Leadership Team

James is the Founder and CEO of Geoforce, the leading provider of asset tracking solutions for industrial and other challenging environments. The company was launched in 2007 based on his vision to address the many challenges associated with managing field equipment and field operations. James understood first-hand the chaos and inefficiency that exists in the field from his early career as a field engineer at Schlumberger – the largest oilfield services company in the world. 

Prior to founding Geoforce, James was head of sales and business development at an early stage technology company developing RFID systems and GPS tracking devices. There he was responsible for initial sales, go-to- market strategy, and the launch of multiple RFID-based systems and high sensitivity GPS tracking devices.

Under his leadership Geoforce has grown from a small start-up with a big vision to a market leader tracking tens of thousands of assets for several hundred customers on six continents. James is responsible for the company’s strategic direction and is passionate about product vision, company culture, and customer experience. 

James is a holder of multiple patents related to asset track and trace technologies and systems. He holds a BS in Mechanical Engineering from the Georgia Institute of Technology, and an MBA from the Fuqua School of Business at Duke University. In his free time, he enjoys snow skiing, auto racing, traveling with his wife and teenage sons.

Richard is an experienced financial and business executive with experience in both public and private company settings.   He has an intimate understanding of the IoT sector having spent many years in leadership positions across North America and is passionate about high-growth businesses.

Specific skillsets include strategic planning, corporate finance, financial and management reporting, treasury management, international business, legal, investor relations, corporate governance, negotiation and leadership.  Significant career experiences include acquisitions and divestitures, public and private financings, corporate restructuring, strategic partnerships and enterprise purchase and sale agreements.

Richard was born and raised in New Zealand and currently lives in Dallas with his young family after having spent nearly 10 years in Canada.  Outside of the office, he keeps busy with sports and is actively involved with his 2 boys in rugby, baseball and hockey. 

Kyle has over 35 years of executive leadership experience in the enterprise software and technology industry, and he is passionate about building high performance organizations. He leads from the front with a focus on people, culture, technology, strategic partnerships, and disciplined operational rigor. His strong orientation to build high performing teams and business partnerships has been the hallmark of his
operating experience.

Prior to joining Geoforce, he was responsible for leading the go-to-market strategy of the multiple high-growth enterprise software companies including Aptean (Vista Equity Partners), PeopleSoft and SAP America, Inc.

Kyle is a graduate of Southern Methodist University in Dallas, Texas, holding a BBA and The University of Texas at Tyler, Texas, holding an MBA.

Chris has over 25 years of technology, product, and operations focus at software and hardware-powered companies. He’s served on executive teams, as a board member, and as a technical advisor. He’s passionate about transforming and scaling up the operations of growth-stage technology-enabled businesses.

Prior to joining Geoforce, Chris was the CTO of Outmatch (now Harver), a SaaS HR technology company that provides software to help high-volume recruiting organizations scale and hire more effectively. There he led the re-platforming of their flagship application, drove technology due diligence and integration of multiple acquisitions, and led a significant operational transformation to modernize the product development and software engineering process.

Chris is a graduate of Southern Methodist University where he holds a degree in Mechanical Engineering. He and his family live in Dallas, Texas, and enjoy vacations to Hawaii, the family lake retreat in Wisconsin, and wine country in northern California.

Zack brings over 20 years of leadership experience in customer operations, with a strong focus on driving results in high-growth SaaS organizations. Zack has an impressive track record of leading post-sales teams, including Customer Success, Implementations, Professional Services, and Support at revenue scales ranging from start-up to $100M+ in annual recurring revenue. At his previous roles, including SmartMoving Software and OutMatch (now Harver), Zack consistently delivered a world-class customer experience by utilizing a metrics-driven approach while fostering strategic and consultative relationships. Zack also has extensive experience navigating the customer journey associated with rationalizing multiple software platforms resulting from acquisitions.

At Geoforce, Zack oversee’s our Customer Success, Customer Support, Training and Onboarding, Field Services, Logistics and Fulfillment, as well as Project Management. This comprehensive role will ensure that we provide a seamless and integrated experience for our customers across all touchpoints with the result being happier, more engaged customers that stay and grow with Geoforce.

John brings many years of progressive and diverse experience working with advanced systems and technology and launching new products into the telecommunications, industrial, and defense markets. His expertise spans product management, product design, program management, and technical sales.

Following four years of active duty in the United States Air Force, John began his career in the semi-conductor industry designing and testing microwave integrated circuits and solid state sensor devices, eventually moving on to module and system level design. With over a decade of experience working at Texas Instruments, Honeywell, and Motorola he became well grounded in high volume production and ISO:9001 quality systems and processes.

While working at Ericsson, Bosch Telecom, and Cisco Systems John managed a multitude of customer trials and system launches of new technology with domestic and international Tier 1 telecommunication companies.

Prior to Geoforce, John served as a Product Manager and Sales Engineer at Quickoffice, a leading provider of mobile office productivity applications for iOS and Android platforms. Before that, he spent six years at Textron Systems (formerly Crane WMS) as a Senior Product Manager, where one of his roles was developing an end-to-end, SaaS based, M2M solution which targeted Oil & Gas and other vertical markets.

Having worked at both major world class technology corporations and successful start-ups like Navini Networks (purchased by Cisco Systems) and Quickoffice (purchased by Google), John has a solid background in managing quality products and services in high growth technology companies.

John holds a BSEE from UT Dallas. For fun, he loves scuba diving, snow skiing, hiking, and hanging out with his son.

