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APEX
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About

Built by someone who lived it.

We ran multi-million-dollar rooms on spreadsheets and eight tools that didn't talk. APEX is what we wish we'd had.

The problem we lived

For years, running AV ops meant stitching a half-dozen tools together and backfilling the gaps with spreadsheets. Renewals slipped. When a senior tech left, half of how the rooms worked left with them. Audit season ate a quarter.

None of the tools talked to each other, and none of them understood AV. So the real work, getting rooms installed and keeping them running, happened in the gaps between systems.

Why APEX

APEX puts the whole stack in one place: the project, the live rooms, the support history, every document. Bring in a partner and they get their own walled-off workspace on the same record. No more emailing PDFs back and forth.

Every feature has to fix a real problem we hit on an install. That's the bar.

Our philosophy

Two operators.
Receipts in hand.

An AV engineer who's been in the room for two decades, and a creative director with eight years across two roles on Yelp's IT stack and a widely read BuzzFeed byline. Both with verifiable LinkedIn trails. A product of DS Development.

Founder · Technologist · Engineer · Developer

Damon Alexander

Current
Senior AV Engineer · Wintrust Financial. 160 rooms across HQ and 10+ community banks. C-suite, complex builds, refreshes, new builds.
Enterprise

Intercom · AV Systems & Events Manager. Global AV across Chicago, San Francisco, Dublin, London, and Sydney.

Underwriters Laboratories · Senior Technologist. Enterprise training centers.

Hospitality · Director era
Director of AV · The Ritz-Carlton South Beach, Hyatt Pier 66, Mandarin Oriental NYC. At peak: 120+ direct reports across full-time, contract, and event staff.
Independent
ShortWave Echo · Owner & Founder · 2021–2025. AV consultancy. Led AV programs at Chase and Northwestern Mutual.
Also
Nordstrom Trunk Club (IT Operations Lead) · Groupon (Senior Product Support, 2,200+ Meraki networks) · Duck Creek (Senior Analyst, 700+ VMs) · Rosalind Franklin University (AV Lead)

AVIXA CTS · Rising Professionals Council · Tech Manager Council

Creative Director · Writer + Systems Engineer

Kelly Jackson

Creative

Writer · BuzzFeed. A widely read byline.

Bylines · The Hard Times, Hard Drive, Slackjaw, Points in Case.

Publisher · TMI. Personal Substack, 200+ subscribers, 55%+ open rate.

Technical

Google · Technical Writer. Internal Developer Relations.

Yelp · Systems Engineer, 6 years. Telephony specialty: Mitel for 5,000+ users, Twilio migration on a JavaScript + AWS backend.

Yelp · Lead IT Site Support Technician. Prior to the Systems Engineer role.

Groupon · Global Application Support Specialist. 20,000+ Google Apps licenses across countries.

Apple Retail · Mac Genius, Tier 2 iApps Senior Advisor.

Operational experience
JAMF · ally · Okta

See it on your real work.

Launching July 6, 2026. Start a free workspace, or talk to us first.

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