Council of Wiseguys (& Wisegals)

The premise of TheEmob, is "none of us is as smart as all of us."  To that end, our retailer members provide a great deal of input and direction that helps shape our organization. In addition to our Board of Dons, we are lucky to have a "Council of Wiseguys." A group of smart, talented and very experienced  ecommerce executives, who have all earned their street cred with some real ecom know-how and success.

Roy StevesRoy Steves - CMO, Pool Supply World
Roy Steves is an animator turned programmer turned marketer, and uses those technical talents to lead automation-focused marketing team at PoolSupplyWorld. During his tenure, PoolSupplyWorld has developed successful in-house PPC, social, email, affiliate, and CSE programs--which combined, have earned hundreds of thousands of new customers, and more than doubled revenue.


dan cotlarDaniel Cotlar - CMO,
Daniel directs marketing for (GCC), the largest online retailer in Houston and winner of the AMA Marketer of the Year Award and Houston’s Best Place to Work. Prior to GCC, Mr. Cotlar managed online marketing for Reliant Energy and served in leadership roles at several startups. He has over 15 years of experience in online marketing, analytics and testing, and has presented at Internet Retailer, ACCM, and the University of Houston. Mr. Cotlar holds an MBA from the Jones Graduate School at Rice University.


Sara ShikhmanSara Shikhman - President, BDF

Sara Shikhman is an e-commerce expert and a frequent speaker at e-commerce industry events. As President of, Sara achieved $11 Million in revenue on a $25,000 investment in 24 months. Sara leads multiple e-commerce projects in a variety of industries including fashion, home furnishings, and bedding. Sara's specialty is launching the e-commerce businesses of existing companies.

Prior to Sara's foray into e-commerce, Sara practiced corporate law at a top firm in New York, was part of the portfolio management team at Deustche Asset Management, and was an adjunct professor at Pace University. She earned a Juris Doctor from the University of Pennsylvania Law School and is admitted to the bar of the State of New York. Sara earned her B.B.A. in Finance from the Lubin School of Business at Pace University.


Drex DavisDrex Davis - CEO,

Drex Davis is the CEO of, the leading online retailer of paper crafting and scrapbooking supplies. Prior to joining, Mr. Davis worked as an analyst at Goldman Sachs. He is a co-founder of the eMainStreet Alliance and sits on the leadership council of the National Federation of Independent Business in Arizona. 


Joel katzJoel Katz - COO,

Joel Katz is the Chief Operating Officer of, a leading online retailer of luxury watches and jewelry. He joined Ashford in 2009 and is responsible for overseeing the technology, operations and marketing for the $60+ million retailer.

Joel is responsible for developing marketing strategies and effectual operations procedures. He has a deep understanding of ecommerce technology software and their related ecosystems. He is currently focused on Ashford’s global expansion to sell its products worldwide.


nathan-deckerNathan Decker -

Nathan helped build from a three person startup out of the founders garage to a Top 500 Internet Retailer. He engages in all aspects of online marketing at evo, primarily responsible for customer retention and driving the customer experience forward with new technology. Nathan frequently speaks on a variety of ecommerce topics at events like eTail, and Internet Retailer.