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Senior Management

Wayne Rothschild
President and Founder

Wayne Rothschild, President and Founder of Neat-Oh! International, LLC (NOI) is an accomplished senior executive, businessman and engineer. He has consistently invented highly successful break-through products that have caused dramatic changes to industries. Rothschild has both Fortune 100 and start-up experience. Before founding NOI, he was a senior product development executive and developed products for Kraft Foods, General Binding and WMS Gaming. Rothschild was a key manager, who helped grow WMS Gaming from a few employees and negligible revenues into an industry leader with a market value approaching one billion dollars.
Mr. Rothschild is a member of the Licensing Executive Society and has negotiated license agreements with Bose, Hasbro, Mattel, Spin Master, Sony, Aruze, Star Games and others. Mr. Rothschild holds an MBA from the Kellogg School of Management at Northwestern University and a Bachelor of Science in Mechanical Engineering from the University of Texas at Austin.

Dee Farrell
Senior Vice President and Co-Owner

Software or toys, which one sounds more fun? Well, Dee our Senior Vice President says toys!

Dee has been a successful Sales & Marketing executive for the past 30 years in big and small companies.
Before Neat-Oh! she was Director in the Office of President at a global enterprise software vendor where she was responsible for corporate strategy initiatives and measuring the company’s sales & marketing performance.

Throughout the years, she built trusted relationships with large, retailers and formed long-term partnerships with Fortune 500 companies.

Ever since then, trust-based, long-term relationship are values Dee strongly believes in. And of course, she has brought them into Neat-Oh!, not only integrating it to the company’s strategy but also ensuring the company puts those values in to practice.

There is no match to the love and care that she has been dedicating her customers. As recognition of her achievements, Dee was invited to be member of the ASTRA board in 2014. ASTRA (American Specialty Toy Retailer Association) is a non-profit association that provides resources to grow the specialty toy industry. Serving for ASTRA, Dee contributes to finding innovative ways in which all small businesses can successfully navigate the rapidly changing way consumers look for and buy toys.

Dee holds an MBA from the Kellogg School of Management at Northwestern University and a Bachelor of Music Performance from Northwestern University in Evanston, Illinois.

Cristina Holland
Vice President of Marketing

Cristina Holland, Marketing Vice President, has come all the way from Brazil to join our team in May, 2016. She is a passionate business builder and marketer with 13 years of experience leading demand generation for multinational consumer goods companies.

Before joining Neat-Oh! Cristina worked at Nestlé Brazil, and was responsible for managing the biscuit brand “Passatempo” (meaning pastime in English). The brand was targeted for children and that’s when she started to build her knowledge and get ready to work at Neat-Oh!, But of course neither of us knew that 🙂

Noted for her strategic and creative thinking, Cristina was a former Brand Manager for Latin America, at Nestlé. She was responsible for supporting short and long-term brand strategy in six different countries.

Cristina has Sales experience too. In 2013, she was National Key Account manager, responsible for negotiating and managing contracts with large convenience stores.

Cristina holds an Engineering degree from Mauá University in Brazil, MBA from the International Business School Fundação Getúlio Vargas and a Post-Graduate Management Degree from UC Berkeley, USA.

Max Rothschild
Inventor and Toy Designer

Max is an accomplished inventor and builder of mechanisms, who filed for his first patent at age 10. Max is particularly skilled in math and expects to enter a college of engineering. Max is a Black Belt and won the bronze medal in sparring at the 2005 Tae Kwon Do Junior Olympics in San Antonio, Texas. He has many hobbies, which include designing, building and programming robots, playing computer games and wrestling with his dog, Huck.