PayByPhone is lead by a team of passionate professionals, experts in the field of parking and mobile payments.

Tomas Novak

Business Development Director

Tomas has years of experience in mobile payments and parking as combination from several roles with KPN and Vodafone, but mainly with Park-line, part of the Parkmobile Group. As car fanatic he is interested in combining this passion with all challenges in current urban mobility areas. By joining the PayByPhone team he can continue his explorations and introductions in the Benelux market as primary goal. Introducing PayByPhone into small and large cities for both business and private users must be a seemless process. Being in touch with the market will contnously improve the product to meet the needs of cities as well as end-users. He studied Economic-Linguistics in Rotterdam, majoring with Psychologie, Law and Automation. His work experience has always been on the commercial side, with a consulting and analtic approach to gain synergy.


Lucas Poignant

Director of Operations and Projects

As Director of Operations and Projects Lucas is part of PayByPhone's development in France since 20009. He coordinates all ongoing projects, customer service and technical support, on a day to day basis. He is responsible for the optimal service in Europe. He works closely together with the commercial, marketing- and development teams in Vancouver. He has a strong knowledge of mobile payments in closed communities. He studied for his Master degree at the International Business and Management at the Westminster University in London.


Valeria Carelli

Marketing Manager​

Graduated with an MSc in Marketing Management at the EDHEC Business School, Valeria started in the entertainment sector. She then led the marketing and partnerships team at Relaxnews (the content agency of Publicis Groupe) and eventually moved to the mobile payment sector, where she was in charge of the marketing and communication department of PayByPhone in 2017. Its objectives: increasing awareness and acceptance of the service in Europe.


Nina van der Kroef

Sales Development Manager

Nina has a bachelor degree in Marketing & Communication and started her career in this field after graduating in 2008. After 2 years of experience, in 2010 she made a turn to continue her career in Sales and joined the Parkmobile Group in The Netherlands as Sales Representative, where her main focus was corporate sales. Nina is now part of the PayByPhone Benelux team as Sales Development Manager. With her knowledge of the current market and 9 years of experience with mobile payment and parking, she is highly focused on setting up sales and marketing in The Netherlands and Belgium. PayByPhone is to be established in the business to business as well as the business to consumer market, with the goal to generate brand awareness and growth in the forseeable future. Collaboration with the international team is a important part of her role for the product development. Nina lives in Amsterdam and has been living there since 2004 when she started her studies. 


Philippe Lerouge

Founder & CEO Western Europe

Philippe is the Founder & CEO of PayByPhone in France, and has been managing the business in Europe since 2018. He has been the main driver of the company's growth and led its major contracts and projects. Before founding PayByPhone in 2009, Philippe spent 15 years in the Sodexo Group's service vouchers division, first in Germany and then in Central Europe & United Kingdom in development and general management positions. Between 2001 and 2004, he was in charge of e-commerce activities for the Sodexo Group. Through his entrepreneurial activities, he has also played an important role in the emergence of new mobile payment services and urban mobility in France, and is recognized as a pioneer and expert in the field. Philippe completed an Executive Program at Babson College in the United States, graduated with a Master's degree in Management from the University of Paris Dauphine and a Master's degree from the IAE in Aix-en-Provence.


Sylvia Colloc 

Commercial director

Sylvia graduated in Engineering at the ESTP (Ecole Spéciale des Travaux Publics), one of the first French Universities in the field of civil engineering education. Sylvia has extensive experience and expertise in generating business news and team management. She has spent the last 20 years in the VINCI group, where she held various positions. She was regional director of VINCI Park (now Indigo) for 16 years before becoming director of the VINCI Academy responsible for developing programs for senior executives. Finally, she became CEO of Nice Eco Stadium, the VINCI entity dedicated to the operation of the Allianz Riviera Stadium in the city of Nice, especially during the 2017/2018 edition of the UEFA Champions League.

Pauline Serres

Administrative and financial manager

Pauline graduated from Reims Management School (Neoma), specializing in finance, in 2014 with the DSCG (higher degree in accounting and management). She is now on her way to accounting expertise by being active as a researcher. Pauline worked for Deloitte in Paris for 2 years with a focus on the SME market and, in addition to SMEs, controlled several listed groups. She then decides to explore other areas by working in Belgium. After 4 years of auditing, she chooses in 2017 to join the PayByPhone teams to take care of the administrative and financial part.