Sets the product line: one ERP for store, CRM, warehouses, and loyalty — without commission theatre.
Alex started RedCart after years watching merchants stitch together a shop, a CRM, a WMS, and a points program that never agreed on the same customer. The bet was boring on purpose: one catalog, one stock, one staff login.
As CEO he owns the public story (pricing, early access, careers) and the rule that we do not take a cut of GMV. He works with Sarah on what ships on the node versus what stays on platform hosts, and with Elena on which merchant jobs we refuse so the product stays a system, not a pile of apps.
Before RedCart he ran operations at a multi-brand retailer and learned that “integration” usually meant a spreadsheet at 11 p.m. He still reads support tickets before decks.