Primary Role
President and CEO at Shmoop
Stanford University

Person Details


Ellen Siminoff is President, and CEO of Shmoop University, an educational publishing company which aims to reduce the friction in learning. Shmoop’s mission is to distribute its learning guides and other test preparation materials across all platforms in all corners of the world.

The company communicates with a distinctive edgy voice which has been roundly lauded by educators, students, and parents alike. Shmoop grew from a singular personal vision to now encompass millions of unique visitors and dozens of awards. Shmoop’s test prep and teacher products are licensed to high schools, libraries and school districts.

She was President and CEO of Efficient Frontier, a pioneer of dynamic Search Engine Marketing (SEM) management services. Ms. Siminoff joined near the company’s founding and built Efficient Frontier to $1 billion in spend under management. Efficient Frontier was sold to Adobe for $425 MM.

Prior to Efficient Frontier, Ms. Siminoff had six adventurous years as a founding executive at Yahoo!. During her tenure, she led Business Development (VP, Business Development and Planning), Corporate Development (SVP, Corporate Development) and eventually ran the Small Business and Entertainment Business units, representing approximately 25% of Yahoo's revenue (SVP, Entertainment and Small Business).

Among other boards and advisory relationships, Ms. Siminoff serves on the board of directors for SolarWinds, a leading provider of downloadable, enterprise-class network management software; Mozilla, the makers of the Firefox browser; and Zynga, an online game developer. In 2005 she was one of eight industry professionals named "Masters of Information" by Forbes magazine.

Ms. Siminoff graduated Stanford's Graduate School of Business with an MBA and Princeton University with a B.A. in economics.

Experience (3)

  • 2747c5b6a1add9328ab3c97dfd2dc6a4


    President and CEO
  • 94951d79513e1cc31346d97fbcf48b36

    Efficient Frontier

    President and CEO
    2003 - Jan, 2008
  • C187156ec70bbfdaa955acbb559c3389


    Senior Vice President, Entertainment and Small Business
    1996 - Jan, 2002

Advisory Roles (6)


Education (2)