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Director of Sales at Certitrek Group
Rima El-Atrache is the Director of Sales at Certitrek Group, where she leads a high‑performing sales organization across a family of respected certification brands. She is known for turning complex, fragmented sales motions into clear, scalable systems that help teams perform at their best. A natural builder, she brings structure, transparency, and energy to every stage of the sales journey.
Throughout her career, Rima has guided B2B sales teams with a strong focus on net‑new business, disciplined pipeline management, and coaching‑based leadership. She has a proven track record of opening new markets, strengthening sales operations, and developing future leaders who consistently exceed ambitious goals. Colleagues know her for her direct, honest style paired with unwavering support for her team’s success.
Rima cares deeply about Certitrek’s mission of expanding professional opportunity through high‑quality certifications. She believes that when learners gain recognized credentials, they unlock new paths for themselves, their families, and their communities—and that belief guides how she leads her team and serves customers.
Outside of work, Rima is a devoted mom who treasures being present for her son’s growth and makes quality time and shared moments a true priority. She is also an active executive coach and lifelong learner who brings her enthusiasm for personal growth, organization, and intentional leadership into every room she enters. Through her coaching, she is passionate about helping others thrive, which in turn fuels her own growth and deepens her awareness of herself and others—a perspective she believes is essential to a well‑lived life, rich with meaningful accomplishments and guided by joy.
Director of Marketing for Certitrek Group
Kate McCall is the Director of Marketing for Certitrek Group, where she leads marketing strategy and execution across a portfolio of professional certification and education brands. Kate specializes in building scalable marketing operations that align growth strategy, data, and execution across complex, multi-brand organizations.
In her role, she partners closely with executive leadership and business unit stakeholders and leads a centralized marketing team responsible for delivering integrated, multi-channel programs. She focuses on driving demand, improving conversion and retention, and bringing structure to marketing efforts spanning paid media, content, email, events, and lifecycle campaigns. Known for her operational mindset and KPI-driven approach, Kate turns strategy into repeatable systems that support sustainable growth.
Outside of work, Kate enjoys spending time with her family, staying active, and being involved in her local community. She values meaningful connections, balance, and continuous growth, bringing the same intention to her personal life that she does to her work.
Chief Operations Officer at Certitrek
Amber Pate is the Chief Operations Officer at Certitrek. She is setting the company’s vision and strategy and leading our incredibly talented team to make the vision become a reality. Her values include integrity, adaptability, resilience, and collaboration, emphasizing open communication for trust and success. Amber embraces change and innovation, fostering a culture of continuous learning and creative problem-solving. She believes in surrounding herself with passionate individuals to achieve greatness, aiming to empower individuals and organizations for modern workplace success through industry-relevant certifications and growth-focused learning environments.
When not immersed in work, she finds joy in exploring the world and experiencing new cultures. Traveling is more than just a hobby—it’s an opportunity to broaden her horizons, gain a deeper understanding of different traditions, and create lasting memories. She thrives on the excitement of discovering new destinations and immersing herself in unique experiences.
Above all, Amber is a proud parent and her son’s biggest cheerleader. There is nothing she loves more than supporting her child’s endeavors, whether it be academics, sports, or personal achievements. Being there to witness growth and accomplishments brings her a sense of fulfillment and pride. In addition to family and travel, she is an avid dog lover. The bond between humans and animals holds a special place in her heart. Whether it’s playing fetch in the park or simply enjoying a peaceful walk together, she cherishes the companionship and unconditional love that dogs bring into her life.
Director of Sales at Certitrek
Gene Wyles is the Director of Sales at Certitrek, where he plays a pivotal role in driving the company’s revenue growth initiatives. With a wealth of experience and expertise in sales, Gene leads and supports various initiatives aimed at expanding Certitrek’s market presence and success. His responsibilities extend beyond merely achieving sales targets; he is committed to nurturing and developing Certitrek’s sales professionals, ensuring they are equipped to excel in their roles and contribute to the company’s overall mission.
