Alec Alec Ghafouri CEO view bio

Alec Ghafouri


Alec Ghafouri leads Hermosaz with 25 years of experience as an entrepreneur and technologist. Hermosaz was inspired by Alec's experiences with the Internet marketing group which he founded in 1999 and then in 2004, NetClearly Magazine, a consumer's guide to shopping online with an audience of more than a half million.

Alec envisioned that Latinos in United States are highly under-served online and he lead the company to develop and launch the First Spanish/English shopping search engine called Hermosaz, delivering curated information about consumer products to US Latinos. Prior to this, Alec had developed and launched a multi-million dollar consumer product company with unprecedented success.

He holds a Bachelor of Science degree in Business Management and a MBA in marketing from Golden Gate University. In his free time, he enjoys reading, working out, playing soccer, traveling and trying multicultural cuisines.

Babak Babak Nader Director of Engineering view bio

Babak Nader

Director of Engineering

Babak has over twenty years of business, operations, software development, process methodology, and technical experience in the in areas of Software development, and design with in cloud and hybrid environment, DevOps (Continuous Integration, Continuous Testing, Continuous Monitoring, Continuous Delivery and Deployment), Solution and system level testing, Automation and regression testing, Functional quality assurance, infrastructure support, and escalation management, Professional Service, Network Planning, design, deployment within the Enterprise, Service Provider and Commercial markets. He was also granted a U.S. patent for invention at Cisco Systems Inc for a Software application.

Babak holds a BS in computer science from Otterbien University in Ohio and Masters in Computer Science from Oregon Graduate Institute of Technology.

Kaveh Kaveh Software Developer and System Architect view bio


Software Developer and System Architect

Kaveh is responsible for the back-end design of the Hermosaz platform. He has more than 20 years of experience in programming, and holds a degree in Electrical Engineering & Computer Sciences from the University of California at Berkeley. In his free time he enjoys reading and learning about new technologies.

Sara Sara Search Scientist view bio


Search Scientist

Sara is the search scientist at Hermosaz, working on improving search relevance and information retrieval. She holds Ph.D, Master’s, and Bachelor’s degrees in electrical engineering. In her free time, she enjoys good movies, music, dancing, and spending time with her daughter, husband and friends.

Al Al Software Developer view bio


Software Developer

Al is responsible for the back-end development with more than Ten years in the IT industry starting from Johannesburg, South Africa.

Alireza Alireza Software Engineer view bio


Software Engineer

Alireza is responsible for improving search relevancy and Machine learning and Pattern Recognition methods. He holds Master’s degree in Artificial intelligent and Bachelor’s degrees in mathematics. He also works on information retrieval by web mining and parsing to help users find faster and more accurate results.

Garry Garry Hardware Engineer view bio


Hardware Engineer

Garry has more than 14 years of experience in hardware engineering for various technology companies. He has a Bachelor of Science in Electrical Engineering/Computer Science. In his spare time, he likes to go camping and to work on his old cars.

Mary Mary Graphic Designer view bio


Graphic Designer

Mary designs the look of Hermosaz and its affiliated sections with over 20 years of experience. Her design and style experience was influenced by her time as an art director at Meredith Corporation. She holds a Bachelor of Arts in Graphic Design from Iowa State University at Ames, Iowa. In her spare time, she enjoys scuba diving, traveling, spending time with friends and watching sports, especially her favorite teams, the Chicago Cubs and the Chicago Bears.

Andrew Andrew Marketing Coordinator view bio


Marketing Coordinator

Andrew is a marketing coordinator with 3 years of specialized experience in internet marketing. He graduated from Cal State Los Angeles with a BS degree in Business Administration with an emphasis in Marketing Management. Andrew enjoys music, watching and playing sports, reading, writing, and traveling.

Joc Joc Digital Marketing Coordinator view bio


Digital Marketing Coordinator

Joc is responsible for the graphic design, content creation, and social media platforms of Hermosaz website. She also works as a freelance communications consultant and graphic design artist. She graduated with a Bachelor of Arts (BA) in Sociology from Humboldt State University. On her free time, she enjoys DJing, cuddling with Tino the cat, and memes.

Sherri Sherri Research view bio



Sherri is a product research and fashion analyst for Hermosaz. Her specialty is in area of fashion and style with over 10 years of experience in retail/fashion industry. Sherri has a Bachelor and Master’s degree in Political Science from San Francisco State University. In her spare time she enjoys spending time with her kids and husband, traveling, cooking and trying various cuisine and of course shopping fashionable clothes.