Joe Bellini

Chief Executive Officer

Joe Bellini is a seasoned technology executive having served as a CEO or executive with multiple companies focused on providing software solutions to the Consumer Goods industry segment. After starting his career with General Electric, he went on to lead Oracle’s CPG solution deployments, JDA’s (i2) CPG/Retail industry solutions, IRI’s CPG analytics team, and ONE Network’s CPG/Retail Program and Product Management Division. Joe has also delivered technology solutions to companies in adjacent industries including transportation/logistics, healthcare, electronics, automotive and industrial markets. Joe holds undergraduate degrees in Engineering as well as Mathematics and Statistics from the University of Massachusetts Amherst and a PMD in Business from Harvard Business School.


David Alberty

Chief Financial Officer

David Alberty has more than 25 years of financial leadership roles working with companies in both the technology and manufacturing industries. While he started his career in public accounting with Ernst & Whinney, he has continued his career within various private and publicly traded companies that specialized in automated claims processing, the manufacturing of flexible interconnect devices and with the leading provider of supply chain solutions. David has been an integral member of the senior management team within these industries and has extensive experience with mergers and acquisitions, public offerings, public debt, bank financing and global tax. He holds degrees in Finance and Accounting from Arizona State University and is a certified public accountant in the State of Arizona.



Yüan Li Chen

Vice President Asia Pacific


Yüan Li Chen has 15 years experience in the consumer goods industry. First as co-founder of a field marketing company, leading large teams of field sales reps, merchandisers and promoters in China, and then as co-founder of The POP Company (now part of AFS), managing the design, development and delivery of field force automation and business intelligence solutions. Yuan holds a Master of Science degree in Business Administration from Erasmus University Rotterdam.


Phil Russell

Sales Director – EMEA

Phil has worked in the consumer goods arena for all his working career and through those roles has gained a good perspective of the disciplines and challenges on both the retail and the supply side. Phil started in retail operations working with a leading UK grocery retailer, before moving on to lead a category management team where he worked closely with all leading food brands. Phil then transitioned into software technology providing solutions for Supply Chain, Category Management, Trade Promotion Management, Sales and Operations Planning and more, bringing a wealth of experience to all engagements.


Tom Zauli

SVP & General Manager – Softrax

Tom is currently the General Manager of Softrax. He has worked in the area of automating complex revenue recognition for over 5 years with Softrax. Prior to this he has over 17 years of experience with start-up software companies, including SES, HyPerformix, Parasoft, rPath, and iTKO. Mr. Zauli started his career as an Electrical & Systems Engineer for GE Aerospace.