Alchemy Systems is the global leader in helping companies engage with their frontline workforces to drive safety and productivity. Our entire organization, from engineers and software developers, to artists, videographers, support staff, account managers, and consultants, is dedicated to the success of our clients.
More than two million frontline workers at 20,000 locations use Alchemy’s tailored learning, communications, and performance programs to safeguard food, reduce workplace injuries, and improve operations. Alchemy works with food growers, manufacturers, processors, distributors, restaurants, and retailers of all sizes to create a culture of operational excellence.
Chief Executive Officer
& Board Member
Jeff is a co-founder of Alchemy and brings over 30 years of entrepreneurial and management experience to Alchemy. Prior to becoming CEO of Alchemy, Jeff was CEO of Alchemy Studios, a nationally recognized leader in the development of multimedia educational and training products for academic, commercial, and government clients. His experience also includes managing operations and leading the organizations in start-up ventures for software development, real estate development projects, and retail ventures. Jeff is a graduate of the University of Texas.
Chief Operating Officer
Rick joined Alchemy in 2011 and brings more than 30 years of experience in management, product development and operations at some of the industry’s leading technology organizations. His most recent role was VP of the Payment Solutions Group at ACS, a Xerox company. Here Rick led the technical services organization responsible for delivery and support of the electronic payment solutions in the Government Solutions Group. Prior to that, Rick was President and CEO of ClearCube and VDIworks, pioneers in the PC Desktop Blade and Virtualization market. Hoffman also spent 5 years at Dell in a number of strategic roles, including Director and GM of the Linux Systems Group and 15 years at IBM in the RS/6000 division in various middle management positions. Rick received his BS in Electrical Engineering and his MS in Electrical Engineering from the University of Texas at Austin.
Chief Financial Officer
Perry is a seasoned financial executive with over 25 years of experience in the technology sector with a strong background in mergers and acquisitions, and equity and debt financing. He most recently served as CFO of Uplogix for 5 years, a venture backed network infrastructure management company. Prior to Uplogix, he was VP of Finance at Borland Software, a publicly traded enterprise software company that was sold to Micro Focus. Perry has also served in various financial leadership roles at Cisco Systems and NetSolve Inc. He started his career at PricewaterhouseCoopers in Dallas, working in accounting, financing, merger and acquisition, and consulting engagements. Perry is a CPA and has a BBA in Accounting from Texas A&M University.
Chief Marketing &
Raj brings 25 years of go-to-market strategy and execution expertise to Alchemy. Prior to Alchemy, Raj ran a strategy firm helping technology clients design and implement B2B sales and marketing initiatives. Raj is an entrepreneur at heart and was the founding executive at three successful technology firms in Austin and Silicon Valley. He was also senior manager at McKinsey working with executives in retail, energy, manufacturing, and technology companies devise growth strategies. Raj has an MBA from Kellogg and a B.S. in Accounting from LSU (Geaux Tigers!).
Executive Vice President Product Management
As a founder of Alchemy’s predecessor Avatar Technology, Archie served as both CTO and CEO. He has managed multiple engineering teams responsible for the design and development of various software and network solutions. He led the development of Avatar (formerly named Course InSite), a recognized industry-leading management system for professional development in the K-12 market. Archie holds two undergraduate degrees and a Masters in Electrical and Computer Engineering from the University of Texas.
Executive Vice President
Steve brings over 25 years of B2B technology sales and consulting experience, and a passion for building high performing teams. Prior to Alchemy, he held several leadership positions, including SVP of North American Sales, at OpenText Corporation – Canada’s largest software company. At OpenText, Steve is credited with defining and leading the company’s strategic entrance into the oil and gas and chemical and utilities markets. Steve previously resided in Houston where he was an Associate Partner in Accenture’s Energy Consulting Practice. He is a graduate of Texas A&M University with a Bachelor of Science in Engineering Technology, and earned his Master of Business Administration from the University of Texas.
Executive Vice President
Michael brings over 25 years of experience in developing some of the most impactful training, communication, and performance management solutions to the restaurant and retail industries. He founded Frameworks in 2002 (acquired by Alchemy in March 2015) where he implemented these solutions to some of the most successful brands in the industry. Flagship customer Tim Hortons Restaurants (4,700-unit chain with over 100,000 frontline workers) uses the entire Ontrack platform solution to improve operational productivity at every level of their organization.
