Management Team

A seasoned internet advertising executive, Boberg most recently was Vice President of Advertiser and Agency Professional Services for Yahoo! Inc. In this role, he was responsible for driving consulting, technology integration, Right Media deployment and custom solutions for Yahoo!’s largest advertiser and agency partners. He joined GoTo.com, the company that pioneered paid search engine listings in April 1999 (acquired after a name change to Overture.com by Yahoo! in 2003).

Named as one of B2B Magazine’s 100 Most Influential People Online in 2004, Boberg worked to drive Yahoo!’s industry leadership in key areas for many years. Boberg was responsible for the launch and ongoing leadership of Yahoo!’s Enterprise Web Services (EWS), a commercial developer program that enables programmatic campaign management via APIs of Yahoo! ad products including Sponsored Search and the Right Media Exchange. Prior, he served as General Manager of Yahoo!’s SEM business, which enables search engine marketing companies to streamline their work with Yahoo! to drive targeted sales leads to clients.

Boberg’s MBA internship was as a member of Microsoft’s product planning team responsible for developing the personal financial management software product Microsoft Money. Boberg received an MBA with emphasis in Marketing and Technology from the University of Southern California.

With over 13 years experience in the search marketing industry, Dorre most recently was Director of Search and Ad Sales at Microsoft. Dorre was one of the key people in starting Microsoft’s paid search business. Most recently, she led Microsoft’s paid search and advertising sales team, growing Microsoft’s paid search business to over $300M in revenue. Prior to that, she led the launch of Microsoft AdCenter which included numerous innovations in paid search, such as demographic and geographic targeting. During her six years at Microsoft, Dorre also led product, marketing and sales departments. While at Microsoft, she won several top awards including the 2007 Circle of Excellence Winner & 2008 Consumer & Online Champion Award.

Prior to Microsoft, Dorre worked in product & business development at Yahoo! Search Marketing (previously Overture). At Overture, she led the roll out of the contextual advertising product. She also spent several years in management consulting at Price Waterhouse Coopers (previously Diamond Technology Partners), focusing on consulting to companies in product management and product development projects. Her largest project at Diamond was rolling out an Internet bank in Brazil for one of the largest commercial Brazilian banks.

Dorre holds an MBA from The Wharton School of Business and a BS in Computer Science from the University of California Berkeley.

Dylan is a renowned expert on search engine marketing and was integral in developing the curriculum for the Search Engine Marketing Professionals Organization (SEMPO) Institute, the educational arm of SEMPO. He is an industry veteran and prior to SyCara led the software development efforts for a major hotel reservation systems organization. During this time he helped increase online reservations by more than 1500%. Dylan owned and operated a successful IT consultancy business in England and has been developing enterprise-class web applications since 1997.

Dylan is the chief architect of SyCara’s proprietary reporting and monitoring technologies. He has sat on the advisory councils of Google, Yahoo! and Microsoft.

Fionn Downhill has been in the search engine marketing industry since 2003. She founded the organic SEO company Elixir Systems which became Elixir Interactive in 2008. As CEO of both companies Fionn’s passionate approach and commitment to service excellence has ensured that Elixir has very high customer retention and loyal clients. Fionn has always insisted on maintaining a relationship with every Elixir client since its inception. SyCara was originally Elixir’s internal SEO system built specifically to meet their needs as an agency trying to grow and scale and provide consistent results and reporting to their clients. In 2009 Elixir made the decision to take the product that had made such a difference to their SEO efforts for their clients to market.

Fionn is very involved in the advancement of search engine marketing and is a strong advocate for best business practices in the industry. She is past board member of the Search Engine Marketing Professional Organization (SEMPO). She is a founding member and past chair of the SEMPO Institute which was launched to provide first class training for the search engine marketing industry worldwide. Fionn is a frequent speaker on Search Engine Marketing and is actively involved in the Search Engine Marketing community. She is a Search Engine Watch subject matter expert and wrote a very successful column called “The Business of Search”. She is an accomplished speaker on the subject of search marketing and search marketing training, and has spoken at AD-Tech, Search Engine Strategies, SMX Expo, OMS, Arizona Women in Leadership Forum, Searchnomics, AMA, Society for women engineers to name a few.