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

Peter Shelby - Partner

Highly accomplished Global Executive with extensive Strategic and Operational experience in Core HR Leadership, Operations, Administration, Talent Development, Performance Management, Diversity & Inclusion, Workplace Safety and Labor Relations at globally distributed, highly diversified, organizations across sectors and industries; (i.e., Healthcare, Asset Management, Real Estate, High-Tech, Insurance, Defense); dynamic change leader successful in solving business challenges and creating long-term business value through strategically aligned talent and performance management; successes are enabled and multiplied through ability to build collaborative teams across distributed functions and business units; and foster a diverse, inclusive, engaged workforce. Recently his crown accomplishment included serving at the Veterans Affairs as Chief Human Resources Officer (CHRO), Chief Learning Officer (CLO) and Chief Administrator(11 EVP DRs) for workforce of over 385,000 located in all 50 states and US Territories. The team success success required a $Billion annual program budget, over 7000 HR and Administrative professionals, and facilities management of over 2 million sq/ft for VA’s central office in Washington DC. Early in Peter’s career he led Marines in aviation operations and L&D, including 24 years of active-duty service as both an enlisted Marine and Commissioned Officer

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Operations Talent
Excellence in execution

Eric Tabarly - Principal Advisor

Eric combines his engineering background with extensive experience in business process improvement, operations strategy, and product management to bring a digital strategy lens to 2Swell clients. He has implemented many novel optimization processes in various Fortune 500 companies in sectors ranging from manufacturing and supply chain to consulting. He performed as an engineering lead for companies such as Cummins and PepsiCo to leverage Lean Six Sigma methodologies to implement facility-wide efficiency tracking processes and software. This led him to technology consulting for Deloitte where he quickly rose from the most awarded analyst in his service line to helping manage a $120M business opportunity pipeline. Eric then followed his passion into digital product management, in which he successfully led cross-functional teams of developers, UX & visual designers, and QA engineers to design, develop, and deliver groundbreaking mobile and web apps for the USA government. At its core it required a thorough understanding of the design process, agile development methods, client relationship management, and the sales process to create advanced mobile applications that exceeded all parties' requirements through the most seamless user experience possible. Eric then went on to found a Norwegian-based startup in the media & entertainment space and ran all of their product development and operations. During his time, they were able to secure needed funding to fuel the development of a state-of-the-art mobile app that he designed from front to back. At 2Swell, he utilizes his unique background and skill set to drive fast and effective growth for digitally inspired organizations in growing markets. His experience has provided him with the scope and breadth necessary to walk any company through the digital growth cycle and R&D into advancing technologies.

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Digital Strategy
Product Vision
Design Thinking
User Centric Design
Project & Product Management

Jose Valls - Principal Advisor

Educated in both Cuba and Spain, Jose E. Valls has spent more than a decade in Miami, FL becoming a seasoned expert in Digital Media, Web Analytics, Advertising Technologies & Operations. He offers a mix of skills and perspectives on managing brands, online properties, and digital audiences. He brings experience from Latam Digital Ventures, getAbstract, Medula Network, and Univision Interactive Media. Within his leadership roles, he has implemented programs that substantially increased business revenue, lead teams in strategic and tactical operations and governed budgets associated with all digital expenses. Valls is a veteran at helping companies grow by leveraging the Internet globally. He speaks both English and Spanish fluently. Valls has joined the 2Swell team as the Digital Marketing Lead to help its clients leverage SEO, SEM and other marketing technologies to drive growth.


SEO & SEM Strategy
Website design
Social advertising
Content strategy
Digital marketing

Gil Guerra - Company Board of Advisor

As a dynamic Business Partner and Human Resources Leader with 30+ years of progressive experience in Business & HR Transformations, Gil is a key senior member of the 2Swell team. Hi experience demonstrates an impactful track record in building high performance HR organizations that are capable of partnering with Executive teams to deliver the results across Manufacturing, High Technology, Healthcare, Chemical, Government, Insurance, Mining and Beverage Distribution industries. Gil has worked as a senior executive at Fortune 500 companies, both in corporate and consulting environments, like ExxonMobil, Dupont, Accenture, KPMG, Newmont Mining Corporation and Southern Wine & Spirits.


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.