Meet the Sitation team

Steve founded Sitation in 2001 and has enjoyed a long and successful career as an e-commerce technology executive and entrepreneur. He is passionate about building relationships with clients and helping them to solve problems and achieve growth with technology solutions.

Steve earned his bachelor’s degree in computer science from Cornell University and his MBA at the Wharton School at the University of Pennsylvania. Steve was born and raised in New York, and today lives with his family in Cary, North Carolina.

Steve frequently attends and presents at industry events, and is active on LinkedIn. Please follow and connect!

Jon is a senior leader with consistent achievements in building and executing a clear vision, implementing operational best practices and deploying growth strategies. He has extensive experience leading digital strategy, digital merchandising, and client success within multiple industries and organizations.

Jon’s background includes senior executive positions at Solera Holdings, Advance Auto Parts, and Best Buy. He earned his MBA at the University of St. Thomas and has lived in the Minneapolis market for over 20 years.

Catherine is a digital strategy professional recognized for combining structured logical thinking, big data analysis, and marketing savvy to create results. Prior to joining Sitation in 2019, she led DTC and marketplace ecommerce programs in the apparel and furniture industries. She prides herself on creative problem solving, quick solutioning, and developing rich relationships with clients and colleagues.

Catherine earned her MBA with academic distinction from Wake Forest University. Today she lives with her husband and three children in Winston-Salem, NC and is an avid hiker and kayaker.

Carsten is a highly motivated and enthusiastic professional with a decade of experience in digital and e-commerce. He brings experience managing global CPG e-commerce programs and PIM from the client’s perspective to Sitation. Recognized for having a ‘can-do’ attitude and always finding a path forward, Carsten combines solutions, speed, and a smile to help client’s win on the digital shelf.

Carsten holds a Master of Sports Sciences degree in Sports Management from Hamburg University and is fluent in German.

Carsten lives with his wife and two children in Wake Forest, NC. He is an avid mountain biker.

Adam is a developer with over 18 years of experience designing and building systems on the web. Since getting his start in e-commerce writing the original online checkout experience for the running shoe retailer Fleet Feet, Adam has focused on product data and the systems that change, analyze, and deliver product content.

Adam’s team covers the software design, management, planning, and development at Sitation, as well as custom software development, support, and infrastructure.

He’s also the co-founder of IMVDb, a music video production credit database that has been an important resource for the music video industry and music video fans for over a decade. Adam is originally from Mississauga, Canada, grew up in Coral Springs, Florida, and currently lives in Chapel Hill, North Carolina. He has a BA from the University of Notre Dame.

As a seasoned program manager and leader with extensive experience in higher education, Betsy has a proven track record of successfully managing and growing complex business units. Throughout her career, she has demonstrated the ability to lead teams, build effective relationships, and create strategic plans that align with organizational goals. Her leadership style emphasizes collaboration, innovation, and accountability, resulting in high-performing teams and measurable results.

Betsy earned her Master of Education at the College of William & Mary and her Bachelor of Arts in Journalism from American University. She currently lives in Winston-Salem, NC with her husband, two children, and two rescue dogs. In her free time she enjoys reading, trying new recipes, and visiting local wineries.

Bob supports the Product Development team through the research, development, and deployment of cloud-based infrastructure solutions to enable SaaS Products. With over 25 years of designing server systems and infrastructure he is able to bring his experience and passion to develop solutions for any need.

He has a passion for helping others succeed and a true love for technology.

Steve is a Senior Consultant with a background in E-Commerce, SEO and Product Data Management particularly in the Automotive space. Steve spent the last 6 years working with Leonard Truck Accessories in launching their first e-Commerce venture which was later sold to AutoAnything Brands, LLC. Over the course of a 20+ year career, Steve has experienced a wide range of industries and consulting work. Some of the most memorable work was leading the solution development for clients like Martha Stewart, The NFL, Royal Caribbean, Tylenol.com, and the US Senate.

Steve lives in Winston-Salem, NC with his wife and 2 daughters. They enjoy hiking, kayaking, exploring NC BBQ joints and fighting over which series is better – Harry Potter or Star Wars.

Jessica is the Vice President of Managed Services with a passion for helping brands fully leverage PIM to improve business processes and sell on digital shelf. Her wide range of experience in retail E-Commerce, digital merchandising, brand marketing and sales operations brings cross-functional knowledge to share with clients. Her favorite part of every project is getting to know each stakeholder to create strong relationships and build trust. In 2019, she was recognized by Salsify as a “Digital Transformer” based on her pioneering Salsify work in the sporting goods industry. Jessica lives in St. Louis, Missouri with her husband, and two kids. Their favorite weekends are spent at Table Rock Lake where they love to boat, water ski and hike.

