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, Amify and Televet, an Entrepreneur-in-Residence at Rice University’s Entrepreneurship program and a Board Member of Houston Exponential.

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 ten years he has been working with startups, accelerators, universities and venture capital groups to help startups scale. He has been a speaker and coach at multiple events including SXSW. Roberto continues to code, explore 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.

Efrain Rovira

Efrain focuses on growth strategies and leads our go-to-market practice. Before arriving at Fractal River, he was at Nexthink, a Series-C SaaS company based in Switzerland where he was responsible for marketing and channels.  Efrain joined the US Nexthink team when there were 12 people, and by the time he left Nexthink two and a half years later, there were over 100 people, and the business had doubled every year. 

He started getting involved in the startup ecosystem a few years ago while he held the role of WW VP of ITOM SW sales for HP and is now an investor in five startups from seed to Series B. 

He was VP of Cloud Channels before the WW Sales role and held many general management functions at a global and regional level running multi-billion-dollar P&Ls in high-growth solution categories at HP and Dell.

During his career, the growth formula he has applied has required a variety of components, including changing sales coverage, narrowing product offerings, developing strategic alliances, developing new products, improving external messaging or expanding sales channels.  Efrain knows that scaling and growth in a startup are never one-dimensional issues, so he enjoys applying his experience to the scale-up challenge.

Jhovanny Gonzalez

Jhovanny Gonzalez is a Senior Growth Engineer for Fractal River where he helps startups implement analytics infrastructure, automate operations and implement tools that improve the team’s efficiency and accelerate growth.

Jhovanny has a background in operations, data analytics, and tooling. Prior to joining Fractal River, Jhovanny was the Systems Implementations Manager for The Ion. In this position, he worked in projects involving database management, network and system configuration, as well as software and systems implementation.

Jhovanny found his passion for data analytics and improving business processes while working for a construction company where he used data to create insightful dashboards and reports. His work was heavily used to facilitate business decisions made by upper management.  

Based in Houston, Jhovanny enjoys going cycling, swimming, or listening to a good audiobook. Jhovanny graduated from the University of Houston with a bachelor’s in computer science.

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 Engineer at Fractal River where she helps startups drive growth by implementing analytics and business intelligence tools, and designing and implementing data models that help companies empower their teams with information. She 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 documentation and other materials to empower teams to modify and work with these tools on their own. She also supports the implementation of growth strategies and automation of sales and marketing operations.

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 architectures to assemble and analyze large, complex data sets used to track production, marketing efforts, and eCommerce merchandising trends to provide actionable insights into key performance metrics.

Gerardo Moreno

Gerardo is a cybernetic electronics professional with a Master of Science in Big Data Science from the Queen Mary University of London. He has several years of experience developing software and managing databases and data pipelines for the consumer electronics industry. 

He has configured large scale data environments leveraging AWS EMR, Hadoop and Apache, as well as containerized applications using AWS EKS/Kubernetes and Docker for companies such as Samsung and Skyworks. In addition, Gerardo has worked as a DevOps engineer deploying CI/CD processes using tools such as Airflow, Jenkins, Git, and more.

 He is currently part of our data engineering team, and helps build modern data pipelines, warehouses and analysis capabilities.