HookLogic’s management team are the visionaries and strategists that are at the heart of our business. With diverse backgrounds, experiences and histories, they share a common passion for digital & brand marketing, innovation and results. Thanks to an internal talent development mentality, many have been with the company from the early days.

Jonathan Opdyke
Chief Executive Officer, Co-founder
Jonathan co-founded HookLogic in 2004 on the idea that marketing closer to consumer decision points would not only be more effective for marketers, but also more useful for consumers. Under his leadership, HookLogic has grown from a boot-strap start-up to a global enterprise powering integrated native advertising programs across many of the internet’s most recognized ecommerce sites. As an early advocate of ecommerce media, Jonathan helped make the practice of blending digital advertising sales with traditional commerce models standard among many online retailers and travel agencies. His vision also led HookLogic to pioneer the development of the first search advertising programs embedded within ecommerce sites, putting HookLogic at the forefront of rising trends of native advertising and programmatic buying. In earlier roles, Jonathan led internet strategy for Xerox Corporation and international operations for online ad pioneer, Beyond Interactive. He holds Masters and Bachelors degrees in Industrial and Operations Engineering from the University of Michigan Tauber Institute for Global Operations.
John Roswech
Chief Revenue Officer
John serves as Chief Revenue Officer for HookLogic. In this role, he builds on the media sales momentum that HookLogic has with brand marketers and their agencies. John comes to HookLogic by way of Jingle Networks, Inc., where he served as President and guided the growth of free directory assistance service 800-FREE-411. John accelerated the company’s growth, resulting in a $62 million sale to Marchex, a call-based ad network that spans traditional media, online, and mobile. Prior to Jingle Networks, John served as Vice President of Sales of Atlas Solutions (aQuantive). Under his sales leadership, revenue increased from start-up in 2001 to over $100mm, enabling in the sale of aQuantive to Microsoft for $6.2bn in 2007. Before aQuantive, he was senior director of sales with Matchlogic (Excite@Home). John graduated with a business degree from the University of Maine.
Jonn Behrman
Chief Product Officer
As Chief Product Officer, Jonn is responsible for managing HookLogic’s product development efforts. He is responsible for roadmap development, feature design and product management process refinement. His overall goal is to make sure the most impactful product updates are made in the most efficient manner possible.  Jonn also manages HookLogic’s Ann Arbor Office. Jonn is a serial entrepreneur and a recognized expert in online advertising and direct marketing, with extensive experience in technology and product development. In 1995 Mr. Behrman founded Beyond Interactive, a leading digital ad agency, which he successfully grew to 300 employees and $100MM in annual billings before selling it to Grey Advertising. After leaving Beyond Interactive, Jonn founded two technology companies; a custom printing company focused on the K-12 market and uRefer, a software and marketing services company focused on helping businesses set up and manage referral marketing programs. A Venezuelan native, he now resides in Ann Arbor, Michigan. Jonn graduated from the University of Michigan Business School with a Computer Information Systems and Marketing degree in 1996.
Jason Ordway
Chief Technology Officer
As Chief Technology Officer, Jason oversees all aspects of our technology platform.

Jason brings to HookLogic a strong track record as an ecommerce executive and team leader, with great insights to support scaling of our platform and extensive strategic and transformational capabilities.  His most recent role was CTO at ShopKeep, an iPad-based point of sale solution, where he led scaling the technology and played a key role in the rapid expansion of the company.  Prior to that, he was CTO of, the online jeweler, where his primary focus was overhauling their aging ecommerce platform.   His other roles have included Brandshop, RedRoller,, and  Jason also brings strong international experience, including establishing an office in Belfast, Northern Ireland, for Shopkeep.

Outside of work, Jason enjoys watching his sons play travel soccer, as well as pursuing interests in beekeeping and shipwrecks of the Spanish treasure fleet.
Ben Cooper
Managing Director, Europe
As Managing Director, Ben has overall responsibility for HookLogic’s business in Europe, which includes growing both the supply and demand sides of the business, partnership development, staffing and business administration activities. Prior to joining HookLogic, Ben acquired a broad skill base from several roles within Xerox Europe. During his tenure as eBusiness & Sales Systems Development Manager, Ben was responsible for leveraging Internet technologies to optimize business processes and generate operational efficiencies within the sales organization following the Lean Six Sigma methodology. Ben also gained experience in a Senior Account Business Development role, where he had direct account and revenue growth responsibilities. Earlier in his career, Ben supported business and product development initiatives at the Cambridge-based technology start-up PageCam. Ben earned a Bachelor’s degree in Geography from the University of Sheffield, England. Outside of work, he is an active traveler and sportsman.
Patrick Cartmel
Senior Vice President, Client Service and Strategy
Patrick serves as SVP of Client Service and Strategy.  In his role Patrick acts as “chief client partner” for RSX’s top customers.  He works cross functionally with Sales, Account Management, Product and Insights to provide media strategy and custom solutions. Over the past 15 years, Patrick has held leadership positions in digital media, technology and marketing. He started his career at and quickly transitioned to help aQuantive build its online media and ad-serving offerings in NYC.  More recently, he worked for WPP, where he headed up digital media for MEC North America and was a part of Wunderman’s leadership team working on Microsoft globally. Patrick has a BA and MFA from the University of North Carolina at Chapel Hill.  He currently resides in Seattle, where he enjoys spending time on the slopes with his two young sons.