Zack is a full stack developer with experience in building processes and workflows to create engaging product experiences. Utilizing techniques and tools learned over 15+ years to help reduce the overhead and keep product experiences consistent. To Zack, the tools are secondary to the business needs. He bridges the differences that can come between software solutions and client needs.

Zack currently resides in Minneapolis, enjoys spending time with family, working out, gardening, nerd stuff and cooking. You might find him on his days off either hiking one of the many trails or lake paths around the Twin Cities with his family or working on his garden.

Hernando (Nando) Cabán-Méndez has worked with some of the world’s largest brands helping them achieve improved product data quality, speed-to-market, customer satisfaction, and growth, by successfully optimizing their product information management processes and data platforms.
With additional experience in e-Commerce, digital marketing, and design, Nando brings a holistic point of view, and a creative approach to driving our clients’ success on the digital shelf.

When he is not working, you can find him mountain biking, enjoying the outdoors with his wife and two mutts, or taking a leisurely ride to a local brunch.

Darnell is an experienced web developer with a diverse background in both private and public sectors. He started his career in the US Army as a Combat Documentation Production Specialist, where he developed skills in capturing and producing high-quality visuals. Darnell has worked as a backend web developer creating and maintaining applications for a wholesale retailer, wedding photography start-up, pharmacology research lab, and state university system.

Darnell earned his BS in Computer Information Systems from Averett University, where he played basketball. He lives with his wife and daughter in Chapel Hill and is a burger enthusiast.

Cooper is a Data Analyst on the Managed Services team at Sitation, specializing in data architecture, technical integration, and scalable system solutions. He first joined Sitation in May of 2025 as an intern on the Content team before returning to Sitation in April of 2026, transitioning into his current analyst role, where he helps clients optimize and maintain their complex data ecosystems. Cooper holds a Bachelor of Science in Business Administration from Maryville University of St. Louis.

Based in Cincinnati, Ohio, Cooper is a dedicated fan of the Bengals, Reds, and The Ohio State Buckeyes. Outside of work, he spends his time traveling, off-roading, camping, and riding his motorcycle. During the summer, you can find him out on the lake wakesurfing and waterskiing, and in the winter, hitting the slopes on his skis.

Tyler is a software developer with several years of experience in web application support and development. Tyler started his career working in non-profits and political campaigns. He has since worked as a developer and technical support professional for internet-of-things security devices, fitness industry member management systems, and back-office software for local contractors.

Tyler lives with his wife and two dogs. All four of them like spending time outdoors, board games, and barbecue.

Renel is a backend software developer with experience building software in academia and the financial services sector. After earning a degree in computer science from the University of Miami, Renel developed software in a university setting before transitioning to a financial services firm. With a passion for problem-solving, Renel is dedicated to delivering high-quality and efficient software solutions that drive business success.

Outside of work, you will find Renel following college football and spending time with family and friends.

Alyson is a Solution Consultant at Sitation with a diverse background in product data and digital asset management experience. She has overseen PIM solutions at CPG and OEM companies, as well as played a key role in system migrations, product launches, and ecommerce solution builds. Alyson is always excited to take on new challenges!

Alyson likes to spend time outside with her two dogs or going for runs, especially when the weather is nice. Living in Northern Illinois she gets to enjoy all four seasons.

Oscar is a Business Analyst with a background in Digital Marketing, SEO and E-Commerce particularly in the Automotive space. He brings a plethora of business development skills and industry specific knowledge to Sitation. Oscar is based in Texas where he lives with his wife and two daughters. He is an avid Houston sports fan and automotive enthusiast.

Mary Genia is a Project Manager at Sitation, with over a decade of experience managing operations in assisted living and retirement communities. She prides herself in building relationships and finding solutions for clients.

Mary Genia lives in Winston-Salem, NC with her husband and two sons. She loves to travel, hike and enjoy a good craft beer.

Alexis Gunn is an AI Prompt Design and Content Specialist at Sitation, where she leads initiatives at the intersection of artificial intelligence and content strategy. Leveraging a strong foundation in communication and program development, she crafts inclusive, precise content that supports both human understanding and AI optimization. Her expertise includes prompt design and cross-functional enablement, translating business goals into scalable processes.

Alexis earned both her Master of Education and Bachelor of Science in Communication Studies from Grand Valley State University. She currently lives in Detroit, Michigan, with her German Shepard, Stella. In her free time, she enjoys reading, baking sweet treats, and going out on her family’s boat.

