-based adtech firm Simpli.fi has appointed Michael Schoen as chief product and technology officer and Susan Rothwell as chief revenue officer. Both report to CEO Cali Tran, who stepped into the role in June as part of a broader leadership transition aimed at accelerating the company’s growth.

Tran said the two new executives bring the kind of experience needed to scale the company’s platform and deepen its value to advertisers. “Their proven leadership and expertise in driving scalable growth will be instrumental,” Tran said in the announcement, “as we expand our platform capabilities and deliver measurable impact for our customers.” 

The hires continue a streak of high-level changes for Simpli.fi in 2025. Schoen and Rothwell join not long after Tran took over as CEO, succeeding founder Frost Prioleau, who now serves as executive chairman. Tran previously led media intelligence firm Cision and brings a track record of steering enterprise tech firms through periods of strategic evolution.

Simpli.fi, which provides programmatic advertising and workflow software to agencies, brands, and media companies, said the additions reflect its focus on innovation and solving increasingly complex marketing challenges at scale. The company said it currently executes more than 140,000 campaigns a month for 40,000 advertisers, supporting ad budgets of all sizes.

Schoen brings more than 20 years of experience in product leadership and tech-enabled services. Most recently, he helped lead Neustar’s expansion in adtech and identity, playing a key role in its $3.1 billion acquisition by TransUnion in 2021, according to Simpli.fi. He’s also held senior roles at Cadreon, the programmatic arm of IPG Mediabrands, and at LookSmart. Schoen serves on multiple industry boards, including MMA Global and AI 2030.

“Simpli.fi’s leadership in proximity-based marketing sets the standard for innovation in our industry,” Schoen said. He added that he looks forward to driving transformational growth and delivering “exceptional performance and accountability” for clients.

Rothwell, a veteran in programmatic media and sales leadership, joins Simpli.fi after serving as CRO at Epsilon, where she oversaw more than $1 billion in revenue. Before that, she led a global organization with $2.5 billion in profitable revenue at Vericast, guiding it to consistent double-digit growth.

“As agencies and brands increasingly rely on us to navigate the evolving advertising landscape,” Rothwell said, “I look forward to helping clients reach new audiences, expand their impact, and deliver authentic, effective campaigns.” 

Simpli.fi has been rolling out new AI-powered tools and expanding its B2B capabilities in recent months. In January, the company launched two products—Media Planner and Autopilot AI—designed to simplify campaign planning and execution for advertisers. In April, it announced a B2B targeting partnership with Bombora, which earned the firm a Dick Reed Award for innovation.

Earlier this year, the company also drew attention for its unique headquarters as one of the “Coolest Offices in DFW”: a former mule barn in Fort Worth’s historic Stockyards, now transformed into a high-tech workplace. 

Simpli.fi was founded in 2010 by co-founders Prioleau and Paul Harrison. The company is backed by private equity firms GTCR and Blackstone.

Lance Murray contributed to this report.

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R E A D   N E X T

  • Cali Tran brings extensive experience and a deep understanding of the media, advertising, and digital marketing landscapes to Simpli.fi, the Fort Worth advertising software provider said. He succeeds founder and CEO Frost Prioleau, who will become executive chairman.