Executive Management Team

Bruce Friedman - President and Chief Executive Officer
Scott Tindall - CFO/ Treasurer
Lyle Elias - Executive Vice President of Network Relations & Chief Compliance Officer
John Schewel - Executive Vice-President, Card Programs / COO
Dick Carle - Executive Vice-President, Paye Programs
Gary Vick - CTO
Cliff Lieberman - Director Business Development / Client Relations
Fernando Castillo - Director Hispanic Markets
Carlos Colino - Senior Advisor

Bruce Friedman – President and Chief Executive Officer

Mr. Friedman has had extensive senior management experience in both domestic and international companies. Recently, Les Steinmetz stepped aside to allow Bruce to take over as President/CEO and lead PNC through its next period of dynamic growth Prior Mr. Friedman was CEO of Charles Flora is a privately held company that focuses on acquiring brands in the consumer products space. The company manages a portfolio of brands including Lavoris mouthwash, Silkience shampoo, Duz soap, Ipana toothpaste and Metrecal snack food, and licenses including Clifford the Big Red Dog and Lassie. The company sells its brands to retailers in food, drug and mass merchandising stores. Friedman sold the company to Evergreen Consumer Brands in 2007.
Mr. Friedman was co-founder of PartMiner Inc and served as President of PartMiner International until June 2002. PartMiner is a global supplier of electronic components and also maintains the industry’s leading on-line procurement tool, with more than 150,000 registered users in over 100 countries. PartMiner maintains offices in the U.S., Europe and Asia. Bruce has served as a member of the board of directors since March 1999.
While PartMiner, Bruce established a sales organization for PartMiner in 13 countries with over 600 employees, and lived in Copenhagen while building PartMiner’s European business. Under Bruce’s leadership PartMiner raised more than $150 million in private equity investment ($450 million valuation)
Prior to November 1995, Bruce served as President of Certified Industries International Inc (“CII”). Between 1992 and 1995, CII was the exclusive importer and distributor of Corona Extra beer into the Former Soviet Union. Bruce lived in Moscow while establishing Corona Extra as Russia’s number two imported brand of bottled beer (second only to Heineken). CII was also an importer of Sysco foods. Bruce is a graduate of University of Southern California and fellow of the Wexner Heritage Foundation. Bruce has been married to wife Lynne since 1993, they have 2 children and live in Agoura, California.

Scott Tindall - CFO/Treasurer

Prior to joining PNC as Chief Financial Officer, Scott Tindall was CEO of GroupEx Financial Corporation (“GFC”).  GFC is a licensed money order issuer and funds transmitter covering 28 states. Mr. Tindall was responsible for all facets of GFC, including sales, operations, regulatory compliance, licensing, investment management and BSA compliance.  During Mr. Tindall’s tenure, GFC’s sales grew from $5 million to over $75 million per month and introduced two new products (wire transfers and Money Order Plus). In addition, during Mr. Tindall’s tenure with GFC, an affiliated courier company transported in excess of $7 billion in funds from primarily U.S. based individuals to recipients in Mexico and Guatemala.
Prior to joining GFC, Mr. Tindall was First Vice President – Assistant Treasurer at Washington Mutual Bank with responsibility for the funding of all corporate entities (holding company, all bank subsidiaries, and a finance company), all investment banking relationships, all commercial bank relationships (over 200 accounts with 50 separate banks), and Washington Mutual's relationship with the Federal Reserve Bank and the Federal Home Loan Bank. In addition, Mr. Tindall managed Washington Mutual’s treasury operations group, cash management, and wire transfer departments.  Mr. Tindall also managed the issuance of $2 billion in unsecured debt for the bank's holding company, and oversaw the integration of four acquired bank treasury departments.
Mr. Tindall previously worked as a securities analyst, an economist and managed a market research group at an advertising agency.  He holds an MBA in Finance from Ohio State University and a B.A. in Economics from Kenyon College.

Lyle Elias - Executive Vice President of Network Relations & Chief Compliance Officer

Lyle Elias began his career in the ATM industry as general manager of System One, a Miami, Florida-based independent sales organization in 1993, during the early years of off-premises ATM deployment, and was one of the pioneers of retail ATM deployment in the southeastern United States.  In 1996, Mr. Elias founded Greenlink Technologies to manufacture low cost ATM’s. Greenlink subsequently became the sixth largest manufacturer in the United States based on the number of units shipped.  During his career in the ATM business, Mr. Elias has gained extensive knowledge about all aspects of the ATM industry including manufacturing, deployment, management, and software development.
Mr. Elias is the Founding Director of the ATM Industry Association (ATMIA) and served as its first President and Chairman.  During his seven-year tenure as ATMIA President and Chairman, the association grew to over 600 members with chapters in North America, Europe, Latin America, Africa, and Asia.  Mr. Elias continues to be actively involved in ATMIA affairs and is the Founding Director of the ATMIA Debit Council.  The ATMIA Debit Council was organized to enable debit card issuers and related businesses to collectively address non-competitive common industry issues.
Mr. Elias has also served on the board of directors of the Electronic Funds Transfer Association (EFTA) as well as being a member of the Integrity Council of EFTA.  Mr. Elias helped organize the Global ATM Security Alliance (GASA) and has been active in all of the GASA initiatives. GASA was organized to employ global security resources in a united alliance in order to protect the ATM industry from criminal activity.

