Leadership

Nathan Herbst, CEO
Nathan Herbst joined Lyn Hartl in 1999 to start the most innovative software company in the building products industry. An entrepreneur at heart, with over 15 years of experience in the industry, Nathan is responsible for driving the vision of the company and positioning the technology to help bring the building industry to the next level through software and automation. Prior to WTS Paradigm, Nathan was a lead consultant for Cap Gemini/ Ernst and Young where he worked on cutting edge projects of the time and was also part of a team sent to corporate headquarters in France to be trained in international business. Today, Nathan guides WTS Paradigm in preserving a dynamic, fun, and rewarding work environment and giving back to the community. Nathan holds a board position at Valicom, a leading telecom expense management company and also belongs to TEC, a large group of local entrepreneurs. He has also been selected for many prestigious awards, including Madison’s 40 under 40. Nathan is passionate about the industry and technology and has made certain to hire talented, creative people who share that passion.
Nathan lives in Middleton with his wife Sarah and his three young boys. They enjoy biking, hiking, and traveling. The Herbst family has devoted time nearly every week for seven years to MOM food pantry.


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Lyn Hartl, Founder
Lyn Hartl founded WTS Paradigm in January 1999, and has over 27 years of experience in the building products industry. Lyn has a degree in civil engineering and has spent the majority of his professional career in the engineering field. Lyn started WTS Paradigm while he worked for a large window manufacturer where he sat on the software selection committee. He soon realized “big” ERP systems could not handle the complexity of the window and door industry. He also realized they did not know the industry and he saw a clear need. Today, Lyn helps drive the vision for the company, he’s also interested in engineering details, and how to streamline the system and processes to save our customers time and money.Lyn resides in Medford with his wife Wendy and 7 children. He is passionate about the outdoors and enjoys fishing and hunting.

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Joel Fields, CFO
Joel Fields joined WTS Paradigm in 2005. During his career at WTS Paradigm, Joel has held various positions including Director of Development and Vice President of Operations. Joel is responsible for establishing and overseeing execution of the strategy for the business. This involves management of all financial and business operations, along with developing long-term practices to provide better customer service and a rewarding work environment. It’s Joel’s responsibility to oversee the multiple divisions of WTS Paradigm and ensure they’re all financially strong and headed toward the same end goal. Joel is a graduate of Michigan State University.

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Dave Flynn, Director of Catalog Services
Dave leads the Catalog Services Division of WTS Paradigm, joining the company in 2012. In his role, Dave is responsible for delivering high quality customer results, driving the optimal match between our customers’ products and WTS Paradigm software. Dave comes to WTS Paradigm with over 20 years of Professional Services experience. He brings a passion for customer service and a focus on building a team and culture that focuses on our customers’ goals. Most recently, Dave was Director of Professional Services with CDW, a Fortune 500 IT Solutions provider, where he spent 12 years building teams and growing the CDW services business. He began his career with Accenture, delivering software solutions for clients across a variety of industries. Dave earned a degree in Finance from the University of Wisconsin – Madison. He is a Madison native, where he resides with his wife and three children.
Dave
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Diane Rivers, Director of Human Resources
Diane Rivers is the Director of Human Resources and has oversight of all human resources activities including talent acquisition, development and retention. With a focus on creating an environment where people want to work, she is expanding WTS Paradigm’s HR infrastructure to support the company’s continued growth She has over 20 years of experience in the HR profession and has worked with high growth technology companies throughout her career.Prior to joining WTS Paradigm she was the People Department Leader at Berbee Information Networks, a regional IT services provider. At Berbee she was responsible for building the HR function to support the growth of the business both organically and through acquisition.
Diane is certified as a Senior Professional Human Resources, SPHR, by the Human Resource Certification Institute. She has a Bachelor Degree in Business Administration and attended Lakeland College and the University of Wisconsin – Whitewater. She is active in the community and enjoys fitness activities, golf and spending time with family.

Diane
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David LaFaire, Director of Sales
David joined WTS Paradigm in 2014 and has 15 years of experience building world class sales organizations. His responsibilities include leading the Business Development and Account Management teams, understanding the business needs of the markets we serve, and working with our customers so they understand the value of the WTS Paradigm product line and value-added services. Prior to WTS Paradigm, he led the enterprise sales team for VBrick Systems, a global video management platform. David also owned his own strategic consulting firm serving several fortune 500 companies. David lives with his wife Juliette in Bloomingdale, Il. and has three children.
Dave
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Todd Oberg, Senior Manager of Product Management
Todd Oberg joined WTS Paradigm in 2013 and oversees the Software Product team. Prior to WTS Paradigm, Todd has held a variety of senior leadership positions including a Client Delivery Executive role managing a business and product portfolio for Electronic Data Systems, and Vice President roles overseeing Product Development, Operational, and Technology teams at Fiserv and Runzheimer International. His background includes building and launching successful software products in the financial services and mobile technology space and has over 20 years of experience designing solutions centered around business value.
Todd
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Tadd Smejkal, Senior Manager of Software Development
Tadd Smejkal joined WTS Paradigm in 2013. Tadd’s responsibilities include leading the Research and Development, Maintenance, Quality Assurance, and Technical Triage and Resolution teams which bring new products to market and enhance current solutions. He is passionate about delivering high-quality software to customers, maintaining customer satisfaction with strong product roadmaps, and providing career opportunities through a challenging and rewarding workplace. Tadd has over 15 years of experience in software delivery, leadership, architecture, and project management. Prior to WTS Paradigm, Tadd managed various application development and management teams at TDS Telecom, a nationwide provider of broadband and communications services. He holds a Bachelor of Science in Computer Information Systems from Edgewood College.
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Frank Dillon, Senior Manager of Software Development
Frank Dillon joined WTS Paradigm in 2012 and is responsible for delivering high quality software solutions to all of WTS Paradigm’s customers. He oversees a rapidly growing development department, providing leadership, cultivating talent and supplying long term vision to help drive positive customer results. Frank brings over 15 years of software industry experience to WTS. He previously served as Director of Software Development for Plain Black Corp. and held leadership roles at Brunswick Corp., Bank of America and RR Donnelley. Frank lives with his wife and son in southern Wisconsin.
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