Joanne Lacey, Interim CEO & COO

Joanne joined MEF as COO in 2013 to oversee its global programming and member services and was appointed interim CEO in November 2018.

She has worked in the mobile industry since 2000 helping to establish the nascent mobile games ecosystem with market pioneer I-play (Digital Bridges) and later Player X / Zed Worldwide. She has worked across the mobile ecosystem partnering with MNOs, solution providers and content owners.

She leads the MEF team and is responsible for the development of its industry partnerships with trade associations, regulators, analysts and event & media companies. She oversees MEF’s Future of Messaging Programme which through collaboration tackles fraud and drives monetisation, and was responsible for revamping MEF Minute the award-winning industry blog.

Dario Betti, Industry Evangelist

Dario’s experience in the mobile industry goes back to 1999; first as a consultant for Ovum advocating for attention to the nascent Mobile VAS, then launching the first Mobile Internet product for T-Mobile in Europe, and more recently expanding the concept of innovative partnerships between telcos and digital players in Asia and the Middle East, for Ooredoo and Axiata and as Director of Products for MTS.

Dario joins MEF as Industry Evangelist for events and research engagements, bringing his expertise to a range of new MEF products and initiatives.

Gabriela Fernandes, MEF’s Future of Messaging Programme Manager

Gabriela joined MEF in September 2015.

Prior to MEF Gabriela worked at Paymentwall Inc (Silicon Valley Mobile Payments Company) as the LATAM Business Development Manager and previously at Japanese eCommerce giant Rakuten as the Mobile Marketing Manager.

Therefore she has great marketing experience in mobile and eCommerce as well as a unique enthusiasm in developing and managing new projects.

Gabriela holds a Master of Science in International Relations from Northeastern University (Boston-USA)

Ewa Peppitt, Global Member Manager

Ewa joined MEF in 2013 as Member Services Manager. Prior to MEF, Ewa worked at GSMA, where she managed membership of operator members from all over the world.

She is experienced in databases and business to business membership management and development.

Ewa has been involved in various internal projects and regional and global events including Mobile World Congress. Before joining the mobile industry she worked at Bartercard, the world’s biggest business to business trade exchange.

Sam Hill, Global Communications Manager

Sam Joined MEF in 2012 as Communications Manager for MEF globally. Sam is a digital marketing specialist who has previously worked for the premium rate phone regulator in the UK.

Sam manages the day to day global communications and social networks for MEF and built and maintains content on the website.

He can usually be found at events reporting for MEFTV, and created and edits the MEF Minute – the award winning mobile industry oriented blog.

Mike Round, Project Director

Mike has worked for fixed/mobile operators for over 35 years in a number of product management & development roles covering voice, data and messaging services. In recent years he has focused on the development of policy, operation and policing of compliance regimes for payment services used in mobile billing applications. He has worked closely with MNO’s, regulators, aggregators and merchants to optimise payment flows and has been a member of the cross-network Payforit Management Group for over a decade – pressing for greater clarity in merchant service promotions.

After many years working at BT/O2, Mike left in 2017 and set up as a consultant, taking on an assignment with EE – where he worked to improve the due-diligence in carrier-billed merchant services and drove a reduction in consumer complaints.

Mike joined MEF in November 2018 as Project Director. Initially he is focused on driving fraud prevention initiatives within industry – specifically on the SMS anti-phishing project.

Carol Benites, Member & Marketing Coordinator, LatAm

Carol joined MEF in September 2016 as the Member & Marketing Coordinator of the LatAm Chapter. Carol graduated in Advertising & Marketing from Anhembi Morumbi University. Prior to MEF, Carol worked as Marketing Strategist in retail companies and as Digital Business Developer in a Portuguese digital agency based in Brazil. 

Carol is involved in the most part of the MEF’s initiatives and global events. Also, she is responsible for the members engagement in Latin America and she is part of the digital & marketing team.