Nick is a Digital Shelf Content Coordinator on the Data and Content Services team at Sitation, specializing in multi-retailer catalog upkeep, product content creation, and inventory data coordination. He joined Sitation in August 2026, where he helps clients keep product information accurate across retailer catalogs, resolve data errors, and build content that meets SEO, discoverability, and retailer-specific requirements. Nick holds a Bachelor of Science in Computer Information Technology from Northern Kentucky University, with a focus on System Administration and Computer Networking and a minor in Computer Forensics.

Based in Cincinnati, Nick is drawn to technology, aviation, history, and meteorology. Outside of work, he spends his time flying drones, building smart home automations, following the weather and expanding his home lab.

Colin is a project manager with over 25 years experience in education and training. He has taught at different levels including university lecturer in China for 6 years. He has managed groups of teachers and trainers to develop and implement programming for schools and businesses.

When he isn’t working you can find Colin enjoying the outdoors in his home state of Maine. He enjoys camping and fishing, but any excuse for getting outdoors will do. He enjoys spending time with his family, whether sitting around a fire and watching a movie on a crisp Autumn evening or joining them onstage in a local community theater.

Craig is a well-rounded consultant, with experience in disciplines such as digital strategy and planning, data modeling, PIM implementation, and project management. Joining Sitation in early 2019, Craig was one of the company’s first full-time employees and has worked with clients of all shapes and sizes during his tenure, ranging from large enterprise to small business.

Craig lives in Cape May, New Jersey with his fiancée and spends his free time surfing, golfing, visiting breweries and watching Philadelphia sports teams.

With over 10 years of experience managing client relationships and leading projects in the ERP and PIM sectors, Rachel brings a wealth of expertise to her role as Project Manager. She is a certified expert in Salsify PIM and a Functional Consultant certified in Akeneo PIM 5.0. As one of the first 10 employees at Sitation, Rachel has played a key role in the company’s rapid growth and success in a highly competitive industry.

Rachel was a varsity athlete on the women’s lacrosse team at Ithaca College, where she earned her bachelor’s degree in Sport Management and Marketing. She currently resides in Norwalk, CT, and outside of work, is an avid traveler, craft beer enthusiast, and outdoor adventurer!

Dett is a focused developer that enjoys a challenge and learning about anything and everything he interacts with. He started playing PC games when he was 13 and quickly realized he enjoyed programming modifications for the games more than playing them. He used a lot of trial-and-error to teach himself programming and reverse engineering. Programming and problem-solving have become his passion and he is thankful to be able to join these into a career so that it never feels like work, and instead is just another opportunity to have fun.

When he’s not on the job, he’s often reviewing his code to find optimizations, relaxing with puzzles, or binge watching random and obscure videos on YouTube. He currently resides in the small town of Mocksville, North Carolina.

Rod is an accomplished eCommerce professional and consultant with a breadth of expertise in digital marketing and merchandising, product management, operations, digital strategy, and analytics. His background includes senior ecommerce and product management roles at WW (formerly Weight Watchers), New York Road Runners, Verizon, as well as experience with boutique management consultancies. He is also a co-founder and managing partner of a high-volume DTC and marketplace eCommerce business.

Rod earned his bachelor’s degree in Government from Cornell University and his MBA from the Zicklin School of Business at Baruch College. Rod was born and raised in Guam but lived in New York City for over 15 years, and recently relocated with his family to Cary, North Carolina. He enjoys tennis, golf, cooking, playing with his children, and karaoke.

Grace is a dedicated project manager with 2+ years of proven expertise in coordinating and delivering successful projects in the marketing field. Skilled in team leadership, risk management, and stakeholder communication, Grace excels in driving projects from initiation through completion while paying very close attention to detail. With a background in managing developers and a passion for innovative solutions, Grace consistently meet deadlines while ensuring quality and client satisfaction.

Grace resides in Wilmington, North Carolina. Outside of her role as a project manager, you can often find her practicing/ teaching yoga. She is also passionate about volunteering with sea turtles & spending time at the beach, soaking in the sun, or teaching herself to surf.

Caleb came to tech sales by way of the hospitality industry. After studying at Columbia College in Chicago, he spent over a decade in service-oriented roles, developing a genuine knack for listening before jumping to solutions. That instinct has followed him into tech, where he’s built a passionate and meaningful career over the last six years.

