Executive Team



Alex Wakefield, Chief Executive Officer

Alex Wakefield joined Longbow Advantage in 2016 as Chief Commercial Office and was selected as CEO in 2018 after nearly doubling the size of the company in under two years.

When Alex first came to Longbow, he had over 20 years of sales and operational leadership experience in supply chain and technology roles and had held executive positions as both a supply chain practitioner and technology provider.

In his operational roles in the US Navy and at IBM, Alex managed global transportation, trade compliance and has led the design and creation of cutting edge logistics processes that deliver big results. He has also led sales organizations at JDA (RedPrairie) and McCollister’s Transportation focusing on strengthening his customers’ logistics network and performance while driving growth for his organization.

Throughout his career, Alex has placed a high premium on identifying and developing talent and focused on building high performance teams to support customers across all aspects of the supply chain.



Gerald Brady, Founder & Chief Innovator

Gerald (Gerry) founded Longbow Advantage in 2002 and led the company as CEO until 2018 at which point he stepped into the role of Chief Innovator. In this role, he focuses on the continued development, growth, and innovation of the Rebus Data Services Platform.

Prior to founding Longbow Advantage, Gerry had spent 11 years developing a deep understanding of RedPrairie products and managing complex logistics and technology projects while holding several senior management positions in transportation and warehousing.

Now, with 25+ years of experience in logistics, systems development, and implementation, he has leveraged his technical knowledge and operational experience in warehouse and transportation management to identify a gap in the industry which created the foundation of Rebus. His deep knowledge and passion for optimizing the supply chain has built Rebus into the revolutionary supply chain analytics software it is today.