Meet Our Executive Team
A handpicked group of experts on a mission to empower organizations with data.
Donald Davidoff
CEO & Co-Founder
Donald Davidoff is the CEO & Co-Founder of REBA. He is recognized throughout the rental housing industry as a thought leader in pricing, marketing, leasing & business intelligence. Donald is perhaps best known for leading the development and implementation of the Lease Rent OptionsTM (LRO), the industry’s first automated demand forecasting and price optimization system. A former Senior Vice President at Archstone and Executive Vice President at Holiday Retirement, Donald works with C-Suite clients to assess their operational and technology platforms and implement impactful projects.
Chris Brust
CPO & Co-Founder
Chris Brust is REBA’s Chief Product Officer and Co-Founder. He co-founded REBA in late 2019 with Donald Davidoff, building on their prior work together at Archstone, where Chris served as Vice President of Business Intelligence. At REBA, Chris leads product strategy. Earlier in his career, Chris worked at ReLuminous and Archstone. He holds an MBA from the University of Colorado – Denver and attended the University of Michigan.
Jason Whittington
Chief Technology Officer
Jason Whittington is REBA’s Chief Technology Officer, leading the company’s technology strategy and the delivery of innovative solutions to REBA’s customers. Jason joined REBA with more than 20 years of multifamily experience and deep knowledge in tech applications, data analytics, information technology, and multifamily operations. He was formerly Vice President – Business Solutions at Gene B. Glick Company, overseeing the Applications, Data & Analytics, IT, Marketing, and Training & Customer Experience departments. Prior to Glick, he was a partner at Freehauf Consulting, where he supported property management clients with needs assessments, software selection, business process reviews, implementation services, and custom report writing.
Kevin Shtofman
Chief Operating Officer
Kevin Shtofman is REBA’s Chief Operating Officer, leading operational strategy and execution as REBA scales its Connected Analytics platform across multifamily. He joins REBA from Cherre, where he served as Global Head of Innovation, and previously held COO and CXO roles at NavigatorCRE. Earlier, Kevin spent more than a decade in senior consulting and finance roles at Deloitte, EY, CohnReznick, and Morgan Stanley. He holds a BA from UT Austin, an MBA from SMU’s Cox School of Business, and an Executive Certificate in Machine Learning from MIT.
Lara Maddox
BI Industry Principal
Lara Maddox is REBA’s BI Industry Principal, partnering with customers to translate business questions into data models, scorecards and reporting frameworks. She joined REBA in 2020 and brings more than three decades of multifamily experience. Earlier in her career, Lara worked alongside REBA Co-Founders Donald Davidoff and Chris Brust at Archstone, where she led the rollout of the company’s enterprise scorecarding program across regional teams nationwide.
Tracy Paulk
Head of Customer Success
Tracy Paulk is REBA’s Head of Customer Success, leading implementation, customer success, training and development across the REBA platform. She joined REBA in 2024 with more than 20 years of multifamily industry experience. Tracy spent seven years at RealPage (most recently as VP, Consumer Solutions and Revenue Management) and seven years at The Rainmaker Group as VP, Customer Experience. Earlier in her career, she served as Director of Training at Archstone, where she built professional development programs for property operations teams.
Tracy holds a degree from the University of West Georgia and is based in Ball Ground, GA.
Joanne Chapman‑Reps
Chief of Staff
Joanne Chapman‑Reps serves as Chief of Staff at REBA, working alongside leadership to ensure the company’s strategy, culture and execution stay tightly aligned as the business grows. Her work sits at the intersection of people, operations and strategy—helping teams move from ideas to action with focus and care.
Joanne is especially passionate about building strong, values‑driven cultures, developing leaders and guiding teams through periods of transformation. Her approach blends rigor with authenticity, helping organizations scale without losing what matters most.
