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The Payment Pyramid - How Corporate Strategy is the Foundation of a Successful Payment System

An industry case study on how a rapidly growing organisation has adapted its payment operations.

29 prime.001
Haleh Fardi
CFO

Haleh is the CFO of 29 Prime, one of the nation’s leading companies dedicated to providing marketing services to small and midsize businesses throughout the US and Canada (#47 on Inc. 5000 in 2013).  She started her career as the Controller of publicly-held TouchStone Software Inc. which was sold to CMGI. Next at Omintrak Group she developed the Asian acquisition strategy to expand it to the Pacific Rim therefore acquiring GM, DFS and Louis Vuitton as clients. In 1995 she joined EDI Inc. which provided Organizational Leadership to Fortune 500 companies and was instrumental in positioning the company for sale to Provant (POVT NASDAQ). As the financial executive at start-up GetConnected.com (GCI) she raised 20MM in VC funding from Merrill Lynch. In 2004 Haleh joined Barclay Butera Inc. as CFO and COO and developed the national brand by creating licensing partners and optimizing the manufacturing division.  In 2008, Haleh joined Ebanista, as CFO and subsequently President, to help navigate the recession by building financial infrastructure and sales strategies to insure their growth. Haleh lives in Corona Del Mar, CA with her two daughters. She has a Bachelor of Arts in Economics.

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