Jeff Barela is a seasoned entrepreneur and executive with over 25 years of experience in database marketing, CRM, and Software-as-a-Service (SaaS). With a track record of successfully founding, scaling, and exiting a profitable marketing technology company, Jeff has established himself as a leader in the industry, blending data-driven decision-making with strategic execution. His expertise spans business strategy, finance, operations, legal, and sales, making him a valuable asset for companies looking to optimize their marketing technology initiatives. Currently, Jeff is focused on advisory board and consulting opportunities, where he can leverage his deep industry knowledge to drive growth and innovation.

Jeff most recently served as Division Senior Vice President at Anteriad (formerly Dovetail Business Solutions/MeritDirect) from 2016 to 2024, where he played a pivotal role in managing senior client relationships and serving as a strategic sponsor. He led cross-functional collaboration across demand generation, account-based marketing, content syndication, analytics, and predictive modeling. In addition to his leadership responsibilities, he spearheaded an AI-driven initiative in 2024 that integrated NLP-based audience selection, further advancing the company’s marketing technology capabilities. His experience in agile software development, stakeholder engagement, and technology rollouts reinforced his reputation as a results-oriented executive committed to innovation.

Before his tenure at Anteriad, Jeff was the Co-Founder of Dovetail Business Solutions, where he transformed a small consultancy into a thriving Database Marketing Service Provider (MSP) and SaaS-based marketing company. Under his leadership, Dovetail grew to 20 employees, generating $5 million in revenue with a $1.3 million EBITDA, consistently achieving year-over-year growth. His strategic vision enabled the company’s evolution from a consultancy to a product-based, recurring revenue SaaS business. In 2016, Jeff successfully negotiated the sale of Dovetail to MeritDirect, which was later acquired by Mountaingate Capital. Throughout this process, he led all aspects of business operations, including financial planning, legal compliance, sales, human resources, and corporate strategy. His expertise in contract negotiations, vendor relationships, and tax planning was instrumental in ensuring a seamless transition during the acquisition.

Beyond his corporate leadership, Jeff has a strong background in real estate investment and management, with extensive experience in long-term rentals, short-term rentals, and fix-and-flip projects. He has successfully navigated financing, project management, and tax strategies to maximize investment returns, further diversifying his portfolio of expertise.

Looking ahead, Jeff is actively seeking strategic advisory roles with small-cap marketing technology companies and part-time consulting opportunities in database marketing, CRM, and SaaS. While he is not pursuing full-time work, his passion for impactful, high-level engagements remains strong. With his extensive industry knowledge, hands-on operational expertise, and proven success in business growth and exit strategies, Jeff is well-positioned to help companies navigate complex challenges and seize new opportunities in the evolving marketing technology landscape.

Jeff holds a Bachelor of Science in Business Administration with a focus on Marketing Logistics & Distribution from the University of Colorado Boulder.

Character
Jeff Barela is a results-driven and principled leader who combines entrepreneurial vision with integrity, resilience, and a commitment to excellence in every aspect of his career.

Knowledge
With over 25 years of expertise in database marketing, CRM, SaaS, and business operations, Jeff possesses deep industry knowledge that spans strategic planning, financial management, contract negotiation, and AI-driven marketing innovations.

Strategic
Jeff has a proven ability to scale businesses, optimize operations, and drive profitable growth through data-driven decision-making, forward-thinking leadership, and successful mergers and acquisitions.

Communication
A skilled communicator and relationship builder, Jeff excels in engaging stakeholders, managing high-level client partnerships, and translating complex concepts into actionable business strategies. Jeff has extensive experience presenting, speaking, and writing articles.