Personica Appoints Adam Ochstein as CEO to Accelerate Growth and Complete Recapitalization

Personica recruited Adam Ochstein as its next CEO. Personica has simultaneously completed a capital increase that will help position the company for continued growth.

ALEXANDRIA, Va., June 21, 2022 /PRNewswire/ — Personica, an STG company and leading multi-channel restaurant marketing platform, today announced that the company has hired Adam Ochstein as the organization’s next CEO. Ochstein, who most recently served as Chief Strategy Officer for Toast, a leading point-of-sale and management system and before that, CEO of StratEx HR, an HR/Payroll SaaS platform for the restoration, took over as interim CEO of Personica. John Ouren.

Ochstein comes to Personica with over 20 years of experience selling software and services to the restaurant industry. He co-founded StratEx HR in 2008, taking the company from zero to more $15 million of turnover and more than 2,000 customers and 200 employees. He sold StratEx to Toast in 2019, which became a strategic part of Toast’s offering.

“We are thrilled to introduce Adam as the new CEO of Personica,” said Marc BalaMember of the Board of Directors of Personica and Managing Director of STG. “Adam has an outstanding track record of strong leadership. His entrepreneurial style, experience selling to the restaurant vertical, and proven track record of driving innovation through software uniquely qualifies him to lead successfully Personica into the future.”

Prior to co-founding StratEx, Ochstein was a partner at iCore Advisory Services, where he provided sales and management consulting for venture-backed technology companies and was responsible for new business and client engagements. Prior to iCore, Adam held numerous sales leadership positions at different technology companies. He holds a degree in political science and European history from University of Maryland.

“I am honored and grateful to have the opportunity to lead Personica at this exciting time,” said Ochstein, “I believe we are well positioned to take advantage of the evolving restaurant technology landscape. We are building the right product at the right time with the right team. Now more than ever, operators are looking for ways to connect transparently with customers and ensure they have a holistic view of all critical information that allows them to easily make informed marketing decisions.”

Personica also announces that it recently completed a growth recapitalization. The investment – led by existing investor STG and funds and accounts managed by new equity investor BlackRock – will allow Personica to further accelerate product development, expand go-to-market processes and drive the growth.

“We’re really excited about Personica’s future trajectory, and with our partnership with STG, we believe the company has what it takes to become an industry leader,” said Asem KhatriMember of the Board of Personica and Director of BlackRock Alternative Investments, where he spearheads capital solutions for leading middle-market technology companies. “Adam brings the perfect combination of executive skills and restaurant expertise, which is critical to leading Personica’s next phase of growth. We are thrilled to welcome Adam as our new CEO.”

About Personica

Personica™ builds technology that enables restaurants to create personal, lasting customer relationships and maximize the value of every transaction, without the need for huge marketing teams or custom-developed systems. Formerly Fishbowl, Personica was founded over 20 years ago by a team of restaurant professionals who wanted a better way to communicate with their customers. With the addition of Analytics and Promotions Software (2014), Price and Menu Optimization and Competitive Intelligence (2015) and Engage Platform, CRM, Loyalty and Data Reporting (2020), Personica focused on helping restaurants create personalized customer experiences. while making data-driven decisions that increase profits. Relying on more than 48,000 restaurants to attract customers and maximize revenue, Personica is headquartered in Alexandria, Virginiawith offices at India and an international remote workforce.

To learn more about Personica, visit Follow on instagram and Facebook@personica_inc on Twitterand Personica on LinkedIn.

About STG

STG is the private equity partner to commercialize leading data, software and analytics companies. The company brings its expertise, flexibility and resources to create strategic value and unlock the potential of innovative companies. By partnering to build customer-centric, market-winning portfolio companies, STG creates enduring foundations for growth that deliver value to all existing and future stakeholders. The company is dedicated to transforming and building exceptional technology companies in partnership with world-class management teams. STG’s extensive portfolio includes more than 35 global companies. For more information, visit


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