About the Authors

It’s real, “live” Priority employees who write some of our very best blogs. We’re a close-knit team of industry professionals. Dedicated, enthusiastic and on board for the long haul. A veritable mix of experience and expertise. And when we’re not too ensconced by our 9-to-5 commitments, we’re proud to be on the bloggers’ roster.

Although the styles and subject matter of our posts vary widely, they all share two important qualities – they
are all frequently updated and interesting to read.

Avi Troub

VP International Sales & Channel

Avi has been immersed in the ERP world for most of his career. Before joining Priority, he held several VP roles, including VP Client Executive at Aricent, where his responsibilities included global partner recruiting and sales enablement. Mixed with his passion for global sales and business development, Avi's ERP software expertise is far reaching, having held various senior roles at SAP, including SME Go-To-Market COO (SAP Germany), Director, SME & Channel and SAP Channel Manager (SAP South Africa) and Partner's Account Manager (SAP Manage, Israel). He holds an MA in Law from Bar-Ilan University and a BA in Business Management from The College of Management Academic Studies. This proud father of three is a former diving instructor and a volunteer mentor at "Gvahim", a non-profit organization that provides new immigrants and returning citizens with tools to build new careers.


Chanamel Ungar

Documentation Manager

Chanamel is a man on the quest – to improve Priority's documentation in all manners possible. Be it in-program help, video tutorials, developer documentation, and more, he and the rest of the documentation team are committed to providing clear and concise help and making your ERP life easier. When he isn't word-wrangling for the newest Priority release, Chanamel engages in myriad nerdy pursuits. An avid Japanophile, he is looking forward to his next visit to that country and others around it.


Dan Aldridge

Director of Consulting, Priority Software U.S.

Dan has 20+ years of experience in ERP software consulting and sales. He is a LinkedIn Influencer for ERP Software and manufacturing. Dan is an avid blogger on several enterprise software business blogs like Panorama Consulting and Technology Evaluation Centers (TEC). He loves movies, particularly super hero films, so he has fun writing business blogs that weave in movie themes like his “Star Wars” and “Austin Powers” series on ERP software. In his professional life, Dan has helped dozens of companies with their ERP software implementations including Flex (formerly Flextronics), Progress Rail (Caterpillar), Carrier, Siemens, Mercedes Benz, Snap-on Tools, Blue Bird Bus and a host of other manufacturing companies. In his personal life, Dan likes to play basketball, tour NFL stadiums on his “bucket list” tour, coach his son’s flag football team (American football, not soccer), grill out and hit the beach! He is pleased and honored to join the Priority Software team and launch Priority Software U.S. … BIG time.


Efrat Nakibly

VP Marketing & Strategy

Efrat is a seasoned marketer with 20+ years in global technology marketing roles. A true marketing wizard, Efrat baffles us with her expertise in marketing strategy, product management and sales. Before joining Priority, she plied her skills in corporate marketing management roles at industry leaders, Pontis, Comverse and Schema. She defines herself as "curious" and channels her energies into leading global marketing campaigns, strategy, content and Priority's move into new vertical markets. Efrat holds an M.Sc. in Operations Research & Information Systems and a B.Sc. in Industrial Engineering, both from the Technion Israel Institute of Technology. Proud mom of two charming young ladies, when time permits, Efrat escapes to her kitchen, where she thoroughly enjoys cooking and baking.


Eran Rozenfeld

Eran Rozenfeld, Managing Director, Priority U.S.

Eran has been living and breathing ERP software for longer than he’d care to remember. A seasoned ERP specialist with a ton of hands-on experience, Eran’s a savvy ERP sales professional, with expertise in project management, process analysis and system implementation. He holds an MBA in Marketing from the UK’s Darby University and an undergrad degree in Economics from Bar Ilan University, Israel. Earlier in his career, Eran was Founder & CEO of Infobase Information Technology, a successful Priority ERP consultancy and implementation company. When time permits, Eran enjoys playing jazz guitar, sailing when he can and hiking. At home in Reston, VA, he’s an enthusiastic chef and baker, a budding karaoke star and he’ll never pass up a pillow fight with his two young boys.


Geoff Whiting

Guest Author

Geoff Whiting writes for ERP Focus and Explore WMS. He is an experienced journalist, writer, and business development consultant with a focus on enterprise technology, e-commerce, and supply chain development. Outside of the office he can be found toying with the latest in IoT, searching for classic radio broadcast recordings, and playing the perpetual tourist in his home of Washington D.C.


Keren Sherer Taiber

VP Product Management

If we're talking about long term commitment or unmatched dedication, then Keren is at the top of the list. After joining Priority in 1998, she steadily advanced through the ranks, including Director of Global Business Development, Head of Implementation, Senior Consultant and Account Manager. Keren's current role is a culmination of her experience and expertise, one that's led her to being responsible for planning and driving Priority's product roadmap. "Yes, there was life before Priority," she claims, when she worked as a consultant for Tefen Management Consulting. With a B.Sc. in Industrial Engineering and an MBA from Tel Aviv University, Keren the mother of two adorable offspring. Passionate about the Far East and a wee bit of Buddhism, she'll be happy with return visits to Thailand, Nepal, Myanmar, Laos, Vietnam or Cambodia.


Leor Barth


Leor is one of the busier team leaders at Priority, responsible for everything in Priority's R&D arsenal - engineering, development and product testing. In his role, he leads our software development teams through every stage of the product lifecycle, from concept to release. With a BA in Computer Science, Leor has been in the world of ERP for nearly two decades. He hails from Precise Software, where he focused on building performance monitoring software, including ERP, application servers and databases. He's an avid hiker and proud dad of three. When he's not in the office, best guess is that he's either on or planning his next trek – and it's all... uphill from there.