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Business Architecture Guild Adds New Executive Team

New executive team brings senior governance and strategic planning skills to growing association focused on business architecture.

Soquel, CA, July 19, 2014 --( The Business Architecture Guild is pleased to announce the addition of two senior business executives to its Board of Directors. Bob Carlston has joined the Board as Director of Business Management and will focus on strategic planning and corporate governance. Bill Archer has joined the Board as Director of Business Strategy to address overall market and growth strategies. Bob and Bill provide a strong team approach that will provide the Guild with the foundational framework to enable the growing number of member contributors and subject matter experts to focus on the Guild’s primary purpose of “promoting best practices and expanding the knowledgebase of the business architecture discipline.”

Bob Carlston is a serial entrepreneur and management consultant with experience in strategy consulting, customer development, transformation, financial modeling, operational management, marketing and partner program management. As the number two executive for Oracle China, Bob led the transformation of the Hong Kong, Taiwan and People’s Republic of China organizations into a single operating entity. Past clients include IBM, US Department of Agriculture, Erol’s, Takarajima, National Association of Home Builders, Presidential Inaugural Committee and startups in the US, China, Japan, the Philippines and Scotland.

Bill Archer is a senior marketing executive with experience in designing innovative marketing programs for companies from startups to Fortune 50 companies. Currently Bill is VP Marketing for Centrix Group, a healthcare company. Previously Bill served as of VP Global marketing for an international market research firm, directed product marketing for two software companies, launched three successful IT startups and consulted to companies that include IBM, Lockheed Martin and a number of emerging companies.

According to William Ulrich, President and Cofounder, “We are excited to have Bob and Bill join the team. Our rapid growth and business plan require us to bring in experienced executives that have strong backgrounds in corporate governance and strategic planning. Bill and Bob have worked together over the years and our Board felt that having them join the organization puts us in a much better place as we build out our certification program and corporate membership structure, and undertake other initiatives planned for this year and next.”

About the Business Architecture Guild
The primary purpose of the Business Architecture Guild is to promote best practices and expand the knowledgebase of the Business Architecture discipline. The Guild is an international, not-for-profit membership organization that provides valuable resources to business architecture practitioners and others interested in the field. The Business Architecture Guild is the source of “A Guide to the Business Architecture Body of Knowledge™ (BIZBOK® Guide)”, produced and managed by members of the Business Architecture Guild. For more information visit
Contact Information
Business Architecture Guild
Kathleen Ulrich
831 464 5344

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