John Schewel – Executive Vice-President, Card Programs / COO

John Schewel is a co-founder of PNC, and along with Les Steinmetz, developed the PNC debit card program. Mr. Schewel has more than twenty years of experience in the high-performance computing and technology business with significant experience in software programming, as well as sales and marketing of technology-based products to government, research and commercial companies worldwide. For seven years as Chairman of the Reconfigurable Technology Symposium, he was the editor of and contributed to seven volumes of technical papers on high performance computing.  In 1998, he was one of five invited speaker on Reconfigurable Technology at the NASA/JPL Fifty Year Workshop for Deep Space Exploration at JPL Headquarters in Pasadena, CA.
Mr. Schewel attended New York University and began his technology career as a Vice President with MicroStations Inc. (1979-1981), a Miami, Florida-based retailer, where he customized systems and applications for businesses including the first desktop UNIX based business Micro Computer. Between 1981 and 1989, he was the Vice President of Technicare Corp. and its related entity, MicroSolutions Inc. In these capacities, he was the systems analyst for the commercialization of healthcare groups for patient management, medical claims processing, and industrial pharmacy medical claims management, as well as medical laboratory order billing and processing functions. Clients included King County Medical Health Facilities, the State of Washington, BioLabs Inc. and Sun Rise Pharmacies.
He was subsequently the President and Programming Architect at Clear & Simple Software, where he designed, developed and coded commercial television management software for Young & Rubicam and Ogilvy & Mather. He was Vice President, Marketing & Sales at Virtual Computer Corporation, where he was responsible for the development and execution of marketing programs for the company’s reconfigurable technology product line for customers such as Motorola, Sandia National Laboratories, Northrop Grumman Corporation, Texas Instruments and the US Defense Department.

Dick Carle - Executive Vice-President, Paye™ Programs

Dick Carle has been CEO and consultant to several payday lenders since the industry's inception more than 10 years ago.   He developed a proprietary payday loan system which was the first distribute advances via debit cards in California.  That patent-pending system continues to operate and is the basis for PNC's PAYe card program.  Dick also successfully pioneered payday loan marketing efforts through major employers such as Boeing and Hughes.  
Dick brings a broad scope of marketing experience.  He began his career at two major New York ad agencies where he managed hundreds of millions in ad campaigns for clients such as Procter & Gamble, Mobil Oil and Universal Pictures. Following a brief stint as western ad sales manager of several high profile magazines, Dick enjoyed a string of subsequent successes as a serial entrepreneur and marketing consultant in such diverse categories as advanced composites, sporting goods, luxury yachts and private jets.
An avid athlete, Dick is a founding Ambassador of the LA Galaxy soccer team and volunteers an instructor of disabled skiers at the National Abilities Center in Park City, UT. 

Gary Vick - CTO

Gary Vick has eighteen years professional programming experience developing state-of-the-art game engine code: (3D graphics, animation systems, network, physics, AI, and low-level driver code).Fluent in numerous computer languages and technologies. (C++, C, assembly languages, C#, graphics GPU’s, SQL, ASP .Net, etc). He successfully completed over twenty major commercial software development projects, (location-based attractions for Walt Disney Imagineering, retail games on PS1, PS2, XBOX, PC, Nintendo SNES, Nintendo DS, Kids-PC, and programming for handheld devices).
Management experience includes Technical Director for a JVC Division.  Managed complete game development staff of over forty people – (programmers, artists, producers, game designers, audio engineers). Responsibilities included managing third-party developers through milestone contracts.  Lead key business presentations to prominent companies: (Walt Disney, Broderbund, CUC, Mindscape, Toys R Us, Mattel, Fisher-Price etc.). Gary’s project leadership includes, lead programmer on several well-reviewed commercial game titles. He has designed, built, and programmed a hand-held computer system from circuit-board to chip level. Having invented several innovative graphics programming techniques / algorithms;   He received the SPA ‘Codie’ Award (1992 Best Adventure Game).

Cliff Lieberman – Executive Vice-President, Sales/Client Services

Cliff Lieberman has over 24 years of executive sales, marketing, and management experience across a broad range of consumer product categories. His career began in retail management at Macy’s New York. Focusing primarily on softlines/apparel, Mr. Lieberman began to learn and develop product merchandising and marketing skills that would serve him well in the future.
In 1986, Mr. Lieberman moved to the West Coast to become Western Regional Sales Manager for Pere Mar, Inc., a manufacturer and distributor of men’s and children’s apparel, and licensee of Bugle Boy Industries. The product line was aimed at department store and specialty store retail chains. Key accounts included The Broadway, May Co. Los Angeles, J.W. Robinson’s, The Bon Marche, and Jay Jacobs. Four years later, Mr. Lieberman was named National Sales Manager, overseeing all sales and client activities in offices in Los Angeles and New York.
In 1995, Mr. Lieberman joined Sports Source, Inc., a manufacturer and wholesale distributor of sporting goods, apparel, accessories, and other general merchandise. As Vice President of Sales and Business Development, Mr. Lieberman engineered new programs to diversify the company’s domestic and international marketing efforts and distribution of it’s products. Most notable were his successes with new program implementation at big box US retailers and sporting goods chains, including Target Stores, K Mart, BJ’s Wholesale Club, Shopko Stores, and Dick’s Sporting Goods.

