Made for the workplace. Powered by technology.

Nathan Rosenstock

CEO & Co-Founder

Nathan is the Co-Founder and CEO of Crafty. Since launching Crafty in 2015, Nate has led the company with a clear mission: to help organizations craft workplace experiences that employees and executives genuinely love. Under his leadership, Crafty has grown into a national provider serving over 300 offices and 300,000 employees every month, with clients including DraftKings, Robinhood, and Zillow. Through Crafty's innovative platform and deep F&B expertise, Nate has built a team that delivers exceptional service, transparency, and real-time insights—fostering connection and culture across global offices. Headquartered in Chicago with offices in New York and the Bay Area, Crafty continues to redefine how companies think about the workplace, one snack table at a time.

Allison Cuca

Allison is the VP of Product at Crafty, where she leads the Product Management & Design Team to create the next generation of workplace food & beverage technology. Allison has over 15 years of experience leading consumer and enterprise product teams at storied Chicago-based brands like McDonald’s and Cars.com. She earned her Bachelor’s degree from Northwestern University and originally hails from South Carolina. When she’s not in a design thinking workshop or analyzing product data, you can find her at a playground with her two girls or listening to a celebrity autobiography.

Chris Ritter

Chris is the Co-Founder and Chief Operating Officer of Crafty, where he has helped lead the company since its founding in 2015. A Northwestern alumnus with a background in professional sports and leadership, Chris brings a unique perspective on teamwork, performance, and operational scale. Today, he is focused on driving operational excellence at scale—building the systems, teams, and infrastructure that leverage Crafty’s technology platform to deliver consistent, high-quality experiences across every client location.

Mara Jones

Mara Jones joined Crafty in March 2024 to lead the People team, focusing on team growth and the full employee experience. Her passion for hospitality began early, helping with her parents’ businesses in Mexico, and later studying at Cornell’s School of Hotel Administration. She built her career with leadership roles at Hillstone Restaurant Group, The Bay Club, and Kasa Living, where she helped scale the team from 60 to 400+ and earned national workplace recognition. Outside of work, Mara advises tech founders on HR platforms, cooks up creative meals for her toddler, plays tennis, and redesigns any space she can get her hands on.

Robin Cardoso

Robin is the Vice President of Client Experience at Crafty, where she leads our mission to deliver exceptional service, strategic partnership, and meaningful impact to every client we support. With over 20 years of experience in customer success and operations, Robin has built and scaled high-performing teams at companies including Yelp, GoSite, and A Place for Mom. A thoughtful and empathetic leader, Robin brings a people-first mindset to every challenge, empowering her teams to drive long-term results and elevate the client experience. Her background in building cross-functional alignment and optimizing processes makes her a key force in strengthening Crafty’s service excellence as we grow. Robin is based in California and brings a deep passion for fostering supportive, high-trust environments—both for clients and teams.

Jimmy Paul

Jimmy is the Co-Founder and CTO of Crafty. Jimmy is a graduate of Northwestern University, where he studied Computer Engineering with a focus in Robotics and Machine Learning. After spending a few years in software development, Jimmy came together with three other Northwestern alums to start Crafty right here in Chicago. With a mission to help companies craft better workplaces, Crafty now manages over 260 customer offices, servicing over 300,000 employees per month. With a three-year revenue growth of 200%, Crafty debuted on this year's Inc 5000 list as one of America's fastest-growing private companies.

Sarah Berger

Sarah is the VP of Marketing at Crafty, where she leads the company’s brand, growth, content, and community strategy. Since joining in 2022, Sarah has built Crafty’s first formal marketing organization from the ground up, aligning go-to-market teams and transforming the way Crafty connects with clients, prospects, and partners. With more than a decade of experience spanning B2B marketing, brand development, and demand generation, Sarah has led high-impact teams at companies like Kin + Carta and Solstice. From global rebrands to large-scale events, she’s known for her creative vision, operational rigor, and ability to turn strategy into momentum. Sarah brings a people-first leadership style and a deep belief in marketing’s role as a growth engine. Based in Chicago, she’s passionate about building meaningful experiences that connect workplace teams to Crafty’s mission—one snack, sip, and solution at a time.

