The Alchemy executive team possesses extensive experience in multimedia and technology development, delivering breakthrough products to major corporations, educational institutions and government organizations.

Jeff Eastman

chief executive officer

Jeff brings over 25 years of entrepreneurial and management experience to Alchemy. Prior to becoming CEO of Alchemy, Jeff was CEO of Alchemy Studios, a nationally recognized leader in the development of multimedia educational and training products for academic, commercial and government clients, and specializing in developing training materials for conceptually difficult educational concepts and on products for educationally challenged workers. Jeff has been instrumental in the conceptualization and development of Alchemy from its inception. His experience also includes managing operations and leading the organizations in start-up ventures for software development, real estate development projects, and retail ventures. He is a graduate of the University of Texas.

David Perl

cheif operating officer

David brings to Alchemy almost 20 years experience in partnering, channel development and large contract sales. Perl served as president and COO during his 5 years with ProsoftTraining, a NASDAQ-traded developer and distributor of content and certifications that enable critical information and communications technology workforce skills. He also spent 10 years in various sales and general management positions with several divisions of United Technologies Otis Elevator. He holds and undergraduate business degree from Wharton School at the University of Pennsylvania, and a MBA from Harvard Business School.

Archie Barrett

chief technology officer

Archie brings all the requisite skills and background to coordinate the development and national roll-out of the Alchemy product lines. As a founder of Avatar Technology, Archie served as both CTO and CEO. He has managed multiple engineering teams responsible in the design and development of various software and network solutions. He led in the development of Avatar (once named Course InSite), a recogized industry-leading management system for professional development in the K-12 market. Archie holds two undergraduate degrees and a masters in Electrical and Computer Engineering from the University of Texas.

Celeste Elder

chief financial officer

Celeste Elder is the Chief Financial Officer of Alchemy, bringing with her more than 20 years of financial and accounting experience along with direct experience assisting businesses achieve profitability and long-term growth. Prior to joining Alchemy, Celeste was the CFO of Alex Sheshunoff Management Services, a financial services consulting group specializing in business process improvement, risk management and strategic planning. She also worked as controller for Periscope Holdings, Inc., an Austin technology holding concern, as well as, controller at Austin-based Lone Wolf Management Company, a local entertainment management firm. Prior to becoming a CPA, Celeste was a chemistry teacher, with a BS in Education from Southwest Texas State. She holds an MBA from St. Edwards University. 

Rip Rowan

vp of govt/non-profit

Rip Rowan is Alchemy’s Vice President for Government and Non-Profit. He currently directs national training efforts for more than 200 public sector training sites in partnership with numerous employers, workforce boards and community organizations. Previously as President of Productive Works, he won the Texas Workforce Commission’s 2004 Employer of the Year award. He also led Capital Area Training Foundation’s intermediary efforts earning substantial private sector investment and national recognition. Over the last 12 years, Rip has implemented innovative employer-led public-private partnerships in automotive, healthcare, high tech and service sectors. He received his BA in Economics from University of Texas and his MBA from Georgia State University.

Steve Merrill

vp of sales

As the VP of Sales, Steve Merrill is responsible for managing revenue generation through the company's national sales force, consulting on channel partnerships, and leading the company through its next phase of sales growth. Along with his zeal for technology startups, Merrill brings a wealth of real-world experience both as a Director of Sales of the Sales Executive Council of Washington, D.C. as well as the National Services Sales Manager for Dell's Higher Education vertical and as a manager with the former Business Consulting Practice of Arthur Andersen. Merrill is a graduate of New Mexico State University and recently completed an MBA at the University of Texas, Austin.

Robin Donelson

vp of engineering

Robin brings over 26 years of experience in the areas of Software Development, Quality Assurance, Customer Support, Systems Architecture, Product Development, Project Management, and product release. Robin worked for IBM for 16 years, starting in 1982 as well as Dell as Share Technical Resource and QA Senior Manager. His most recent work was as the Director of Technology Services at ClearCube for five years, as well as the Functional Manager of Quality Assurance for Polycom’s Video Division. Robin is a two-time graduate of the University of Texas with a Bachelor’s in Education and Computer Science.