At Sitation, he works with companies at every stage of their digital merchandising journey – from teams just getting their product data strategy off the ground to those deep in a full-scale transformation. Wherever a client is in that process, he’s there to help move things forward.

When he’s not with clients, Caleb is usually chasing live music all over the country, testing his luck at pub trivia, or exploring a new city with friends and family.

Affectionally dubbed the “air traffic controller,” Stephani ensures that all projects are placed on a clear path to success. Stephani has over a decade of experience managing sales ranging from mom & pop stores to enterprise retailers for a variety of name brands within the apparel industry. Certified in Salsify PIM, Stephani enjoys building relationships with clients and helping them adapt to the PIM space to achieve long-term goals.

Outside of work, you can find her spending time outdoors with her husband and two children.

Ryan Parmenter has over 20 years of experience in the technical realm, including directing support operations, developing workflows and processes, and creating detailed technical documentation. An undisputed “jack-of-all-trades,” he is also a novelist, a composer, a performer, and an oil painter. Ryan loves the process of solving puzzles, and he brings this passion to resolving complex technical issues and improving customer relationships.

Originally from Florida, David Protas now lives in the Raleigh-Durham area with his wife and their dog. As office manager, he coordinates in-office events, handles back-office work with clients and partners, and keeps the team running like a well-oiled machine.

Tiffany is a results-driven professional with thirty years of experience focused on improving business processes and driving digital transformation. Since transitioning to eCommerce technology in 2018, she has specialized in B2B, Product Information Management (PIM) and Digital Asset Management (DAM), creating efficiencies and fostering growth for organizations. With over thirteen years in the sporting goods industry, Tiffany has developed a deep understanding of the sector’s challenges and opportunities, excelling in solutions that streamline operations, enhance system integrations, and support business development. Tiffany is passionate about continuous learning and believes that the pursuit of knowledge is essential for both personal and professional growth. Her leadership is collaborative and solution-oriented, always prioritizing client success. She lives in Springfield, Massachusetts with her husband and three children. Outside of work, Tiffany enjoys solving puzzles, particularly logic grids and mystery stories that require critical thinking.

Nick is an implementation consultant who brings strict attention to detail, problem solving skills, and an ability to develop and maintain positive client relationships. Prior to joining Sitation, Nick provided data management services for a global company where he learned efficient practices for importing data, maintaining records, and reporting.

Nick lives in Williamstown, NJ with his pregnant wife and two dogs. He enjoys golfing, working out, playing guitar, watching movies, and rooting for his favorite Philadelphia sports teams.

Joey works as an Implementation Consultant at Sitation. He uses out of the box thinking that he gained while working as an Art Teacher to create solutions. Joey is always willing to learn and work towards expanding his knowledge in the field.

Joey lives in Winston-Salem, NC with his wife and houseplants. In his free time, Joey can be found at the beach, trying new recipes, and making art.

Andrew is an accomplished Sales professional with five years of experience working in the eCommerce Industry. He spent the last three years working at Salsify PXM, leading pre-sales efforts for various projects executed by Salsify’s Professional Services team. He leverages this experience to provide expert consultation in the areas of systems architecture, data management, and GTM.

Andrew earned his Bachelor’s Degree in Communications from The Pennsylvania State University in 2019. Currently, he resides in Seattle, WA, soaking in all of the skiing, fishing, and hiking that the Pacific Northwest has to offer.

Rachel Sheiman is a seasoned Product Experience Management (PXM) professional with deep expertise in Salsify and digital content syndication. With over a decade of experience in the Home Goods, Home Improvement, and Home Decor industries, she has led end-to-end eCommerce initiatives spanning item setup, lifecycle management, enhanced content strategy, workflow automation, and retailer compliance. In 2019, Rachel was recognized with Salsify’s prestigious Digital Transformer Award for her innovative approach to optimizing the digital shelf.
Rachel lives in Palm beach County, FL, with her husband. Outside of work, she can often be found off-roading or at the beach with their two French Bulldogs and three Jeeps. A passionate reader and traveler, she especially loves exploring new places by cruise ship with her husband.

Julie brings years of product owner and technical consulting experience to her project manager role. She began her career in communication, marketing and event management, evolving her skills by working closely with IT and web teams to build out platform implementations and custom developments. She enjoys connecting with clients as they develop tools that will meet their organizational needs. She has an MA in Communication from Saint Louis University.

Julie lives in Denver with her husband and their little dog. She enjoys biking, hiking in the mountains, and learning to ski. They are originally from St. Louis, so they visit regularly to see family and friends. She enjoys the craft beer scene in both cities.

