Meet the dedicated
team at advanco

Meet the team that provides comprehensive,
all encompassing, and mission critical

Executive Chairman

Rami Cassis London, GBR

Rami Cassis is Chairman at advanco, which is owned by Parabellum Investments, his family office. He is a hands-on international growth investor with a history of leading & managing companies ranging from multinational corporates to lower mid-market firms. He has extensive experience across a range of sectors, including financial services, enterprise software, pharmaceuticals and business services.

His current other investments include automation firm, Parseq; digital transformation firm, ieDigital; digital transformation expert, MajorKey and risk management solutions firm, Razor Risk. He is Chairman at each of these companies.

During his tenure as Chairman of advanco, he has helped the company become one of the globe’s leading forces in Level 3 and Level 4 item-level serialization.

Previously he has held a number of executive positions with corporations, including Chairman, CEO, COO, and Operations Director, and brings insight from this experience to all Parabellum Investments’ portfolio companies.

Rami holds degrees in Aerospace Engineering and Pure and Applied Mathematics; both gained at the University of New South Wales, Sydney, Australia, where he was also awarded the university medal for the best undergraduate engineering thesis.


Alf Goebel San Francisco, USA & Brussels, BEL

Alf Goebel has been the CEO of advanco since 2019. He has overseen a significant period of expansion in advanco’s evolution, firmly establishing it as one of the globe’s leading providers of levels 2 to 5 item level serialization for the pharmaceutical sector.

Alf is a senior enterprise software sales, marketing & product executive, with over 25 years‘ enterprise software industry experience. He has strong operational experience, specializing in high growth businesses in Europe and the US. He has extensive experience with Global Partnerships in the SAP eco system. He also was a partner at Lupo Ventures and has held senior executive positions at several leading technology companies, including Snow Software, MSC Software and Software AG.

An internationally-recognized expert on regulated track and trace, Alf is an established industry commentator and speaks at pharmaceutical and serialization events across the world. He is also a board member of OPEN-SCS, the industry body responsible for promoting common standards across the pharmaceutical serialization sector.

Alf is resident in Silicon Valley and divides his time between Silicon Valley and Europe.

Chief Financial Officer

Alun Roderick London, GBR

Alun is a Chartered Accountant with more than 25 years of international experience, leading finance teams across a range of industry sectors.  Most recently, before advanco, he worked as Interim Head of Finance at ieDigital, part of Parabellum Investments.

Chief Customer Officer

John F. Jordon, P.E. Princeton, USA

John has more than 25 years of global business development, operations and engineering experience with multiple Fortune 100 companies. At advanco he oversees the rapidly expanding portfolio of national and global clients, along with establishing new markets.

Vice President of Sales

Ariel Romero Diaz Madrid, ESP

Ariel has 15 years of experience in the technology industry, he held notable sales leadership positions at Samsung Electronics, SAP, and MicroStrategy. He joined advanco after 6 years as the Head of Sales at Verifarma, specializing in pharma serialization.

Vice President of Project Management

John Capants Princeton, USA

John has over 30 years of experience in Corporate and Site Engineering, Equipment/Facilities Maintenance and Operations, and Project Management in the Pharma and Biopharm industries. Before advanco, he worked as the Executive Director of Engineering Technology and qualification at Teva Pharmaceuticals.

Vice President of Product Engineering

Vito J. Pirrera Princeton, USA

Vito has more than 25 years of food and pharmaceutical experience in manufacturing consulting, automation solutions, and engineering management. Before advanco, he has worked with a wide range of companies in the pharmaceutical industry, including Amgen, Teva, Pfizer, and Baxter.

Director of R&D

Gökçe Güven Istanbul, TUR

Gökçe has 20 years of work experience as a software developer on multiple projects. He has been responsible for software development and management of serialization projects at advanco since 2016.

Director of Support & IT

Naira Kulayeva Istanbul, TUR

Naira joined advanco in 2018. She is responsible for managing advanco’s support processes by playing a primary role in identifying the best technical solution to meet the requirements of customers’ serialization needs in accordance with international regulations.

General Counsel

Alan Chan London, GBR

Alan provides legal advice and strategic support to advanco. He is also General Counsel and Company Secretary of Parabellum Investments and Parseq. Previously he was Head of Legal for the international deploy division at Communisis plc.

Take a step into a
more secure future

As an innovation leader, we provide our customers with transparent security every day. Contact us to learn more about advanco’s solutions for regulated track and trace.

Contact us