Booksy Bolsters Its Executive Team with Key Hires from Tech Giants

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Booksy, the global booking platform for beauty service appointments, is thrilled to announce the appointments of Greg Sheppard as Chief People & Culture Officer (CP&CO), Selim Dogguy as its new Chief Technology Officer (CTO), and Kristina Salen as Chief Financial Officer (CFO).

2023 marked a pivotal growth year for Booksy, with revenue growth of +40% while achieving profitability. This success was fueled by a company-wide transformation effort and focused initiatives in their five core markets, including the United States, Spain, and Poland. The Booksy platform now hosts 125k beauty business owners and 30+ million consumers worldwide. In 2024, Booksy aims to evolve into a product-led organization delivering unparalleled value, tools, and resources to providers and consumers alike. The appointments of Greg Sheppard, Selim Dogguy, and Kristina Salen usher in a new and exciting chapter for Booksy as the organization strengthens its leadership team to prioritize growth.

Greg Sheppard joins Booksy with a proven track record in the technology sector, having served as a key executive at Veeam, a global leader in data management and backup solutions. As Veeam’s Chief People Officer, Greg was responsible for building the Worldwide HR organization from a small handful of people to over 180 members and then leading their efforts in structuring and scaling Veeam's end-to-end capabilities through cloud data management and software subscription models. With over 20 years of experience in HR, Sheppard brings a wealth of expertise in developing innovative strategies that propel companies to new heights from the inside and out. At Booksy, Sheppard will contribute to the C-team, support organizational transformation, and ensure that people and culture remain top priorities for the growing start-up.

Selim Dogguy adds to the Booksy team, having served as Chief Technology Officer at Trustpilot — the consumer review-led platform that hosts reviews of businesses worldwide. As Trustpilot’s CTO, Selim was responsible for the platform's infrastructure and internet technologies and led DevOps, architecture, and system integrations. Now, as he joins Booksy’s executive team, Selim is committed to revamping product strategy, establishing successful organization models, and improving tech functionality to ensure the platform’s offerings meet the demands of today’s beauty professionals and evolve with the market.

Kristina Salen, the newly appointed Chief Financial Officer (CFO), brings her extensive strategic financial expertise to the team. She has a background as CFO for Etsy, WWE, Moda Operandi and an investment career at Fidelity. With nearly 30 years of industry experience, Kristina has built finance teams from scratch and scaled and optimized them to the gold standard. She is also a proven operations executive who will utilize her strategic prowess to mobilize Booksy’s vision by developing a modernized business strategy driven by growth.

“In the last twelve months, we’ve had to pivot the way we think, the way we work, and the way that we go to market,” said Stefan Batory, CEO at Booksy. “Like the businesses we serve, our success has been tied to our ability to reinvent ourselves in a macro-environment that none of us could have imagined five years ago. As we make this shift, I’m so excited about the leadership team that I have behind me and the investments that we’re making both in product and people.”

Founded in 2015, Booksy’s mobile-first booking platform offers hairstylists, colorists, barbers, braiders, nail artists, estheticians, massage therapists, salons, spas, and more the tools they need to run their businesses. In addition to simplifying day-to-day processes, Booksy also connects beauty professionals to local customers through their marketplace. Over 1.3 million appointments are booked every week across the US and Canada. Outside of North America, Booksy is a household name in Poland, where the company was founded, and also has teams established in France, Spain, and the UK.

For more information on Booksy, its services, and careers, please visit

About Booksy

Booksy, the largest and fastest-growing booking platform for beauty services, aims to connect service providers to their ideal customers and give them the tools they need to thrive. Booksy provides beauty professionals with a mobile-first SaaS solution that combines all the necessary tools to help providers attract, connect with, and retain clients. The company's consumer marketplace is available online and via the Booksy app, making it easy to discover and book local stylists, nail technicians, barbers, and beauty professionals in their local community. Customers can see full reviews, a list of services, pricing, availability, and more at the click of a button.

Founded in 2015, the company is headquartered in San Francisco. It has raised $162 million in venture capital from various institutional and individual investors, including Inovia, Open Ocean, Sprints, and Kaya Venture Capital.

For more information, visit Booksy's official website.

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