Who We AreLocation & ParkingAdvisory BoardFaculty
Dr. Raj Veeramani is the Robert Ratner Chair Professor at the University of Wisconsin-Madison with joint
appointments in the College of Engineering and the Wisconsin School of Business. He is the Executive
Director and founder of the UW E-Business Consortium, established December 1998, and the campus-wide
UW E-Business Institute, established October 2003.
Dr. Veeramani is an internationally recognized scholar, educator and business advisor. His expertise
runs deep in several areas of business: e-business strategy, supply chain management, RFID technology and
applications, IT-business alignment and building customer-centered organizations. Dr. Veeramani is
recognized for his practical, real-world perspective. His work has embodied active collaboration with
leading companies in a variety of industries, helping them develop e-business strategies and
Dr. Veeramani received his PhD and MS degrees in Industrial Engineering from Purdue University and his
BS degree in Mechanical Engineering from the Indian Institute of Technology, Madras. He joined the
UW-Madison faculty in 1992.
Sandra Bradley directs the UWEBC's Marketing focus
Sandra's expertise spans both the technical world of the Web and the
marketing world of branding and communications. She is the former Director of Interactive Services for
Hiebing, a full-service branding strategy and marketing firm. Prior to joining Hiebing, she founded and
led Aesention, Inc., a successful Web design firm specializing in e-commerce, content management systems,
and intuitive interface design.
She has worked with clients nationwide, in businesses as high-touch as
Eastpak and as high-tech as LDS Group (engineers of equipment for the Mars Rover) and provides Web strategy,
e-marketing and communications-integration expertise for a diverse range of small to large businesses.
She has led Web development seminars for nearly 10 years on-site in corporate environments and for a variety
of other private and public sector entities, including the University of Wisconsin.
A San Francisco Bay Area native, Sandra earned a BS in Journalism at
California Polytechnic State University, San Luis Obispo. After working in mass communications for a
public relations agency and government agency, she attended the University of Wisconsin-Madison and earned
an MS in Mass Communication. She also did advanced graduate studies specializing in new media development.
Cavinda Caldera directs the UWEBC's Information Technology
Cavinda is the newest member of the UWEBC, having joined the team in
the summer of 2011. He brings extensive experience and expertise in IT
strategy, security, governance, change management and IT organizational
management. Cavinda has consulted Fortune 500 and Global
2000 companies in multiple industries, including financial
services, healthcare, defense, transportation and manufacturing.
Cavinda was an assistant professor in Southern Illinois University's School of Information
Systems and Applied Technologies. He has a master's in telecommunications management from Western Michigan University and is has completed all-but-dissertation PhD studies in information science at Syracuse University. His research has been focused on intellectual property, behavioral information security and
IT organizational culture.
As the Director of Member Relations, Beth serves as the primary contact
for the consortium. She coordinates the planning and execution of strategies for the consortium's
growth and development, as well as member engagement in UWEBC offerings. Beth has a wealth of knowledge
and managerial experience across multiple industries including finance, insurance, supply chain software
and telecommunications. Most recently, Beth was the Manager of Alternate Channels at TDS Telecom, where
she was responsible for the development of the company's alternate residential sales channels on a
Beth holds an MBA degree from Cardinal Stritch University and a BA
in Business Management from Alverno College, with a minor in Computer Science.
Alfonso leads the University of Wisconsin RFID Lab research. He also directs UWEBC
industry-sponsored or member research projects related to their strategic e-business initiatives.
He is responsible for the design, development and management of UWEBC's applied research and education
initiatives for the Consortium.
Prior to joining UWEBC, Mr. Gutierrez was an Associate Partner at
Accenture, and his experience includes more than 20 years of domestic and international consulting
across a wide range of industries. Alfonso holds an MS in Quantitative Analysis from the UW-Madison
School of Business and a Systems Engineering degree from the Universidad Industrial de Santander
James Giese brings to the UWEBC an extensive background in electronic
communications, creative design, public advocacy, and print media, with
more than 15 years of experience in both corporate and nonprofit
He directs the UWEBC's communication strategy, production, and
Roger Paulson directs the UWEBC's Supply Chain Management, Customer Service,
and Sales Operations focus areas.
Roger brings 17 years of business experience in diverse roles to the UWEBC.
Most recently, he was responsible for the Wisconsin and Illinois business-development and
project-execution activities at AbeTech Bar Code Solutions, an automated data capture and inventory
management solutions integrator. Prior to AbeTech, Roger served for eight years as a founding partner
and executive vice president of marketing and sales for Minneapolis-based Master Coating Technologies.
Roger's professional experience also includes three years as a management consultant, as well as four
years as a trained facilitator for the Minnesota CEO Retreats and Wisconsin Small Business Development
Center's PeerSpectives program. Both are innovative organizations that facilitate business improvement
through experience-sharing Retreat forums for company CEOs and presidents.
Roger holds an MBA degree in management from the University of St. Thomas in Minneapolis, a BA from
the University of Wisconsin-Madison, a Supply Chain Leadership Certificate from UW-Madison School of
Business Executive Education and a Certified Marketing Executive (CME) accreditation conferred
by Sales and Marketing Executives International.
Executive Director: Dr. Raj Veeramani
Membership: Beth de Garcia
Marketing practice: Sandra Bradley
IT practice: Cavinda Caldera
Sales Operations, Supply Chain Management, Customer Service
RFID practice: Alfonso Gutierrez
Communications, Website Support: James Giese