Rory Brown is Chair at Goods & Services and Managing Partner of Nicklaus-Brown & Co. A forward-thinking operator and builder, he has led companies across highly regulated industries including financial services, life sciences, and technology. His experience spans leadership at one of the first internet banks, a multi-billion-dollar SEC-registered investment adviser, and a $70 billion investment-management platform. He has founded, scaled, and exited multiple businesses, including several Inc. 500 companies, and was recognized as Ernst & Young Financial Services Entrepreneur of the Year.

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At Goods & Services, Rory focuses on direction, discipline, and impact—concentrating the firm’s energy where it creates outsized value: complex, regulated sectors that reward excellence in product, engineering, and change leadership. He aligns capital with core capabilities, drives execution in high-performance teams, and targets markets with meaningful, durable growth potential. His perspective is founder-led and technology-forward, grounded in a clear understanding of risk, return, and long-term value creation. Rory holds a B.S. from Cal Poly Humboldt and an M.B.A. from the College of Charleston, and he is a CPA.

Gabriel Apodaca is the Chief Executive Officer of Goods & Services, a board director, and a partner at Nicklaus Brown & Company. He sets the company’s vision and strategy guided by an unrelenting mission to add value for our people, clients, and the communities we work in. With 30+ years in technology consulting, he’s a proven operator who helps teams move from plan to performance.

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Under Gabriel’s leadership, Goods & Services has built a values-led company where expectations are clear and results are measured. The result is strong delivery, high talent retention, and long lasting client relationships. This consistency creates a virtuous cycle of delivery and opportunity for clients and employees.

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Before Goods & Services, Gabriel held leadership roles at Oracle, where he led development and implementation practices across the Southwest and Pacific Rim, and at KPMG, advising on enterprise IT and integration. He has also served as CIO, COO, and CMO across technology and financial organizations including 4th Source, Lydian Private Bank, Mayfair Strategies, Vital Assets, Mura Software, and RunMoney, and co-founded Sparrow AI. Recognition includes multiple appearances on the Inc. 5000 list and trade-press coverage for pioneering nearshore delivery. He holds a degree in Computer Science from National University.

PJ leads Growth for Goods & Services, expanding strategic accounts and scaling enterprise partnerships. With close to three decades at the intersection of strategy and transformation, he turns direction into execution with measurable outcomes.

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Clients bring him in to refine the value narrative, structure engagements to fit the objective, align senior stakeholders, revive stalled pursuits, and anchor delivery to clear metrics.

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He previously held leadership roles at Accenture, IBM, Publicis Sapient, and Wipro. PJ is published in CEOWORLD, has spoken at Forrester’s Age of the Consumer, advises multiple startups, and is a trusted connector to VC and PE communities. His work has earned industry recognition for growth leadership and digital innovation, and a Titan 100 nomination. He holds a B.S. in Marketing from St. Xavier University.

Scott Jennings brings over 15 years of experience in brand strategy and creative direction to Goods and Services. Known for his ability to transform complex challenges into compelling visual narratives, Scott has led award-winning campaigns for clients across retail, technology, and lifestyle sectors.


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Before joining Goods and Services, Scott served as Senior Art Director at a leading New York agency, where he developed integrated campaigns that consistently exceeded client expectations. His work has been recognized by the One Show, Communication Arts, and the AIGA, and he's been a featured speaker at design conferences internationally.


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Scott's approach centers on collaboration and curiosity—believing the best ideas emerge when diverse perspectives come together. When he's not in the studio, you'll find him exploring local markets for inspiration, experimenting with film photography, or mentoring emerging designers.


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He holds a BFA in Graphic Design from the Rhode Island School of Design.

As a people-first COO, Sheri links operations discipline to leadership growth and culture—by design. In this role, she leads and scales our operating model and global people development. With 20+ years building high-performing organizations, she pairs operational rigor with a values-led approach so growth scales without losing what makes the company special.

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She is known for turning values into systems—the systems the company runs on. Sheri sets operating standards and cadences, ties capacity and staffing to demand, and builds people programs that produce leaders. Her calm, deliberate leadership keeps delivery predictable and the employee experience strong, so quality and culture scale together.

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Before Goods & Services, Sheri worked in international development and client relations, strengthening people systems, team culture, and leadership programs for global organizations. Recognition includes Enterprising Women Magazine’s “Women of the Year.” She’s most proud of helping build a values-led company where excellence shows up in how we serve clients and each other. She holds a BS in Biology and Chemistry, magna cum laude, from the University of North Texas.

Graham leads theStrategypractice at Goods & Services. His approach integrates strategy, brand, and technology. For 20+ years he has worked where business and digital meet, shaping growth strategies, modern marketing, and data-driven customer experiences across North America, APAC, and Europe. He is best known for turning complex problems into clear plans that move the needle, unlocking sustainable growth and operational excellence.

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He scales transformation programs end to end. He has advised leaders at J.P. Morgan, Wells Fargo, andMetLife, partnered with high-tech innovators like Intel and Confluent, and worked withCPG and iconic consumer brands including The Coca-Cola Company, Unilever, andHarley-Davidson. Leaders bring Graham in to turn opportunities into market-ready initiatives, align organizations around the next step, and raise the bar on what they deliver.

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Recognition includes Adweek and Fortune coverage for Goods & Services’ 900% growth and aCannes Lions Gold for Coca-Cola’s Interactive Vending. Before co-founding Goods & Services, Graham served as Executive Director of Global Digital Strategy at J.P. Morgan Asset Management and as Portfolio Director at SapientNitro/Publicis Sapient, where he managed one of the firm’s highest-margin portfolios and led digital programs for The Coca-Cola Company and AIG. He also originated and led two of Rightpoint’s top five revenue accounts, closing the firm’s largest engagement, and drove customer-experience transformation across Financial Services, Healthcare, and High Tech. He holds aB.A. in AnthropologyfromEmory University.