Christina is a Data Implementation Specialist at Sitation with a background in multimedia, marketing, and e-commerce. Her favorite part of a project is learning how a system works, then organizing data for maximum efficiency, no matter the industry.

Christina is naturally curious and a voracious reader, making her a great addition to a trivia team. She lives with her husband and two children in Saint Louis, MO; in her off time, you can find Christina at the gym, in the garden, or listening to audiobooks while working on a project.

Devin Waller joined Sitation in 2026 as a Managed Services Consultant. Supporting brands in Salsify with data quality, enrichment, governance, and syndication workflows that improve speed and consistency across the digital shelf. He brings beverage and alcohol industry experience and a methodical, detail-oriented approach to solving complex product content challenges.

Devin was Born in Washington, DC and is based in Maryland. He enjoys bowling as a consistent hobby, and is always looking for ways to streamline processes and help teams scale.

Brooke is a Senior Solution Consultant who leverages her skills and knowledge to drive value and make a positive impact for both clients and organizations. Prior to joining Sitation, Brooke worked with various Fortune 500 retail and consumer goods clients, specializing in delivering data-driven solutions that optimized business processes and elevated customer experiences.

She hold a Master of Science in Business Analytics and an undergraduate degree in Supply Chain Management from Texas Christian University. Brooke lives in Dallas and enjoys spending time with friends, golfing, and playing with her dog chili.

Aishia is Sitation’s Project Manager & Marketing Lead, bringing more than two decades of communications experience across a variety of industries. She leads Sitation’s marketing efforts, specializing in content strategy, digital campaigns, events, and partner marketing. In addition to overseeing the company’s marketing initiatives, she manages client projects, coordinating teams, timelines, and deliverables to support successful outcomes. Aishia graduated from the University of North Carolina at Chapel Hill with a Bachelor of Arts in Communication Studies.

Aishia lives in Winston-Salem, NC, with her husband and four children. Outside of work, she enjoys home improvement projects, leading a Girl Scout troop, singing in the choir, and exploring the outdoors with her family.

Ian is an accomplished professional with a background in supply chain, ecommerce, and customer experience. He realized early on in his career that he had a great joy for connecting with people and building long lasting relationships. He continues to be committed to helping brands grow in the digital world by taking the time to fully understand not just challenges but also future vision and goals of the companies he works with in order to ensure he introduces the right tools and technologies to drive accelerated growth.

When Ian’s not working, he enjoys getting away from it all and venturing out to the mountains of New England, visiting the local breweries, and spending time with his family and friends.

Angela brings over 15 years of ecommerce experience, specializing in scaling CPG brands across DTC, marketplaces, and various retail channels. With a keen focus on account management, branding, customer experience, and merchandising, Angela has successfully navigated many complexities of the industry. She possesses experience in logistics, operations, and process optimization, particularly in the realm of ecommerce startups. Driven by a passion for creativity, she thrives in cultivating brand identities and fostering engagement throughout the customer’s shopping journey.

During her free time, Angela enjoys outdoor recreations with her family, connecting with the art community by attending music/theater performances and museums, listening to podcasts, discovering new music, and watching movies.

Dawn is certified in Salsify PIM and Syndication – Administrator Level. With 9 years in e-commerce and several more in digital marketing, she comes to Sitation having worn many hats. Most recently in her last role, she built out their enterprise-level Salsify, served as the admin, and managed their main brand’s hefty Amazon US channel. She looks forward to combining both her passion for Salsify and experience across multiple platforms to set companies up for success on the digital shelf.

When she’s not working, you can find Dawn with her husband renovating their mid-century modern home, planting an edible landscape in their yard, and exploring Boston’s modern art scene.

Lauren is an AI Content & Search Specialist on the DCS team at Sitation, specializing in AI-driven content strategy and search optimization. She supports projects with enterprise clients as the team continues to build out their content programs. Lauren brings experience working with large datasets and analytics and is excited to put that background to work in ecommerce. She holds a B.S. and M.S. from Appalachian State University as well as a Ph.D. from Virginia Commonwealth University.

Hallie Zeedik is a Managed Services Consultant at Sitation with nearly a decade of experience across CPG, retail eCommerce, PIM, and digital commerce. She brings a unique perspective from working across multiple sides of the industry and enjoys digging into complex problems, improving processes, and finding practical solutions that make life easier for clients and their teams. She especially enjoys building strong relationships and turning messy challenges into clear, workable paths forward.
Outside of work, Hallie loves traveling, cooking, hunting for treasures at thrift shops and record stores, and seeking out good food and live music wherever her travels take her.