Meet the Team

Our Experienced Professionals are Here to Help

Go Direct’s senior management team brings extensive and diverse expertise to our work. We excel in business planning, eCommerce platform development, fulfillment and operational excellence. 

Kellie Lefaive

President & CEO

Kellie is a Senior Executive with strategic planning, business development, operations, and divisional startup expertise. She has a strong understanding of technology integration and platform roll-out. Kellie is a recognized leader, who is experienced in leading large and small-scale, multi-site operations. She has spent over half of her career working with CPG companies and major retailers to create multi-channel strategies and omni-channel execution.

She has a keen understanding of the importance the customer experience plays in the success of a brand. She has empowered the Go Direct team and platform to deliver best-in-class solutions that enables a clear path between brands and their consumers.

Farhan Dadani

Director of Operations

Farhan brings a strong background in developing and leading high-performance teams through relationship building, respect, trust, and collaboration—all with a sense of urgency, intensity, and focus. As a driven productivity and efficiency expert, Farhan is known for being able to identify, establish, and leverage key performance metrics effectively. His ability to offer strategic insights around opportunities for continuous improvement results in efficiency in time and costs for our clients.

Meg Etyemezian

VP Business Solutions

Meg has extensive experience working with executive management in assessing the current and future business needs of client organizations and providing solutions which meets their specific requirements. Her practice focuses on implementing direct-to-consumer and business-to-business eCommerce and order fulfillment programs to help businesses reach their target audiences in meaningful and timely ways. She has over a decade of experience managing onboarding projects and specializes in identifying continuous improvement opportunities and employing cost-effective practices in the organization. 

Rosalyn Devlin  

VP Business Development  

As Vice President of Business Development, Rosalyn provides a strategic, collaborative, transparent, and valued-focused approach to helping organizations deliver a customized solution while controlling costs and improving the effectiveness so that product, marketing and communication expenditures are used as intended to drive growth and business value. With more than 28 years’ experience, Rosalyn has gained valuable knowledge and experience in all aspects of supply chain management. Over her career Rosalyn has worked with a variety of large-scale clients in many different industry sectors providing these organizations with a strategic approach to managing their outsourcing initiatives. Rosalyn’s focus is to develop relationships with each client and gain an understanding of their business objectives to find the best solution to meet their goals.

Shahid Jameel

Controller

Shahid is a strong leader with 25+ years of corporate accounting and management experience with small and mid-sized businesses. He is skilled at improving the accounting function through staff development, process re-engineering, better financial reporting and instituting best practices and controls has been his primary focus over his career. Shahid constantly seeks cost savings, operational efficiencies and unexploited opportunities to improve profit margins and revenue.

Mark Dos Santos  

VP IT 

Serving as the Vice President of Technology at Go Direct, Mark has an extensive background working with technology of large- and small-scale companies including, Mass Registration software, Municipal 311 Centres, Automation Systems, and the Video Game industry. He has developed a skilled team of technologists who back a sophisticated infrastructure to efficiently and effectively support the specialized processes enabling eCommerce ordering to fulfillment for direct-to-consumer, and business-to-business. His passion for automation and quality control drives continuous innovation of both existing and new systems and processes.

 

Ready to develop the perfect solution for your long-term growth plan?