Business Team

Business Team

Our business team blends experience and out of the box thinking with critical skill sets for custom software development.
Aditya Sethi

Having grown up in India at a time when resources were very limited, and creativity was a must, Aditya developed a knack for ‘out-of-the-box-thinking' and loves creating efficiency for our clients. Passionate about the healthcare industry, Aditya started in the drug research industry before moving to McKesson. During his tenure he led, transformed, and grew the eCommerce practice supporting a revenue of $72 billion and managed the delivered software projects ranging from $2 to $40 million. Aditya’s core values include integrity, excellence, and building strong trust-based relationships. His expertise includes Data Analytics & Insights, Supply Chain Management, and the Healthcare domain. He holds a B.S. and M.S. in Computer Science and obtained his M.B.A at the Southern Methodist University, Dallas. When he is not thinking of business solutions, he is found solving puzzles, playing bridge or at a ping-pong table. He is a die-hard Cowboys fan and lives in Dallas with his wife, Payal, and their son, Akshay and they all are fond of taking trips to national parks and historic sites.

Aditya Sethi

Vice President, Information Technology
Aleksandar Vucetic

Aleksandar spent his childhood building radio receivers and learning Morse code. Then, about 30 years ago, he read the book "The C Programming Language". Since then, programming has been his entertainment, hobby, passion, and job. Very often, all at the same time. After getting his Engineer's Degree at the Faculty of Electronic Engineering in Nis, Serbia, he played a lead technical role in several startups where he lead teams of developers, solved challenging technical problems, and set the technical course for several companies that went on to become successful stories. In 2011, Aleksandar got a chance to join ProfitOptics and set out on another exciting journey. Aleksandar is a proud father of three future astronauts, husband, and a self-proclaimed expert in beekeeping.

Aleksandar Vucetic

Partner, Chief Technology Officer
Alex Cardinal

Alex joined ProfitOptics in 2018 as a Business Analyst after graduating from Brigham Young University with a degree in Management Information Systems. Focused on some of our most complex custom development projects, Alex’ greatest strengths are in effectively managing competing priorities and using her understanding of technology to ensure multiple projects can be delivered simultaneously. Alex also co-founded and co-manages PLAYS, "Preparation and Learning for Autistic Youth and Siblings", an organization to help children with Autism be able to learn basic interaction skills as well as help their siblings receive more attention. When she isn’t juggling at ProfitOptics, she is a proud mom and wife.

Alex Cardinal

Business Analyst/Project Manager
Amie Clift

Her teammates will tell you time and again that Amie’s super power is her focus on the details. No one is more able to find a hole in a process or a requirement. A graduate of Northwest Missouri State University, Amie has spent the majority of her career in data management, IT, and product development in the healthcare industry. She has owned and launched new products and was a key player in the launch of McKesson’s first consumer facing technology solution, SimplyMedical.com. When she is not finding “gotcha problems” to solve in every project, she is spending time with her wonderful family or playing Volleyball in sunny Florida (which makes her teammates jealous all winter)!

Amie Clift

Director, Client Services
Blair McCracken

Blair became obsessed with Google and how it worked when she joined a small startup in Massachusetts 15 years ago and she's been hooked ever since. A graduate of Mount Holyoke College, Blair has a double degree in History and English, but she truly found her passion when she learned to code in html. Parlaying that passion into digital marketing, eCommerce platform development, copywriting, SEM, analytics, business leadership and more. Blair is happiest when she is solving someone's digital challenge. Having worked as an inhouse eCommerce senior leader in both consumer and b2b businesses, most recently at McKesson, she realized she missed the startup, truly entrepreneurial environment and jumped at the chance to build an eCommerce practice within ProfitOptics. A runner, rock climber, and proud Mom of daughter Sabrina (and pet menagerie), Blair can often be seen drinking too much coffee in the office and playing with Lego's.

