FOR IMMEDIATE RELEASE
Former SmarterChaos Leadership Team Reunites to Accelerate the Growth of Alfie and the XPFlow Partner OS
DALLAS, TX — May 12, 2026 — Chief of Chaos today announced that industry veteran Beth Lazar has joined sister company XPFlow as Chief Product Officer, reuniting with XPFlow President & COO Matt Frary after more than two decades of building and scaling data-driven businesses together.
In her new role, Lazar will lead product strategy and platform development across the XPFlow Partner OS, including the company’s flagship AI-powered platform, Alfie.
“This one is personal,” said Matt Frary, President & COO of XPFlow and Founder of Chief of Chaos. “Beth and I have built three companies together over more than twenty years. Data is the crude oil of this industry. Everyone has it. Almost nobody has figured out how to refine it into something truly useful. That’s what we’re doing with Alfie. Beth builds products the way operators need them built because she’s been in the trenches herself. It’s great to have her back in the family.”
The Lazar-Frary partnership spans multiple successful ventures, including SmarterChaos, She Is Media, and DealTaker. Together, they helped scale businesses through significant growth milestones and a successful public market exit on the New York Stock Exchange, to Digital Media Solutions (DMS), in 2020 through a SPAC merger. During their time at DMS, their team grew a data monetization division from less than $1 million in annual revenue to more than $7 million.
Lazar’s appointment represents more than a leadership addition—it marks the continuation of a proven operating partnership now focused on solving one of the biggest challenges facing modern partnership marketing.
XPFlow’s flagship product, Alfie, is already being deployed by enterprise brands, helping reduce affiliate partner management from approximately 30 hours per month to as little as five minutes per day. Lazar’s first major initiative will be expanding Alfie’s capabilities beyond affiliate automation into recruitment, optimization, and migration solutions, including the highly anticipated Alfie Bridge rollout scheduled throughout 2026.
“Usually, you get one thing right in a market opportunity—maybe two if you’re lucky,” said Beth Lazar, Chief Product Officer at XPFlow. “At XPFlow, you have all three: a team that has already built and operated in this space at scale, a market gap that becomes obvious the moment you talk to partnership leaders, and timing that finally makes the technology possible. AI has reached the point where it can solve workflows that have been bottlenecks for years.”
As Chief Product Officer, Lazar will oversee the evolution of the XPFlow ecosystem, helping unify fragmented partnership workflows into a single operating layer that scales across affiliate, influencer, B2B, and channel partnerships. Rather than competing directly with platforms such as Impact, EverFlow, Awin, Partnerize, and Rakuten, XPFlow’s Partner OS is designed to sit above those systems, orchestrating data, workflows, and intelligence across the entire partnership stack.
For Chief of Chaos, Lazar’s arrival further strengthens the strategic relationship between service and software. Chief of Chaos continues to provide expert partnership management and strategic execution, while XPFlow builds the technology infrastructure that enables those programs to scale efficiently. Every engagement contributes to the intelligence layer that powers Alfie and strengthens the broader Partner OS.
“Affiliate marketing is simply the clearest place to prove the model,” Lazar added. “The larger opportunity is the intelligence layer underneath it all. Every program we run, every Chief of Chaos engagement, every Advisory Council session feeds that engine. Over time, that becomes increasingly difficult to replicate because the system gets smarter through participation.”
For clients of both organizations, the appointment signals continued investment in innovation, automation, and scalable growth. As Alfie expands into new capabilities—including recruitment, optimization, migration, influencer, B2B, and channel partnership management—XPFlow and Chief of Chaos remain focused on helping brands build stronger, smarter partnership programs.
ABOUT CHIEF OF CHAOS
Chief of Chaos is the service spoke of the XPFlow family. With more than thirty years of performance and growth marketing expertise, the team specializes in building, scaling, and optimizing complex partnership programs. From partner recruitment and channel positioning to tracking, attribution, and ongoing optimization, Chief of Chaos helps brands create repeatable, measurable, and profitable growth systems.
Chief of Chaos. Elevated by XPFlow.
ABOUT XPFLOW
XPFlow is the AI-powered Partner OS built to unify affiliate, influencer, B2B, and channel partnerships into a single operating layer. Powered by its flagship platform, Alfie, XPFlow helps brands and agencies automate partnership management, improve operational efficiency, and unlock new growth opportunities through intelligent workflow automation.
Headquartered in Dallas, XPFlow is led by Chief Executive Officer Christine Lacy, President & Chief Operating Officer Matt Frary, Founder & Chairman Mark Abrams, Chief Product Officer Beth Lazar, and Chief Technology Officer Dan Cseko.
ABOUT ALFIE
Alfie is the AI-powered engine that makes the Partner OS operational. Designed to automate affiliate management, identify high-value partners, streamline outreach, and optimize performance, Alfie is rapidly expanding into recruitment, optimization, migration (Alfie Bridge), influencer, B2B, and channel partnership capabilities.
Media Contact
Herman Blease
Marketing Manager
Chief of Chaos
herman@chiefofchaos.com
chiefofchaos.com