Cameron Lawrence

Born in British Columbia and raised with a sharp eye for numbers, Cam started his career solving complex problems at PwC. He went on to lead finance and strategy at companies across retail, e-commerce, and climate tech, including executive roles at Newlab and GNC, before bringing his expertise to Crafty. Cam defines what it means to be both strategist and operator. Armed with a CPA, a master’s in professional accounting, and over two decades of experience, he now leads Crafty’s financial future as CFO, scaling systems, guiding growth, and fueling the mission behind every snack.

Jordan Christopher

Jordan joined Crafty in October 2023 as Senior Vice President of Sales. He leads the teams responsible for business development, revenue operations, expansion sales and new business growth. With over 20 years of experience in B2B sales, Jordan began his career in the printing and managed services industry before moving into enterprise business intelligence. At MicroStrategy, he developed a deep foundation in enterprise sales, which he later applied as VP of Sales at Sisense. There, he scaled the team and grew annual revenue from $2M to $50M, helping drive the company’s valuation from $40M to over $1B. More recently, Jordan served as SVP of Global Sales at Glia, where he led the company’s growth from $1M to $65M in annual revenue, expanded the customer base by 1,000 clients, and grew the sales organization to 50 people, contributing to a valuation increase from $60M to $1.2B. Jordan lives in Warren, NJ. Outside of work, he enjoys spending time with his wife and two college-aged children. He is an avid traveler, hiker, skier, mountain biker, and squash player.

Katy McNeer

Katy is the General Manager of Emerging Markets at Crafty, where she leads expansion efforts in high-growth regions and helps scale operations in new markets across the U.S. With nearly two decades of experience delivering customized breakroom and office pantry solutions, Katy brings deep industry knowledge and a proven track record of growth, innovation, and leadership. Before joining Crafty, Katy spent over 15 years at Capitol Vending and Coffee, where she oversaw sales, operations, product strategy, and client service. Under her leadership, the company launched new business lines—including a natural foods offering that grew to represent over 30% of sales—and consistently achieved double-digit year-over-year growth. Known for her collaborative leadership style and entrepreneurial mindset, Katy has built strong relationships across industries by focusing on quality, service, and innovation. She is based in Texas and plays a key role in Crafty’s national expansion strategy, ensuring every new market feels like home from day one.

John Kreller

John Kreller is the General Manager at Crafty, where he leads market operations, fulfillment strategy, and team development with a hands-on, people-first approach. Since joining Crafty in 2018, John has played a pivotal role in scaling the company’s national logistics network—shaping systems, processes, and teams that keep workplaces running smoothly across the country. With nearly two decades of experience in fulfillment and distribution, including a 13-year tenure at Lowe’s, John brings deep operational expertise in planning, performance management, and business process improvement. He’s known for his steady leadership, sharp strategic thinking, and commitment to building high-performing teams from the ground up. John is based in Chicago and serves on advisory boards for both Valparaiso University and the University of Wyoming, where he earned his degree. He’s passionate about creating sustainable systems that empower people to do their best work—inside and outside the warehouse.

Ken Howe

Ken is the General Manager of Crafty’s Bay Area operations, where he leads end-to-end logistics, fulfillment, and team development in one of the company’s most dynamic markets. With over 20 years of experience scaling operations, building teams, and driving process excellence, Kenneth brings a sharp operational mindset and a deep commitment to client satisfaction. Before joining Crafty, Kenneth held leadership roles at innovative, high-growth companies including Trove, ZoomSystems, and Pacific Gateway Concessions. He’s overseen national retail rollouts, managed large-scale fulfillment operations, and led cross-functional teams across airports, warehouses, and consumer-facing experiences. Whether launching new markets or optimizing existing systems, he’s known for turning complexity into clarity. A certified Six Sigma Black Belt and Change Management Specialist, Kenneth brings both structure and flexibility to every challenge. He’s passionate about building teams that thrive, delivering outstanding service, and crafting operational systems that scale.