Brian leads Technology and Delivery at Goods & Services, uniting engineering, product, and operations to ship reliably at scale. With over 30 years in technology consulting, he helps clients modernize platforms, improve quality, and move faster without adding risk.

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He runs a multi-region delivery organization across Mexico, Colombia, the UK, and the US. Clients get follow-the-sun execution and depth across cloud, data, DevOps, QA automation, and application engineering. Brian standardizes the systems that matter to outcomes: modular architectures, CI/CD pipelines, automated testing, observability, and a disciplined PMO so programs stay on plan and measurable.

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Leaders bring in Brian in to reduce change-fail rates, shorten lead time to production, stabilize error budgets, and increase deployment frequency on critical apps. Recent work includes DevOps and automation programs for Becton Dickinson and large-scale platform and analytics initiatives in healthcare, financial services, and e-commerce. Earlier roles include leadership positions with Callaway Golf, Pearson Education, and Eli Lilly.

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People first, outcomes always. Brian builds teams that integrate smoothly with client engineers and deliver clear, repeatable results. He holds a degree in Computer Programming Technology from Purdue University.

Tony leads Delivery across Latin America at Goods & Services, overseeing a high-performing team of more than 250 people. He focuses on client experience and operational execution, scaling programs with the right mix of quality, velocity, and accountability. With 17 years in tech and 11+ years at Goods & Services, he’s known for servant leadership and for turning complex delivery challenges into reliable, repeatable results.

A QA Automation Architect by training, Tony builds foundations that last. He defines modular frameworks, establishes coding standards and documentation, integrates reporting with Jira, and prepares pipelines for CI/CD. He led Goods & Services’ QA Automation Center of Excellence from inception through 2020 and continues to raise the bar on how teams ship work at scale.

Tony’s work spans long-running programs in financial services and healthcare. Highlights include leading QA efforts for Becton Dickinson, standing up automation capabilities for CiC, and guiding Aventiv through a major migration while setting the blueprint for their current automation strategy. Earlier at 4th Source, he progressed to QA Automation Lead and served on-site as QA lead for the Express Scripts and Accredo Health migration, boosting regression automation from 71% to 85% and coordinating multi-year workstreams, including a three-year residency in the San Diego area.

He is motivated by building strong teams and measurable outcomes. He gives people a genuine chance to succeed and keeps his word. He joined Goods & Services to create a sustainable balance for his family and has been part of the firm’s growth story ever since.

Rob Wells leads our EMEA business with a focus on Digital Transformation at Goods & Services. A proven transformation executive, he blends a service-design lens with strong technology judgment. With 20+ years across life sciences, retail, energy, and telecom, he plans and runs programs that modernize platforms and improve how organizations operate.

He has a track record of translating vision into practical plans with predictable delivery. Rob aligns objectives, prioritizes what matters, and mobilizes multidisciplinary teams end to end, connecting customer experience with the technology platforms and operations that support it. Business and technology leaders turn to Rob to deliver complex transformation at scale with measurable outcomes.

Before joining Goods & Services, Rob was the Global Head of Delivery at Wipro Technologies, with earlier leadership roles at Thames Water, Infosys, and Virgin. He holds a Master’s degrees in Human Psychology from Swansea University.

Dr. Su C. Jones is a VP of Experience Design where she leads and scales the company’s experience design capability across digital and physical products, services, and platforms.   With over 20 years of expertise in strategy, design and digital transformation, she is recognized for fusing deep expertise in cognitive science with large-scale design management to deliver measurable business outcomes for Fortune 500 companies.

Su specializes in uniting complex business objectives, brand and data to design inspiring experiences across B2C, B2B, and SaaS ecosystems. She is best known for driving digital acceleration and AI adoption that exceed sales targets and unlock operational efficiencies. Recent achievements include advancing U.S. Bank’s ranking to #2 by launching their first AI predictive insights and driving Thomson Reuter’s #1 rank in legal research with the first industry wide generative AI offerings.  

As a design leader, Su raises the bar on design excellence and velocity. She has managed product design portfolios generating over $500M annually and restructured organizations to decrease design delivery times by 75% through cultivating team talent and iterative operational optimization. She previously held leadership roles at Publicis Sapient (leading AI Design for the Southeast region) and oversaw design for Thomson Reuters’ legal research, risk and fraud, and tax research products, including their multi-million-dollar flagship product in legal.

Su holds a PhD in Educational Psychology - Cognition and Technology from Michigan State University and a BA in Economics and Psychology from Wellesley College.

Javier Alvarado is a VP of Data at Goods & Services. A hands-on executive with 15+ years as a DBA and 10+ as a data engineer, he builds reliable data platforms that help teams make confident decisions. He blends architecture and delivery—data modeling, pipelines, governance, and quality—so analytics move from idea to impact.

He’s known for translating business questions into durable data products and culture. Javier establishes standards, mentors teams, and stands up Centers of Excellence to raise consistency and speed. At Goods & Services he leads our Analytics & AI CoE and has guided programs for clients like BD and Antech, from healthcare analytics initiatives to large-scale cloud migrations that replace legacy systems with resilient Azure SQL foundations.

Before joining Goods & Services, Javier was a Development Manager in Mexico, where he modernized a legacy organization—integrating siloed systems, implementing SAP R/3, and launching an enterprise BI platform used by both operations and executives. He joined Goods & Services to be closer to the craft and the people doing the work—bringing subject-matter depth, steady delivery, and a passion for mentoring to every engagement.