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, and IRI’s CPG analytics team. 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 Mechanical Engineering as well as Mathematics and Statistics from the University of Massachusetts Amherst, is an alumnus of Harvard Business School and is certified in Artificial Intelligence & Machine Learning from MIT Sloan.


David Cary

Chief Financial Officer

David Cary has more than 35 years of financial leadership roles working with companies in the technology and manufacturing industries. David has experience with both private and public companies, having been a CFO as part of the starting management team of a company which went public and had a market cap of $5 billion when he left. David has extensive experience with mergers and acquisitions, public offerings, public debt, bank financing and global tax. He holds a degree in Accounting from San Francisco State University, an MBA from Southern Methodist University, and is a certified public accountant in the State of Texas, with reciprocity in California.


Stéphane Gauthier

Chief Technology Officer

Stéphane has more than 25 years of experience in IT providing software solutions to the Consumer Goods industry. He has been part of the senior management team for the last 10 years leading and mentoring technical teams, promoting collaboration and creating sustainable operations and processes. With a strong technical background, Stephane provides sound technical leadership in different aspects of the business and plays a key role in maintaining an enterprise-wide information security and compliance plan to meet industry-specific requirements.



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.


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.