parcelLab Leadership

Giles Whiting

As Chief Executive Officer, Giles focuses on supporting parcelLab’s explosive expansion and capitalizing on the significant market demand for post-purchase customer experience and marketing solutions.

Whiting has a track record of building top-performing teams and driving successful growth strategies at multiple high-growth SaaS companies with a focus on the experience and insights sector. He most recently served as the Managing Director and COO of Forsta (acquired by Press Ganey) where he led sales, customer success, global operations, and strategic initiatives. In parallel Whiting has been an Operating Advisor at Verdane, a growth investor. At Verdane he focused on enhancing operational efficiency and refining go-to-market strategies across the company’s expansive investment portfolio (Forsta was a Verdane investment). Whiting previously served as General Manager of Medallia, where he led the company’s business in Europe, the Middle East, and Africa (EMEA), expanding into new geographies and significantly growing revenues, customer acquisition, employee count, and product offerings.

Tobias Buxhoidt

As Chief Innovation Officer, Tobias leads global business strategy and is focused on bringing the parcelLab platform to brands across global markets. 

Growing up in his family’s third-generation logistics company, Tobias’s background in the industry led him to recognize that logistics and supply chain sectors were primarily focused on cost and speed rather than the experience. In 2015 he co-founded parcelLab, the only truly global enterprise post-purchase software provider, enabling brands to increase top-line revenue, decrease operational cost and complexity, and optimize customer experience.

Julian Krenge

Julian is passionate about technology that is functional, seamless and solves real world problems reliably. This passion led him to co-found parcelLab in 2015 and drive the development of the only truly global enterprise post-purchase experience software platform. 

As CPO, Julian is responsible for parcelLab’s relentless focus on innovation, developing the platform to bring brands and customers closer together in even more complex real-world situations. He is fearlessly committed to transforming customer experiences worldwide and building the technology platform that enables this in any industry, not just retail.

Anton Eder

With a background in digital marketing and media, he is passionate about all things PR and growth. Anton has overseen parcelLab grow from a small start-up of just three founders, to a category defining scale-up with over 175+ employees worldwide in just 8 years. 

Anton’s goal is to make it as easy as possible for brands to tap into the potential of their post-purchase journey and his enthusiasm for exceptional customer experience and technology inspires the parcelLab team daily.

As CoS, enabling parcelLab’s rapid growth is Anton’s highest priority, as well as ensuring that we have the right infrastructure in place in order to make the biggest impact worldwide. Anton focuses on our culture and our team and ensuring good employee well-being is paramount to him.

Serena Coco

With a 15+ years comprehensive background in finance, strategy and operations, Serena is passionate about enabling parcelLab’s rapid growth across the globe as well as continuously building the foundations for a brilliant people experience within the company. Before joining parcelLab in 2022, Serena has held strategic executive leadership roles at Orange, Societe Generale Corporate and Investment Banking and Proxyclick (Belgian Tech scale up).

Serena is Italian, lives in Belgium and has an international profile: she has participated in student exchange programs in Australia and the Philippines and she has also worked in Paris, London and Brussels. Serena fluently speaks Italian, French and English. She loves nature, traveling and hiking.

Noel Hamill

As Global Chief Marketing Officer at parcelLab, Noel defines and executes parcelLab’s global go-to-market strategy and vision, overseeing all marketing functions and transforming the customer journey to fuel the company’s next stage of business growth.

Noel has a proven track record driving significant and sustained global growth for dynamic, private equity-backed SaaS companies, designing and deploying creative, data-driven marketing programs that fuel revenue expansion, grow market share and elevate brand recognition. Noel most recently served as Global Chief Marketing Officer at Forsta, a SaaS technology platform providing technology, data, and expertise for research, healthcare and customer experience measurement where he was responsible for brand development and strategy, voice of the customer, public relations, social media and events.  He has held a range of senior marketing, sales and product roles in a range of business including Ladbrokes Coral, EE, Prevayl and Vodafone.

Krystall Fierens-Lee

Krystall has a track record of building value-driven company cultures that enable teams to thrive. With a background in organizational development, DEI, and performance development, Krystall brings over 20 years of international experience having worked in the Middle East, Asia, and the Americas.

For the last 8 years, she has worked with and advised numerous Global and European start-ups and scale-ups, often taking a hands-on, agile approach to establishing a strong foundation of people practices with a dose of heart. She has worked primarily with B2B Tech Saas companies on both a remote and distributed basis and enjoys coaching and mentoring teams. Prior roles include Chief People Officer for Proxyclick, a visitor-based management system (acquired in 2022), Head of People Experience for Depict.ai, an ecommerce early stage start-up, and seven years as Executive Director at Goldman Sachs. Krystall holds an MFA from Columbia University and a BA from the University of British Columbia. She is kept humble and made wise thanks to her husband, son, and enthusiastic Belgian Shepherd.