Barcoding Leadership

Barcoding’s leadership team comprises industry veterans, thought leaders, and solutions innovators.

Meet our leadership team:

Jay Steinmetz, Founder and CEO

With extensive knowledge and experience in the automatic identification industry, Jay Steinmetz began his journey in 1990, graduating from the prestigious Berger Entrepreneurship Program at the University of Arizona with a degree in Inventory Management and Management Information Systems. Beginning at FMC Corporation, he designed, developed, and installed multiple equipment tracking systems before going to work for, and obtaining an equity interest in, AccuScan, where he was the senior systems analyst, and subsequently, professional services manager. After the acquisition of AccuScan by Peak Technologies, Steinmetz became the product manager for a line of software products focused on data collection. He continued his career overseeing the design and development of RF/Batch application programs.

In 1997, Steinmetz’s entrepreneurial spirit led him to found the company known today as Barcoding, Inc. The Baltimore Business Journal honored Steinmetz in 2001 as a Top 40 Business Leader Under 40; and in 2004, Barcoding became an Inc. 500 company and was recognized by Forbes magazine as one of 10 Privately Held Technology Companies to Watch. In 2006, Steinmetz was nominated as a finalist and won the honor of Entrepreneur of the Year for the State of Maryland in Technology from Ernst & Young.

Known for his entrepreneurial skills and for holding multiple patents under his name, Steinmetz has been called upon as a guest speaker and guest columnist. He is a published author of editorials in The Wall Street Journal, The Baltimore Sun, and others. Steinmetz has written work for many national industry magazines and is frequently used as a media source for wireless, mobile, handheld technology and the AIDC industry.

In addition, Steinmetz has sat on multiple boards, including the State of Maryland Technology Development Corporation (TEDCO). Steinmetz chaired TEDCO for two years before stepping down to focus on his appointment to the Governor O’Malley’s Commission on Small Business. Later, Steinmetz was nominated to serve on Governor Hogan’s Regulatory Reform Commission. Under his leadership, Steinmetz identified, wrote, and passed legislative reforms that are still in use today. Steinmetz has sat on the boards of Port Discovery, Best Buddies, and the Jewish Career Service organization. Currently, Steinmetz is serving as a board member of LifeBridge Health Sinai Hospital and the University of Baltimore Merrick School of Business.

Under Steinmetz’s leadership and many years of experience in the automatic identification industry, Barcoding, Inc. currently employs over 90 people in 16 states and generates revenue well more than $60 million.


Shane Snyder, President

As the president of Barcoding, Inc., Shane Snyder directs the company’s day-to-day business operations and lead expansions into traditional markets. With more than 25 years of success in sales management, workforce management, consulting and decision support sectors, Snyder came to Barcoding as vice president of sales in 2010. In this position, Snyder led Barcoding’s national sales force, reconstituted the inside sales organization and opened a new office in Chicago.

Prior to joining Barcoding, Snyder founded and led his own business, Work Confident, which offers employee life cycle management solutions to emerging small companies and established mid-sized companies throughout the mid-Atlantic. Previously, Snyder served as executive vice president of sales for Catalyst IT Services, where he built a new sales team and increased revenue run rate by 70 percent.

Snyder began his career in 1986 as a sales representative at Kronos Inc. He remained with the company and became the firm’s national director of sales in 2001. In this position, Synder helped Kronos achieve a four-year revenue growth of 450 percent and a 120 percent increase in sales, among many other achievements.

Snyder holds a Bachelor of Science/Bachelor of Arts in Accounting and a Master of Information Science from Bucknell University.


Martin Jack, Chief Technology Officer (CTO)

Martin Jack is an executive technology leader whose primary focus is on mobile and wireless solutions for commercial and government industries. He has more than 20 years of experience in software engineering for mobile and wireless systems, project management and technical consulting.

As Barcoding’s CTO, Jack leads the Professional Services Team, which comprises the Software Services, Professional Services and Wireless Services Groups, as well as the RFID Technology Team. Prior to his role as CTO, Jack was director of Barcoding’s Software Services Group, where he was responsible for building a strong team that delivered industry-leading software products for the AIDC industry.

Formerly, Jack was president and chief software engineer at Point of Activity, Inc., where he focused on mobile and wireless software services for government and commercial enterprises. Before Point of Activity, Inc., he founded JackCreations, LLC, where he developed custom software for Commercial companies in the AIDC industry.

Jack graduated from the University of Maryland, College Park, with a master’s degree in software engineering and a bachelor’s degree in computer science.


