• SMS Executive Team

Board of Directors

The SMS Assist board of directors is comprised of successful business professionals, investors and industry experts, collaborating to build and scale a technology platform that is revolutionizing the way multi-property portfolios are managed.

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Chairman of the Board & Founder

Michael Rothman has over 25 years of experience in the industrial service sector and 10 years in the retail services industry. Mr. Rothman served as chairman and CEO of SMS Assist, L.L.C. since its startup in 2003 to May 2017. Mr. Rothman currently serves as chairman.

Mr. Rothman founded SMS Assist in 2003 with six employees. Under his leadership, SMS Assist transformed into one of the fastest-growing technology companies in Chicago. In 2016, the same year Rothman was named a Midwest Entrepreneur of the Year and also a national finalist by Ernst & Young, SMS Assist received $150 million in Series D funding at a $1 billion valuation from Goldman Sachs Investment Partners, the same team that invested in Uber, Facebook, Pinterest and Spotify. SMS Assist has also been ranked on the Forbes World’s Best #32 of 100 Cloud Companies list, the Deloitte Technology Fast 500 for two years running, a 2017 Digital Edge 50 award winner, and in...

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Chief Executive Officer & Board Member

Taylor Rhodes joined SMS Assist in 2017 as Chief Executive Officer, where he is responsible for the creation and implementation of the company's vision, strategy and operations. Mr. Rhodes focuses on the combination of an engaging company culture, technology innovation and a customer-first service orientation to differentiate SMS Assist from its competitors.

Mr. Rhodes joins SMS Assist with two decades of technology and services leadership experience, most recently as CEO of Rackspace, the number one managed cloud company. After joining Rackspace in 2007, Mr. Rhodes was part of the leadership team that led its growth from a cloud pioneer to an industry leader with more than two billion dollars in revenue.

Under his leadership, Rackspace was consistently recognized as a technology and customer service leader in Gartner’s® Magic Quadrant, the annual ranking of top competitors in the cloud industry. It was also named #2 Best...


Board Member

Carter received his early training in the restaurant division of PepsiCo, Inc. (Pizza Hut International and Taco Bell) from 1986-1990 and then at Frito-Lay from 1992-1997, where he became director of Marketing, managing the $1.5 billion tortilla chip category and launching Tostitos salsas and dips. Carter then served as vice president of product marketing and marketing communications at Electronic Arts, launching products like SimCity 3000 and The Sims. He left to become a member of the start-up team for Blue Nile Inc., a Kleiner-Perkins and Trinity Ventures backed company, which became the leading online retailer of diamonds and fine jewelry, selling in excess of $250 million after seven years in existence. Carter was Blue Nile’s senior vice president of marketing, merchandising and site when the company was named one of the forty best e-commerce sites by Forbes magazine. Carter developed the brand and site identity, as well as the marketing communication and...

Christopher Dawe

Board Member

Christopher Dawe is the Co-Head of Private Investing for Goldman Sachs Investment Partners. Christopher has spent the past 10 years focused on late-stage venture and growth equity investing and oversees many of the fund’s media, internet and consumer investments. His prior investments have included Uber, Facebook, Pinterest, Spotify, Compass, Media Rights Capital and GoEuro. He has invested more than $3.5 billion in private capital transactions, including two of the largest private internet investments globally.

Previously, Christopher worked within Goldman Sachs Principal Strategies, a proprietary investing arm within the firm, as well as the Investment Banking Division. Christopher holds a BS in economics from the Wharton School at the University of Pennsylvania.

Ryan Hinkle

Board Member

Ryan Hinkle joined Insight Venture Partners in 2003 and has worked across many industries, geographies and deal structures, spanning internet, e-commerce, infrastructure and application software companies in Europe, Australia and North America. Ryan’s investments include growth equity, leverage buyouts, growth buyouts, and platform roll-ups. Current investments include eCommerce companies (Hayneedle, Fanatics, Newegg, Ozsale), mobile solution companies (AdColony, Branding Brand, Kony Solutions), SaaS/applications software companies (Smartsheet, Workforce Software) and education companies (Chegg, iParadigms, Pluralsight). Ryan also works with Syncsort, a big data infrastructure company.

