Rob Lawrence

Chief Executive Officer Otelier

Last Reviewed: September 28, 2026

Executive Summary

Rob Lawrence is Chief Executive Officer of Otelier, a software company serving hotel owners, operators and brands. Its products cover back-office automation (DigiAudit, DigiPay and Rec), budgeting and forecasting (TruePlan) and portfolio analytics (IntelliSight), and it says it serves more than 10,000 hotels. He was appointed in December 2024. Otelier was formed around myDigitalOffice, which founder Ali Moloo launched in 2015, and grew through acquisitions after Cove Hill Partners bought it in 2022. Moloo remains Executive Chairman. Lawrence came to the job from go-to-market and corporate development work. He was Chief Operating Officer of the no-code workflow company Formstack, and before that spent seven years as SVP of Strategy and Corporate Development at LogMeIn. There he was part of the leadership team through its merger with Citrix’s GetGo business and in the period leading to its 2019 agreement to be acquired by Francisco Partners and Evergreen Coast Capital.

Career Highlights

• Chief Executive Officer of Otelier since December 2024. He has since added a Chief Customer Officer (2025) and a Chief Technology and Product Officer (2026) to its leadership team.
• Chief Operating Officer of Formstack from May 2022, leading go-to-market strategy across sales, marketing and partner teams.
• SVP, Strategy and Corporate Development at LogMeIn for seven years. Formstack credits the leadership team he was part of with scaling revenue from $250 million to $1.4 billion.
• Named to LogMeIn’s integration leadership team for its 2016 merger with Citrix’s GetGo business, and involved in LogMeIn’s contacts with private equity sponsors in 2018 and 2019.
• Earlier VP of Strategy and Corporate Development at Skillsoft.

Professional Journey

Lawrence graduated from Middlebury College and holds an MBA from Harvard Business School. Otelier’s biography says he was VP of Strategy and Corporate Development at Skillsoft; it does not date that role.

He then spent seven years as SVP of Strategy and Corporate Development at LogMeIn in Boston. SEC filings show him in the middle of two of the company’s major transactions. In September 2016 LogMeIn named him to the combined leadership team for its merger with GetGo, Citrix’s GetGo business. LogMeIn’s February 2020 merger proxy, for its proposed acquisition by entities controlled by Francisco Partners and Evergreen Coast Capital, describes “Mr. Rob Lawrence, the Company’s SVP, Strategy”. It says he met a private equity sponsor at the Boston office in July 2018 and took calls and meetings with Francisco Partners in 2019. It also records that he attended the board’s review of multi-year financial projections in November 2019. Formstack later said the leadership team he was part of at LogMeIn scaled revenue from $250 million to $1.4 billion.

In May 2022 Formstack, a no-code workflow automation company based in Fishers, Indiana, appointed him Chief Operating Officer. He was responsible for go-to-market strategy and the sales, marketing and partner teams. Otelier’s biography adds customer success, professional services and customer support to that remit.

Otelier appointed him Chief Executive Officer on 2 December 2024. Founder Ali Moloo, who had built the company from myDigitalOffice and led the acquisitions that formed the Otelier platform, remained Executive Chairman. Since then Lawrence has brought Rupali Sawhney in as Chief Customer Officer in 2025 and Ani Gujrathi as Chief Technology & Product Officer in 2026. Announcing the second appointment, he said Otelier had “made significant progress refreshing our product suite and strengthening our technical foundation”.

Otelier says he sits on several non-profit boards as a champion of education reform, and that outside work he can be found on a soccer sideline, in the mountains, at the beach or cooking.

Education

Middlebury College

Bachelor’s degree

Harvard Business School

MBA