GreenRoad taps four new executives

Jan 29, 2009

GreenRoad Technologies, a provider of solutions to measure and improve driving behavior, announced that Eric Weiss, Aviad Gefen, Marcus Cheeks and Mark Artis have joined the company’s executive team to support GreenRoad’s ongoing business expansion worldwide. GreenRoad says it provides a technology-based service for fleet vehicles that results in cost savings through crash reduction and increased fuel economy.

“GreenRoad is pleased to welcome talented executives with experience in rapidly growing and relevant enterprise-focused businesses, including mobile resource management and communications,” says Dan Steere, chief executive officer of Redwood Shores, Calif.-based GreenRoad Technologies. “In the past year, we’ve successfully deployed Safety Center in the fleets of Ryder, T-Mobile, UK Ministry of Defence and LeFleur Transportation, among many others, and have begun partnering with insurance industry leaders such as Marsh. In 2009, we will continue aggressively expanding our businesses to support the needs of other leaders in the commercial fleet and insurance industries.”

Weiss joins GreenRoad as senior vice president of marketing, bringing to the company an 18-year track record of launching, marketing and rapidly scaling multinational businesses, which have included software as a service. Weiss most recently was chief marketing officer at Covad Communications. Previously, he was vice president of Macromedia’s telecom solutions business unit, and co-founder and chief operating officer of ITXC, where he helped grow revenues to more than $300 million and bring the company to a successful IPO and secondary offering. Weiss also has held marketing and management roles at Hewlett-Packard, Dialogic (formerly Intel) and BCE Ventures.

Gefen has joined the company as general manager of its Israeli operations. Gefen brings more than 15 years of experience in the communications market, where he most recently held the position of director and general manager of the M2M Wireless Modules Business Unit at Motorola, now a profitable multimillion-dollar business with prominent positioning in the M2M arena. Gefen also has held a variety of development and marketing positions at Orckit, a NASDAQ-traded company and developer of xDSL communications technologies; and at Xenotran LLC, an Opto-electronic communication systems developer.

Artis, the company’s new northeast sales manager, has spent the last 11 years in the fleet safety field selling to Fortune 500 companies from around the globe. Prior to GreenRoad, Artis was the national account manager for DriveCam Inc. and the director of sales for SmartDrive Inc. While at DriveCam, Artis was one of the top contributors, securing some of the largest clients in company history.

Cheeks joins as GreenRoad’s new director of worldwide field services and U.S. enterprise account relationships. He will be leveraging more than 14 years of experience to oversee the company’s account management process and GreenRoad Safety Center installations worldwide. Cheeks’ experience includes management positions in field service, account management and operations at Sun Microsystems, 3Com, Cisco Systems and Trimble Mobile Resource Management, formerly @Road. At Trimble, Cheeks was responsible for installing more than 200,000 in-vehicle devices in North America and growing an installation network of about 200 installation vendors.

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