BlueStar Executive and Leadership Team

Alicia Soriano, the Chief Executive Officer at BlueStar, directs the overarching corporate strategy for the global distribution of specialty B2B electronics. Soriano defines the long-term vision for market expansion, ensuring the company maintains a competitive edge in the rugged mobile computing and robotics sectors. By aligning internal resources with evolving industry demands, the Chief Executive Officer fosters partnerships with key technology manufacturers to broaden the product portfolio. Alicia Soriano monitors global market trends to identify emerging opportunities in edge computing and self-service kiosk integration. This leadership role involves constant collaboration with the board to drive sustainable growth and operational excellence across all international territories. Through rigorous oversight of organizational performance, Soriano secures the company's position as a premier provider of hardware solutions. The Chief Executive Officer remains committed to scaling the business while maintaining high standards of service for all B2B clients.

John Merris, the President & Chief Executive Officer at BlueStar, manages the daily execution of business operations and strategic initiatives. Merris oversees the integration of complex supply chain logistics for scanners, printers, and digital signage, ensuring seamless delivery to global partners. As the President & Chief Executive Officer, Merris coordinates cross-functional teams to optimize the distribution of RFID technology and specialized hardware. This role requires constant engagement with regional managers to ensure consistent service delivery across diverse markets. John Merris drives efficiency by streamlining procurement processes and enhancing the overall customer experience for B2B electronics buyers. By prioritizing innovation in hardware deployment, Merris strengthens the company's market presence. The President & Chief Executive Officer maintains a focus on operational agility, allowing the organization to adapt quickly to shifting technological landscapes. Through disciplined management, Merris ensures that all business units contribute effectively to the broader corporate objectives.

David Von Hoene, the Chief Financial Officer at BlueStar, governs the financial health and fiscal strategy of the organization. Von Hoene directs capital allocation, budgeting, and financial reporting to support the distribution of rugged mobile computers and edge computing solutions. As the Chief Financial Officer, Von Hoene evaluates investment opportunities in new product lines like robotics and RFID readers to ensure long-term profitability. This leadership role involves managing risk and maintaining robust financial controls across all global operations. David Von Hoene collaborates with executive leadership to align financial planning with the company's growth targets in the B2B electronics sector. By optimizing cash flow and monitoring market volatility, the Chief Financial Officer provides the stability necessary for sustained expansion. Von Hoene oversees the financial infrastructure, ensuring transparency and compliance in all fiscal activities. Through strategic financial management, the Chief Financial Officer supports the company's mission to deliver high-value hardware solutions to a diverse client base.

Scott Callebs, the President at BlueStar, leads the commercial operations and sales strategy for the company's extensive range of B2B electronics. Callebs directs the expansion of market reach, focusing on the adoption of rugged mobile computers and digital signage across various sectors. As the President, Callebs oversees the sales force and manages key account relationships to drive revenue growth. This leadership role involves developing regional sales strategies that align with the company's broader distribution goals. Scott Callebs monitors performance metrics to ensure that sales teams meet targets for hardware deployment and service delivery. By fostering strong relationships with manufacturers and end-users, the President ensures that the company remains a preferred partner in the electronics distribution space. Callebs coordinates with other executives to refine the go-to-market approach for new product categories like robotics. Through active management of commercial activities, the President secures the company's competitive standing and supports ongoing business development initiatives.

Mark Fraker, the Chief Technology Officer at BlueStar, architects the technical roadmap for the company's diverse portfolio of B2B electronics. Fraker evaluates emerging hardware, including advanced scanners, printers, and edge computing devices, to ensure the product catalog meets modern industry standards. As the Chief Technology Officer, Fraker leads the technical integration of complex systems, such as self-service kiosks and RFID readers, into existing client infrastructures. This role involves working closely with vendors to vet new technologies and maintain a cutting-edge inventory. Mark Fraker drives the adoption of innovative solutions that enhance operational efficiency for retail and industrial partners. By overseeing the technical support framework, the Chief Technology Officer ensures that clients receive reliable, high-performance hardware. Fraker manages the technical team to provide expert guidance on complex deployments. Through continuous assessment of technological trends, the Chief Technology Officer keeps the company at the forefront of the specialty electronics distribution market.