Monica Diaz

Senior Strategic Account Director at Crafty

Monica Diaz joined Crafty in 2017 as an Account Manager, drawn to the opportunity to work closely with clients while contributing to a company with room to grow. Beginning with a small group of Chicago-based accounts, she quickly became known for her ability to build meaningful relationships and for elevating the standards of the Account Manager role during a formative stage of the company’s development. As Crafty expanded, Monica’s responsibilities grew in stride. She moved from managing her own portfolio to leading teams, guiding client partnerships across the Central region, then the East, and ultimately all markets. Her leadership played a key role in strengthening Crafty’s client operations and supporting the organization through multiple phases of growth. Monica went on to establish Crafty’s first Client Success department, shaping its structure, approach, and expectations. She is motivated by solving complex challenges, supporting the development of her team, and fostering long-lasting client relationships built on trust and shared success.

Jeff Nash

Jeff is the Senior Director of Operations at Crafty, where he leads the teams responsible for ensuring operational excellence across the organization. Reporting directly to the COO, he oversees the systems, processes, and performance standards that keep Crafty’s nationwide operations efficient, reliable, and scalable. His work spans inventory management, operational strategy, and cross-functional alignment, all with a focus on delivering a seamless experience for Crafty’s clients. Jeff has also contributed to several company-wide strategic initiatives, including the evolution of Crafty’s enterprise pricing strategy and the development of the equipment standards that support client sites. Before joining Crafty, Jeff served as the Head of Operations and first employee at Mosaic Foods, a venture-backed startup specializing in nationwide delivery of frozen, ready-to-eat meals. In that role, he reported to the CEO and oversaw Supply Chain, Manufacturing, Distribution, and Customer Service, driving both profitability and operational performance. His earlier experience includes operational leadership at Raytheon Technologies, supporting international processes for jet engine nacelle production, and five years in McMaster-Carr’s management rotation program, where he gained deep expertise in operations and business management. Outside the office, Jeff is an avid Columbus Crew supporter and enjoys indoor rock climbing with his wife, Kari, as well as spending time at home with their chihuahua, Yeri.

Rob Nieporent

General Manager of New York at Crafty

Rob Nieporent is the General Manager of Crafty’s New York City market, where he oversees financial operations, regional strategy, and service delivery for Crafty’s largest and fastest-growing region. Reporting to the Vice President of Client Services, he plays a central role in strengthening market performance, elevating client experiences, and supporting Crafty’s continued national expansion. Rob brings more than fifteen years of experience across client partnerships, operations, and hospitality. He joined Crafty after seven years at Uber, where he most recently served as Head of Partner Management for Enterprise New Vertical Partnerships at Uber Eats. In that role, he led national enterprise partnerships and helped guide Uber’s growth into emerging categories, combining analytical leadership with a strong focus on partner success. His career also includes serving as Director of Operations at Co.create NYC, where he delivered experiential retail projects for major consumer brands including Kellogg’s. Earlier roles with Epicurean Group and Avero further shaped his expertise in hospitality, data-driven client success, and operational excellence. A graduate of Cornell University’s School of Hotel Administration, Rob is known for his hospitality-first perspective, strategic mindset, and ability to build high-performing teams. His leadership supports Crafty’s mission of creating modern, human-centered workplace experiences across New York City and beyond.

Hector Avelar

Senior Strategic Account Director at Crafty

Hector Avelar is an accomplished client success and global program leader with ten years of experience guiding strategic growth, strengthening client partnerships, and overseeing high-impact programs across complex, multi-market environments. His expertise spans global finance management, program development, and cross-functional team leadership, enabling him to design and implement scalable strategies that elevate service delivery and long-term client satisfaction. With a proven record managing portfolios exceeding $28 million in annual Gross Merchandise Value, Hector consistently drives revenue growth and enhances client retention by identifying new market opportunities and aligning business strategies with organizational objectives. His commitment to operational excellence, financial stewardship, and partnership-focused leadership allows him to deliver tailored solutions that create measurable value and lasting impact. Hector’s work is rooted in a strategic, client-centered philosophy that emphasizes collaboration, clarity, and continuous improvement. He welcomes the opportunity to support organizations seeking an experienced leader who can guide complex programs, optimize financial performance, and strengthen customer success at scale.