Behind The Wheel
Meet the team that’s dedicated to driving your success.
Founder + CEO
Andy is a serial entrepreneur with more than 20 years of expertise in launching and running successful online commerce companies, including Roadster. Before enabling commerce for cars, he founded FabKids, an online children’s apparel company, which was acquired by JustFab; ShopStyle, the leading fashion search engine, which was acquired by POPSUGAR; and Cairo, an online service for retail discounts. He also held executive positions in business development at DemandTec and Ariba. Andy holds a Bachelor of Science degree from the University of Manchester, England.
- First car: White Austin 1100
- Current car: Porsche Macan
- Dream car: 1963 e-Type Jaguar
A Detroit native, Rudi turned his boyhood passion for cars into a career. He has been an executive leader in online automotive for more than 15 years. Prior to overseeing Roadster’s daily operations, Rudi was Head of Vehicles for eBay Motors. Before eBay, Rudi was COO of CarWoo!, a VC-funded new car marketplace. And prior to that, he was VP and General Manager of AOL’s automotive properties. Rudi’s very first job was with Ford Motor Company. He earned a Bachelor of Science degree in mechanical engineering from Cornell University and an MBA from University of California at Berkeley.
- First car: Two-tone 1977 Caprice Classic
- Current car: 2011 BMW 335D
- Dream car: 2016 Porsche 911 GT3
Michelle has been at the forefront of digital marketing for more than 15 years as a thought leader and practitioner. At Roadster, she oversees all marketing and analytics efforts. Prior to that, Michelle was CMO at Edmunds, where she led the integrated brand vision and set the marketing agenda for both consumer and dealer audiences. Before Edmunds, Michelle held executive level roles in marketing and product leadership at eHarmony and Move.com. She is an alum of UCSD and holds an MBA from Pepperdine University.
- First car: Honda Accord
- Current car: BMW X5
- Dream car: 1957 Chevy Bel Air
SVP, Sales & Business Development
Amit is responsible for building Roadster’s valued relationships with OEMs, industry partners and enterprise dealers. His background spans over 15 years of automotive sales, marketing, digital and operational experience. Prior to joining Roadster, Amit was Director of Product Marketing at Edmunds and Head of Marketing at Fiat Chrysler. He also spent over 12 years at Toyota Motor Sales in various sales, marketing and field management capacities. Amit earned a Bachelor of Science degree from Cal Poly Pomona and an MBA from St. Mary’s College of California.
- First car: Toyota pickup truck
- Current car: BMW 428
- Dream car: 1947 Porsche 356
Dave is responsible for Roadster’s product development, including user research and experience. He’s highly motivated by the idea that technology helps solve problems for people, and has spent the last 15 years trying to deeply understand the feelings, rationales (or lack thereof) and behaviors associated with car buying and ownership. Prior to teaming up with Roadster, he ran user experience and future products for TrueCar, pre- and post-IPO. He has also been an executive at CarWoo!, a VC-funded new car marketplace, as well as the leader of product for automotive ad firm, Jumpstart. Jumpstart was acquired by Hearst, where Dave also ran digital products for Car and Driver and Road & Track magazines. Dave holds a Bachelor of Science degree from the University of Oregon.
- First car: Chevy S10 pickup
- Current car: 1990 Porsche 911 (the first 2-wheel drive 964)
- Dream car: 1957 Porsche 356 Speedster
Matt oversees all of Roadster’s money matters. He’s been a lifelong automotive enthusiast and has over a decade of financial experience working with both high-growth startups and leading global companies. Before joining Roadster, Matt was VP of Finance at Beepi, a VC-funded used car marketplace. He has also served as a senior advisor to several early-stage companies, where he helped drive financial and operational improvements, as well as successful fundraising. He began his finance career with the investment banking division of Morgan Stanley. Matt holds a Bachelor of Arts degree in economics from the University of Rochester, and an MBA from the Tuck School of Business at Dartmouth.
- First car: Saab 900S
- Current car: BMW E39 M5 & BMW E30 M3
- Dream car: 1988 Porsche 959 S
Lisa is Roadster’s people person — responsible for hiring, developing and retaining its team members. Her 15 years of experience in culture development and employee experience has enabled her to create winning talent strategies for Bay Area tech companies. Prior to Roadster, Lisa held HR leadership roles at POPSUGAR, Weebly and Leanplum. She earned a Bachelor of Arts degree in political science from the University of Maryland.
- First car: Honda Civic
- Current car: Mini Cooper Countryman
- Dream car: 1967 Volkswagen Beetle Convertible
An automotive industry vet of 10 years, Kevin oversees implementation and technical support for all of Roadster’s Express Storefront®. Prior to joining Roadster, he helped start and scale Tesla’s Certified Pre-Owned and Remarketing programs. Before that, he worked at eBay Motors and Carmax. Kevin holds a Bachelor of Arts degree in psychology, as well as an MBA, from the University of Southern California.
