Rock Rockwell, CEO

Rock Rockwell is a 35-year tech industry executive and entrepreneur with a passion for building transformative technology and educating people about how it can optimize the way they do business. He joined eTurns in 2005 with a vision to build on eTurns reputation as the leading provider of remote stockroom inventory management. Rock helped spot the need across multiple industries for more productive and automated techniques at the-point-of-use to replenish and manage stockroom inventories. He has led eTurns to create the industry’s first automated sensor-based inventory management SaaS, eTurns eVMI, which uses sensors to take a complete physical inventory count multiple times a day with no human involvement.

Previously Rock spent 23 years with IBM in numerous executive roles, both domestically and internationally. While living in Japan, he managed the marketing planning for 17 Asia-Pacific countries. After moving back to the corporate offices, Rock led sales planning for IBM worldwide. Subsequently, he became the CEO of InAlysys, an analytic software company, where he raised an $8 million series A round of funding and later sold the company to The TriZetto Group, Inc.

Rock earned a BA degree in Zoology from the University of Colorado. He later earned an MBA in finance from New York University while serving in the U.S. Coast Guard as an officer at the Supply Center in Brooklyn, New York.

Phone: (949) 265-2626

Barry Falk, General Counsel and CFO

Barry has served as General Counsel and CFO for the past seven years. Barry has extensive experience in corporate and securities law, with emphasis on business planning, public and private corporate finance, and mergers and acquisitions. Prior to joiningeTurns, Mr. Falk worked for the U.S. Securities and Exchange Commission’s Division of Enforcement and in the Division of Corporation Finance where he was the senior disclosure attorney for the SEC’s Pacific Region. He received his J.D. degree from Loyola Law School, Los Angeles, in 1988 and his B.S. degree in Accounting from Kean College, New Jersey in 1985. Prior to completing his law degree, Mr. Falk worked as a tax accountant for a national accounting firm. Mr. Falk is a member of the Corporations Committee of the Business Law Section of the State Bar of California.

Phone: (949) 660-7700

Donald Anderson, VP, Product Management

As the Vice President of Product Management, Donald is responsible for managing eTurns’ development and support organizations as well as its SaaS operations. Donald joined eTurns in 2003, and since that time has done an outstanding job of integrating exciting new capabilities as well as customer requests into eTurns’ SaaS offerings. Prior to joining eTurns, Donald was the lead PalmOS developer at SingleTap, Inc., where he developed specs for Palm projects, tested Windows mobile applications, implemented the PDA solutions and interfaced with customers for support and bug resolution. Donald earned his Bachelor degree in Economics from University of California, Irvine, where he also minored in Information and Computer Science.

Phone: (714) 210-7598

Ron Schroeder, VP, Supply Chain Solutions

Prior to joining eTurns, Ron worked at electronic component distributor TTI as vice president of supply chain solutions and worked jointly with eTurnsto develop an application named TALON which was powered by eTurns. TALON was used to implement lean solutions for TTI customers such as kanban, auto replenishment, min/max, in plant store and consigned inventory management. Ron directed all training and implementation efforts at TTI, a leader in using technology to lean supply chains. Prior to TTI, Ron held a similar position as vice president at Future Electronics where he was the architect and driving force behind sales and product development for the supply chain solutions program. This also included development of a lean e-commerce tool named FIRST. Future’s supply chain program was cited as the industry’s leader with several awards in the last decade. Ron is a graduate of business administration at Bryant & Stratton. He has also completed extensive training in lean supply chain & manufacturing, EDI and is certified as a TQM facilitator by ODI.


Mike Read, VP, Business Development 

Mike Read brings 14 years of experience at Graybar, one of the largest North American Electrical Distributors, to his role as the VP of Business Development at eTurns.  At Graybar, Mike held an eBusiness Development Manager position where he supported all of his district's EDI activity including over 200 eTurns installations.  Mike was the Warehouse Manager of Graybar's second largest warehouse and the Warehouse Supervisor of their largest warehouse. He served as Graybar's Continuous Improvement Leader, and won a "Counter Excellence" award in 2012.  Before his time at Graybar, Mike shot Patriot Missiles for the Army for 4 years and received an Army Commendation medal for service in Iraq. Prior to that, Mike was a Disneyland performer.

Phone: 682.407.0343


Julie Watson, VP, Marketing

Julie Watson serves as Vice President of Marketing, leading all strategic marketing activities for eTurns including branding, positioning, communications, go-to-market strategy and customer acquisition programs. Prior to joining eTurns, Julie worked 7 years at HP, where she was the product manager for HP’s VirtualVault, an internet security product, as well as their alliance manager for a portfolio of up-and-coming software companies. Prior to working at HP, Julie worked for a subsidiary of IBM-Japan as a consultant for foreign-affiliated technology companies doing work in Japan. Julie holds an MBA from The Anderson School at UCLA. She also holds an undergraduate degree in Asian Studies and International Studies from Northwestern University.