COMPANY INFO
Linx S.A. is a Brazilian technology company founded in 1985 by Nércio Fernandes. It specializes in management software and is the largest software house in retail management systems in Latin America, with about 3,000 to 4,252 employees. The company offers cloud-based software solutions including ERP and POS systems for various retail segments such as fashion, convenience stores, and supermarkets. Linx is headquartered in São Paulo, Brazil, operates primarily in the software industry, and its website is linx.com.br. It was acquired by StoneCo in 2020 in a deal worth $1.1 billion.
Linx S.A. is a leading Brazilian technology company specializing in management software, particularly for the retail sector. Founded in 1985, Linx S.A. has grown into the largest software house for retail management systems in Latin America, catering to a broad range of industries with cloud-based ERP and POS solutions.
The Linx S.A. management team combines deep expertise in technology, strategic marketing, operations, and innovation in the software and retail technology sector. The company’s executive leadership brings diverse academic backgrounds and significant industry knowledge, driving Linx S.A.'s continued growth as a market leader. From the founders to senior executives, Linx S.A. leadership champions innovation, strategic partnerships, and operational excellence, fueling its position at the forefront of software solutions for retail and beyond.
Dee Smith is the CEO at Linx S.A. since January 2023, guiding the company’s evolution with a strong vision for integrating strategic marketing and advanced technology solutions. Under her leadership, Linx S.A. continues to deliver cutting-edge software for retail and expand its market reach, thanks to her emphasis on cultivating innovation and organizational efficiency.
Dee holds an MBA from University at Albany and a BBA from Binghamton University. She previously co-founded Applinx and founded Woke Group, also serving as CTO and Partner at Linx Communications. With Adobe Marketo and Adobe Commerce certifications and marketing technology patents, her expertise spans entrepreneurship, technology, and business growth.
Abby Ashton has held the COO position at Linx S.A. since September 2024, overseeing all operations while leveraging deep experience in digital strategy, SEO, and account management. Her leadership ensures operational efficiency and a high level of client service, enhancing Linx S.A.'s reputation for reliability and execution.
Abby earned a Masters in Digital Marketing from Hult International Business School and a BA from Penn State University. Before joining Linx S.A., she held impactful positions in digital media at Cendyn, Harmelin Media, Zimmerman Advertising, and others, cultivating her comprehensive background in marketing and operations.
Philip Marais spearheads strategic growth initiatives and marketing efforts at Linx S.A., focusing on scaling the company's market presence, especially in the health and wellness sector. His efforts are central to expanding the reach and impact of Linx S.A.’s solutions.
Philip holds a Master of Science from the University of Pretoria. With prior leadership experience as CTO at Click2Sure and senior roles at Momentum Metropolitan Holdings Limited, he combines technology and wellness sector expertise to foster sustainable company expansion.
Lindsey Ta (Rosenfield) serves as Managing Director, overseeing global operations and sales strategies for Linx S.A. She is responsible for driving significant growth in sales and optimizing operational structures, contributing to the resilience and agility of the company’s business model.
Lindsey’s career began with studies at Northwestern University and includes a series of leadership roles such as Executive Director (Asia), Director of Operations (Global), and Director of Sales & Marketing at Linx S.A., affirming her versatile experience across international business and operational management.
Israel Duanis co-founded Linx Security and leads the organization as CEO, focusing on autonomous vehicle logistics and security technology solutions. His innovative mindset and ability to secure strategic partnerships have been vital in positioning Linx Security as a trusted partner in tech-driven logistics.
Israel holds an M.Sc from the Technion - Israel Institute of Technology and previously served in senior leadership roles at Via and Fleetonomy, where he specialized in autonomous vehicle technologies and logistics optimization.
Dee Smith previously served as CTO and Partner at Linx Communications before ascending to the CEO role, where she was pivotal in driving technological advancements and marketing innovation. Her dual experience as a technologist and entrepreneur continues to shape Linx S.A.'s culture of innovation.
Her comprehensive background bridges marketing technology, business psychology, and organizational change, making her a uniquely positioned leader in Linx S.A.'s executive team.
Jerian Morales leads client account growth and digital marketing strategy at Linx S.A., strengthening customer engagement and optimizing marketing effectiveness. Her focus on digital strategy and SEO ensures that Linx S.A. remains ahead in digital marketing trends and client satisfaction.
Jerian holds a B.S. in Advertising/Public Relations from St. John's University and a certification in Makeup from NY Institute of Beauty. Her creative approach to marketing and background in client management underpin her standout success in the industry.
Courtney Medders oversees content strategy as Content Director at Linx S.A., shaping ideas into compelling messaging that resonates with diverse audiences. Her work fuels the company’s brand engagement and strengthens its position as an industry thought leader.
Courtney earned a Bachelor's Degree in Communication Studies from The University of Georgia and has significant experience in content marketing and digital communications.
Randee Smith is VP Administrative at Linx Communications, providing crucial support for administrative functions and business operations. Her organizational skills and attention to detail ensure smooth internal processes and effective administrative leadership.
Based in Smithtown, New York, Randee brings a wealth of experience in administrative and operational support roles, contributing to the company’s seamless functioning.
Butch DeNezzo serves as Director of Strategic Marketing, leading initiatives in digital advertising and media buying to bolster Linx S.A.'s brand presence. He supports both B2B and B2C brand growth through high-impact marketing campaigns.
Butch has a solid foundation in marketing from his education at The Art Institutes and has held various marketing-focused roles at Linx S.A., where his expertise drives strategic campaign excellence.
The Linx S.A. executive team is defined by a blend of entrepreneurial vision, technological innovation, operational expertise, and deep industry insight. With founders like Nércio Fernandes setting the stage and a robust leadership structure, Linx S.A. has developed a high-performance management team focused on delivering premium retail software solutions and continuous business transformation. The company's leadership depth across CEO, COO, growth, and marketing roles ensures Linx S.A. remains agile, customer-centric, and at the forefront of retail technology in Latin America and beyond.
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