Gene’s career is deeply rooted in his values, which include the belief that one’s thoughts shape their reality. He emphasizes the importance of maintaining a positive mindset, even in challenging situations, and sees grit as a more valuable asset than innate talent. His career philosophy centers on the idea that meaningful goals require active pursuit and a touch of audacity. Gene’s commitment to these principles is evident in his dedication to Certitrek’s mission – to ensure that all sales personnel are well-informed, trained, and led in perfect alignment with Certitrek’s goals and expectations.
Beyond the office, Gene is a devoted family man. He values quality time spent with loved ones and cherishes weekends with outdoor adventures such as camping, hiking, and mountain biking. Gene’s passion for exploration extends to the craft brewery scene, where he enjoys discovering new flavors and experiences along the way. His well-rounded approach to life reflects the dedication and enthusiasm he brings to his role as Director of Sales at Certitrek.
Finance Controller at Certitrek
Ashwani Dudeja is a seasoned finance professional with over 18 years of experience, currently serving as the Finance Controller at Certitrek Group. In this pivotal role, he exhibits a proactive and result-oriented approach, overseeing all facets of accounting and finance management within the organization.
His responsibilities include formulating budgets, implementing efficient systems and procedures, conducting in-depth analysis, and generating key reports to exercise financial control and enhance overall operational efficiency. Ashwani’s expertise lies in applying complex accounting concepts to various scenarios, demonstrating a comprehensive understanding of financial intricacies.
As a leader, he greatly emphasizes nurturing talent within his team, providing effective counseling, training, coaching, and mentoring to help team members reach their full potential. Ashwani also diligently monitors key performance indicators, operational metrics, strategic initiatives, risk scenarios, and business plans to drive the finance department’s success.
His unwavering values define Ashwani Dudeja’s career. He is known for his courage, honesty, and strong sense of teamwork. His courage propels him forward for the company’s benefit and yields superior results, giving him the confidence to navigate challenging situations with integrity. His belief in the collective efforts of a team informs his collaborative approach to work.
At Certitrek, Ashwani’s mission is to lead his company in consistently producing high-quality results. Beyond his professional life, he is a dedicated family man who cherishes his role in the household. He’s also an avid traveler, sports enthusiast, and fitness freak, embracing a well-rounded and active lifestyle outside of work.
CEO of Certitrek
Prashant Upadhyaya, currently serving as the CEO of Certitrek, is a visionary leader with a clear focus on driving the company’s success. In his role, he is responsible for achieving Certitrek’s budgeted Topline and EBITDA goals, a testament to his strategic insight and financial expertise.
Prashant’s leadership extends beyond financial targets; he is deeply committed to the company’s long-term growth. His strategic planning and execution skills shape Certitrek’s future trajectory. Furthermore, he strongly emphasizes mentorship and coaching for the senior management team, fostering a culture of professional development and excellence. Prashant is known for his knack for goal setting and alignment, ensuring that the executive team and the various company divisions work cohesively toward a common purpose. His cash and resource management skills are integral to Certitrek’s financial stability.
Prashant’s career is guided by a set of values that reflect his character and approach to leadership. He firmly believes in the concept of Servant Leadership, emphasizing the importance of having his team’s back, knowing they will reciprocate. He’s not one to shy away from getting his hands dirty, valuing practical work over titles. He adheres to hiring people more intelligent than himself and recognizing the power of a talented and diverse team.
At Certitrek, Prashant’s mission is crystal clear: drive 4x growth in the next 5 years. His ambitious goal will set a clear path for the organization’s growth and prosperity.
Outside of work, he enjoys quality time with his family and has a passion for sports, often indulging in watching games. His love for physical activity knows no bounds, with a particular enthusiasm for running and strength training, demonstrating his commitment to a balanced and active lifestyle.
