Alchemy is the Global Expert in Workforce Performance
Alchemy Systems helps companies equip their frontline employees with the knowledge and confidence they need to elevate safety, productivity, culture, and compliance.
Alchemy's integrated solutions impact more than three million frontline workers at 50,000 locations worldwide, creating continuous engagement to safeguard people and products, reduce workplace injuries, and strengthen operations.
Our mission is to ensure your frontline workforce is 100% knowledgeable, 100% confident, 100% of the time. Alchemy drives smart action at work.
The Alchemy Team
Austin, Texas
Guelph, Ontario
Bozeman, Montana
Toronto, Ontario
Our Leadership
Chief Executive Officer
Jeff Eastman
Chief Executive Office & 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 Financial Officer
Perry Barth
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 Operating Officer
Steve Best
Chief Operating Officer
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.
Chief Technology Officer
Mike Couvillion
Chief Technology Officer
Mike has over 20 years’ experience in software, systems and network technologies. A U.S. Air Force veteran, Mike began his post-military career as a systems and network engineer, building ecommerce websites like TraderOnline.com and AutoTrader.com. He then spent seven years as Senior Director at Symantec before joining Dominion Enterprises where he launched websites for Remax.com, Century21.com, ERA.com, and Sothebys.com. In 2011, Mike moved to Texas to join Drilling Info, Inc. as CTO, and later founded his own company in the home automation space. Mike has a B.S. in Computer Science from Louisiana Tech.
Chief Marketing & Strategy Officer
Raj Shah
Chief Marketing & Strategy Officer
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!).
President, Wisetail
Ali Knapp
President, Wisetail
Ali has spent her professional career building successful partnerships. Since 2013, she has been a growth catalyst for Wisetail (acquired by Alchemy in 2017). She was instrumental in the creation of Wisetail’s client support team before advancing to helm the sales efforts and leadership team. Prior to this Ali held positions at Bausch & Lomb and Hewlett-Packard, where she managed a team dedicated to the ongoing support of value-add manufacturing for a group of over 25 top tier clients in technology, healthcare, and engineering. She is an Engineering graduate from Michigan State University.
Executive Vice President, Product Management
Archie Barrett
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, Ontrack Solutions
Michael Holland
Executive Vice President, Ontrack Solutions
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, Client Services
Erin Silver
Executive Vice President, Client Services
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.
Executive Vice President, Custom Solutions
Scott Martin
Executive Vice President, Custom Solutions
Scott drives the strategic growth and creative direction of Alchemy’s Custom Solutions, a bespoke offering of solutions hyper-tailored for each client served. He was an original founder and Creative Director at Catalyst Awareness, which was acquired by Alchemy in 2013. He retained that role, and expanded to VP of Creative for Alchemy’s Austin and Guelph locations. Prior to Catalyst/Alchemy, Scott held long tenures as Creative Director at Punch Integrated Communications (6 years) and Senior Art Director at R. Rood & Associates, Marketing Communications (9 years). Scott is a graduate of The Sheridan College of Art & Design, and a Professional Member of the Registered Graphic Designers of Ontario (RGD).
Vice President Food Safety, & Global Alliances
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.
Vice President, Professional Services
Jeff Chilton
Vice President, Professional Services
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.
Vice President, People & Culture
Wes Burke
Vice President, People & Culture
Wes is passionate about sustaining a positive culture and developing the best in people. He joined Alchemy in 2014 and has played a critical role in integrating international teams through four company acquisitions. Prior to Alchemy, Wes was with Target Stores where he was responsible for the human resources team in stores across Central and South Texas. Wes is a graduate from Sam Houston State University, with a double major in Human Resource Management and Economics.
A Small Sample of Our Clients
