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Leadership

The team behind XPFlow and Alfie

Operators, builders, and partnership veterans who’ve spent decades in affiliate marketing, product, and technology. Now we’re building the AI that runs the work.

Our leadership team

  • Christine Lacy, Chief Executive Officer of XPFlow

    Christine Lacy

    Chief Executive Officer

    Christine Lacy is an entrepreneur and business builder with deep experience scaling companies, building elite sales organizations, and driving operational efficiency through technology and strategic partnerships. Across a career in mortgage banking she launched and grew multiple ventures, most recently building and leading a team of 15 loan officers producing approximately $140 million in funded loan volume per month. A luxury real estate investor with ownership in a technology company, Christine brings sales leadership, operational discipline, and investor-grade rigor to her role as Chief Executive Officer of XPFlow.

  • Matt Frary, President and COO of XPFlow

    Matt Frary

    President and COO

    Matt Frary has been a leading voice in affiliate and partnership marketing for over 27 years, founding and selling five companies in the space and taking an affiliate agency public on the NYSE in 2020. A globally recognized thought leader, he specializes in strategic growth architecture and performance partnership ecosystems that deliver measurable revenue impact. Through Chief of Chaos, Matt continues to help brands unlock the full potential of their partnership channels.

  • Beth Lazar, Chief Product Officer of XPFlow

    Beth Lazar

    Chief Product Officer

    Beth Lazar is a digital marketing and product leader with more than 20 years driving innovation in performance advertising and customer acquisition, including leadership roles at Digital Media Solutions, SmarterChaos, and She Is Media. She began her career in enterprise software, spanning engineering and sales roles at webMethods, Active Software, CSC, and IBM. As Chief Product Officer at XPFlow, Beth leads product, shaping the roadmap that turns the company's partnership intelligence into tools operators actually use, including Alfie, the engine that automates the full affiliate lifecycle.

  • Dan Cseko, Chief Technology Officer of XPFlow

    Dan Cseko

    Chief Technology Officer

    Dan Cseko is a technology leader with more than 20 years building and scaling products at companies including Last.fm, Schibsted Media Group, and nate, the UK unicorn where he built the automation engineering team from the ground up. Earlier, he was part of the founding-era team at Moonfruit through to its acquisition. With deep experience across affiliate marketing, advertising platforms, and partner ecosystems, Dan builds the automation systems and technical foundation behind Alfie and the XPFlow platform.

  • Sean Hendrickson, VP, Sales and Partnerships at XPFlow

    Sean Hendrickson

    VP, Sales and Partnerships

    Sean Hendrickson brings 20+ years of experience building, scaling, and monetizing data-driven partnerships across SaaS, Insurtech, and constructiontech, from Data-as-a-Service platforms to OEM and ISV integrations and enterprise alliances. Earlier in his career, he grew Digital River's OneNetwork Affiliate Platform from an internal startup into a $48M new-sales business in two years, scaling it to more than 250,000 affiliates, and led the M&A team behind 20+ acquisitions of affiliate networks.

  • Patti Jones, VP, Customer Success at XPFlow

    Patti Jones

    VP, Customer Success

    Patricia Kotchick Jones is a growth marketing and customer success leader with more than a decade of experience driving revenue, building partnerships, and developing high-performing teams. She has helped launch more than a dozen affiliate programs, driven an average of 35% in client revenue growth, and led teams of 20+ across eCommerce, direct-to-consumer, financial services, sports, and health and wellness. At XPFlow and Chief of Chaos, she focuses on client retention and making sure every client sees measurable value from their partnerships.

  • Dustin Howes, VP, Product Marketing at XPFlow

    Dustin Howes

    VP, Product Marketing

    Dustin Howes brings more than 15 years in affiliate marketing and partnership development, from Commission Junction and WP Engine to serving on the Board of Directors of the Performance Marketing Association. He co-founded Affistash and built Performance Marketing Manager, a training and certification platform for affiliate managers. At XPFlow, Dustin leads business development, expanding the company's reach across the affiliate and performance marketing ecosystem.