Executive Management

Anthony Roth – President, Chief Executive Officer

Tony Roth is the President and Chief Executive Officer of Celect.org, a company of Optimum Interactive (USA) LTD., the leading provider of web-based network services for membership organizations. A serial entrepreneur with over 14 years of experience, Tony has a reputation for starting successful technology companies and managing the turnaround of various businesses in transition.

Prior to co-founding Celect.org, Tony was brought in as a turnaround CEO for Commerce Planet, Inc., an online marketing & e-commerce company. During his tenure at Commerce Planet, Tony was responsible for resolving a range of legal, compliance, financial and other business-critical issues, eventually leading to a successful sale of the assets of the company.

In 2001, Tony founded Utix Group, Inc., a corporate premium gift, incentive and consumer reward company that significantly changed the way prepaid gift cards are issued and processed to this day. During his time as President & CEO of the company from 2001-2007, Tony authored, commercialized and defended a series of patents for prepaid technology system and marketing applications on the DISCOVER Network. He also formed strategic alliances with several co-branding partners including the PGA, Nike, Red Door Spa, FOX, Disney, Warner Brothers, Carlson Marketing, Quantum Loyalty - Hollywood Movie Money, and the U.S. Ski Team. 

The Utix technology applications have become standardized prepaid card features for several Fortune 500 brands issuing gift cards or prepaid products worldwide.  Having authored and defended several patents in the pre-paid technologies arena, Tony is an expert in the industry and has served as a featured speaker at multiple events for organizations such as the Electronic Funds Transfer Association and the American Management Association.

Earlier in his profession, Tony served as a turn-around Executive and often CEO for both public and private business concerns. However, he first began his professional training and experience in the business financial services and retail brokerage arena where after eight years he culminated his career as a Vice President, Merrill Lynch.

Tony received an undergraduate degree in 1986 from The University of Illinois and holds a masters degree in finance from The New York Institute of Finance. He currently resides with his family in Laguna Niguel, CA and can be reached at tony@celect.org or followed on Twitter at CelectCEO.

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Timothy Roth, CPA – Founder, Chief Strategy Officer

Tim is the founder of Celect.org with 30 year career in corporate finance and entrepreneurship. From 1977 through 1981, Tim worked as a finance analyst for A.E. Staley MFG and Caterpillar where he traded commodity and foreign currency futures. From 1981 to 1984, Tim worked in the financial services industry as a limited partner with Edward Jones. Tim also worked for a brief period with Dean Witter and was “Manager of the Year” for Merrill Lynch small markets office in 1996. Tim concurrently sat on the Advisory Council to Merrill Lynch Business Services from 1996 through 1999.

As an entrepreneur, Tim co-founded Diversified Health Care Companies, Inc., which provided doctors making house calls and capitalized physician practice revenues through its publicly traded common stock. From 1986 to 1992, Tim was CEO and President of Tricon, Inc., a specialty buildings supplier to the telecommunications industry. While at Tricon, Tim co-authored several patents for controlled environmental vaults and cabinets. Tricon grew to over $13M in revenues from the Bell Companies and GTE, and employed in excess of 150 employees. In 1991, Tricon was named a “Top Twenty Small Company Supplier” to the telecommunications industry by Telephone, Engineering & Management Magazine.

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Mark Anderson – EVP, North America

Mark Anderson joins Celect.org as Executive Vice President, North America and will be overseeing our Field Sales Executive Team and marketing activities for all sales verticals. Mark graduated with a B.S. in Finance from the University of Illinois in 1977, and further earned his JD (Jurist Doctor) degree in 1981 from the John Marshall Law School in Chicago. After several years of private legal practice and three years with CTI Industries in 1990, Mark was recruited to lead Sigma Chi Corporation and Fraternity as President and Executive Director. Marked served in this position until March 2008 when he assumed the roles of General Counsel, President and Executive Director Emeritus.  During his tenure at Sigma Chi, they successfully initiated over 80,000 men into its ranks through more than 220 undergraduate chapters; increased the alumni chapters by 16%, and provided thousands of man-hours and raised millions of dollars for charitable donations. Among his many accomplishments, Sigma Chi earned 81 communication awards from the College Fraternity Editors Association. In 2005, Anderson received Sigma Chi's highest recognition for service to the Fraternity when he was inducted into the Order of Constantine, an honor that has been conferred on fewer than 500 men since the inception of the Order in 1948.

 In 2009, Mark was awarded the highly prestigious Silver Medal Award by the North-American Interfraternity Conference during its Centennial Celebration for his significant contributions. Mark resides in Wilmette, IL with his wife Cindy and has two children.

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Aaron Walker – Chief Development Officer

With a background in both business development and software project management, Aaron has been serving the Information Technology market for almost 10 years. Having spent 3 years of his career as a successful inside/outside sales rep for ESRI (the world leader in GIS Technology), Aaron then spent 3 successful years as an executive recruiter where he specialized in the software development sector. He then spent over 2 years as the VP of Client Relations for TSOT Inc, a web development company based out of Toronto, Canada who specializes in web technology for membership based organizations. Throughout these experiences he has managed all aspects of the software project management lifecycle and brings a wealth of knowledge to the development of the Celect.org suite of tools.

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Jim Thoeni – Vice President of Global Sales

Jim joined Celect.org in the spring of 2009 to build and lead the global sales effort. He most recently served as the VP of Client Services at Iventa, where he led strategic support and sales efforts for over 120 top tier clients like Grateful Dead, Metallica, Sony BMG, Hillary Duff, and Golf Digest. Thoeni has been a critical component of 3 different corporate acquisitions to 3 different publicly traded companies for a pre-tax total of nearly $100 million. His roles in each of these organizations were: Founder and Chief Operations Officer of Value Direct, an objective pricing service for big ticket items such as autos and homes; Vice President of Operations for Advanced Access, a premier online marketing and website development firm for real estate professionals; and Vice President of Sales for Bargain.com, which enjoyed it’s most profitable years under Thoeni’s tenure that eventually led to a $60 million sale and rapid national expansion of the business. Jim received a Bachelor of Arts degree in Administration of Law from Portland State University.

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