Ryan oversaw Insight’s investments and subsequent acquisitions of Argus Software (acquired by Altus Group Ltd), ECI (acquired by the Carlyle Group), Football Fanatics (acquired by GSI Commerce, now eBay) and Punch! Software (acquired by Navarre Corporation). Ryan works...

Tao Huang

Board Member

Mr. Huang was previously the Chief Operating Officer of Morningstar, Inc., a leading independent provider of investment research around the world, until his retirement in December 2010. Mr. Huang spent almost 20 years with Morningstar, taking on increasing levels of responsibility from his start as an entry level technical programmer. He was the Director of Technology in 1992 and was named as the Chief Technology Officer in 1996; he started Morningstar’s International Operation in 1998, held the position of President of International Division until 2000; he was promoted as the Company’s Chief Operating Officer in October 2000 and served in this position until his retirement. Mr. Huang led Morningstar initiatives enabling significant growth, both organically and through acquisition, and oversaw continuous improvements in the operations of the firm’s core businesses.

Mr. Huang has been Director of Principal Variable Contracts Funds Inc. – Principal Capital...

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Board Member

Alex Rothman is the founder and CEO of Theron Technology Solutions, which deploys a unified team to provide sector-specific strategy and tech infrastructure expertise to audit, prescribe, build and maintain tailored enterprise technologies to, identify, interpret and implement efficiencies that propel business forward.

He was formerly chief product officer for SMS Assist, helping it grow into a leading cloud-based property management platform. Rothman founded the technology teams at SMS Assist, delivering innovative solutions for enterprise property management. During his decade as chief product officer, he leveraged new technologies to deliver transparency, cost-value and control for customers. In his role at SMS Assist he oversaw more than 1.7 million hours of technology development and oversight generating business solutions for more than 20,000 certified affiliate contractors representing an estimated 500,000 technicians across 45 service lines in six...

David Bradley

Board Member

David Bradley is President of Huizenga Capital Management, the family office for the Huizenga family. Huizenga Capital Management was founded in 1990 and oversees investments in a wide range of asset classes, including private equity, hedge funds, public securities, real estate and oil & gas. The Huizenga family has been involved in founding, operating and investing in numerous successful businesses including Waste Management, Blockbuster Video and a wide range of private businesses. The firm was recently recognized by Institutional Investor as its – “2012 Family Office of the Year”.

Prior to joining HCM in 2000, Mr. Bradley had a successful career overseeing numerous private businesses, acquisitions and was responsible for multiple operating businesses across North America.

Mr. Bradley is currently a board member of several outside companies and advisory boards. Additionally, he is an active member of the Young Presidents Organization....

Matt McCall

Board Member

Matt joined New World Ventures in 2009 and remains co-founder & Managing Director of Draper Fisher Jurvetson Portage Venture Partners.

Matt’s current and past investments include Analyte Media, Apptera, BrightTag, Cognitive Concepts (acquired by Houghton Mifflin), Everdream (acquired by Dell), Feedburner (acquired by Google), Imago Scientific (acquired by Ametek), Lefthand Networks (acquired by HP), Performics (acquired by DoubleClick/Google), Playdom (acquired by Disney), Siimpel (acquired by Tessera), and TicketsNow (acquired by Ticketmaster). He is currently on the boards of Analyte Media and Apptera.

Previous to 1995, Matt worked in the Boston Consulting Group’s Chicago Office, where he managed consulting and client teams on projects in the telecommunications, health-care and financial services industries. During and after college, Matt worked for Bankers Trust in Merchant Banking as well as Merrill Lynch and U.S. Trust.

Matt has been...


Meet the rest of our team

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