GreenRoad™ Expands Management Team with Four New Senior Executives

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New Sales, Product Marketing, Finance and Engineering Executives Bring Proven Expertise to GreenRoad

GreenRoad, the leader in driving performance and safety management, today announced the addition of four new executives to its management team. Dixie Baker joins as senior vice president of North American sales, Karen White joins as vice president of product marketing, Amir Oz joins as vice president of systems engineering and operations and Bill Wathen joins as chief financial officer. The sales, product marketing and engineering positions are newly created to help scale the company operations and better serve GreenRoad’s rapidly growing global customer base.

“These additions add a new level of depth and experience to our management team,” commented chief executive Jim Heeger. “Each of these professionals brings proven expertise that will help us grow our global leadership of the fleet driving performance and safety management market.”

Dixie Baker brings over 20 years experience in managing technology sales activities and organizations to GreenRoad. In her new role, Baker will build and manage the GreenRoad North American sales operation, scaling outreach to new and existing prospects and customers.

As vice president of product marketing for GreenRoad, Karen White will manage global product strategy, planning and marketing. White brings deep experience building and delivering award-winning software, with a specialty in customer-driven innovation.

Amir Oz, a noted engineering leader, joins GreenRoad in its Tel Aviv, Israel office. In his new role, Oz will have end-to-end responsibility for GreenRoad in-vehicle product research and development and operations including algorithms, software and hardware development, engineering, production and supply chain management.
As CFO, Bill Wathen assumes responsibility for the financial management of the company. Wathen has over twenty-five years of finance experience with fast-growing technology companies.

More About Dixie Baker
Most recently Baker served as vice president of sales for Zenprise, a leading mobile device management company, where she established U.S. and European-based sales offices and accelerated revenue growth through building sales with leading Fortune 500 corporations and establishing strategic partnerships. Prior to Zenprise, Baker served as vice president of sales for other leading emerging growth companies including FineGround, acquired by Cisco, HipBone, acquired by KANA, and Upshot acquired by Siebel. Baker served as director of sales for Remedy where she helped prepare the company for its initial public offering and started her career in telesales with Network General. Baker received her master’s degree from University of Colorado, and undergraduate degree from Ohio State University.

More About Karen White
Most recently White served as vice president, operations for Picaboo Corporation, a leading provider of digital photography products and services, with responsibility for direct customer services, vendor operations and product management. During her tenure at Picaboo, White was responsible for scaling operations to support the company’s rapid growth in online sales and product delivery. White also served in senior management roles at Tonic, formerly GreenDimes, and PayCycle, acquired by Intuit. While at PayCycle, White served as both vice president of operations and vice president of product management. White began her career in operations, serving as manufacturing and materials manager at Portola Packaging. White holds an undergraduate degree from Tufts University and an MBA from Stanford University.

More About Amir Oz
Oz joins GreenRoad from TechMER where he served as vice president for engineering research and development. Prior to TechMER, Oz was at SanDisk as R&D engineering director, and director of software and ASIC verification at M-Systems, acquired by SanDisk. Prior to M-Systems, Oz led the system and software application group, and R&D project management at TransChip, acquired by Samsung. Oz received his undergraduate in electrical engineering from Ben Gurion University, and an Executive MBA from the Recanati Business School at Tel Aviv University.

More About Bill Wathen
Over the past several years, Wathen has worked as consulting chief financial officer for start-ups including Azul Systems, Membase, (now Couchbase), RemarQ Communities, Allegis, and Instill (now iTradeNetwork). Previously, Wathen was the CFO of Shasta Networks until it was sold to Nortel Networks for $340M. Earlier in his career, Wathen was the director of finance for the Applications Product Group of Lotus Development, which he joined upon Lotus’ acquisition of Approach Software in 1993, where he was vice president of finance and operations. Prior to Approach, he held various financial management positions at Claris Corporation, NeXT, and Apple. Wathen holds a Bachelor of Science degree from the University of Connecticut and earned a MBA from the Wharton School at the University of Pennsylvania.

About GreenRoad
GreenRoad is the leader in driving performance and safety management for fleets and other organizations. The unique GreenRoad Driver Improvement Loop™ is technology-based, personalized driver self-improvement that immediately transforms driving culture and delivers the best drivers on the road. Proven across 70,000 drivers worldwide, representing innovative fleets from all industry segments, GreenRoad dramatically reduces crashes and fuel consumption so customers realize positive ROI within months. The company is headquartered in Redwood City, CA, with offices throughout the U.S., the U.K., and Israel. For more information, visit


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Julie McHenry
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