Our Leadership Team

West Creek’s leadership is passionate about building pragmatic, cutting edge technology to create value for our business partners and consumers. We believe that great technology can drive extraordinary outcomes and we are the right people to make that happen.
Rob Finnegan

Rob Finnegan

Chief Executive Officer and Co-Founder
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Rob Finnegan

Chief Executive Officer and Co-Founder

With an eye for developing business and managing top-notch teams, Rob brings a wealth of experience to the table at West Creek Financial. As CEO, he has helped fuel the growth of the company through strategic operations and management decisions.

Rob has more than 15 years of financial marketing, management and communication experience from his time at Capital One. He held the title of senior vice president for Collections and Recoveries, Card Customer Management and New Account Marketing and Decisions Sciences. Before coming to West Creek, Rob was also managing partner at a financial consulting firm for five years. He attended the University of Virginia and graduated with a Bachelor of Science in systems engineering.

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Boomer Muth

Boomer Muth

President and Co-Founder
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Boomer Muth

President and Co-Founder

Strong analytical abilities, an interest in helping people, and a passion for leadership are what led Boomer to help start West Creek Financial. As president, chief risk officer and co-founder, he helps to oversee the advanced technology and growth of the company. A graduate of Virginia Tech, Boomer had deep roots in financial operations. He has worked at Capital One as both a data analyst and a business manager in digital strategy. Boomer has also worked with product analysis at Progressive Insurance and was engagement manager at a risk-assessment consulting service.

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Rajesh Rao

Rajesh Rao

Chief Financial Officer and Chief Risk Officer
Rajesh

Rajesh Rao

Chief Financial Officer and Chief Risk Officer

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Gene Burke

Gene Burke

Chief Operations Officer
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Gene Burke

Chief Operations Officer

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Troy Burns

Troy Burns

Chief Information Officer
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Troy Burns

Chief Information Officer

Troy is responsible for establishing the company’s technology vision, and leading all aspects of the technology development according to West Creek Financial’s strategic direction and growth objectives.

Before coming to West Creek, Troy was chief technology officer at Capario and Acuity Management Solutions. He also used his talents at a Richmond-based advisory firm and a payments processing and revenue cycle management company. Troy is an alumnus of Virginia Tech and was awarded a Bachelor of Science degree in computer science.

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Tracey Shoemaker

Tracey Shoemaker

Chief People Officer
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Tracey Shoemaker

Chief People Officer

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Joe LaBella

Joe LaBella

Vice President of Sales and Product
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Joe LaBella

Vice President of Sales and Product

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David Ward

David Ward

VP of Compliance and General Counsel
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David Ward

VP of Compliance and General Counsel

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Justin Jones

Justin Jones

Vice President of Technology
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Justin Jones

Vice President of Technology

Utilizing technology to move West Creek Financial forward is Justin’s mission. He steers the planning and execution of information technology to help the business reach its goals and ensure success for our partners.

Justin has a long history of working with IT including work at Virginia Commonwealth University. He also served in the U.S. Army as a communications specialist for six years providing technical support and analyzing field reports and trends in order to generate battlefield intelligence. At Advanced Patient Advocacy, Justin was the director of information technology and was responsible for the overall planning, organizing and execution of all technology functions. He holds a Bachelor of Science and a Master of Science in information systems from Virginia Commonwealth University.

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Pablo Ormachea

Pablo Ormachea

Senior Director of Data Science
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Pablo Ormachea

Senior Director of Data Science

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Ed Miller

Ed Miller

Director of Analytics
Ed Miller

Ed Miller

Director of Analytics

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Danny Burch

Danny Burch

Director of Customer Operations
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Danny Burch

Director of Customer Operations

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Jonathan Fischer

Jonathan Fischer

Director of Dealer Relations
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Jonathan Fischer

Director of Dealer Relations

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