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SevenRooms Hires First General Counsel to Further Rapid Expansion

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Oct 4, 2022

SevenRooms Hires First General Counsel to Further Rapid Expansion

Guest experience platform hires Aja Baxter to provide strategic legal guidance as the company continues its global growth

NEW YORK (October 4, 2022) – SevenRooms, a guest experience and retention platform for the hospitality industry, today announced the hiring of Aja Baxter as its first General Counsel. He will serve a critical role in providing legal advice and counsel that will enable SevenRooms to cement its place as a global leader in the hospitality sector.

Baxter brings over 20 years of experience as an attorney, with a particular focus on negotiating complex commercial transactions, developing legal policies and compliance practices for scaling companies, and supporting the growth of innovative businesses. He previously served as General Counsel for Spring Health, where he helped the business close its Series C financing round and grow internationally. Before Spring Health, he served as General Counsel for Breather and EducationDynamics. Baxter holds a Bachelor of Arts in English from Morehouse College and a J.D. from Columbia University.

In his executive leadership role as General Counsel, Baxter will be responsible for leading the overall strategy and performance of SevenRooms’ legal function, and will be an integral part of strategic decision-making as the company continues to scale. Additionally, as global data privacy regulations continue to evolve, Baxter will play a key role in helping SevenRooms ensure that all business initiatives undertaken by the company are aligned with changing regulations and informed by local and international data privacy laws. 

Aja Baxter

 “As SevenRooms continues to grow both domestically and internationally, I am thrilled to welcome Aja to our executive team as our first General Counsel,” said Joel Montaniel, CEO & Co-Founder at SevenRooms. “His proven track record providing legal guidance to rapidly scaling companies made him the right choice for this role as we look to the future. Entering our next growth stage, we have an increasing need for strategic guidance on state, federal and international compliance, data and privacy regulations, as well as intellectual property matters – all subjects on which Aja is well-versed. His significant experience operating as a strong partner for multiple teams, as well as his ability to give those around him the tools to be successful, are all traits perfect for building a best-in-class, in-house legal function from the ground up.”

“I’m delighted to be joining SevenRooms at such an exciting time,” said Aja Baxter, General Counsel at SevenRooms. “I’ve followed the company’s growth for years, and have immense admiration for what Joel, Allie, Kinesh and the entire SevenRooms team have built, both from an innovation and culture standpoint. Leveraging my past experiences with other high-growth organizations, I look forward to developing a new legal function for SevenRooms that can aid and scale with the tremendous growth to come.”

To learn more about SevenRooms, please visit


About SevenRooms

SevenRooms is a guest experience and retention platform that helps hospitality operators create exceptional experiences that drive revenue and repeat business. Trusted by thousands of hospitality operators around the world, SevenRooms powers tens of millions of guest experiences each month across both on- and off-premises. From neighborhood restaurants and bars to international, multi-concept hospitality groups, SevenRooms is transforming the industry by empowering operators to take back control of their businesses to build direct guest relationships, deliver exceptional experiences and drive more visits and orders, more often. The full suite of products includes reservation, waitlist and table management, online ordering, mobile order & pay, review aggregation and marketing automation. Founded in 2011 and venture-backed by Amazon, Comcast Ventures, PSG and Highgate Ventures, SevenRooms has dining, hotel F&B, nightlife and entertainment clients globally, including: MGM Resorts International, Mandarin Oriental Hotel Group, The Cosmopolitan of Las Vegas, Jumeirah Group, Wolfgang Puck, Michael Mina, Bloomin’ Brands, sbe, LDV Hospitality, Zuma, Australian Venue Company, Altamarea Group, AELTC, D&D London, The Wolseley Hospitality Group, Live Nation and Topgolf.

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