Washlava deepens its executive bench

Washlava, a Tampa technology company focused on creating a cashless laundry network, has added two leaders to its executive team.

Kelly Friar was named chief marketing officer and Sean Pomeroy is the new managing director of higher education.

The new hires come about four months after Washlava closed its Series A-1 equity financing. LG Electronics, a South Korean multinational electronics company, was the sole investor. The total amount of capital raised was not disclosed. Prior to the LG investment, Washlava had raised $12.2 million, according to Crunchbase.

Kelly Friar

Friar will oversee marketing, communications, and community relations for Washlava. She previously was director of marketing at Barbizon International, where she oversaw operations and marketing for over 200 U.S. markets and five international markets. She previously worked closely with Seventeen Magazine, Teen Vogue Magazine, Teen Choice Awards, University of Kentucky, University of Notre Dame, the State of Indiana, Carnival Cruise Lines and Royal Caribbean Cruise Lines.

“Kelly has an impressive and proven track record of successes when it comes to crafting major marketing campaigns and strategy for prominent international organizations,”  Todd Belveal, Washlava CEO, said in a news release. “We’re excited for the strategic vision she’ll bring to Washlava and are confident that her talents and experience will help further promote our brand while also support community development and engagement.”

Sean Pomeroy

Pomeroy most recently was president of Adsero Group, a benefit solutions and special risk management company in Tampa. One of his previous jobs was at MetLife, where he worked within university programs to develop and implement student health solutions.

At Washlava, Pomeroy will work directly with universities and educational institutions to bring Washlava’s services and proprietary technology to college campuses across the country. That has been a major priority for Washlava, Belveal said.

“Sean’s background and experience working with colleges and universities to develop solutions for students that enhance their overall experience will place all of Washlava in a position to succeed in our mission to integrate and implement advanced IoT technology within residence hall laundry facilities, as well as to create an overall more efficient and convenient environment for students,” Belveal said in a separate news release.

Washlava has technology that lets customers reserve and pay for machines from their smartphones. It’s the second startup founded by Belveal.  He co-founded his first startup, Silvercar, a mobile-app based rental car company that sold to Audi.

“After spearheading Silvercar’s push to bring cashless payment systems and mobile-enabled solution to the car rental industry, Todd has set his sights on doing the same for laundry,” Washlava’s website says.

Washlava has a “shared laundry center” at 11819 N. Armenia Ave. in Carrollwood, and expects to open additional Tampa locations.