In recent years, Mr. Lieberman has also worked as a consultant for manufacturers and wholesalers domestically and abroad, with an emphasis on marketing, licensing and distribution, sales training and management.

Fernando Castillo – Director Hispanic Markets

Mr. Fernando Castillo brings a wealth of knowledge and expertise in Latin markets, branding of Latino focused products, sales, and strategic new product placement.  He has vast experience with various brands and strategic international expansions. His political and business contacts, especially in the Central American region are extensive.  He previously directed various businesses in Guatemala, his native country, dedicated to the tourism and services industries.  Fernando was the Consul General of Guatemala at the embassy in Washington DC, where in addition to his diplomatic duties; he also managed relations and communication with major multilaterals organizations like the World Bank, International Monetary Fund, Inter-American Development Bank, among others.  Most recently he was Consul General at the Consulate in Los Angeles, the largest and busiest Guatemalan foreign mission in the world.  Beyond serving the needs of the largest community outside of Guatemalan territory, he was also responsible for strengthening and expanding commercial relations between California and the Far West states and Guatemala and participating in the development process of the US/Central American free trade agreement (DR-CAFTA).
Fernando received his MBA from Pepperdine University and his MS from Santiago University in Chile in Urban Policy and Planning. He got his engineering degree from the Chilean Polytechnical Aeronautical Academy. He is a career diplomat and sits on the board of various community based organizations in Los Angeles, CA..

Carlos Colino – Senior Advisor

Carlos Colino has an extensive background in international banking and the management of financial network processing systems.

From 1975 to 1980, Mr. Colino served as Manager of Planning, Control and Systems for Banco Arabe Espanol, in Madrid-Spain, where he developed two banks. He was also Senior Vice President of the Arab Banking Corporation (in 1980), in Manama, Bahrain, where he coordinated the creation of that bank. From 1981 to 1985, Mr. Colino served as Assistant General Manager at Banco Hispano Americano, where he developed and implemented the first information systems plan for a bank (with more than 1,500 branches) to consolidate and deliver all customer account information to ATM machines.

In 1985, Mr. Colino was the Chairman of Sistema 4B, a switch company created by the four major Banks of Spain. Sistema 4B was the first switch to enable international cross-border transactions using an ATM machine. Under Mr. Colino’s leadership, Spain become one the most sophisticated countries regarding ATM and POS transactions. From 1986 until 1991, Mr. Colino was Senior Vice President of the Arab Banking Corporation, where he was in charge of worldwide information technology functions in 17 different countries. He also developed the ‘Swift’ financial transaction network for Arab countries, and was appointed the Swift Chairman for Bahrain.

From 1991 to 1993, Mr. Colino served as the Managing Director of Banesto E.F.T. Consumo in Madrid, Spain, and in 1994, he became Deputy General Manager of Banco Unión, S.A. and Banca Cremi, both in Mexico City, where he headed their retail banking divisions. He also served as a member of the MasterCard committee for Latin America.

From 1995 to 1997, Mr. Colino worked for CIFRA WAL-MART (with more than 500 stores in Mexico). Mr. Colino was responsible for linking all of their POS terminals and integrating their card payments systems with connections to all financial networks including Visa, MasterCard, and Amex. He was also responsible for implementing one of the first on-line frequent shopper programs.
From 1998 to 2002, Mr. Colino was the Chief Executive Officer of E-Global, a joint venture among the three major Banks in Mexico to handle “outsourcing” of their entire merchant account activities for debit and credit cards. During his tenure, the company won several awards due to its low unit cost and high quality.

From 2002 to 2004, Mr. Colino was a member of the Executive Committee of Banco Popular Group, and was appointed Chairman and CEO of GM Group, an affiliated company developed to build several switches in the Caribbean Basin. Mr. Colino also ran ATH (a financial network similar to Cirrus for ATMs and POSs in the Caribbean and Central America). Prior to joining Private Network Communications, Mr. Colino has been a consultant for Spain and Latin America for Cohen Brown Management Group, an internationally recognized leader in sales and services, cultural and behavioral change for the financial services industry. Cohen Brown also provides world-standard performance consulting and training programs.

Mr. Colino has a Masters in Mechanical Engineering from Escuela Tecnica Superior de Ingenieros Industriales in Madrid Spain, and an MBA in International Finance from the University of Santa Clara. He is also an International Fellow at the Stanford Research Institute.