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Seneca is facilitated and run by employees of Softway—a digital agency that changes culture, humanizes tech, and propels brands.

Seneca facilitator Chris Pitre

Chris Pitre

Chris Pitre is Vice President of Sales, Account Management, and Human Resources at Softway. He manages the company culture and works to ensure that all projects, interactions, and deliverables reflect the company’s human-first approach.

Chris is a student of the world and enjoys anthropology, history, travel, and culinary experiences. His interests in global cultures naturally led him to travel around the world co-leading change management and leadership through Seneca, Softway’s workplace culture program.

Prior to his role at Softway, Chris managed global business development for the creative and automation practice within Astadia, an IT service management company. There, his clients were in the telecommunications, technology, and healthcare industries. He has experience in digital and social media, marketing, and communications.

Chris is a native Houstonian who loves everything Beyoncé. He has a B.A. in Business Administration from The George Washington University in Washington, D.C.

Seneca facilitator Kristen Gerner

Kristen Gerner

Kristen Gerner is a Strategy Director at Softway. She develops and plans communication and change management strategies that drive decision-making for companies. She also leads sessions through Seneca, a workplace cultural transformation experience. Her energy has brought positivity to Softway since 2012.

Prior to working at Softway, Kristen was an Executive Administrator for a radio advertising agency specializing in endorsements, where she supported internal operations and communications. She has experience building digital enterprises and managing social media content.

Kristen is a native Houstonian. She has a B.A. in Communications and Public Relations from the University of Houston. She enjoys yoga, clean eating, and movement. She and her husband Saif live in Houston. 

Seneca facilitator Mohammad Anwar

Mohammad Anwar

Mohammad Anwar is the President and CEO of Softway. He started the business with his family at the age of 20 while pursuing his B.S. in Computer Science with a minor in Mathematics at the University of Houston. He put his Masters on hold to further develop the company.

The youngest of five children, Mohammad was born and raised in Saudi Arabia to Indian parents from Bangalore. He attended high school in Atchison, Kansas, before moving to Houston for college.

When Softway began in 2003, it was a small company that created websites for merchants in Houston. It has grown to a digital transformation agency specializing in developing technology, workplace culture transformations, and creative and communication strategies for clients across the globe. The company has over 200 employees who speak over eight languages in its offices in Houston and Bangalore.

Mohammad is celebrated for creating and sustaining a humanity-centered culture at Softway based on the philosophy that love is a business strategy. However, there was a time when the company culture at Softway was so toxic that it almost caused the enterprise to fold.

Mohammad took full responsibility for the problems at Softway and knew that, as the leader, he needed to change for the company to survive. After deep introspection, he eventually turned the company around. From this experience, Softway created Seneca, a product that helps other companies change their workplace culture.

Mohammad lives in Sugar Land, Texas, with his wife Yulia, a five-time Olympic medalist spring-board diver from Russia, and his beautiful children, Sufia (9) and Moshin (4). In his spare time, he enjoys fitness and watching college football.

Seneca facilitator Ashley Vega

Ashley Vega

Ashley Vega is an Associate Director of Resource Management at Softway. She serves as a mentor and support for the project management team, ensuring team development and exceptional client experiences. She is a natural teacher and motivator and has been with Softway since 2018. 

Prior to this role, Ashley was a project manager at National Signs and also worked in management for the restaurant industry. 

She has a B.A. in Communication from Texas A&M Corpus Christi. Originally from Corpus Christi, Texas, Ashley resides in Houston, with the majority of her family living in Portland, Texas. 

Seneca facilitator Jeff Ma

Jeff Ma

Jeff Ma is Director of Project Management and Quality at Softway. He leads a team of project managers that plan, budget, oversee, and document all aspects of client deliverables while ensuring the highest quality standards. He is an enthusiastic leader who is genuinely invested in the development and happiness of his team and the success of the company.

As an extension of his role in project management, Jeff participates in Seneca, a product that Softway developed to help companies and organizations create positive workplace cultures. He has traveled across the globe sharing tools with leaders that improve behavior, productivity, and employee satisfaction. He also coaches around Agile and Scrum.

Prior to Softway, he worked as a leader in quality assurance and production for the video gaming industry, which complemented his passion for board games and interactive technology.

Jeff is from Houston, Texas, and received his B.A. in Public Relations from the University of Texas at Austin. He and his beautiful wife Maggie dote heavily on their wonderful children, Cody and Penelope.

Seneca facilitator Frank Danna

Frank Danna

Frank Danna is the Director of Culture and Seneca at Softway. In this role, he leads the product development, distribution, and logistics of Seneca, Softway’s series of solutions for workplace culture transformations. He is a storyteller and has mastered the skill through the study of human behavior, video content, mobile applications, design, and communication.

Since his start at Softway in 2014, Frank has been instrumental in the company’s growth and success, including the creation of GhostCodes, a Snapchat discovery platform with 1 million users. He is a coffee aficionado and forged a partnership between Softway and a local Houston coffee shop to design a signature blend unique to the palates and drinking behavior of the company.

Prior to working at Softway, Frank built his own media agency, Parabox Creative, where he was a pioneer in developing “viral” video content across Vine, Instagram, Snapchat, Facebook, and Twitter for over 100 top brands, including HBO, Twitter, and Coke. His team garnered over 65 million total views before selling the business to Softway. In his early career, he worked for a startup where he led the development of mobile applications for various industries. Frank has been a key speaker at various conferences across the globe, including SXSW, IRCE, and Snaphappen.

Outside of the office, Frank can be found perfecting the art of brewing, roasting, drinking and sharing coffee with friends and family. He is an amateur photographer and a collector of limited-edition posters that are featured in Softway’s Houston office. He writes children’s books and enjoys strength training.

Frank lives in Houston, Texas, with his lovely wife of 11 years and his insanely awesome children.

Bring humanity back℠