We are Relay Commerce.
We enable merchant success.

It takes more than a great idea to build a big business. Relay’s software suite provides critical resources to merchants to help them scale and succeed in the competitive world of e-commerce.

We’re a Global Team of Builders

Chief Executive Officer

Ricardo Hinds

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Chief Technology Officer

Ricardo Amorim

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Chief Revenue Officer

Tom Kincheloe

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Chief Marketing Officer

Vijay Khandekar

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CHIEF OPERATING OFFICER

Austin Simon

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People & HR Operations Manager

Muriel Cirimele

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Director of Finance

Joe Guzik

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SENIOR PRODUCT MANAGER

Petra Rijo

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Product Manager

Nicolas Vibert

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Product Manager

Robert Borden

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We’re Better Together

No one can whistle a symphony. It takes a whole orchestra to play it.

Countries
15+
Team Members
80+
Languages Spoken By Our Team
15+

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Chief Marketing Officer

Vijay Khandekar

Vijay leads marketing for Relay and its portfolio products. He has 10 years of B2B SaaS & e-commerce tech marketing experience, working for early-stage B2B SaaS startups to multi-million dollar companies. Before Relay, Vijay led marketing at companies like SureSwift Capital, Serped, and Pipemonk (acquired by Freshworks).

Based in Bangalore, India, Vijay was once a big-time cricket player with an opportunity to go pro. His latest interest is filming videos, and he is always up for a chat about how to get better at it.

Chief Executive Officer

Ricardo Hinds

Prior to co-founding Relay, he was the Portfolio Director at SureSwift Capital, a platform of 40+ SaaS businesses, where he directed the entire portfolio and 100+ person team. He first joined SureSwift as a product manager and grew the e-commerce software portfolio organically and through acquisitions before assuming oversight of the entire portfolio.

He started his career as a systems engineer for Bank of America, managing technical migrations for acquisitions. He is based in Atlanta, GA.

Chief Technology Officer

Ricardo Amorim

Ricardo leads all things Engineering at Relay. He has been tinkering on the Internet since the era of dial-up access and has a special interest in anything that's high-performance, elegant and efficient. Before Relay, he was a Principal Engineer at SureSwift Capital. Ricardo loves the outdoors, immersing in new cultures and tasting great food.

His 3-year-old Golden Retriever Zen fully endorses this adventure, and every day reminds him to be super excited about the simple things in life.

SENIOR PRODUCT MANAGER

Petra Rijo

As the Senior Product Manager on Flockler, a Relay portfolio product, Petra is responsible for the product strategy and product roadmap. Before joining Relay, she was the General Manager at SureSwift, where she managed several SaaS businesses. Petra danced competitively for 10 years, and through that experience, she began traveling the world.

Based in Oeiras, Portugal, she has a 2-year-old black Labrador named Nala. Outside of work, you can often find her at the nearest beach.

Chief Operating Officer

Austin Simon

Austin leads Relay operations, business development, and strategic acquisitions. Prior to Relay, he was a venture capital and private equity investor in the consumer and software sectors. He worked on the ideation and development of several operating businesses funded by BlackRock, Primary Venture Partners, and RSE Ventures.

Austin’s lived on three continents, has seen enough concerts he’s arguably on tour, and is based in New York, NY.

Product Manager

Nicolas Vibert

As a Product Manager, Nicolas oversees the product roadmap and development of SmartrMail and other portfolio products at Relay. Initially a co-founder of an online shop, he earned his stripes in the e-commerce SaaS industry through over half a decade of turning SmartrMail into the leading AI email marketing platform it is today.

Outside of work, he is either rock climbing in Australian national parks or playing board games in the local association he co-founded.

Chief Revenue Officer

Tom Kincheloe

Tom leads the Revenue team at Relay. He has helped SaaS companies, from pre-revenue to well over 100 million+ ARR, achieve significant growth by aligning Sales, Marketing, and Customer Success teams. He’s focused on optimizing processes, and building scalable revenue operations infrastructures that support ambitious growth. Discovering and developing talent is his favorite challenge.

Tom earned his SaaS “wings” at Yodle, MainStreet Hub, GoDaddy, and ZenBusiness, among other successful companies. He loves to travel and has lived with his family for extended periods in Indonesia, Mexico, and Portugal. He also likes hitting the local markets and eating great food.

DIRECTOR OF FINANCE

Joe Guzik

Joe leads the finance team at Relay Commerce, where he is responsible for steering the company towards growth and prosperity. Joe leverages over a decade of experience leading and refining finance functions at both enterprise and startup SaaS companies. Prior to Relay, Joe held pivotal finance positions at Reify Health, Highspot, Everfi, and SAP Concur.

Based just outside Washington, D.C., Joe is often found snapping photos of his dog, Pabu, babying his collection of mechanical wristwatches, and planning travels with his wife to culinary hotspots around the globe.

People & HR Operations Manager

Muriel Cirimele

Muriel Cirimele leads People & HR Operations at Relay, overseeing external recruiting and internal employee development programs. With a background in managing employee relations and cultivating a high-performance work environment, she ensures seamless onboarding, benefits administration, and talent development. Before joining Relay, Muriel worked at a global IT consulting firm, where she contributed to global HRIS migration and managed organizational restructures.

Based in the D.C. Metro Area, Muriel is an avid reader who aims to read 80 books per year. She enjoys traveling, hiking, and biking and is always on the lookout for her next favourite coastal area.

Product Manager

Robert Borden

As the Product Manager of multiple products, Rob drives product innovation to meet our customers' needs. With years of experience in both customer-facing and technical roles, he transitioned to the e-commerce SaaS industry, leveraging his expertise to grow BookThatApp. Nearly a decade later, he now manages several apps within the Relay ecosystem.


In his personal time, Rob enjoys a range of activities, from gaming and binge-watching the latest shows to traveling the world. He is currently based in Chile.