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 architects long-term growth initiatives by aligning the supply chain for rugged mobile computers and scanners with evolving market demands. By fostering partnerships with hardware manufacturers, the Chief Executive Officer ensures consistent availability of digital signs and self-service kiosks for retail clients. Alicia Soriano maintains rigorous oversight of operational efficiency, driving the expansion of edge computing solutions across North American and European markets. This leadership role involves constant collaboration with the board to refine the competitive positioning of the company. Through the implementation of scalable distribution models, the Chief Executive Officer secures the financial health of the organization. Ultimately, Soriano drives the mission to provide advanced technology infrastructure to diverse business sectors worldwide.

Luis Decker, the President, Chief Executive Officer at BlueStar, manages the daily execution of business operations and strategic planning. Decker oversees the integration of RFID tags and readers into the broader product portfolio, ensuring that the company meets the complex needs of industrial clients. By coordinating with regional managers, the President, Chief Executive Officer drives the adoption of robotics and automated systems within the retail sector. Luis Decker monitors performance metrics to optimize the distribution network, ensuring that hardware solutions reach end-users with maximum efficiency. This position requires constant interaction with internal department heads to maintain alignment with corporate objectives. By prioritizing innovation in B2B electronics, the President, Chief Executive Officer strengthens the market presence of the firm. Ultimately, Decker ensures that the company remains a leader in providing specialized hardware solutions to global enterprises.

John Merris, the President & Chief Executive Officer at BlueStar, leads the strategic vision for the company's diverse range of B2B electronics. Merris directs the expansion of the product catalog, focusing on the integration of advanced printers and mobile computing devices into existing retail ecosystems. By analyzing global market trends, the President & Chief Executive Officer identifies new opportunities for distributing edge computing solutions and self-service kiosks. John Merris coordinates with the executive team to streamline logistics and improve service delivery across international territories. This leadership role involves driving initiatives that enhance the value proposition for partners and end-users alike. Through the application of data-driven decision-making, the President & Chief Executive Officer optimizes the operational footprint of the organization. Ultimately, Merris ensures that the company maintains a competitive edge in the rapidly evolving specialty electronics distribution landscape.

David Von Hoene, the Chief Financial Officer at BlueStar, directs the financial planning, reporting, and capital allocation strategies for the organization. Von Hoene oversees the fiscal health of the company, ensuring that investments in inventory, such as rugged tablets and scanners, align with revenue targets. By managing the financial risks associated with global distribution, the Chief Financial Officer drives the stability of the business model. David Von Hoene collaborates with other executives to evaluate the profitability of new product lines, including robotics and digital signage. This leadership role involves maintaining transparent communication with stakeholders regarding the financial performance of the firm. Through the implementation of robust financial controls, the Chief Financial Officer supports the sustainable growth of the company across diverse international markets. Ultimately, Von Hoene ensures that the financial resources of the organization are utilized to maximize long-term shareholder value.

Johnny Wu, the Group Chief Financial Officer at BlueStar, manages the consolidated financial operations across the global business units. Wu oversees the budgeting and forecasting processes, ensuring that the distribution of B2B electronics remains profitable in competitive markets. By analyzing regional financial performance, the Group Chief Financial Officer drives cost-efficiency initiatives within the supply chain for printers and RFID readers. Johnny Wu coordinates with the finance teams to ensure compliance with international accounting standards and regulatory requirements. This role involves providing strategic financial insights to the executive leadership to support decisions regarding market expansion and product diversification. Through the optimization of capital structures, the Group Chief Financial Officer strengthens the balance sheet of the company. Ultimately, Wu ensures that the financial foundation of the organization supports the ambitious growth objectives of the entire global enterprise.

Scott Callebs, the President at BlueStar, directs the operational activities and sales strategies for the company's specialty electronics portfolio. Callebs oversees the management of key accounts, ensuring that clients receive tailored solutions involving rugged mobile computers and self-service kiosks. By driving sales initiatives across North American and international regions, the President ensures that the company meets its revenue targets. Scott Callebs collaborates with the leadership team to refine the go-to-market strategy for new product categories, such as edge computing and robotics. This role involves fostering strong relationships with vendors and partners to maintain a robust supply chain. Through the implementation of effective sales processes, the President enhances the market penetration of the firm. Ultimately, Callebs ensures that the operational execution of the company aligns with the mission to provide high-quality B2B electronics to diverse business sectors.

Mark Fraker, the Chief Technology Officer at BlueStar, architects the technical infrastructure supporting the distribution of complex B2B electronics. Fraker oversees the evaluation and implementation of new hardware, including robots and RFID systems, to ensure compatibility with client requirements. By managing technical partnerships, the Chief Technology Officer drives the development of integrated solutions that combine mobile computers with edge computing software. Mark Fraker provides guidance to the engineering teams, ensuring that all distributed products meet rigorous quality and performance standards. This role involves collaborating with the C-suite to align technological investments with the long-term growth strategy of the company. By optimizing the technical support framework, the Chief Technology Officer enhances the overall value provided to retail and industrial partners. Ultimately, Fraker ensures that the company remains at the forefront of technological innovation within the global electronics distribution market.