Outsell Inc. Larry Friedberg

Larry Friedberg

Consulting Partner


Larry Friedberg has spent over three decades in the data, high tech, e-commerce, services, and consumer packaged goods industries – both for startup and established companies.  Larry served as Chief Marketing Officer at Modria, the leading SaaS provider of online dispute resolution (ODR) for business and government agencies. While at Modria, Larry led the company’s entire marketing effort, including all branding, customer acquisition (ABM), social media, PR, and product marketing. Modria was acquired by Tyler Technologies (NYSE:  TYL) in June of 2017.  Before joining Modria, Larry was the Senior Vice President and Chief Marketing Officer at French Transit, Ltd., a privately held consumer packaged goods company that manufactures and sells the world’s #1 selling natural mineral salt deodorant brand, Crystal.  After Larry drove the company’s growth by 250% while tripling EBITDA, French Transit was acquired by Juggernaut Capital Partners in February of 2016.  Prior to French Transit, Larry served as Director of Trust at eBay and Head of Trust and Safety Marketing at PayPal.  He teamed with Colin Rule, the world’s leading expert in ODR, to launch online dispute resolution systems for both eBay (2005) and PayPal (2006) which processed 60mm disputes per year – 90% of which were resolved through automation.  Larry also established the company’s first ever Trust & Safety Community Watch program, which helped reduce online fraud in the Collectibles category.  Prior to eBay, Larry was an executive at Ziff-Davis for six years including three years at ZD Market Intelligence as VP Product Planning.  While there, he built the company’s first channel data product.  Larry is a certified mediator.


  • Marketing consulting, including branding, positioning and messaging
  • Go-to-market strategy, planning and execution
  • Voice of the customer initiatives
  • Innovation
  • Trust marketing
  • Company and product naming
  • Turnarounds
  • Startups
  • B2B and B2C


  • MBA, Harvard Business School
  • AB English, Kenyon College


  • CMO, Modria (now Tyler Technologies)
  • SVP, CMO French Transit, Ltd.
  • Head of Trust Marketing, PayPal
  • Director of Trust, eBay
  • Vice President, Marketing & Business Development, Sentius
  • Vice President eBusiness, Harte-Hanks Market Intelligence
  • Vice President Product Planning, ZD Market Intelligence)
  • General Business Manager, PC Computing Magazine


Linkedin: Larry Friedberg

Phone: +1 (650) 918-0706

More About Larry

Favorite Books

  • East of Eden
  • A Moveable Feast
  • This Much I Know Is True

Favorite Cities

San Francisco, New York, Boston Paris, and Venice

Where I Grew Up

Wayland, Massachusetts

Activities Outside Work

  • Mediation (I’m a certified mediator)
  • Travel
  • Running
  • Hiking
  • Cooking

Most Awkward Moment

Member of an employee musical group that sang and danced to a parody version of “Age of Aquarius” in period costumes in front of thousands of people at eBay Live in Boston 2007 (I love writing parody lyrics… performing them – never mind dancing to them- not so much).