Webcast - Seamless Omnichannel: The Localized Retail Experience - REGISTER NOW

What if you truly understood how your customers choose? What if you were able to identify how a given customer would likely react to an assortment of products? And based on this, how products interact with each other? The possibilities to make better decisions and optimize retail inventories would be endless.

At Celect, we believe answering this question is the most important challenge facing retailers. And we believe we have a scientific breakthrough that will fundamentally change how retailers think about the interactions between customers and products.

With technology developed out of MIT, Celect builds on a fundamental advance in customer choice modeling. The Celect Choice Engine enables retail buyers, merchandisers, planners and inventory analysts to increase sales, margins, and reduce markdowns by placing the right product, in the right place, at the right time - across all channels. Our team of data scientists and retail professionals are passionate about helping our customers turn big data in to actionable and insightful “smart data” and significantly improve same-store sales and increase online conversion.

Celect is Bringing Science to the Art of Retail®.

Leadership Team


John Andrews


John has spent the last two decades helping retailers, distributors, and brands optimize their omni-channel strategies and operations. Prior to Celect, John was VP of Product Management & Strategy for Oracle Commerce, coming to Oracle via the Endeca acquisition where John was VP of Marketing & Product Management. John started his career within Deloitte Consulting’s Strategy & Operations practice. John holds a BA in Economics and Computer Science from Boston College and received his master’s degree from the Harvard Business School.


Vivek Farias

Co-Founder, CTO

Vivek is Chief Technology Officer and Co-Founder of Celect. In that role he helps guide Celect’s technology vision. He is the Patrick J. McGovern (1959) Professor of Management at MIT Sloan. His research has led to numerous innovations in operations, supply-chain and yield management. Prior to academia he worked in algorithmic finance and received his PhD in EE at Stanford.

Head Shot

Matt McKinnon

Head of Talent Management

Matt has 20 years of Talent Acquisition experience developing and leading key recruiting strategies from start-up to large matrixed organizations. Prior to Celect, Matt lead Talent Acquisition for Iron Mountain’s Emerging & I.T businesses. His entrepreneurial background consists of launching his own recruiting business that concentrated on partnering with well-funded technology start up’s throughout New England. Matt holds a BA in Psychology from Hobart College and received an MBA from Boston College Carroll School of Management.


Andrea Morgan-Vandome

Chief Marketing Officer

As Chief Marketing Officer at Celect, Andrea brings over two decades of experience working with retailers around the world on their merchandising, planning, inventory, supply chain, omni-channel and store challenges. Previous roles include Global Vice President of IBM Watson, where she delivered the first repeatable AI/ML offerings at IBM, and Global Vice President of Strategy and Solutions at Oracle Retail. Andrea has an Astrophysics degree from the University of Cape Town.


Keith Morrison

VP of Engineering

Keith has almost two decades of experience recruiting, building, and leading high-performing engineering teams. Most recently he was VP of Engineering at Vista Higher Learning, where he built a groundbreaking educational technology platform that transformed the company into the largest language-learning business in the country. He holds a BA from Emerson College in Boston


Devavrat Shah


Devavrat is a Co-Founder of Celect and the Jamieson Professor of Electrical Engineering and Computer Science at MIT. He has invented ground-breaking algorithms in areas ranging from networking to social data analytics. He received his PhD in Computer Science from Stanford and a BTech in Computer Science from IIT Bombay where he was the President of India Gold Medalist.



From its inception in 1995 and with over $3 billion under management, August Capital has funded an extraordinary group of entrepreneurs in more than 100 companies. Recent investments range from $500,000 to $130 million in enterprise software and services, big data analytics, storage, networking, security, B2C and C2C software and services, mobile software and systems.


Activant capital is a growth equity fund founded in 2010 primarily focused on investing in software and technology businesses in three key sectors: Commerce Enabling Technology, Enterprise IoT, and Big Data. Activant leverages its deep industry contacts and operational experience to help its portfolio companies grow and succeed.

Fung Capital is a leading venture capital firm focused on investing in technologies that enable omni-channel commerce and improve supply chain efficiency. We are the investment arm of the Fung family in Hong Kong that separately controls the Fung Group that sources, distributes and retails consumer products globally. The Fung Group of companies include Li & Fung, Global Brands Group and Fung Retailing.
NGP Capital is a globally engaged venture capital fund backing growth-stage and revenue-generating technology companies that will shape and power a fully connected world. By operating one, global fund with over $1.2 billion under management, we extend us our companies’ reach via on-the-ground teams in U.S., Europe, India and China making our portfolio company products and services local everywhere. 

Advisory Board

  José P. Chan

  • Member of Founding Team, Celect
  • Former Senior Retail Executive LVMH, Richemont
  • Retail Thought Leader and Tech Start-up Advisor
  • PT Assistant Professor, Parsons School of Design

  Balaji Prabhakar

  • Professor, Electrical Engineering at Stanford
  • Chief Scientist and Founder, Urban Engines
  • Serves on the World Economic Forum
  • IEEE Fellow

  Matthew Rubel

  • Senior Advisor, Roark Capital Group
  • Former Chairman and CEO, Collective Brands
  • Former Chairman and CEO, Cole Haan
  • White House appointee (Trade Policy Advisor)

  Steve Papa

    • CEO & Founder, Parallel Wireless
    • Former CEO & Founder, Endeca
    • Active board member and investor

  Bob Rosenblatt

    • Former President, COO, Tommy Hilfiger
    • Former President, HSN
    • Adjunct Professor and active board member

  Rob Schmults

  • Executive Board, MidOcean Partners
  • Vice Chair, NRF Digital Advisory Board
  • Former SVP, eCommerce and CRM, Talbots

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