Our Team

Roberto Moctezuma

Roberto is the CEO of Fractal River. He is also a Venture Advisor at Mercury Fund, a Growth Advisor to Spruce and Televet, as well as an Entrepreneur-in-Residence at Rice University’s Entrepreneurship program and at the Ion Houston.

Roberto began his career as a software developer, co founded a startup pioneering electronic fund transfers in Mexico that grew to $50M, and joined Compaq (acquired by Hewlett-Packard) in 1995.

During the next 15 years, he took on multiple roles of increasing responsibility in eCommerce, sales, marketing, product management, operations, IT and general management. He created Compaq’s eCommerce business in all Latin American countries, managed Operations for HP’s $8B direct business in the Americas region, scaled HP’s Desktop Solutions Global Business Unit into a $450M USD global business, and successfully executed the $240M acquisition and integration of Neoware, Inc.

For the past nine years he has been working with startups, accelerators, universities and venture capital groups to help entrepreneurs grow faster. This includes being a speaker and coach at multiple events including SXSW. He created an accelerator program designed for Impact Ventures, Softtek’s intrapreneurship program, and leads the Houston Growth Startups meetup.

Roberto continues to code, apply data science to interesting datasets, and play Go and video games as time permits.

Danielle Quinton

Danielle is a VP of Growth at Fractal River where she partners with startups to create executable and measurable strategies, compelling customer experiences and streamlined operations.

Danielle is a leader with a strong reputation for delivering business value. Her 25+ year career began at Hewlett-Packard where she held roles of increasing responsibility in both IT and Operations. In addition to her 20 years at HP, Danielle has held strategic leadership positions in Public Sector, Healthcare and Banking. The persistent themes throughout these roles are project leadership, process improvement, customer experience management, executive advising and strategic planning. Danielle has led major workstreams for mergers, acquisitions and outsourcing. Her IT experience includes commercially-off-the-shelf (COTS) implementations, custom developed software projects, and IT implementation projects.

Danielle has facilitated strategic planning sessions for various companies and organizations for nearly two decades. She is passionate about leading strategic business transformation and data-driven operational improvement initiatives focused on delivering enhanced customer experiences and internal efficiencies.

Danielle is actively involved in her community volunteering her time at National Charity League, KidsFirst (a non-profit for families of abuse), Alzheimer’s Association, as a soccer coach, and Booster Board member. Her free time is spent gardening, scuba diving, hiking and enjoying family time.

Erik Lundberg

Erik is a Growth Data Analyst at Fractal River where he helps startups define and implement growth strategies. He dives into data to create visualizations and discover insights that enable growth possibilities, improve business results and optimize customer experience. He also supports the implementation of analytical and operational tools that automate processes and operations across sales, marketing, customer success, operations and product.

Erik has a background in digital marketing, data analysis, and tooling. Previously he built eCommerce advertising tools that reduced the manual time needed per account, allowing his team to increase MRR per person by 60%. He also consulted companies ranging from small two-person teams to large multinational corporations on their eCommerce efforts and created reporting dashboards that allowed them to easily understand performance through graphs and charts. He has worked on Google, Facebook, Instagram, Amazon, Bing and Pinterest.

Erik also has experience creating go-to-market and product strategies in-house at venture-backed startups as well as performing due diligence for startups seeking venture funding.

Based out of Denver, Erik spends his free time exploring the many nearby National Parks and Forests either by foot, bike or ski. Erik graduated in Economics from the University of Michigan.

Auna Freedman

Auna began her career as a corporate finance consultant, specifically working on companies going through a restructuring. She worked in a variety of industries including oil and gas, hospitality, retail, and healthcare. After several years, Auna transitioned to the start-up world where she helped a sports marketing startup create and implement processes and business standards to drive and accelerate their growth to $8M in sales – a 4x year-over-year growth. 

Over the past couple of years, Auna has consulted for a variety of companies. Focused primarily in the food industry, Auna has advised a $1B foodservice chain on marketing and community partnerships during its expansion into Texas, a 9-figure international meat trading firm on improved operational processes and cash flow models, and an online retailer on its supply chain while expanding into new grocery categories.  With such wide experiences from financial modelings to operations to marketing, Auna loves to take on any new challenge a company is facing.

Based in Houston, Auna spends her time traveling, enjoying time with family and friends, and volunteering on the finance committee for Rwanda’s Agahozo Shalom Youth Village. Auna graduated from Babson College with a bachelor of science in business management.

Ashley Daniels

Ashley is a Growth Operations Analyst at Fractal River where she helps startups drive growth by adjusting all the levers available to an emerging company. She supports the implementation of growth strategies and automation of sales and marketing operations to help startup teams accelerate. She also dives into data to create dashboards and discover insights that unlock growth possibilities, maps and optimizes process flows to create compelling customer experiences that accelerate revenue, and designs beautiful training presentations, documentation, and other materials to empower teams to modify and work with these tools on their own. Ashley coordinates these projects, activities and tasks to ensure objectives and key results are met.

Ashley has a background in creative content, digital marketing, eCommerce operations, process automation, and data analysis and reporting. Previously she identified, designed, and applied internal process improvements, including automation tools to replace manual processes that allowed her team to increase efficiency by up to 90 percent. She also constructed data pipeline architecture to assemble and analyze large, complex data sets used to tracked production, marketing efforts, and eCommerce merchandising trends to provide actionable insights into key performance metrics.