Blair McCracken

Senior Director, eCommerce & Marketing
Brad Lower

Brad’s coworkers almost universally agree that he could be a brilliant professor. His focus and drive for learning is constant and he uses those skills to effectively determine great solutions for clients. With an eye always on the big picture, Brad’s digital experience informs his system and tool designs. His background in the financial industry, where he lead teams and product development at Wachovia, Wells Fargo, and Capital One, informs his understanding of complex systems, consumer facing technology and the importance of details. A graduate of Hampden-Sydney College, Brad has his MS in Industrial Management from Northern Illinois University and is a certified Scrum Product Owner. When Brad isn’t bringing his calm and detailed demeanor to the workplace, he is running and practicing yoga, spending time with his wonderful wife and two daughters and engaging in fun and complex home improvement projects that constantly stretch his growing skill set.

Brad Lower

Director, Business Development
Danielle Mincarelli

Danielle has been immersed in the digital marketing and eCommerce world for the past decade. At Bryant University, she double majored in Management and Marketing, then obtained her MBA from the University of Hartford. In her past roles, most of which were at the McKesson Corporation, she led eCommerce marketing initiatives across different business units focused on customer acquisition across both B2B and B2C channels. She is extremely passionate about digital marketing and leverages expertise around usability, PPC, social media marketing, email marketing, SEO, SEM, digital advertising, social media, merchandising, and product specific campaigns. When her attention is not on work, she is busy spending time with her husband Rob, two children, Luca and Gabriella, and their two dogs. When Danielle is not organizing, she can be found on Pinterest searching for new creative ideas for everything in her life.

Danielle Mincarelli

Senior Manager, eCommerce & Marketing
Geoff Marlatt

Geoff loves to spend time with people, learn about them, and determine how we can all work to reach our collective goals. A die hard New England sports fan, he graduated from the University of New Hampshire, earning a degree in business and a love of being outdoors; running, hiking and skiing. Geoff considers himself lucky to have been part of companies such as Johnson & Johnson, Medtronic, Boston Scientific, McKesson, and Owens & Minor. In addition to $3B P&L responsibility and Fortune 500 corporate officer responsibility, Geoff has been on the leadership team of three emerging growth companies that all achieved successful exits. Beyond ProfitOptics, Geoff sits on two nonprofit boards and two private company boards. Whether on the sidelines watching his son play high school sports, or watching his daughter dance, Geoff is always amazed at what people can accomplish as a team. As such, he maintains great focus on building the best team at ProfitOptics so that employees and clients can achieve their “art of possible.” Geoff is married to Jane, his high school sweetheart, and they have 5 children together.

Geoff Marlatt

Partner, Chief Sales Officer
Greg Stivers

Our Chief Strategy Office, Greg is always out in our business and local community trying to help. With 25 years of leadership as an IT executive, ranging from Fortune 5 to start-up companies, Greg has lead every size and type of team to great success. Simultaneously developing innovative technologies and high performing teams, he brings this expertise to every client engagement, meeting people where they are and helping them build a true IT strategy that will help them evolve into the future. At ProfitOptics, Greg is constantly assessing our technology and our portfolio to expand our skill set and our reach as an organization - developing strategic partnerships and building our team so we can do even more to support our growing client base. A graduate of the University of Texas, Austin with a BA and an MIS, Greg is a diehard Cowboys fan and active with several non profits in the Richmond area. When Greg isn’t in the office inspiring the team, he is probably helping someone with their car, listening to fascinating audio books or spending time with his wonderful family.

