Mark Herschberg

CTO at Madison Logic


Seasoned operational manager who can bridge the divide between business and technology. I have started, grown, and fixed startup companies spanning 10 different verticals as well as helped two Fortune 500 companies with their internal startup initiatives, and helped create educational programs at MIT and HBS.

Some highlights: · Replaced a half million lines of legacy PHP code with a few thousand lines of RoR code in 5 months. · Launched a new Sears business unit, · Fixed proble

Work History

Feb 2013 present
Madison Logic CTO

I over see all software developers and IT operations and am launching a Data Science Team.

Jul 2012 Jan 2013
Freelance CTO CTO

I'm working with multiple early stage clients as a part time CTO to help them launch their online companies.

May 2012 present
Museum of Mathematics Advisory Board
Dec 2010 Jun 2012
Shermans Travel Media CTO

Brought in to turn around technology department and re-ignite innovation. Overseeing a team of 8 people replaced nearly half a million lines of buggy spaghetti PHP code with a few thousand lines of RoR code in 5 months. Reduced costs by up to 75% in some areas; re-staffed department in five months; increased email delivery by 200% in three months.

Dec 2010 Jun 2012
Shermans Travel GM Local Deals

Launched local deals business unit. Within 6 months grew it to one of the top 5 deals sites in NYC (as measured by partner sales).

May 2010 present
The Levin Institute Faculty

I teach at Levin's JumpStart Program, covering entrepreneurship for those in career transitions.

(This is an ongoing part time teaching job.)

Mar 2009 Nov 2010
ZepFrog CEO

Brought in after company spent 18 months and significant money having failed to launch three times. Re-motivated team, cut budget by 60%, and released product in 4 month, having rebuilt Ruby on Rails software from scratch. Set new strategic direction and created a new team and new culture making use of both in-house, contract, and remote labor, including training staff for additional responsibilities. Became recognized as a thought leader in field in under a year.

Aug 2005 Mar 2006
Root Markets VP of Engineering

As 7th employee, I was tasked with growing the company to 40 people by the end of the year through extensive hiring and the establishment of an engineering department. Within the first 3 months, I opened an San Francisco office, integrated an acquisition company, and hired 20 people in both offices in four months. I established and ran three engineering groups including developers, IT, QA, and product managers. Oversaw P&L with a $4M budget. Created company wide engineering processes. Responsible for initial release of Vaults product for monetization of arbitrary consumer data.

Nov 2003 Mar 2009
White Knight Consulting Consultant

SEARS: Acting COO. Launched new service division. Involved in every aspect including (but not limited to) business plan, operations, business policies, and IT management. Oversaw accelerated $2.5m vendor selection process. Launched initial website in 6 weeks. Helped establish template for future entrepreneurial initiatives at Sears.

NBC: Management Consultant. Revamp technical process and operations at NBBC, now Responsible for managing vendors who provided the technology behind NBBC.

NABBR: Acting COO. Oversaw operations and development at a Web 2.0 company; revamped projects and product lines. Established and monitored metrics for success across multiple departments. Responsible for budgeting and financial planning; pitched company to investors. Initiated and closed business development deals with AOL and Creative Artists Agency.

INDIGO ENGINES: Consultant. Help lead RFP response for Canadian National Healthcare IT system.

OPERATIVE: Acting VP of Engineering. Successfully launched product which had been a three-time failure and 66% behind schedule. Supervised team of 30 people, local and offshore. Created strategic plan for engineering team, and drafted $2M dollar budget. Hire/fire responsibility.

SURF PROTECT: Brought in to restructure company. Tasks included: engineering process development, project management, corporate strategy, organizational development, financial forecasting. Reorganized product lines and services. Increased server uptime from 80% to 99.8%. Increased customer base by 33%. Moved company from CMM Level 1 to Level 3. Hire/fire responsibility.

MISCELLANEOUS: Consultant. Various smaller and short term projects involving assessment and consultation of business plans, strategy and operations.

Nov 2002 Sep 2003
Harvard Business School Architect / Project Manager (Consultant)

Lead five-person team in development of financial trading simulation for use in a new class on trading and arbitrage. This J2EE-based distributed system is designed for simultaneous use on multiple campuses as well as for corporate training. Supports hundreds of securities and replicates commercial system. Responsible for leading all aspects of the project including requirements gathering, design, development, documentation, deployment and handoff. Hire/fire responsibility.

Dec 2001 present
MIT Instructor

Professional representative to faculty team, responsible for developing and teaching MIT’s new Undergraduate Practice Opportunities Program (UPOP). Business training for engineering students focusing on product strategy, conflict resolution, teamwork, communication, requirements gathering, critical decision-making, and leadership.

(This is an ongoing part time teaching job.)

Jan 2000 Nov 2001
Vaultus Director of Engineering / Architect

Responsibilities included coordinating the effort of four development teams, creating a comprehensive plan for the product direction, including adapting to current and new technologies, overseeing Java API development, working with the professional services division during their training with, and deployment of the product, creation of documentation, and helping with implementation. Product was an enterprise platform supporting development and wireless deployment of secure, mobile applications.

Created the software development process used throughout the company. This required authoring of nearly a dozen documents including development lifecycle, coding guidelines, templates for standard documents, and process documents, such as build and QA procedures. Moved company from CMM level 1 to level 4.

Additional roles include facilitating engineering meetings, regular training sessions, and formal training program for junior developers, and informal mentoring of all developers.

Sep 1998 Jan 2000
Painted Word Engineer

Engineer. Designed and developed java front end tools for OLAP systems. Developed a comphrensive set of Java Beans for application development. Extended platform functionality and proprietary API. Worked on contract jobs for specific customer solutions. Created documentation for application developers. Designed and maintained revision control and build process, allowing for a single command build.

Created an application framework to rapidly develop OLAP solutions using the API. Framework let non-programmers quickly assemble complex, internationalized OLAP applications through visual tools and property files. Fully designed, implemented, tested, and documented the system.

Created a specialized, custom java applet for application provisioning. Applet used advanced caching techniques, as well as versioning support.

Jun 1997 Aug 1998
MIT / Curl Engineer

Sponsored Technical Research Staff at MIT (group later became Curl Inc). Designed and developed applications in the curl programming language. Participated in language development. Developed educational software for various classes. Researched applications and target markets for flexible multimedia languages.

Fields of Study

  • EE/CS
  • Physics


  • Agile Methodologies
  • Automated Software Testing
  • Business Plans
  • Business Process Development
  • Daily Deals
  • Digital Strategy
  • Entrepreneurship
  • Execution of Business Plans
  • Executive Management
  • Fundraising
  • Hiring Employees
  • Internet Entrepreneur
  • Internet Strategy
  • Intrapreneurship
  • J2me
  • Java
  • Leadership
  • Linux
  • Management Consulting
  • Mentorship
  • Mobile Applications
  • Mobile Devices
  • Offshoring
  • Online Advertising
  • Online Lead Generation
  • Organizational Development
  • Outsourcing
  • Project Management
  • RSpec
  • Ruby
  • Ruby on Rails
  • Scrum
  • Security
  • Server Architecture
  • Service Oriented Architecture Design
  • Social Networking
  • Software Development
  • Software Engineering
  • Software Project Management
  • Start-ups
  • Strategic Leadership
  • Strategy
  • System Architecture
  • Teaching
  • Technical Leadership
  • Web 2.0
  • Web Development
  • Web Services
  • Wireless