- First car: 1997 manual transmission Honda Accord
- Current car: BMW i3
- Dream car: Singer modified Porsche 911
VP, Dealer Success
Levon oversees the onboarding, training and success of Roadster’s valued dealer partners. Prior to teaming up with Roadster, he spent many years as an equity analyst at an alternative investment fund, and later developed a used-vehicle selling tool called CarZar. Levon began his career in automotive as an account executive at Cartelligent. He graduated from the University of San Francisco with a Bachelor of Arts degree in Entrepreneurship.
- First car: 1978 E-Z Go 400
- Current car: BMW I3 / M4
- Dream car: McLaren F1
Gabe leads Roadster’s sales efforts, and understands dealership needs as well as anyone. Prior to joining Roadster, he worked at the same one for 17 years. He started off parking cars at Rallye BMW, then was promoted to a delivery specialist, salesperson, sales manager, finance manager and, finally, General Sales Manager. In his last year at Rallye, he chose Roadster as the dealership’s digital retailing solution, working on digitizing the sales process. Now he’s proud to say he works for us. Gabe holds a Bachelor of Science degree in economics from State University of New York, Cortland.
- First car: Toyota Supra TT MKIV
- Current car: BMW 540
- Dream car: Porsche 911 GT3RS
Director of Sales Ops
Vikas manages Roadster’s sales operation efforts — including systems and support — to help our sales team be productive. Previously, he was a product management consultant for multiple Cox Automotive-funded startups. And, before that, Vikas was a product manager for both Yahoo! Autos and Manheim, the world’s largest wholesale automotive marketplace. Vikas holds a Bachelor of Science degree in industrial engineering from Georgia Tech and an MBA from Emory University.
- First car: Chevrolet Cavalier Station Wagon
- Current car: Toyota 4Runner
- Dream car: Early ’80s Toyota Land Cruiser
Co-Founder + Creative Director
Elsa is a founding designer at Roadster, responsible for driving the brand creative, user experience and product design efforts. Prior to Roadster, she served as creative director at Wikia and at POPSUGAR, where she managed the design team responsible for creating and executing the online presence for the woman’s lifestyle brand. Elsa’s work has won awards from McDonalds, Nestle, Sony, Yahoo, SXSW, and from Queen Elizabeth herself. She has been featured in numerous websites, books and magazines, including Refinery29, Sunset and Print. She holds a Bachelor of Fine Arts degree in graphic design from Saito Academy in Malaysia.
- First car: 1966 Volkswagen Beetle
- Current car: 1980 Mercedes 300SD
- Dream car: 1957 Mercedes-Benz 300SL
Co-Founder + Product Design Director
Mika is a digital thinker with a passion for storytelling through design and technology. As a founding designer at Roadster, he leads user experience and product design efforts. Previously, Mika served as lead designer at Wikia, helping to shape the Social Universe for millions of fans of Wikia Communities. Before that, he worked as a senior UX designer at Flip Video, focusing on the Flipshare video platform. Mika holds a Bachelor of Fine Arts degree from WSHE, in Lodz, Poland.
- First car: Sky blue 1993 Ford Fiesta
- Current car: Tesla Model 3
- Dream car: 2016 Mercedes AMG GT S
Co-founder + Engineer
Mike is responsible for Roadster's search, checkout and dealer features. Prior to joining Roadster, he was a co-founding developer at ShopStyle and VP of Engineering at POPSUGAR. Before that, he held engineering roles at VeriSign, Netscape and Apple. Mike has degrees in symbolic systems and computer science from Stanford University.
- First car: ’80s-era Buick Roadmangler
- Current car: BMW i3s
- Dream car: VW electric bus
Co-founder + Engineer
Vincent works on infrastructure, asset management, direct marketing and CRM at Roadster. Prior to joining the team, he was a co-founder and CTO of FabKids, a subscription-based children’s apparel company that was acquired by JustFab. Before that, Vincent was an early engineer and manager at Ariba, and served as a software architect at Apple. He holds a Bachelor of Science degree in computer science from Brown University.
- First car: Volkswagen GTI
- Current car: BMW M3
- Dream car: Mercedes-Benz 300SL Gullwing
Co-Founder + Engineer
Trey is in charge of optimizing Roadster’s vehicle inventory system and catalog, as well as search scoring and interface. Prior to joining the team, he was a co-founding engineer at POPSUGAR’s ShopStyle, responsible for the search algorithm, analytics, SEO and iOS app. Before that, Trey held several engineering positions, including consultant on iChat and Safari at Apple, software architect at Ariba, and engineering manager at NeXT and Apple. Trey holds a Bachelor of Science in math and computer science from Brown University.
- First car: Black 1980 Mercury Capri
- Current car: Acura RDX
- Dream car: Manual transmission Mini convertible
Kevin is a developer at Roadster, working to provide the best user interface. Previously, he was a senior engineer at POPSUGAR’s ShopStyle, and an architect at Ariba and several other software companies. Kevin holds both Bachelor and Master of Science degrees in Physics from U.C. Berkeley.
- First car: Green Volkswagen Beetle
- Current car: Mazda Miata convertible
- Dream car: Mazda Miata convertible
Board of Directors
Founder + CEO