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 that distributors and end-users had 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.

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.


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.


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 eTurns to 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 the 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.


Carlos Echazabal, VP, Business Development - East

Carlos Echazabal is a second-generation HVAC and appliance technician who has found his calling in helping other technicians drive cost savings and efficiencies with eTurns. He began his career working for Mac-Gray services, a distributor for the commercial line of Maytag products, where he was responsible for most of the major university accounts located in South Florida, including the University of Miami. After 13 years of employment, Carlos accepted a position with Service America as Director of Operations. He was responsible for managing over 100 technicians, over 30 office personnel, as well as 10 managers. He controlled the logistics of the company, including the purchasing team, and the warehouse. During his time with Service America, Carlos implemented new inventory procedures that included barcoding of over 76,000 SKU’s using the eTurns software. This implementation helped Service America save over $900,000 in inventory carrying costs and procurement costs while maintaining expected service levels. Carlos joined the team at eTurns as a VP of Business Development in order to help other service-minded companies reach similar goals. 



John Jackson, VP, Business Development - West

For 12 years, John worked at North Coast Electric Company, where he was responsible for overseeing the implementation of technology, reporting, and support systems for all VMI customers and helped grow this segment to $14 million in annual revenue. John has deep expertise in Epicor Eclipse, MITS, consignment, RDC, and EDI and knows first hand how companies with large ERP systems still need eTurns to automate customer replenishment at the point-of-use. He has a BA in Management Information Systems from Portland State University. 


Jon Huizenga, VP, Business Development - Mid-west

Jon has spent the last 29 years in the electrical industry, working for Graybar Electric in a number of roles.  For the last 20 years of that career Jon worked with the electrical contractor segment, 15 of those years spent as a National eBusiness Manager helping contractors integrate estimating, inventory management, project management and backend systems with Graybar.  Jon helped implement over 400 instances of inventory management solutions during that time, including Graybar’s private-labeled implementations of eTurns TrackStock.  Jon helped develop Graybar's internal and external training modules for eTurns' implementations. He performed onsite installations and training for customers and helped develop a group of regional eBusiness specialists for Graybar.  Jon helped develop both internal and external training modules covering eBusiness solutions and is excited to use his experience to help distributors and end-users. 


Julie Watson, VP, Marketing

Julie Watson serves as VP 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 for 7 years at HP, where she was the product manager for HP’s VirtualVault, as well as their alliance manager for a portfolio of 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.