Our Team
Shelf Alive!™ offers a unique approach to digital pricing and messaging, using intelligent interaction among shoppers, retailers, and brands at the critical moment of truth: the shelf edge. Meet the leadership team, whose diverse, relevant experience positions Shelf Alive!™ to bring this transformative technology to market.
Mark Heckman
Co-Founder & CEO
Mark is an experienced retail marketing veteran who has led marketing teams at two notable U.S. supermarket chains, Marsh and Randalls-Tom Thumb. Throughout his career, he has also held key positions with respected food industry organizations, gaining valuable insight into shopper behavior, retail operations, merchandising strategy, and brand communication. Mark’s extensive consumer research on how shoppers interact with products and messages at the shelf, conducted with Dr. Herb Sorensen, helped inspire Shelf Alive!™
David McGuigan
Co-Founder & Chief Strategic Officer
He has more than thirty-five years building commercial partnerships, sponsorships, and outreach programs across high-profile organizations and global campaigns, including work with the Detroit Red Wings, IMG, and America’s Cup initiatives. Those environments demanded disciplined communication, strong relationship management, and the ability to align multiple stakeholders around a clear commercial outcome. That experience directly supports the structured, collaborative approach required to bring Shelf Alive!™ to market and establish its value with retailers, brands, and strategic partners.
Reid Meyers
Chief Legal Counsel
He previously served as corporate attorney at USAA, handling M&A, litigation, employment, and real estate transactions for an $85 billion enterprise. His role is to structure the commercial and licensing arrangements that let the technology move from concept to deployed system. Drawing on that experience, he helps align business objectives, legal requirements, and operational realities, ensuring partnerships are clearly defined and built for long-term execution. His work supports the company’s growth while creating a practical foundation for bringing Shelf Alive’s™ patented e-Strip technology to grocery retailers and shoppers.