Convertro Taps Avedissian As COO

Santa Monica-based Convertro, the venture backed, advertising analytics and optimization firm run by Jeff Zwelling, said today that it has hired Armen Avedissian as its Chief Operating Officer. Avedissian was most recently Chief Revenue Officer at MyLife. Zwelling said that Avedissian is "the biggest hitter" in the area of attribution and media optimization. Avedissian also was at eHarmony. Convertro's offers up technology to track marketing conversions, helping companies to optimize their marketing efforts to drive sales. The company is backed by Bessemer Venture Partners. Zwelling is a successful serial entrepreneur, having successfully founded and sold such companies as EchoSign (acquired by Adobe) and YLighting, among others.