About Upstream Commerce
Upstream Commerce transforms how retailers around the world grow sales and boost margins through real-time competitive insights, smarter pricing and optimal product assortment. By delivering automated, real-time intelligence and analytics, we help companies across more than 15 retailing categories develop, implement and continuously enhance pricing, merchandising, promotion and lifecycle management. Many of the most innovative retailers in the world, including Staples, Toys-R-Us, Shoebuy, Woodcraft and eBags, rely on Upstream Commerce for retail intelligence.
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Executive Team
Amos Peleg, Co-founder and Chief Executive Officer
Amos Peleg co-founded Upstream Commerce following more than 17 years of leadership roles in operations and global team management in the software industry. At Mercado Software – later acquired by Omniture, Inc. (now Adobe) – Amos served as General Manager of Mercado Labs and was responsible for the company’s operations. Mercado Software, a provider of advanced merchandising solutions, counted among its customers Macy’s, John Lewis, Williams-Sonoma, Argos, Overstock, Guess and Sears. Prior to Mercado, as Director of Small-Business Technology Platforms at SAP, Amos managed the group responsible for international engineering programs. Previously, at Check Point Software Technologies, he drove the technical development of two core products and was responsible for the conception, architecture, development, and market delivery of all new products. Amos holds a M.Sc. degree in Computer Science from Weizmann Institute of Science and a B.Sc. in Physics and Computer Science from Hebrew University of Jerusalem.
Dr. Shai Geva, Co-founder and Chief Technology Officer
Dr. Shai Geva is a leading technologist with nearly 25 years of practical experience, coupled with a strong academic and research background. He is intimately familiar with e-commerce and Web technologies. Shai was a member of the founding team, and served as Chief Scientist, at Mercado Software – later acquired by Omniture, Inc. (now Adobe), where he provided technology leadership, helping to formulate and realize the company’s strategy and vision. Previously, he served for five years in an elite technology unit of the Israel Defense Forces, where he was responsible for innovative system design and implementation. Shai holds a Ph.D. in Computer Science from Carnegie Mellon University and a B.Sc. in Mathematics and Computer Science from Tel Aviv University. He is co-inventor of two US patents and has a number of patent applications pending.
Mauricio Barberi, Chief Marketing Officer
Mauricio leads all branding, marketing communications, public & analyst relations, digital marketing, social media, demand & lead generation, events and sales enablement programs. He brings over 20 years of experience in B2B technology marketing and product development. Mauricio joins us from TradeCard (acquired by GT Nexus), a leading innovator in Cloud-based supply chain solutions for large retailers and manufacturers, where he established the marketing function and led teams across three continents as SVP of Global Marketing. Prior to GT Nexus, he was SVP of Worldwide Marketing at CGS, a $200 million software and IT services provider, where he revitalized the BlueCherry suite of software applications for the retail & apparel sector. Previously, Mauricio served as SVP of Marketing at Mobius, a $100 million NASDAQ-listed digital archiving and records management company. Prior to Mobius, he was VP of Marketing & New Products at C3i, a Siebel CRM services firm. Additionally, Mauricio held senior positions in management consulting with Accenture and product development with Schlumberger. He earned an MBA from Harvard Business School and a S.B. in Mechanical Engineering from Massachusetts Institute of Technology.
Anna Nativ, Vice President of Client Services
Anna leads the delivery and customer care teams to ensure that engagements throughout the lifecycle of all customers are staffed appropriately and managed with the highest levels of quality, accuracy and value delivered. In her role as chief customer advocate, Anna brings more than 18 years of experience in client service and support, as well as software design and development, in healthcare, telecommunications, multi-media streaming and hardware management. Prior to Upstream Commerce, Anna was VP of Professional Services at Kaltura, where she was responsible for the rapid delivery of complex solutions for customers in the US, Europe, Japan and Australia. Previously, she was Customer Service and Delivery Manager at TriZetto; Research & Development Manager at Emblaze Systems (a provider of video mobile solutions for companies such as Samsung and Nokia); and Software Engineer at Intel. Anna holds an MBA (with High Honors) from Boston University School of Management and a B.Sc. in Computer Science from Technion–Israel Institute of Technology.
Nir Shahaf, Vice President of Engineering
Nir leads all product development, user interface design and quality assurance at Upstream Commerce. Previously, Nir served as General Manager at Artimedia Technologies, a wholly owned subsidiary of Artivision Technologies (publicly traded in the Singapore Stock Exchange) and a leading provider of video ad servers, where he was responsible for the company's technology, sales and marketing operations. Previously, Nir co-founded Comitari Technologies and served as VP Research & Development, creating a Web security solution that protects against online frauds and social engineering attacks. Prior to Comitari, Nir served as a Product Development Manager at F5 Networks, a $5B leader in application delivery, managing the development of the company's security products portfolio. Nir moved to F5 Networks from Check Point Software Technologies, where he managed a development team responsible for next generation connectivity products. Nir holds a B.Sc. in Mathematics and Computer Science from Tel-Aviv University.

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