Dave Shapiro Chief Executive Officer

Dave draws on his extensive leadership experience to mentor CEOs and business owners throughout the Puget Sound and West Coast. He helps Excell Members gain clarity, focus and breakthrough to achieve their dreams, by increasing their awareness about what is holding their company back and what will propel it to even greater heights. Through their work together, Excell Members learn concrete steps that support achieving their goals. Some of his clients hire Dave to roll up his sleeves and work alongside them to accomplish those goals.

In addition to individual work with companies from San Francisco to Seattle, Dave is currently CEO and Group Leader for his Seattle based business, Excell Puget Sound.

Some of the companies Dave has worked with through Excell include Gene Juarez, RAFN Construction, Cascade Designs and Apple Physical Therapy and Republic Services.

Prior to Excell, Dave operated several companies and has owned, sold a software and manufacturing company including:

  • a business-to-business application software development company

  • a health care products manufacturer and distributor

  • a catalogue company and distributor

  • a boutique investment bank

Dave led the program for commercializing technologies at the University of Washington, leading to companies such as Sonicare.

Dave received his BA from the University of Michigan, Masters from Denver University School of Business and JD from Lewis and Clark College. He is a past board member for NCNM, a medical school, Jewish Center of Portland and a member of the allocations committee of the Jewish Federation of Portland.

His daughters live in Portland, Oregon pursuing their professional careers and make David kvell (be proud). An active swimmer and rower, Dave lives in the Seward Park / Mt. Baker area of Seattle with the love of his life, Roni, and their two furry children, a golden retriever, Kodak and King Charles Spaniel, Sylvie.

Roni Leeds Shapiro Senior Vice President of Operations

In her role as Chief Operating Officer, Roni brings a wealth of experience, and the discipline and tenacity of a tiger. Roni is enthusiastic and excited to be focusing on operations, business development, and market development/awareness.

During 30+ years of experience working in diverse industries, for Fortune 100 as well as startup companies, in US and international sites, Roni delights in mentoring anyone with the desire and commitment to achieve excellence.

Roni’s career includes building and managing profitable and sustainable sales and service organizations in four continents for such companies as Microsoft, Cisco, 3Com, Tandem Computers (now H-P) and Jonckers T&E.

She holds a BA from SUNY at Buffalo and MS from Iona College, both in Spanish. Roni also speaks French and Portuguese and at last count has traveled to 44 countries of the world. Roni has an Executive MBA from Wharton and is a certified PMP by the PMI organization and CPIM by the American Production and Inventory Control Association.

Because Roni is a creative, accomplished achiever, she also found time to secure a Culinary Diploma from Le Cordon Bleu and recently published a book about her passion for eating healthfully as a family, The 10-Minute Menu.

She is a past Board member of Bet Alef Meditational Synagogue and currently volunteers with the Puget Sound PMI Chapter.

Roni lives in Seattle with her husband, David and their two four-legged joys, Kodak and Sylvie. In her leisure, Roni loves to cook, walk around the lake, travel and visit her family.

deidrehead copy
Deidre Silva Marketing Assistant

After 15 years as a professional journalist and published author, Deidre is now Excell’s queen of our website content, social media, and marketing.

Deidre spent five years running her sports publishing business and partnering with Major League Baseball teams across the country. Do not try and steal second base… She will throw you out from center field. Now she brings to Excell the experience she gained in business operations, sales, marketing, writing press releases, managing website content, and negotiating sponsorships. On those days she felt defeated, she tapped into an empowering piece of advice once given her: “assume abundant value.”

Deidre was born oustide Boston, raised inside the D.C. Beltway, and became an adult in Seattle. She and her husband Michael live in Madrona with their teenaged kids, Amelia and Tony, dog Lulu, and cats Weaver and Eddie. A lifelong sports fan, Deidre has named every pet she’s owned after Hall of Famers from the Baltimore Orioles organization. She has degrees from both the University of Maryland and the University of Washington.

Stacey Romero Director of Member Services


As Director of Member Services at Excell Puget Sound, Stacey facilitates the preparation for each group’s events and supports group leaders and members. Stacey is that one person that everyone says they want in a tough situation. She makes things happen and never breaks a sweat. Her goal is to make sure that our members can focus on their CEO Retreat, have fun and get value. Stacey not only has a lot of hats, but she wears them well, including: community organizer, technology implementer, language access agency coordinator, immigrant advocate, union internal organizer, and interpreter.

Stacey also serves as the part-time Executive Director of the Neighborhood Clinic in Tacoma. Previous employers include OneAmerica…With Justice For All, Community Health Care in Pierce County, Tacoma Community House, and the Washington Federation of State Employees.

A Tacoma resident for the past ten years, she lives with her husband and an audacious but affectionate cat. She enjoys vegan cooking and claims the pressure cooker is the kitchen appliance that she can’ t do without. A dream for her future includes travelling North America by electric RV!

Lori Eagle Member Relations and Bookkeeping

Lori Eagle, brings to Excell, her passion for clarity and a desire to develop value for our Members. For over 15 years, Lori has provided freelance QuickBooks accounting, project management and event planning to nonprofit organizations, small businesses and private households in the Pacific Northwest.

Lori has a B.A. in Social Welfare from UC Berkeley. She also enjoys being a companion to the elderly and walking dogs. In her spare time, Lori has been known to moonlight as an intrepid world traveler, foodie extraordinaire and master puzzler with her husband, Peter. Lori splits her time between Kirkland, WA and Manzanita, OR.

Learn more and Explore Membership