Management Team


Paolo Boni - Chief Executive Officer

Paolo BoniPaolo Boni has been leading VFM Leonardo since 2003 and is responsible for setting the Company’s vision and strategic direction, as well as evangelizing VFM Leonardo’s unique value proposition to the world.  Under Paolo’s leadership, VFM Leonardo has become the worldwide leader in online visual content management and syndication for the hotel and travel industry, with over 100,000 hotels and tens of thousands of travel-related websites and other travel distribution channels utilizing VFM Leonardo’s online merchandising and travel media syndication services. Paolo is a frequent public speaker and panellist at major travel conferences on subjects relating to online travel marketing and rich media in travel. Paolo is a former Partner with Davies, Ward & Beck (now, Davies, Ward, Phillips & Vineberg LLP), a leading Canadian business law firm, practicing primarily in the areas of securities and corporate law with an emphasis on corporate finance, mergers and acquisitions. Paolo holds an LL.B. from Osgoode Hall Law School (1993) and a B.A. Economics from McGill University (1989).


John McAuliffe - President

John McAuliffeJohn McAuliffe became President of VFM Leonardo in June 2012 after four successful years as Chief Marketing Officer helping the organization develop and implement a scalable sales and marketing foundation. John now leads all commercial activity for VFM Leonardo including sales, marketing, product management, post-sales success and professional services. As a 25+ year marketing veteran John is a professional with hands on experience in leading market-driven strategies for disruptive technologies. Previous to VFM Leonardo, John led the marketing function of a Silicon Valley technology firm where he implemented a web based demand generation program that helped turn the company into a sales and marketing innovator that experienced significant growth and profitability. John was the President and COO of a mid-size Canadian advertising agency which he transformed into an integrated communications firm and early provider of digital marketing services. John is a graduate of the University of Western Ontario and has taken post graduate studies in Strategic Marketing Management at University of Toronto and Harvard University.



Victor Robison - Chief Technology Officer

Victor RobisonVictor Robison joined VFM Leonardo in 2005 and oversees the development of the company’s products and services.  Victor and his team have brought together a myriad of technologies in rich media display, content management and highly scalable cloud based distribution systems to support the massive data management and processing requirements demanded by the VScape and VBrochure offerings. Victor brings a wealth of experience in the network processing and security technology fields. As the former site manager for Intel of Canada’s Network Processor Software Infrastructure Team, Victor has overseen the development of highly scalable multi-gigabit network processing firmware. Victor was a pioneer in the field of Virtual Private Networks (VPN’s) and was co-designer of the first commercial VPN in partnership with Cisco Systems. Victor is also the inventor of the SST network encryption protocol, the world’s largest proprietary VPN encryption system deployed to date, and has co-authored patents pending in the field of network management. Victor holds a B.S. in Computer Science from San Jose State University (1988). Victor has served as the Chair of HTNG’s (Hotel Technology Next Generation) Distribution Content Management Working Group and has been an active contributor to HEDNA (Hotel Electronic Distribution Network Association) and OTA (Open Travel Alliance).


Stephen McDonald C.A. - Chief Financial Officer and Vice President, Administration

Stephen McDonaldStephen McDonald joined VFM Leonardo in September 2009 and is responsible for overseeing all financial and administrative aspects with a primary emphasis on financial reporting, planning, forecasting and analysis to support VFM Leonardo’s growth initiatives. Stephen brings over sixteen years of experience as a financial professional to VFM Leonardo.  Prior to joining the company, Stephen was the Chief Financial Officer and Corporate Secretary for ZipLocal, Inc., a Canadian online local directory. Stephen’s also spent several years as the Chief Financial Officer and Corporate Secretary at Bioscrypt, Inc. Throughout his career, Stephen has been directly involved in raising equity, numerous acquisitions and post-acquisition integration and asset divestitures. Stephen is a member of the Institute of Chartered Accountants of Ontario and graduated with Honors from Ryerson University with a Bachelor of Business Management.



Mark Charlinski - Vice President, Business Development

Mark CharlinskiMark Charlinski joined VFM in September 2005 and as VP of Sales and Business Development is responsible for securing VFM’s business partnerships, helping to significantly grow VFM’s distribution network and content views. Mark brings a broad spectrum of experience to VFM with many years in areas such as sales, business development, venture capital, product development, content and channel management, and financial planning. Prior to joining VFM, Mark held numerous positions within Bell Canada over a 12 year period. Most recently, Mark was a Senior Marketing Consultant for Bell Canada and developed payment solutions that allowed Bell to sell outside of the traditional telecom business. Prior to that, Mark was part of the venture capital arm of Bell Mobility where he was responsible for evaluating company business plans and making investments in companies that complemented Bell Mobility’s business strategy. During his time with Bell, Mark was also responsible for launching the Blackberry service for Bell Mobility.


Ian Locke - Vice President of Operations

Ian LockeIan Locke joined VFM Leonardo in May 2006 and is responsible for overseeing global operations and for delivering the company’s products and services to the world. Ian brings a wealth of experience in the travel and information technology, software development, product and project management fields. Ian has developed and implemented online strategies in travel and e-commerce businesses delivering operational improvements, cost savings and creating new opportunities for revenue generation. Prior to joining VFM Leonardo Ian achieved a successful tenure at WWF, one of the world’s most recognized brands, where with very limited resources he implemented several online programs that turned around a staid online ecommerce presence into efficient, revenue generating pipelines for the company, some of which are featured in ‘Nonprofit Internet Strategies” (Wiley 2005). Previously, Ian was a Systems Engineer with Amadeus Global Travel Distribution where he was responsible for implementation and consulting on travel technology products and solutions with a variety of travel related companies.






What our Customers and
Partners Say

As a Marketing Director I'm always looking for new ways to keep our website up to date. With the VBrochure marketing tool, the only thing we can do is increase our revenues! There’s no better way to promote and market a hotel online.

Patty Morrell, Director of Sales and Marketing,
Best Western Douglas Inn & Conference Center