Greg Henry, Vice President, Client Solutions

Greg Henry is the vice president of client solutions for Barcoding, Inc. and responsible for designing and delivering solutions that increase customer efficiency and accuracy, as well as creating lasting connections for Barcoding’s customer’s clients, employees and trading partners. Prior to joining Barcoding, Henry spent 16 years in senior level positions at a mobile and wireless system integrator and spent 13 years at Symbol Technologies (now Motorola Enterprise Mobility Business). With a background that includes Systems Engineering, Product Development, Enterprise Sales, Service and Support Operations, and Executive Leadership, Henry is an expert in mobile computing and wireless networking solution development and deployment. He holds a bachelor’s of science in business administration, management and operations from California State University-Sacramento.


Brooks Schuler, Vice President, Finance

Brooks Schuler is the vice president of finance for Barcoding, Inc. and responsible for overseeing the company’s financial operations, including providing accurate, relevant and timely financial reports for executing strategic decision making. Schuler also oversees accounts receivable, accounts payable and payroll for the company. Prior to joining Barcoding as the director of finance in 2016, he served as financial controller for Les Mills US and a financial analyst at T. Rowe Price. Schuler started his career in 2002 as a staff accountant at Barcoding and holds a bachelor’s degree in accounting and a master of business administration in accounting from the Wheeling Jesuit University.


Jody Costa, Vice President, Marketing

Jody Costa is the vice president of marketing for Barcoding, Inc., where she is responsible for all aspects of strategic marketing and communications for the company. In this position, Costa drives Barcoding’s content strategy, multi-tier marketing campaigns, and various events and programs that enhance the Barcoding brand. Creative and professional, Costa is also a freelance consultant and writer whose poetry has won several industry and local awards.

Prior to Barcoding, Costa served as executive editor for Marketplace Books where she managed the print and digital publishing program and launched several new marketing initiatives. Costa began her career as a proposal writer for Stout Causey Consulting where she wrote and produced all technical proposals. Costa holds a bachelor’s degree in English and creative writing from St. Mary’s College of Maryland and is an active board member of several community and charitable organizations.


Dan Perlak, Vice President, Operations

Dan Perlak is the vice president of operations at Barcoding, Inc., where he is responsible for managing the “Quote to Cash” process. This includes implementing company-wide processes and systems that help both internal and external customers cut costs, generate cash and improve the customer experience. A 10+ year employee, Perlak has spent time working in multiple facets of the company including sales, operations and logistics.

Perlak attended Loyola University Maryland and moved to Baltimore from St. Louis shortly after graduating. He later returned to Loyola to obtain his MBA.


Matt Cunningham, Vice President, Sales

Barcoding’s national sales director, Matt Cunningham, has a proven track record of successful business development and account management within the supply chain, logistics and mobile technology markets. In his current position, Cunningham leads Barcoding’s nationwide sales efforts, developing new business opportunities for the systems integrator.

Cunningham came to Barcoding in 2009 as the regional sales director for the Central region. Previously, he held several sales management roles with solution providers and resellers, including Panasonic, Psion Teklogix and Miles Technologies. Cunningham earned a bachelor’s degree in communication from St. Norbert College.


Ken Currie, Vice President, Business Development

After spending three years as Barcoding’s director of marketing and business development, Ken Currie became the vice president of business development in 2012. In this role, Currie leads the development of business and strategic partnerships that help Barcoding deliver best-in-breed mobile solutions.

With nearly two decades of experience, Currie has held numerous business development, sales and account management positions for leading technology companies, including UPS Logistics Technologies MCI Worldcom (now Verizon). Currie currently serves as a member on the board of advisors for eQuip!, a provider of enterprise asset management solutions.

Currie holds a bachelor’s degree in economics from Dickinson College and an MBA from The Johns Hopkins University.


Tom O’Boyle, Vice President, RFID Solutions

Tom O’Boyle, vice president of RFID by Barcoding™, possesses more than 20 years of experience in RFID technology and more than 25 years of experience in sales, product and channel management for leading technology companies. At Barcoding, O’Boyle leads the company’s dedicated practice, RFID by Barcoding, in the design, integration and deployment of RFID solutions for a wide range of industries including supply chain, manufacturing, healthcare, education and defense.

O’Boyle came to Barcoding in May 2013 as a result of the company’s acquisition of Miles Technologies, Inc., which he joined in 1999 as a partner/principal. Prior to Miles, O’Boyle held positions with Zebra Technologies and Silicon Engines, and successfully led RFID implementations at major companies such as Kodak, Hospira, CDW, Kenwood, and Emerson. O’Boyle graduated from DeVry Institute of Technology in Chicago with a Bachelor of Science in electronics engineering technology and is certified in RFID Technology by Zebra Technologies, Alien Technology, Intermec and others. In addition, O’Boyle was a contributing technical editor for the book, RFID+ Exam Cram 2, was named a 2014 Provider Pro to Know by Supply & Demand Chain Executive, and is a frequent industry speaker.

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