Joe Bellini

Chief Executive Officer

Joe Bellini is a seasoned technology executive having served as a CEO or executive with multiple companies focused on providing software solutions to the Consumer Goods industry segment. After starting his career with General Electric, he went on to lead Oracle’s CPG solution deployments, JDA’s (i2) CPG/Retail industry solutions, IRI’s CPG analytics team, and ONE Network’s CPG/Retail Program and Product Management Division. Joe has also delivered technology solutions to companies in adjacent industries including transportation/logistics, healthcare, electronics, automotive and industrial markets. Joe holds undergraduate degrees in Engineering as well as Mathematics and Statistics from the University of Massachusetts Amherst and a PMD in Business from Harvard Business School.


Mark Schonau

Chief Financial Officer

Mark Schonau is an experienced CFO with 25+ years of experience providing financial and operational leadership to public and venture-backed corporations. Mr. Schonau has provided financial leadership to software companies in healthcare information technology, transportation and B2B commerce. Before moving into the private sector, he spent eight years working for Ernst & Young as an auditor. Mr. Schonau holds a Bachelor of Science Degree in Accounting from Arizona State University, is licensed as a CPA in the State of Arizona and holds a Certificate in Global Leadership from the Thunderbird School of International Management.



Ajay Chidrawar

Senior Vice President of Customer Success

Ajay Chidrawar is a results-oriented leader with over 15 years of experience of successful strategic and tactical leadership in the enterprise software industry. He has held a number of roles across software development, product management, solution consulting and customer success in both on-premise and SAAS business models in both startups and large company environments. Ajay received his Masters of Science, Computer Science at Rutgers and his Bachelor of at the University of Mumbai.



Chris Mitchell

Vice President EMEA

During a 25 year career in the software industry, Chris Mitchell has collaboratively worked with many global pharmaceutical, consumer healthcare and consumer goods companies to successfully deliver IT solutions to support specialized business processes—primarily in the front office.  This has involved senior business development roles at national, European and global levels in both large organizations such as Oracle and Accenture as well as specialized software vendors such as CAS, Cegedim and First Consulting Group. He has worked extensively in East and West Europe, North America, Latam, Middle East and Asia Pac and therefore understands many of the key differences of business practices, culture, regulation and politics which can undermine global programs.  Prior to joining AFS, he worked for CAS as the Global Account Director for a small number of global top 20 CPG companies.

Chris Than-Win

SVP & GM, TPM Business Unit

Chris has over 25 years experience leading finance, analytical and trade marketing teams in the food and beverage industry, in both Foodservice & Retail segments, in US and Canada with leading CPG organizations such as Sara Lee and Perfetti Van Melle.



Yüan Li Chen

Vice President Asia Pacific

Yüan Li Chen has 15 years experience in the consumer goods industry. First as co-founder of a field marketing company, leading large teams of field sales reps, merchandisers and promoters in China, and then as co-founder of The POP Company (now part of AFS), managing the design, development and delivery of field force automation and business intelligence solutions. Yuan holds a Master of Science degree in Business Administration from Erasmus University Rotterdam.