Machinecore's leadership team

The Founders

Dr. Mark Chrystal

Dr. Chrystal is an expert in consumer behavior, advanced analytics, and business leadership.

Dr. Chrystal's doctoral thesis uncovered new ways for retailers to influence consumer behavior in digital environments. His C-suite leadership experience extends across many of the key retail functions: Information Technology, eCommerce, Merchandise Planning, Inventory Management, Demand Planning, Supply Chain, Production and Sourcing, CRM, Loyalty, and Analytics.

Dr. Chrystal was a key leader in the successful turnaround of the rue21 business after its emergence from bankruptcy. He was also central to their IPO on the NASDAQ and a billion-dollar sale to private equity.

His prior roles include: 

- Chief Analytics Officer (rue21),
- Chief Supply Chain Officer (David's Bridal),
- SVP (rue21),
- VP (American Eagle Outfitters),
- VP (The Disney Store),
- Director (Victoria's Secret).

His educational achievements include:

Doctor of Business Administration
(University of Liverpool, UK)

Master of Research (part of DBA)
(University of Liverpool, UK)

Master of Business Administration
(University of London, UK)

Bachelor of Arts in Economics
(The Ohio State University, USA)

Master of Science in Machine Learning and Artificial Intelligence (in progress, exp. 2021)
(Liverpool John Moores University, UK)

Post Graduate Diploma in Machine Learning and Artificial Intelligence (in progress, exp. 2021)
(International Institute of Information Technology - Bangalore, India)

Jeff rix

Mr. Rix is an expert in software engineering, technology deployment and advanced analytics.

Mr. Rix is a true ecommerce pioneer and entrepreneur having successfully launched his first ecommerce business in 1997. He successfully grew and led this business for twenty years, until he sold it to a partner in order to pursue new technology ideas.

Mr. Rix was one of the first to successfully sell DVDs using the internet. He also pioneered a streaming video service. In addition, he founded an eCommerce business that sold equipment and branded apparel to skateboarders and snowboarders.

Mr. Rix has served as the CTO of a number of technology startups. He is also an angel investor and a mentor at the Capital Factory in Austin, TX.

His prior roles include: 

- Chief Technology Officer (BlueCheck)
- Chief Executive Officer (Blackhole Boards)
- Chief Executive Officer (DVD Empire)


His educational achievements include:

Bachelor of Science in Computer Science
(Oregon State University, USA)

Bachelor of Arts in Business Administration
(Bowling Green State University, USA)














Stop relying on outdated customer analysis, use cutting-edge technology to quickly identify the actions that will take your business to the next level...