Greg Stivers

Partner, Chief Strategy Officer
Jason Mills

If Jason had a sign around his neck, it would say "Work in Progress". His resume looks as if he is a "Jack-of-all-trades", with a wide range of careers from zookeeping to government work; although, some would say they are one in the same. He started with a double major in Political Science and Geography from Radford University. Jason then continues his education at Brigham Young University with the intent of earning a M.S in Geography to teach college level but ended up graduating with a M.P.A instead. While looking for work, he fell into zookeeping and hand raised a Siamang. Then, he found employment with the Commonwealth of Virginia. The learning bug bit him again and he attended Virginia Commonwealth University to receive a Certificate in Accounting. Finally, he came to ProfitOptics to assist in all things "office" to work with excellent people with excellent ideas. On the weekends, you'll see him enjoying the outdoors from the mountains to the rivers to the beach.

Jason Mills

Operations Manager
Jeff Poarch

Jeff has, admittedly, over-analyzed just about everything for as long as he can remember and thought he'd make a career out of it. After graduating from Virginia Tech in 2014 with a degree in Business Information Technology, Jeff started a career in Business Analysis with Lowe's in Mooresville, NC. It was there, working initially with customer data and their CRM application, that Jeff discovered the joy and satisfaction that comes from easing critical technology roadblocks and making users' experiences better. He became entirely hooked and has enjoyed a career doing just that in both a Business Analyst and/or Project Manager capacity for retail and healthcare organizations. Jeff lives in Midlothian, VA with his wife Rachel and their spoiled rotten Irish Setter, Rowan. He just completed an MBA in December 2018 and, with his newly found free time, enjoys hiking, "DIY-ing" and an occasional Netflix binge-watching spree.

Jeff Poarch

Business Analyst/Project Manager
Jon Ladle

Jon is a problem solver who isn’t afraid to roll up his sleeves to get the job done. A proud father of nine wonderful children (four girls and five boys) and an amazing wife (Amy), Jon has become skilled at managing multiple streams of work in business and his personal life. He is continuously in motion and thrives where ambiguity and data collide. At ProfitOptics, Jon is responsible for the day-to-day operations of the company and is at peace when everyone has all the tools necessary to function at peak performance. Previous stints in Finance with AT&T Solutions & Intel provided Jon with a view into how large corporations function and more importantly, how to identify and solve major problems through technology enabled solutions. A graduate of Brigham Young University with a bachelor’s degree in Political Science and a master’s degree in Business Administration, Jon enjoys all sports where a ball is involved and strives to keep in shape through frequent games of table tennis in the office that become way too competitive.

Jon Ladle

Partner, Chief Operating Officer
Jordan Hiatt

Jordan graduated with a degree in Accounting and earned his CPA license while working for Ernst and Young. Though a definite accounting nerd, he found his real love in startups, leaving Ernst and Young to start a healthcare company. After spending some time as a web developer, Jordan ultimately found his way to the Profit Optics team as a Business Analyst, building bigger and better things with some of the best people in the business. In his spare time Jordan loves going on hikes and being outdoors with his two kids and wife Ji Su.

Jordan Hiatt

Business Analyst/Project Manager
Laurie Paciocco

Laurie is always on the move. As our Director of Client Services, she is managing a team of business analysts while also working on client projects, bringing her Agile expertise and knowledge of business process and technology to everything she does. A graduate of Taylor University, with a BS in Management Systems, Laurie’s greatest strengths are in breaking down massive challenges into reasonable pieces, and translating those requirements to her development partners. She has worked on and owned a wide variety of technology and applications in healthcare at McKesson and in the financial industry at Capital One. When she isn’t acting as scrum master, managing projects, or detailing user stories, she can be found cheering from the stands at baseball for her son and at dancing and gymnastics for her daughter.

Laurie Paciocco

Director, Customer Solutions
Nick Pericle

If Nick is near a whiteboard, he can probably be seen drawing on it while talking loudly and animatedly with his hands in an attempt to explain his vision for solving the problem at hand. If he's not doing that, Nick is behind his computer, headphones on, organizing and connecting the dots on work that he and his teams need to complete for his clients. Nick attended Brigham Young University where he majored in Statistics and minored in Math. Nick has loved technology, computers, and building things for as long as he can remember. His proudest technology moment comes from middle school, when he and his friends successfully bypassed the school network security so they could play Call of Duty and Age of Empires together on their laptops over the LAN. Nick is a proud husband, and father to a son. He and his wife have the travel bug and are always planning their next adventure as a family.

