Company

About us.

Objective Logistics is changing the workplace. We are a retail/restaurant-focused software company that provides an artificially-intelligent, web-accessible labor performance management platform (MUSE) scientifically proven to increase sales and guest satisfaction, and save managers countless hours of time. MUSE introduces a competitive environment that compels staff to self-motivate and provides data to help management have meaningful conversations with their team members. Through the use of game dynamics, performance-based scheduling, built-in rewards programs, labor optimization and data analytics MUSE allows staff, managers, and executives to focus on what drives their business, not what drives them crazy.

We were founded in January of 2009 with the intent of bringing together experienced retailers, restaurateurs, software engineers, game theorists, behavioral & data scientists, and leading academics in order to fix what’s broken amongst your workforce – and we’re constantly hard at work doing just that.


Meet the founders.

Philip H. Beauregard – CEO

Phil worked in restaurants and retail for 6 years prior to earning a Bachelor of Science in economics from the Wharton School at the University of Pennsylvania. He then went on to work as a technology investment banker at Mirus Capital Advisors and Pacific Crest Securities before starting Objective Logistics. Phil’s interests include applied mathematics, microeconomics, statistics, behavioral science, game dynamics, data science, optimization and the history of high tech.

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Matthew Grace – CTO

Matt has been a programmer since the age of 13. After starting a marketing aggregation software company in his teens he attended the University of Massachusetts Dartmouth for computer science. He has built financial software for State Street Global Advisors, schedule optimization software for ClickSoftware, and most recently spent 4 years as a director of product management at Oracle. Matt likes building stuff (recently things of the culinary sort) and is interested in mathematics, machine learning, non-linear optimization, literature, and studying new languages.

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Meet the team.

Melissa Leffler – VP of Engineering

Leffler website imageMelissa brings over two decades of leadership to Objective Logistics and has a successful history of building and leading teams to deliver great products. Her previous companies span numerous industries, from Marketing teams trying to deliver Social Media ROI at Awareness to enterprise security software at Liquid Machines. Melissa fostered her entrepreneurial skills at Lotus Development and then went on to start eRoom, which was later bought by Documentum and then EMC. In addition, she was chief of operations and engineering for Global Health Delivery, and cares about giving back and improving the quality of people’s lives. Melissa is a graduate from Boston University with a double major in English and Computer Science, where she recently won a Distinguished CS Alumna award. She enjoys advising startups and teams.

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Steve Tremblay – VP of Finance

Steve brings 15 years of financial experience to Objective Logistics. Most recently he served as VP of Finance at Awareness, where he was responsible for managing the operations of Financial Planning and Analysis, Accounting, and Human Resources. Steve also achieved considerable experience with several high-growth companies, including ClearForest (acquired by Reuters Group Plc), Molecular (acquired by Isobar) and Tessera Enterprise Systems (acquired by iXL). In addition, he has worked in large enterprise organizations such as Siebel, where he served as Finance & Operations Manager and was responsible for over $100m of annual revenue within its Global Services Organization. Steve holds a BS in Accounting from the University of Massachusetts and an MBA from Northeastern University.

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Dan Velcea – VP of Engineering (Emeritus)

Dan joined Objective Logistics in 2009 after 7 years of work as a Assistant Vice President at Credit Suisse. While at Credit Suisse, he was a lead software developer responsible for enhanced cash equity systems, front office booking, trading systems and reporting systems. Dan had also developed software as an employee of Comet Systems and 3Com. Dan was a recognized leading mathematician and researcher in his home country of Romania, and after graduating from the University of Bucharest and working for some years he emigrated to the United States in 1998. He led all programatic development for the MUSE software platform at Objective Logistics.

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Meet our advisors.

Serguei Netessine

Serguei is the Timken Chaired Professor of Global Technology and Innovation and the Research Director of INSEAD-Wharton alliance. He received BS/MS degrees in Computer Science and Electrical Engineering from Moscow Institute of Electronic Technology and, after working for Motorola and Lucent Technologies, Prof. Netessine also received MS/Ph.D. degrees in Operations Management from the University of Rochester. His current research focuses on business model innovation, strategic aspects of supply chain management, incentives and contracting in supply chains and service delivery systems. Serguei has been the recipient of several teaching awards for delivering Supply Chain Management classes to MBA and Executive MBA students at the Wharton School and INSEAD. His research has been published in leading management journals, including Management Science, Operations Research, Marketing Science, Manufacturing & Service Operations Management and Harvard Business Review and it has also received extensive media coverage including articles in CIO Magazine, the Economist, Forbes, Multichannel Merchant, The New York Times, US News and many others. He holds Associate Editor and Senior Editor Positions at several leading academic journals including Management Science, Production and Operations Management, Operations Research and Manufacturing & Service Operations Management.

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Greg Pesik

Greg brings extensive hospitality and information technology experience to Objective Logistics. He is currently the Chief Executive Officer of Passkey International, a leading SaaS provider for the hotel and convention industry. Prior to joining Passkey, Greg served as Senior Vice President of Transport, Travel, and Hospitality at Talus Solutions which was acquired by Manugistics for $366MM in late 2001. During his tenure, he helped position the company as the leading provider of profit optimization technologies and orchestrated Talus Solution’s move into new verticals. Greg oversaw an industry portfolio that included hotels, passenger airlines, cruise lines, cargo, ocean shipping, rail, trucking and rental cars. Prior to Talus Solutions, Greg was Vice President and Director of Business Development at Aeronomics, Inc. where he first entered the field of yield and revenue management software. He has also held lead consulting and management positions for Andersen Consulting (Accenture) and KPMG Peat Marwick (Bearing Point), both in the fields of hospitality and travel. He is a frequent guest lecturer at Cornell University and speaker at various industry forums. Greg holds an MBA from the Johnson School at Cornell University and a Bachelor of Science degree from the Cornell School of Hotel Administration.

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Stephen Silverstein

Steve started his career as a CPA with Peat, Marwick, Mitchell & Co, now KPMG. After earning his MBA from NYU, he was tapped by his family to lead their multi-unit retail clothing company. He added 10 more successful years to the firm’s four-generation history before giving in to the dream of creating his ideal restaurant. In 1994 Steve founded and became the CEO of Not Your Average Joes. Not Your Average Joes now has 15 locations throughout Massachusetts and Virginia, with more units on the way in the near future.

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