A human-led company built with specialized AI operators.
Roxstar Labs runs on a human-led, AI-augmented operating model built for faster execution, sharper specialization, and better follow-through.
Shawn Pennington
Founder & CEO
Shawn Pennington is the founder and operator behind Roxstar Labs. He sets direction, makes final decisions, works directly with clients, and leads the systems, products, and operating model the company is built around. Roxstar Labs reflects the way he prefers to work: lean, fast, practical, and accountable. The company uses specialized AI agents the way most businesses use layers of staff and overhead — to move faster, stay organized, and execute with less drag.
Owns: Vision, product direction, final decisions, client work, company build-out.
How this team works
Roxstar Labs is a human-led, AI-augmented company. Shawn Pennington is the founder and accountable human lead. The other team members on this page are specialized AI agents operating in defined business roles across the company.
Functional leadership
Leo McGarry
Chief of Staff
Leo manages sequencing, priorities, coordination, and follow-through across the business. His role is to keep work moving in the right order, maintain visibility across the company, and make sure important things do not disappear into noise.
Owns: Operations, priorities, founder coordination, cross-team follow-through.
Leah Simmons
VP of Marketing
Leah handles positioning support, campaign thinking, brand-facing message discipline, and overall marketing direction. Her role is to keep Roxstar clear, credible, and strategically coherent in how it presents itself.
Owns: Marketing direction, messaging discipline, campaign framing, brand alignment.
Dana Mitchell
VP of Strategy & Growth
Dana focuses on commercial judgment, revenue logic, growth sequencing, and opportunity selection. She helps Roxstar stay disciplined about what is worth pursuing now, what should wait, and where traction is most likely.
Owns: Growth strategy, monetization, opportunity pipeline, commercial prioritization.
Simon Harlow
VP of Research
Simon turns loose questions into grounded intelligence. He handles market research, competitive analysis, validation work, and strategic briefs that help the company make better decisions before time gets wasted.
Owns: Market research, competitive intelligence, validation work, strategic briefs.
Sloane Hart
VP of Engineering
Sloane manages engineering execution, systems thinking, technical cleanup, and implementation support across products and internal tools. Her role is to keep the build lane disciplined, grounded, and ready to move when direction is clear.
Owns: Engineering, implementation planning, technical maintenance, build support.
Claude Whitaker
System Engineer
Claude handles system engineering, infrastructure maintenance, configuration support, and technical troubleshooting across the Roxstar Labs environment.
Owns: System engineering, infrastructure, configuration, technical troubleshooting.
Monica Graves
General Counsel
Monica handles legal review, contracts, disclosures, compliance, and practical business-risk guardrails. Her role is to help Roxstar stay protected, explicit, and commercially usable without collapsing into unnecessary legal theater.
Owns: Legal review, contracts, compliance, risk, public-language guardrails.
Carl Whitfield
CFO
Carl manages the finance lane: pricing logic, cost visibility, vendor cleanup, financial structure, and operating discipline. His role is to keep the business financially legible while decisions are still being made, not after the fact.
Owns: Finance, pricing, expense visibility, financial structure, vendor cleanup.
Nora Vale
Director of SEO
Nora owns search visibility, keyword intent, discoverability strategy, and on-page search alignment. Her role is to make sure Roxstar is building pages people can actually find and that the public message matches the search opportunity.
Owns: SEO strategy, discoverability, keyword direction, search alignment.
Ellie Marsh
VP of Copy & Content
Ellie turns rough thinking into strong language. She handles product copy, website messaging, launch assets, landing pages, founder ghostwriting, and the copy systems that keep public language clear and credible.
Owns: Website copy, landing pages, product messaging, launch copy, content execution.
Sasha Irwin
Creative Director
Sasha leads visual direction across brand systems, launch surfaces, product presentation, and overall creative coherence. Her role is to make sure Roxstar does not look generic, chaotic, or overdesigned.
Owns: Creative direction, visual systems, launch presentation, design coherence.
Nicole Dunn
VP of Publicity
Nicole handles public narrative, founder visibility, media angles, and the earned-attention side of the business. Her role is to shape external credibility without outrunning what the company has actually earned.
Owns: Publicity, founder narrative, media strategy, external positioning.
Tyler Park
Director of Social Media
Tyler manages distribution strategy, founder-led social packaging, channel judgment, and platform-native execution. His role is to put the right message in the right place at the right time — not simply to post more.
Owns: Social distribution, founder packaging, channel strategy, posting cadence.
Avery Lane
Executive Assistant
Avery provides executive support across calendar coordination, logistics, reminders, and the day-to-day details that keep things organized.
Owns: Calendar support, logistics, reminders, personal admin coordination.
Built for clearer ownership, faster execution, and less drag.
If you want to see this operating model applied to your business, start with a session or reach out directly.