Social Chorus Team

The Leader in Advocate Marketing

@ SocialChorus We Believe

  • Your brand experience is best shared by customers and employees
  • The best advocate experience is rewarding, easy, simple, and makes advocates feel appreciated
  • That every great advocate experience starts with the question – “what is in it for the advocate?”
  • Every company will manage advocate relationships in the next three years
  • The ROI of advocacy is off-the-charts – advocates are 100x more valuable than fans

SocialChorus Product Mantra

  • Advocacy takes on many forms – so we power all forms of advocacy, in all formats, across all online and offline forms
  • Advocacy happens anytime, anywhere – so our product delivers always-on advocacy
  • Advocate Marketing only works when advocates want to advocate over and over again – that requires building relationships with advocates that continually inspire advocacy
  • Every step of the advocate experience should be tested and optimized – from the first invite to the most recent thank you
  • Advocacy must be rewarding for the advocate – we start with the Advocate, not with the APIs

Customer Philosophy

  • We care deeply about the ROI of Advocate Marketing
  • We want customers to grow their advocates throughout the life of the brand
  • We give all of our knowledge of advocate marketing to all of our customers everyday
  • We know our customers need solutions, not just tools
  • We will do everything to make customer programs successful



Gregory Shove

Founder and CEO

Gregory is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995.



Nicole Alvino

Co-founder and SVP

Nicole is our Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing.


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Mark Davis

VP Finance

Mark oversees operations and leads the company’s financial strategy. He has over a decade of experience managing marketing services companies, most recently in Singapore as Commercial Director of Y&R, and in San Francisco as Controller and Finance Director of McCann Worldgroup.


Nick Einstein

VP Customer Success

Nick’s team partners with clients to execute extraordinary advocate marketing programs. Having spent the past fifteen years driving loyalty for many of America’s top brands, he can safely be considered an industry veteran. He’s run professional services teams for RealNetworks, Datran Media, PulsePoint, and Extole.



Dave Hawley

VP Marketing

Dave leads marketing for SocialChorus. He has been delivering high-velocity, start-up marketing results for over a decade. Most recently, he has powered two start-ups to successful exits: KACE (acquired by Dell) and PowerReviews (acquired by Bazaarvoice).


Brad Klaus

Brad Klaus


Brad is the President at SocialChorus, responsible for strategic direction, growth, and success of the customer base. Previously, Brad was the Founder and CEO of Extole, the leader in referral marketing. He has held management positions at Qualys (QLYS), Demandtec (acquired by IBM) and Siebel Systems (acquired by Oracle).



Zhao Lu

VP Engineering

Zhao is the Director of Engineering at SocialChorus. A Silicon Valley veteran, he has worked in R&D for big names like IBM, Orange, and O2, and helped smaller startups develop their technical chops.


Our Board

In addition to our CEO, Greg Shove, the board is comprised of the following rockstars:

Jim Kohlberg


For over ten years, Jim Kohlberg has been investing in early stage media, entertainment, Internet, specialty consumer products and healthcare companies. At Kohlberg Ventures, Jim leads the investment committee and is a Board member of Open Road Integrated Media. In addition to his role with Kohlberg Ventures, he is chairman of Kohlberg & Company, a leading middle market private equity firm, which he co-founded in 1987.

Allen Morgan

Allen is a Director and also serves as Managing Director of Idealab’s New Ventures Group. He has spent 30 years counseling entrepreneurs throughout the startup process, first as a well-known Silicon Valley lawyer and, between 1999 and 2011, as a Managing Director at Mayfield. Linkedin @allenmorgan

John S. Eastburn, Jr.

Before co-founding Kohlberg Ventures, John was a partner in the private equity firm Kohlberg & Company, where he led investments in Nancy’s Specialty Foods, Inc. and Thousand Trails, Inc. Before joining Kohlberg & Company in 1997, he was a senior executive in entertainment, manufacturing and retailing companies.

John Eaton

Co-Founder and Advisor

Prior to co-founding SocialChorus, John was CEO/Co-Founder of digital marketing company YouCast where he led client, product and strategic growth from start-up to acquisition. Before launching YouCast in 2007, he held key executive roles in entertainment and electrical engineering companies, including Management Director for Sean Combs. Linkedin @JohnEaton2012

Jonathan Cohen

Co-Founder and Advisor

Prior to co-founding SocialChorus, Jonathan was CRO/Co-Founder of digital marketing company YouCast. Prior to that, he was a manager in the entertainment field where he advised and counseled the careers of Jennifer Lopez and Sean Combs. Jonathan received his law degree from NYU in 1994 and his engineering degree from UW-Madison in 1991. LinkedIn @JonathanPCohen


Kohlberg Ventures

Jim Kohlberg and John Eastburn

Kohlberg Ventures

Western Technology Investment

Rudy Ruano and Maurice Werdegar

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Windforce Ventures

Mario Montoya and Jason Stein

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Our Advisors

Michoel Ogince

Michoel is Director, Platform and Product Strategy at Big Fuel Communications, a full-service marketing and communications company that helps marketers at brands, agencies, publishers and platforms to achieve consumer engagement. Michoel also founded and serves as a Manager Partner at Windforce Ventures, a venture firm specializing in early-stage social media and mobile technology investments. LinkedIn @Twabbi

Adam Kmiec

Adam is the Sr. Director, Social Media and Content at Walgreens. In this role he is responsible for leading, defining and executing the company’s social media and content strategy. His career has crisscrossed both the client and agency sides of the marketing and advertising industry, covering stops at renowned and historic organizations that include Fallon, Leo Burnett, Walgreens and The Campbell Soup Company. LinkedIn @adamkmiec

Bill Youstra

Bill has served as advisor and consultant to several Silicon Valley startups in various consumer categories: mobile, virtual worlds, e-commerce, search and media/marketing. Before consulting, Bill was an executive at AOL, during which time the company grew from 500,000 customers to over 20 million. He is now SVP of Business Development at the touch commerce start-up, Revel Touch. LinkedIn @youstra

Scott Galloway

Scott is a Clinical Professor of Marketing at NYU Stern School of Business where he teaches Brand Strategy and Digital Marketing to second-year MBA students and is the author of the Digital IQ Index®, a global ranking of prestige brands’ digital competence. Scott is the Founder/CEO of L2, a think tank for prestige brands. LinkedIn @profgalloway