James Bullock

Senior Vice President and General Manager of Digital Services

James Bullock is Senior Vice President and General Manager of Digital Services at Tacit Knowledge, a Newgistics company, where he oversees all aspects of the Digital segment of the business, including P&L, sales and account relationships, delivery and business segment strategy. James began his 10-year relationship with Tacit Knowledge in 2006 in San Francisco, consulting for a number of Bay area start-ups and retailers.

In 2009, James returned to London to launch and grow the Tacit U.K. business. By building strong partnerships with best-in-class product companies like Endeca, Adobe and SAP Hybris and hiring the best local talent to blend with Tacit’s engineering delivery teams in Moldova and Mexico, James has led Tacit to become one of the premium eCommerce consultancies in Europe, winning back-to-back Hybris SAP partner awards. Prior to Tacit, James worked as a technologist developing online systems to the Royal Bank of Scotland in London.


Prithpal Roda

Chief Technology Officer

Prithpal Roda is the Chief Technology Officer at Tacit Knowledge and works out of the London office while overseeing the company’s global engineering operations. Prithpal joined Tacit Knowledge in 2011 as a part of the delivery team and served as Director of Engineering and Vice President of Technology before being named CTO in April 2016. Throughout his time at Tacit Knowledge, Prithpal has contributed to the company’s proven track record of providing unmatched ecommerce delivery – from its start in the B2C luxury sector to its expansion into the travel, manufacturing and supplies industries.

Prior to joining the company, Prithpal worked at Ingram Micro for eight years as a Team Leader and a Senior Technical Specialist. He holds a Bachelor of Computer Science Degree from Brunel University London.


Aaron Holl

Senior Director of North American Sales and Partnerships

Aaron Holl is senior director of North American sales & partnerships at Tacit Knowledge, where he oversees sales strategy and key partnerships in North America from the company’s New York office. Aaron has deep experience navigating complex sales cycles with large and small companies in both the B2C and B2B space. Prior to joining Tacit in 2015, he spent two years selling Magento eCommerce implementations at Guidance Software. Before that, he spent 13 years at a number of companies that, through acquisition, became JDA Software.

Aaron was Principal Consultant at an internet startup called Cybrant which was acquired by Blue Martini in 2002, which became Escalate Retail, then RedPrairie and was finally acquired by JDA Software in 2012. Throughout that time, Aaron worked in a number of capacities including consulting manager, channel manager, account manager and account executive roles. Before entering the software world, Aaron started his career in 1995 as a programmer at EDS, where he later moved into project management roles.


Raymundo Torres

Regional Director, Latin America

Raymundo (“Ray”) Torres is Regional Director, Latin America at Tacit Knowledge, a Newgistics company. Ray joined the company in 2007 as a software engineer in Guadalajara, where he quickly rose through the ranks. During his 10-year tenure, he has been promoted three times and now manages a team of more than 40 people. He has successfully built and led agile cross-functional, high-performance teams that design, build and deliver high-quality and effective eCommerce software solutions. Under his direction, Tacit Knowledge Guadalajara was named the best company to work for in Mexico by Software Guru magazine and has remained in the Top 10 list for three consecutive years.

Prior to joining Tacit Knowledge, Ray was a Software Engineer at IBM, a Systems Manager at Instituto de Ciencias and was a programmer at ITESO. He holds a Bachelor degree in Software Engineering from ITESO and an MBA from the Universidad de Guadalajara.


Chris Andrasick

Chris began his career in his hometown of Honolulu working as a developer for a little known start-up destined for even greater obscurity called Computer Visualizations. In the late nineties, he moved to San Francisco and joined Organic, Inc. During the four years that followed, he became the Director of Software Engineering in San Francisco and worked almost exclusively on e-commerce applications.

In 2002, he co-founded Tacit Knowledge, and has since worked on digital initiatives with retailers such as Converse, Kodak, Barnes and Noble, Sony, Macys, Sephora, The Body Shop and Gap.

Chris has also spoken on topics such as online privacy, analytics, clickstream behavior in Web applications, XML use in systems integration, Web 2.0 strategies, social networks, and best practices in Agile development.

He holds a B.S. in Aerospace Engineering from the University of Colorado at Boulder that he’s never really applied to anything beyond rocket-scientist jokes.