Think Tank

WhyteSpyder’s Think Tank members have experience in several fields related to  marketing, retail, technology, and more. This gives us a wide and deep knowledge of the best practices from which we base Markendising. The following individuals compose part of our network of experts who have helped contribute material for this site.


Eric Howerton

WhyteSpyder, Inc. – CEO

Eric Howerton is the chief executive officer of WhyteSpyder, Inc, a content service provider for Walmart. He has more than 15 years of experience in marketing, advertising, and publishing. These are three essential components to comprehend, strategize, execute, and deliver effective content marketing.


Alex Ahmad

WhyteSpyder, Inc. – COO

Alex Ahmad is the chief operations officer of WhyteSpyder, Inc. He received his master’s degree in computer science from the University of Arkansas and has been instrumental in developing numerous profitable eCommerce websites.


Rick West

Field Agent – CEO / Co-founder

Rick West is the CEO and Co-Founder of Field Agent and is a self-proclaimed mobile technology evangelist.  He is currently a member of the Mobile Marketing Research Association (MMRA) Board of Directors. Prior to starting Field Agent, Rick worked 16 years with Procter & Gamble in various assignments in the United States, Hong Kong and Bangkok Thailand. Since leaving P&G, he has been a start-up Entrepreneur for 15 years. Rick has co-founded multiple start-ups, including the Northstar Partnering Group, CORE4 Research, JOYN, and most recently Field Agent. Rick has a BBA in Personnel and Industrial Relations with a minor in Economics from the University of Kentucky.


Bill Akins

Rockfish / SVP  Business Innovations

Bill Akins has worked with consumer packaged goods technology and manufacturing companies for 19 years. He has held numerous leadership positions, including his current role as SVP of Business Innovation at Rockfish. His previous leadership roles were with Pfizer, U.S. Cotton, and Nielsen. Akins led teams that built some of the largest mobile retail apps in the world, including Walmart One and Sam’s Club Mobile. Akins has a Bachelor’s of Science with a concentration in marketing from California State University and an MBA with a concentration in strategic retail alliances from the Sam M. Walton College of Business at the University of Arkansas.


Dave Feinleib

Founder and CEO Content Analytics

Dave has extensive entrepreneurial and operating experience. He founded four technology startups: Likewise Software (acquired by EMC), Centeris Corporation, Consera Software, and OnDevice Corp. (acquired by Keynote Systems). Before his entrepreneurial career, Dave was the youngest employee at Microsoft. At Microsoft, Dave managed the Out of Box Experience team for Windows and worked on television and internet access services.


Joyce Grippi

Founder Grippi Consulting

Joyce has more than 17 years of experience working with Walmart. She has extensive experience in retail, operations, innovation, and communication. Joyce has been recognized for her tech-savvy approach and her passion for new technologies and online solutions. She prides herself in her ability to get the right information to the shopper.


Henry Ho

CSO and Co-Founder of Field Agent

Henry has a B.S. degree in Computer Science/Business from Furman University. He is the CSO and Co-Founder of Field Agent. Henry worked 19 years with Procter & Gamble (P&G) on a broad array of assignments. Henry was a founding member of P&G’s Walmart Global Customer Team in 1988 and has worked with Walmart for more than 25 years. After leaving P&G Henry was part of multiple start-ups, including the Northstar Partnering Group and CORE4 Research. Henry is also Co-Founder and a Chairman of JOYN, LLC a Multiple Bottom Line company located in India.


Clay Bell

Managing Partner, Twelve Company, LLC

Clay obtained a Bachelor of Science in Business Administration in Financial Management from the University of Arkansas and an MBA at John Brown University. He has been building brands and leading Walmart cross-functional business development teams for 15 years. Clay founded Twelve Company, a sales and marketing consultancy for brands within mass retail. He was also founding member of Northstar Partnering Group & the General Manager/Partner for Ideos, LLC. Clay currently serves as Board Chairman for the Center for Mission Mobilization and on the Board of Advisors for WhyteSpyder Inc.


Rob Farinholt

CaseStack, Visual Merchandising Logisitcs

Rob Farinholt is an account manager with CaseStack, Visual Merchandising Logistics. He is also a cofounder of the First Thursday Retail Connection in Bentonville, AR. He is an expert on retail displays and in-store event logistics. He previously worked in business development with CaseStack, where he bought suppliers of the world’s largest retailers into CaseStack’s collaborative retailer-driven Logisitcs Consolidation Program/Vendor Pool model.

Cameron Smith

Cameron Smith

President, Cameron Smith & Associates

Cameron Smith is President of Cameron Smith & Associates, an institution within the Walmart supplier community which is recognized as one of the most successful executive search firms in the United States. Since Cameron founded CSA in 1994, he and his team have been credited with luring hundreds of Walmart supplier offices into Northwest Arkansas and creating thousands of jobs. Cameron has become a leader in the supplier community and is actively involved in efforts to enhance the technology, international trade opportunities, and educational resources available to world-class companies working with Walmart.


Lane Dickerson Adams

WhyteSpyder, Inc. – Vice President of Client Relations

Lane has 18 years of experience working in marketing and advertising.  She has worked with Saatchi and Saatchi X, TPN, CJRW, and Rockfish. Lane is recognized for developing shopper-marketing strategies for multiple Fortune 500 clients, including Walmart and Sam’s Club.


Judith Tavano

Managing Director at TRAINIQUE

Judith Tavano is currently serving as the MARKENDISING℠ Professional Development Coordinator for WhyteSpyder. She has years of experience as an educator in both higher education and private industry. This experience ensures that the Markendisers have an educational champion.


Brooke McNeely

WhyteSpyder, Inc. – Content Director

Brooke manages all print, photo, and video content for WhyteSpyder, Inc. She has more than 15 years of professional photo and video experience. WhyteSpyder, Inc. produces all of their content in-house and Brooke has a hand in all of it. She is also an award winning journalist with a master’s degree in Documentary Film from the University of Arkansas.

Sean Corbin

Sean Corbin

Team Leader at Ocean Spray

Sean Corbin is a sales team leader with Ocean Spray Cranberries. He previously worked for RB Consumer Goods as the Senior Director for Health and Wellness. He received his MBA from Pfeiffer University.

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