Nick Pericle

Senior Manager
Rob Scogin

Rob Scogin joined Profit Optics in 2017 as a Business Analyst. Rob’s experience in Analytical Skills, Data Warehousing, Storyboarding, SQL, and Visio have all been crucial to his strong business partnerships and client relationships within ProfitOptics. With a Bachelor of Science (B.S.) focused in Business Information Technology from Virginia Polytechnic Institute and State University - Pamplin College of Business, Rob brings the right mix of business acumen and technical skills to all of his client work, helping to effectively turn business requirements into successful CRM, Sales Operations, and margin growth tools and applications. When Rob isn’t working through complex problems with our developers, he is DIY’ing at his home or planning the next adventure with his wonderful wife.

Rob Scogin

Senior Business Analyst
Tony Pericle

After earning his MBA, Tony started his career in medical supply sales, moving from rank 207 to 23 in three years. He did this using his passion, determination, and math skills (margin & pricing rules) while building customer relationships, to blaze a different kind of trail to sales success. Combining his understanding of the sales rep psyche and of technology, he became a force multiplier in his subsequent corporate position that resulted in tripling company profit over a 3-year period. This driving force lead Tony to found ProfitOptics so he could bring this entrepreneurial and disruptive process to other companies. Tony prides himself in creating a company culture based on trust. He believes this generates inspiration – flashes of insight that produce order-of-magnitude value. Thanks to Tony’s first business partner, Aleksandar (our CTO), he and the rest of the ProfitOptics team are able to quickly transform ideas into reality. Tony is blessed with a wife who has always encouraged him to take calculated risks. He loves to be with his children (and their children). He is the primary care-taker to his intellectually handicapped brother Don, with whom he enjoys playing tennis.

Tony Pericle

Chief Executive Officer
Trent Winegar

Trent comes from a very different background prior to joining the ProfitOptics team. After graduation from BYU Provo with a degree in Finance, Trent accepted a job with Deloitte Advisory. Upon learning about the opportunity to join a small company in Richmond, VA, Trent took a chance on the unknown. In his own words, "This was the greatest career decision I've made. I'm managing and leading projects that I wouldn't have been able to for years in normal corporate America." This exciting step to ProfitOptics has provided Trent the opportunity to gain greater team management skills, increase analytical ability with SQL and client data issues, and work with highly skilled developers to increase client revenue and efficiency. In his downtime, Trent is at home with his wonderful spouse Lindsay and two daughters. Nora, almost 2 years old, is a busy toddler, with her new sister, Ollie, born in May 2019. They spend most of their time outside, whether that is playing with their chickens or working on house projects. Trent also loves being in Idaho on the ranch where he grew up riding horses, working with cows, and farming the land.

Trent Winegar

Business Analyst/Project Manager
Partners
Our seasoned leaders with experience in data modeling, IT, software design and most importantly, leading a highly effective team.
Business Analysts
Our business analyst team combines years of experience with fresh approaches to problem solving. Talented at translating business needs into development requirements, they are the key to our success as a development company.
eCommerce
Our eCommerce team has worked across industries and with both business to consumer and business to business clients. With a strong background in eCommerce, SEO & digital marketing, they can develop a solution that meets your needs and grows your online channels.
Project Managers
ProfitOptics Project Managers love the details. They manage complex projects and initiatives leveraging JIRA and other toolsets that allow us to keep our teams on track while communicating effectively with our clients. We are all about transparency, and our PM's get the job done.
Data Analysts
Our data analysts bring years of experience decoding, untangling and assessing vast amounts of data to find the key to your business. ProfitOptics started as a data company, finding profit in your terabytes and today, it remains one of our best strengths.