Executive Vice President
As an early member of the Alchemy team, Erin has at one time or another managed Alchemy’s marketing, customer support, operations, and training activities. As VP of Customer Operations, Erin serves on Alchemy’s executive team and is responsible for ensuring customer satisfaction throughout the customer life cycle. Previously, Erin worked for over 10 years at Sachem, Inc., an Austin-based manufacturer of specialty chemicals. Erin holds a B.S. in Nutrition from the University of Texas.
Laura Dunn Nelson
Vice President Food Safety
& Global Alliances
Laura joins Alchemy with over 25 years of experience implementing food safety and quality control programs for processing, packaging, food service, and retail operations. She has worked with global retailers and manufacturers in the implementation of their GFSI certification programs. Prior to Alchemy, Laura managed Silliker’s South Region food testing laboratories, implemented ISO 17025 requirements, conducted GMP and HACCP audits, and trained food safety auditors. Her hands-on experience in testing food products has assisted food companies in the successful implementation of good manufacturing practices (GMP), quality assurance, and HACCP programs. Laura is a graduate of University of Texas with a Bachelor of Science in Microbiology.
Ric has over 17 years of experience in communications and awareness programs. Ric has worked with leading food retail and general retail clients like Weis Markets, Ahold USA, Publix, C&S Wholesale Grocers, Sears, Macy’s, and JCPenney. He works closely with clients on creating impactful communication programs that change the behavior of supervisors and employees. Ric joined Alchemy Systems in 2013 when Catalyst Awareness merged with Alchemy. Ric received his Advertising and Marketing Communications Management Advanced Diploma from Mohawk College (Ontario, Canada).
Jeff has over 30 years of experience in the food industry, specializing in food safety, quality assurance, and plant management. Prior to Alchemy, Jeff was the founder and President of Chilton Consulting Group for 18 years, helping clients achieve and sustain GFSI certification under the SQF, BRC, and FSSC 22000 standards along with USDA and FDA Regulatory Compliance services for HACCP and Food Safety Plan. Jeff is a certified SQF Auditor, SQF Consultant, Preventive Control for Human Food Lead Instructor, and International HACCP Alliance Lead Instructor. Prior to starting Chilton Consulting Group, Jeff was a Plant Manager at two large food processing companies and a Director of Quality Assurance. Jeff earned his Bachelor of Science degree in Marketing and Management from Tampa College, Tampa FL.
Chairman of the Board
Rex is an Operating Partner of The Riverside Company and has served as CEO for three different Riverside portfolio companies; DHD Healthcare, FLA Orthopedics and Results Weight Loss. Previously, Mr. Niles served as General Manager of DHD Healthcare Products where he led the company’s expansion into higher margin branded products. He also worked at the Carrier Air Conditioning division of United Technologies in a variety of management positions in engineering, product development, quality assurance and manufacturing. He served as the Water Superintendent of the City of Oneida, New York for four years prior to joining UTC. He is named on 11 U.S. patents. Rex is a graduate of Clarkson University.
Robert (Bob) McCarthy has served as a member of the Alchemy board of directors since early 2014. Bob has also been very active as a CPG industry consultant (via RFM Consulting LLC) since 2004, serving on several company boards and as an Operating Advisor across the CPG business. From 2006-2011, Bob was a Board Member at Smart Balance Inc., a distributor of healthy and low fat food products. Prior to 2004, Mr. McCarthy was President of Acosta Sales and Marketing, the largest national sales agency in the United States. As President, Bob worked with grocery retailers, wholesalers and a wide variety of CPG manufacturers across the country to execute sales and marketing programs. Bob has a Masters Degree from the Kellogg Business School at Northwestern University and a BBA in Marketing from the University of Notre Dame.
Bill is an operating partner with the Riverside Company and is Chair of four Riverside portfolio companies: Blue Microphones, Benesys, Safebuilt, and Outward Hound. He has also served on a number of other public and private company boards in Canada. Previously, he was President of DuPont Canada after 30 years with E.I. DuPont de Nemours Company in a variety of global business roles including creation of the Dupont Safety Resources. He is currently Chair of the Advisory Board for the Centre for Responsible Business at the Schulich School (York University , Toronto). He also leads the Advisory board for the school of Mechanical Engineering at Purdue University, where he is a graduate. He holds the ICD.D designation as a certified director from the Rotman School of Management in Toronto.
Brian is a Partner at The Riverside Company and has been there since 2004. Prior to joining the Alchemy Board, Brian was an Associate, Senior Analyst and Analyst at Keybanc Capital Markets/McDonald Investments. Brian grew up in Denver, CO, is an Eagle Scout and has an interest in skiing and other outdoor sports. Brian graduated magna cum laude from Colorado State University with a B.S. in Business Administration.