Roopa brings more than 23 years of leadership experience within the software and technology industry, including a previous 7-year stint with Geoforce. Her previous roles also include Chief Customer Officer at SecurityGate.io and Senior VP of Sales and Customer Operations at Orion Labs. In her new role, Roopa will lead the dedicated account management team service customers in North America and strategic accounts worldwide. She brings a professional, high-initiative, and communicative leadership style that skillfully balances empathy and understanding of customer needs with accountability for achieving business results.

Roopa received an MS in engineering from University of Texas at Austin and an MBA from Southern Methodist University. She currently resides in Sugar Land, Texas.

Patrick Gillis is a data driven, values-based executive with 24 years of experience in sales, marketing, and operations. His background features a proven track record in building strategic teams, driving revenue growth, improving customer satisfaction scores, developing innovative technology platforms, managing key reporting strategic pricing initiatives, and driving cross-functional excellence across sales, operations, marketing and IT leadership on a national scale. He also brings diverse experience as member of transaction teams for corporate carve-outs and M&A.

Patrick received his Executive MBA from Washington University in 2022, and he currently resides with his wife and daughters in St. Louis, Missouri.

Carol Gullifor is a strategic and innovative global HR leader who translates business vision into HR initiatives that improve performance, profitability, growth and employee engagement. She has over a decade of experience in the Human Resources field supporting global companies and top executives with a unique perspective and appreciation that human capital is every organization’s greatest asset. At Geoforce, Carol oversees the global Human Resources operations ensuring our team is ready for global and functional scalability.

Prior to Geoforce, Carol served as Senior Director of Global Human Resources at Sandvine, a global network intelligence company with revenues of $217 million employing 800+ employees in over 40 different countries. At Sandvine, she built and led the Global Talent Acquisition and Global HR Business Partner Teams located in Canada, India, Sweden, Dubai, Japan and Malaysia.

During the middle part of her career Carol held Talent Acquisition and Human Resources Business Partner roles at high-growth mortgage and software companies. Key roles included stints as Assistant Vice President of HR for Nationstar Mortgage supporting their Texas and California locations, and RealPage, a $600M Dallas-based real estate software and data analytics provider.

She holds a Bachelor of Business Administration from the University of Toledo, and is a member of the Society of Human Resources Management (SHRM).

Troy is an experienced leader and developer in realizing products in the machine-to-machine (M2M) and Internet of Things (IoT) world. Troy brings to Geoforce 20 years of experience in developing GIS Asset Management system platforms, satellite and cellular communications, embedded software for IoT devices, hardware design, design for Intrinsic Safety, hardware test platforms, product support software, IoT device integration, management and design of complex manufacturing solutions, and leading diverse engineering teams. At Geoforce he handles directing the day-to-day efforts and strategic planning in hardware and firmware development along with software interoperability focusing on ensuring the highest levels of quality and reliability for our full suite of Track and Trace solutions.

Troy began his career with Orbit One Communications as its first hired developer in the fledgling IoT industry. He was tasked with integrating a variety of fledgling satellite-based tracking devices into and building a revolutionary web-based GIS and asset tracking and logistics system called FELIX. As the company needed more robust and reliable asset tracking devices than were available on the market, he helped design and develop the hardware, embedded software, supporting utilities and manufacturing test equipment for the SX1 product line.

Continuing with Numerex after the acquisition of Orbit One, Troy developed the FLEX asset tracker and a suite of wireless based sensors to enable remote monitoring and acquisition of field data. Additionally, he developed embedded software for cellular asset trackers and home alarm and automation systems. After a brief industry transition to developing world class laser diode instrumentation equipment for ILX Lightwave between 2012 and 2013, he returned to his IoT roots with Geoforce to lead development efforts on the GT family of products.

Troy holds a BS degree from Montana State University. He has been featured multiple times in industry publications for his work on reverse engineering RF protocols and implementing RF in novel ways. In his spare time, Troy enjoys all the outdoor opportunities his home state of Montana provides, along with motorcycles, drones, amateur radio, and creating custom technology for voice-controlled home automation.

Adam has over 15 years of Product, Operations, and Technology experience. He takes pride in delivering innovative solutions that produce maximum value to customers. At Geoforce, Adam will continue to cultivate close partnerships with customers and serve as a key liaison between product, sales, marketing, customer experience and other departments.

Prior to joining Geoforce, Adam was responsible for overseeing high-growth product portfolios for multiple SaaS enterprise software providers including LeanDNA and Blue Yonder. He and his organization have managed multiple award-winning projects and have been mentioned in major publications.

Adam is a graduate of the New York Institute of Technology where he holds a degree in Business Administration and The University of Texas at Tyler where he holds an MBA. Additionally, Adam received a master’s degree in Information Technology from Virginia Tech University. He currently lives in Frisco, Texas with his wife and two sons. In his spare time, Adam enjoys auto racing, reading, and spending time with family.

Lance brings over 25 years of marketing experience to Geoforce. His background includes expertise in areas such as product marketing, marketing technology and digital communications.

Prior to joining Geoforce, Lance held marketing strategy and execution roles in sectors including healthcare benefits and SaaS software. He has also previously served in key marketing roles with TXU Energy and United Healthcare.

He holds a Bachelor of Business Administration from Texas A&M University and an MBA in Marketing Management from the University of Texas at Dallas. Lance has lived in the D/FW area for more than 20 years and currently resides in Frisco, Texas with his wife, Kathy, and their four children. In his spare time, he enjoys playing golf and taking on various handyman projects.