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 product portfolio with emerging market demands for rugged mobile computers and advanced RFID technology. Overseeing the executive leadership team, the Chief Executive Officer ensures operational excellence across all international supply chains. This leadership role involves constant engagement with the Board to refine the company mission of providing high-performance hardware to diverse retail and industrial sectors. By fostering strategic partnerships with global manufacturers, Alicia Soriano secures a competitive advantage in the edge computing landscape. The Chief Executive Officer maintains a rigorous focus on scaling distribution capabilities to meet the evolving needs of enterprise clients. Through consistent oversight of organizational performance, Soriano drives the company toward sustained market leadership and operational efficiency.

Luis Decker, the President, Chief Executive Officer at BlueStar, manages the daily execution of business operations and the expansion of the company's digital signage and kiosk divisions. Decker drives the integration of complex hardware solutions into existing retail environments, ensuring that clients receive comprehensive support for scanners and printers. Coordinating with department heads, the President, Chief Executive Officer monitors the performance of regional distribution hubs to guarantee timely delivery of critical technology. This position requires deep involvement in the tactical deployment of self-service kiosks across North American and EMEA markets. Luis Decker optimizes internal processes to reduce lead times for specialized electronics, directly impacting the bottom line. By prioritizing customer-centric service models, the President, Chief Executive Officer strengthens the reputation of the firm as a reliable partner for complex B2B hardware deployments. Decker consistently evaluates market trends to pivot operational focus toward high-growth technology segments.

John Merris, the President & Chief Executive Officer at BlueStar, oversees the strategic implementation of robotics and automated systems within the broader distribution framework. Merris architects the roadmap for integrating cutting-edge automation tools into the existing portfolio of rugged tablets and mobile devices. Leading cross-functional teams, the President & Chief Executive Officer ensures that technical support and sales initiatives remain synchronized with the company's core mission of hardware excellence. This role involves high-level coordination with global vendors to secure exclusive access to next-generation edge computing solutions. John Merris drives the adoption of these advanced technologies by providing comprehensive training and resources to the sales force. By focusing on the intersection of robotics and retail efficiency, the President & Chief Executive Officer expands the company's footprint in the industrial automation sector. Merris maintains a sharp focus on long-term value creation through the continuous refinement of the product ecosystem.

Johnny Wu, the Group Chief Financial Officer at BlueStar, manages the financial health and fiscal strategy of the global distribution enterprise. Wu architects the budgetary frameworks that support the procurement of high-value electronics, including robotics and digital signage. Overseeing the accounting and financial planning departments, the Group Chief Financial Officer ensures accurate reporting and capital allocation across all regional operations. This role involves rigorous analysis of market volatility to mitigate risks associated with the global supply chain of B2B hardware. Johnny Wu drives the financial planning process to support the company's expansion into new technology sectors, ensuring that resources align with strategic growth targets. By monitoring cash flow and investment returns, the Group Chief Financial Officer provides the necessary stability for the firm to pursue long-term objectives. Wu maintains a disciplined approach to cost management, directly contributing to the overall profitability and financial resilience of the organization.

Scott Callebs, the President at BlueStar, directs the sales and business development efforts for the company's extensive range of rugged mobile computers and scanners. Callebs architects the go-to-market strategies that connect specialized hardware solutions with the specific needs of retail and industrial clients. Overseeing the sales force, the President ensures that regional teams possess the necessary expertise to consult on complex RFID and edge computing deployments. This leadership role involves building and maintaining relationships with key channel partners to expand the company's market reach. Scott Callebs drives revenue growth by identifying untapped opportunities in the self-service kiosk and printer markets. By focusing on the delivery of high-value solutions, the President strengthens the company's position as a premier distributor of B2B electronics. Callebs consistently evaluates sales performance metrics to refine the approach to client acquisition and retention, ensuring that the organization meets its ambitious growth objectives.

Mark Fraker, the Chief Technology Officer at BlueStar, leads the technical evaluation and integration of all hardware products, including RFID readers and edge computing platforms. Fraker architects the digital infrastructure that supports the company's vast distribution network, ensuring seamless connectivity for all mobile devices and scanners. Overseeing the technical support division, the Chief Technology Officer provides critical guidance on product compatibility and software integration for enterprise clients. This leadership role involves constant collaboration with the product management team to vet new technologies before market entry. Mark Fraker drives the development of internal tools that streamline the tracking and management of inventory across global warehouses. By maintaining a deep understanding of the technical specifications of rugged tablets and printers, the Chief Technology Officer ensures that the company remains at the forefront of hardware innovation. Fraker consistently optimizes the technical support framework to enhance the overall client experience.