FOURLANE - Key Persons
Speaking with Alisha is like having the sun illuminate your day and drive away dark clouds. She is passionate about identifying issues and solving them for her clients and teammates. Alisha is kind to the core and puts herself in others' shoes to help them find success.
After earning her bachelor's of business administration degree in accounting from Sam Houston State University, Alisha launched her career working at a well-regarded CPA firm. She then transitioned to a controller role in the manufacturing industry. With more than 13 years of experience in manufacturing, inventory management and performing high-level CFO services, Alisha's deep financial expertise is a valuable resource for Fourlane's customers.
Alisha also provides ERP-level customers with consulting and development in Acumatica. She is an Intuit Certified ProAdvisor with advanced certifications in QuickBooks and QuickBooks Enterprise, as well as Acctivate, an inventory management software that integrates with QuickBooks.
Alisha is driven and spends much of her time achieving professional goals. When she is not working, she enjoys spending time with her son at the beach or the lake. You might catch them having an energetic dance-off or playing basketball. Alisha has dreams of walking the streets of Paris one day.
When you work with Alisha, you will find that she is detail-oriented and comes from a place of authentic communication. Her primary goal is to help clients learn something that removes stress points, adds more time to their day, and empowers them to make business decisions.
Alisha Raesz, a partner at Fourlane, works with customers in the wholesale and manufacturing industries, providing managed services to help companies streamline their operations and meet bottom-line goals.
Ben started his career as a manager in the restraint world. While owning an insurance and financial planning business, he attended college for a Psychology degree and continued to get a Master's in Business Administration. Ben is creative, quick thinking, and dedicated to helping people grow through coaching.
When he is not on the phone with clients or inspiring others on his team, Ben enjoys spending time outdoors and playing poker. He believes in living within the moment and strives to understand things from both sides in any situation.
When working with Ben, you can expect him to care about your business needs, listen to your concerns, and provide authentic feedback. Connecting you to the right solution with consideration for your timeline is a priority.
Cynthia Hemingway, CFO, and a partner with Fourlane, is a powerhouse of accounting knowledge, with a strong desire to empower her customers and teammates. Whether the customer is a sole proprietor just beginning their business adventure, or a seasoned CEO who manages a multi-million dollar company, Cynthia explains concepts in a clear and straightforward manner that cuts through information overload.
With more than 30 years of accounting and management experience, Cynthia excels at troubleshooting and diagnosing technical, procedural, and accounting issues. She holds a master's degree in business administration, with a concentration in accounting, from Strayer University.
When she is not saving the world with her accounting superpowers, you will find Cynthia laughing at the antics of her beloved pets, or finding treasures at antique stores and craft shows. She is passionate about dog rescues, and has fostered many precious animals throughout the years. As a child, Cynthia dreamed of becoming a game warden, but Fourlane is happy that she chose the world of accounting, instead.
When working with Cynthia, rest assured that her main goal is to relieve her customers of the tedious tasks that steal time from the day. She achieves this goal by fine-tuning processes and sharing essential knowledge. Count on Cynthia for authentic communication at the highest level.
David Goodley, Fourlane's Director of Marketing, is responsible for Fourlane's marketing strategy and the primary lead for executing on all programs related to the Fourlane brand, including digital marketing channels, PR, internal and external communications. David most recently was as the Digital Marketing Director at a large, regional HVAC company managing all digital properties, SEO, SEM, external agencies, strategic planning and campaigns.
David has a proven track record of success and skills including, E-Commerce implementations & optimization, Leading digital marketing and e-commerce across all digital channels, re-branding and repositioning products to retain market relevance, creation of copy and content, including white-papers, blogs, and materials, team leadership and oversight, and technical and financial reporting.
Job Titles:
- Director of Professional Development
Kaylin Leland, a partner at Fourlane, works with customers from a variety of industries, including service businesses, construction and online retail. Her goal is to not only assist customers with their accounting and software issues, but also help them run their business smoother by getting them to understand their data, in order to save funds and grow.
Before joining Fourlane, Kaylin navigated a diverse background to get to where she is today. She was an auditor in the military, where she learned how to connect with people from all walks of life, as well as analyze data to discover trends and anomalies to determine different human behaviors and make business process decisions. In addition, she had an online bookkeeping business for about eight years, where she worked with many different clients and industries, helping them navigate the accounting, payroll, CFO and remote world by finding creative business processes and solutions to any problems they had.
