Meet Our Team

Get to know the people you’ll actually be working with.

Dan Maffucci image

Dan Maffucci

Co-Founder, CRO

As a Conversion Rate Optimization Specialist with 5 years of experience and over 50 brands under his belt, Dan is dedicated to achieving impressive KPI lifts for our clients by leading with data-driven and statistical analysis. Growing up in a large Italian family of small business owners, he developed a passion for continuous improvement, which he brings to his work in CRO. It is a privilege to strategize creative solutions and witness the positive impact they have on the growth and scaling of brands.

Joe Pennebaker image

Joe Pennebaker

Co-Founder, Paid Social & Email

Joe's seen it all, managing millions of dollars in paid social advertising, running paid search campaigns, email flows, and especially conversion rate optimization. He's been consulting for small, medium, and enterprise businesses for 8 years and is working on growing some of his own brands in his spare time. He loves seeing brands flourish by helping them navigate the intricacies of ad platforms, conversion rates, and UX.

Zack Anewalt image

Zack Anewalt

Co-Founder, PPC

Zack has been working in paid search and analytics with startups to national brands for the past 6 years. He has a knack to turn complicated data into insights that can be packaged and easily translated to stakeholders. His goal for Lemma as a trusted business partner is to help make decisions outside of media and assist brands through an industry changing at a constant rate.

Why Lemma?

In mathematics, a lemma is a generally minor, proven proposition which is used as a stepping stone to a larger result. We truly believe that incremental updates and economical investments can lead to a dramatic increase in sales efficiency.