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 is the Chief Marketing Officer at Roadster, where she oversees all marketing, insights, 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. She has been part of the automotive community for almost 15 years. She is a boots-on executive who prides herself in having deep relationships with dealer partners around the country. She is an educator at heart and is always looking for ways to share best practices and inspire others.
- First car: Honda Accord
- Current car: BMW X5
- Dream car: 1957 Chevy Bel Air
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
VP, Customer Success
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, Business Development & Enterprise
Levon oversees the growth and development of Roadster’s OEM and Enterprise partnerships, both in North America and around the globe. 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
VP, Sales Strategy
Nick has been an influential automotive industry leader throughout his career and now heads up Sales Operations, Enablement and Training at Roadster. He grew up in a car-business family and enjoyed a 15 year run in auto sales and sales leadership prior to joining Roadster. During that time, Nick led Cobalt’s National and Enterprise sales teams, as well as large field and inside sales organizations for the Digital Marketing businesses. He also oversaw CDK’s entire inside sales organization across both Retail and Digital divisions. At Roadster, Nick supplies the Sales and Business Development teams with insights and strategies to help dealers optimize their success on the Express Storefront platform.
- First car: 1979 Chevy Citation
- Current car: Chevy Tahoe
- Dream car: Black, 1969 Chevrolet Corvette Stingray
Co-Founder + VP, Design
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 + 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