Healthy Back Institute Team


Management Team:

Jesse Cannone, CEO, Marketing Director

Experienced business builder and marketer with over 9 years experience starting, running, growing and selling businesses. Founder of the company and a super savvy marketer.

Victor Cheng, Business and Financial Advisor

Robert Berkley, Business Consultant / Strategic Coach

Eva Klein, Operations / Customer Service Manager

Former Gieco executive with over 15 years experience. Customer service expert with multiple certifications including call and email handling, writing effective policies and procedures, and more. Been with the company for 5 years.

Dennys Passeto, Director of Business Development

Driven and numbers focused, Dennys has been a key asset in our continued growth. Has a strong accounting background after working for years at Marriott and Nextel Corp. Been with the company for 5 years.

Steve Hefferon, Product Development and Support

A licensed massage therapist and former physical therapist assistant, Steve helped to create our flagship product "Lose the Back Pain" and plays a major role in developing new products and providing high-level product support for customers. Been with the company for 7 years.

Heather Mongollan, Product Sourcing and Fulfillment Manager

Heather is a highly effective project manager who has moved up through the ranks to her current role. She does an excellent job handling product sourcing; managing vendor relationships and ensuring our customer get the product they ordered quickly and without issue. Been with the company for 5 years.

Keith Cannone, Online Marketing / Creative Director

With a marketing degree and years of experience under his belt, Keith is a well-rounded marketer with a real strength in creative and strategy. Been with the company for 6 years.

Ashley Lane, Email Marketing Manager

Ashley Lane brings ecommerce and marketing experience from one of the top online health and beauty retailers, surpassing $50 million in annual revenue. In reaching out to customers through multiple online marketing vehicles, she has developed strategies and implemented tactics found through testing and analytics, which has resulted in increased ROI, revenue and customer acquisition.

Steve Coombes, Editorial Manager

Steve is an accomplished copywriter and copy editor with the added benefit of a strong understanding of marketing. He has been specially recognized on the American Writers & Artists Institute’s “AWAI Wall of Fame” for his writing.

We have a driven team, strong culture, with a mission we all strongly believe in which is "to completely transform the way back pain is treated by educating people about what really causes back pain and how best to treat it".