Kaylin is an Intuit Certified ProAdvisor with advanced certifications in QuickBooks Desktop and QuickBooks Online, as well as Lean Six Sigma. She is also an expert in Bill.com.
When Kaylin isn't transforming her customers' lives and businesses, she enjoys being outdoors with her dogs.
Laura Davidsen, a partner at Fourlane, brings 30 years of accounting and management experience, gained through her roles as an accountant and business owner. She and her team provide managed services consulting and development for customers in many industries, including construction, food service, retail and field service management, where the business revolves around having trained specialists who work in service professions, including electrical, plumbing and HVAC.
Often the calm voice of reason, Laura excels at making clients feel comfortable and valued. Her kindness matches her attention to detail and project management skills. What do you get when you mix these things? A winning combination that helps clients reach their goals with as little stress as possible.
Laura holds a bachelor's degree in accounting, is an Intuit Advanced Certified ProAdvisor in QuickBooks and has completed certifications in all QuickBooks software, including Point of Sale. She is dedicated to continuous learning and is pursuing her Certified Fraud Examiner credential, as well as interested in working with Fourlane customers who need help with forensic auditing. Laura's understanding of business management challenges makes her an excellent problem solver.
Laura is a shining example of creating a life that feels like a vacation. Her positive attitude and her focus on not sweating the small stuff are inspiring. She finds joy in spending time with her family, hanging out at the beach, and fishing. Laura is a skilled baker who should probably enter one of many TV baking competitions; she would probably walk away with a blue ribbon.
When you are working with Laura, you can expect the utmost attention to your needs, with a focus on making your project run smoothly. Laura values her clients' time and provides authentic communication.
Job Titles:
- Chief Executive Officer
- Founder
Marjorie Adams founded Fourlane in 2009 after years working in-house as a Controller for a large manufacturing company and as a consultant at Armanino, a top 25 accounting firm. Marjorie is an innovator and problem solver of epic proportions. Years ago, when she saw a gap in the bookkeeping industry that was slowing down the growth potential for small businesses, she created a path for success. Marjorie's pursuit to always answer the why questions in a way that maximizes efficiency made her a top QuickBooks expert.
Marjorie is recognized as Intuit's #1 Partner, a Top 100 Value Added Reseller, and a Top ProAdvisor by Insightly Accountant. She contributes to Forbes regularly and is an Intuit QuickBooks product beta tester. Ahead of the times, Marjorie set up a successful remote work environment that has saved employees from stressful commutes since 2009.
When she is not changing the world with her powerful ideas, you will find Marjorie spending time with her family. She is the queen of play dates and enjoys taking her children on outings that help them explore the world. Marjorie would love to do a summer tour of Europe with her family.
Marjorie's belief in helping the one to spread to the many is put into action daily. Her genuine concern for the wellbeing of clients, employees, and people in her community is the cornerstone of her success. Discovering new ways of empowering others continues to light up her days.
Marjorie Adams founded Fourlane in 2009 after years working in-house as a Controller for a large manufacturing company and as a consultant at Armanino, a top 25 accounting firm. Marjorie identified a market gap for consultants with both accounting expertise and deep understanding of financial software. After becoming Intuit's #1 reseller in 2010 Fourlane has sustained several years of growth, and has advised thousands of companies. An early adopter of the remote work movement, Fourlane was one of the first 16 fully-remote companies.
Rob helped his wife Marjorie Adams start Fourlane from an apartment in Austin in early 2009 after she asked him to help build her first website (Fourlane was called AdamsQB back then). He did and never left the operation and helped play a pivotal role in the growth and brand vision of Fourlane.
Rob attended West Chester University outside Philadelphia with a concentration on Business Administration. After college, Rob moved to Silicon Valley and began his career as an Executive Recruiter for Hall Kinion & Associates (acquired by KForce). After spending several years as a recruiter, Rob moved into the systems management software industry with a focus on sales & marketing positions at high tech start-ups such as Argent Software, Nimsoft (acquired by CA), Kaseya, and KACE (acquired by Dell).
His experience in technical sales engineering has helped Fourlane's strong synergy between the sales and service departments, and generated high-volume product sales of QuickBooks software. Rob oversees the day-to-day and strategic vision of Fourlane's marketing & technology operations efforts.