About our Team

Our team has tremendous experience in leading and growing companies. We believe all companies can “swell” by delivering meaningful value to clients, leading passionate people and having sound execution. At 2Swell we help our clients grow their top and bottom line by improving their go-to-market strategies, brand positioning, human talent, sales & marketing tactics and processes. In addition, through our strategic partnership with Amesto Global, we are able to give our client access to an expanded team of executives experienced in international expansion, corporate and finance services. Our domain experts come from all industries and are passionate about driving success for others.

Marketing Partnerships

Michel Koopman - Chief Executive Officer & Founder

As founder of 2Swell, Corp, Michel is an advisor to a number of entrepreneurial companies. He is a senior operator and entrepreneur with a mix of small business and corporate successes in a global capacity.  He is a servant leader focused on growing companies by driving new go-to-market strategies and elevating teams to perform their best. Recently Michel was the chief executive officer at getAbstract Inc. a leading online media company, where he was able to transform the enterprise from small to mid-size, driving nearly 300% growth in North America, Latin America and a number of emerging markets over 5 years. Its success included the acquisition of clients relationships with over 50% of the F100 and 25% of the F500 enterprises. Previously, Michel held a number of senior sales, marketing and business development positions at Citrix Systems where he built many of the firm’s most strategic go-to-market, revenue-generating alliances and channel partnerships - generating over $100 million in revenue annually and closing the company's largest software license deal in its 25-year history. Prior to Michel’s roles at Citrix, he held business development and consulting positions at Baan Company (now Infor). He also worked at Morgan Stanley and International Distillers (now Diageo).  Michel sat on the board of the Make-a-Wish Foundation of Southern Florida, held a seat as board member at the software division of the Software & Information Industry Association and held a Board Member seat at the Dutch Chamber of Commerce in Miami. Michel has been published and mentioned in over 50 articles in places like The Washington Post, Strategy Magazine, Fast Company, Miami Herald, Forbes.com, and others. In addition to leading the 2Swell team, Michel is also CEO at ARMS Medical, a provider of advanced surgical technologies and tools.

Public Relations
Event Marketing


Erika Star Shriftman - Chief Creative Director & Founder

From the green room to the boardroom to the playroom, Erika brings a diversified business and creative background to 2Swell as a founding partner. As a former NBC TV producer, Erika was responsible for creating and producing award-winning segments for the networks leading news programs. This dynamic job enabled her to create influential contacts with regional and national media, pointing her as the ideal candidate to land the prestigious role of founding the Miami office of Harrison & Shriftman, an elite industry leader in public relations, marketing and special events. As the director and founder of the Miami office, Erika established and built the agency's reputable office, building a client base that consisted of some of the most prestigious luxury fashion, lifestyle brands. Known as one of the best, most accomplished and respected publicists in the southeast, the Miami office was one of three key offices as part of Harrison & Shriftman's sale to mega media house, Omnicom. Her most recent endeavor as co founder of C By Me, LLC combined her passions of creativity, clothing and kids. Erika dedicates her time as a volunteer at the Make a Wish Foundation of Southern Florida and sits on the board of the The Miami Children's Museum.

Robert Greer - Partner

Rob is sought after by clients for his ability to hire, organize and motivate sales teams and optimize the sales process to get the job done.  He has unique cross industry experience within both large and entrepreneurial environments.  His engineering mindset, dedication to excellence and love for sales drive him and his teams to perform at their best to complete “the mission”. Rob's career began as a Distinguished Military Graduate with a 4 year R.O.T.C. Engineering Scholarship from the University of Minnesota and is a graduate of Ranger, Airborne and Air Assault Schools.  After a successful military career, he entered the pharmaceutical sales world as a District Sales Manager at Pfizer. Rob’s sales accomplishments include many #1s at Pfizer and United Chemicals of Belgium.  Rookie of the Year, Representative of the Year, District of the Year and Region of the Year over an 8-year period. He was then recruited by Caldera Medical, a medical device company, as the National Sales Director.  He built and led the team that took the company into  hyper-growth from 2MM in revenue to 10MM in 4 years. Rob was then brought in by the CEO of getAbstract, Inc. to solve their slumping sales and renewal rate of Fortune 500 companies for the Western United States and Canada.   His leadership brought 30% growth and long-term agreements with Facebook, Boeing, CH2M Hill, Hewlett-Packard, Royal Bank of Canada, SSM Health, Adobe, Western Union, and Exxon-Mobile. In addition to his leadership role at 2Swell, Rob’s current endeavors include being the Founder of ARMS Inc., with accomplishments that include the launching of a biologic from the U.K. for the UroGynecologic space, development of a smokeless bovie and suture delivery capsule for sacral-colpopexy surgeries. 

Sales Execution
Training and Motivation
Client Aquisition

Through our strategic partnership with Amesto Global (read press release), 2Swell and its clients enjoy the strength of an expanded executive team, as well as their deep domain expertise, specialized resources and global network:

Armin Kirchner - Partner

Armin has operated in the Global Corporate Services Industry for over 25 years of which 18 years were outside his home country, The Netherlands. As a senior executive, Armin built out various offices throughout Europe stretching from Germany, Luxembourg, Bulgaria and Poland as well North America. With his multi-lingual (and cultural) background, Armin assisted numerous companies with their international expansion, overcoming many compliance obstacles to enter and operate in new markets. Presently living in the USA, Armin is passionate about providing clients a unique services experience supported by a great bunch of people and the latest technology.

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Oonagh Hayes - Partner

Oonagh has been working in the Corporate Services business for almost three decades and her area of strength had been working with Overseas companies who are looking to internationalise their business to other territories. Her key focus is ensuring that the Corporate Governance and Financial platform is solid and robust in these territories thus enabling the business to concentrate on its core area of business whether that is tech, Pharma, Distribution or digital. A Chartered Accountant by profession who has been approved by the Dutch Central Bank, Luxembourg Authorities and has participated on UK, Dutch and Lux boards.

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2Swell’s team includes several additional strategic advisors, board members, domain specialists and preferred external partnerships. Our team and resources will be assembled based on the needs of our clients. Additional profiles and biographies will be provided.