Who We Are
Because we are you.
The leaders at Newtide have a combined 75 + years of leadership and expertise in the fuels and convenience retail industry. For decades, they have been building teams and developing software around the world, both for their own companies and as development service providers for many others.
Our leaders are the innovators, entrepreneurs and technologists who are helping to shape the industry’s future.
Doug Haugh
Chairman and Founder
Doug Haugh has more than 30 years of executive leadership experience in the oil and gas business. He serves as an Independent Director at Ergon, is a Board Director at BioBlend Renewable Resources and Chairman of the Board for TRUX. Previously, he served as President of Parkland USA and grew earnings by 10x and completed 20 acquisitions in less than four years.
Vlad Collak
CEO and Founder
Vlad Collak is a technologist, entrepreneur, and product leader with a track record of building innovative software solutions for the fuel and convenience retail industry. He is the Co-Founder and CEO of NewTide, where he leads the development of AI-driven tools that streamline operations across supply, trading, logistics, and retail. Previously, he held leadership roles at Talentr Labs, PDI Technologies, Ceremity (acquired by PDI), and FuelQuest, and has helped shape industry standards through his work with Conexxus. Vlad’s work has earned Top 100 and Inc. 5000 honors, reflecting his commitment to impactful, forward-thinking technology.
Brandon Huff
Chief Product Officer and Founder
Brandon Huff is an AI and data product leader, who previously served as SVP Fuel and Data Products and President of Global Operations for Titan Cloud Software. Prior to that he was cofounder and CEO of TrueFill and also served as CEO and Chairman of SiteFuel.
Why we’re
different.
Our purpose is to advance humanity through intelligent design. Within five years, we envision a digital assistant for every employee in your organization. It truly is the tide that will lift all boats.
So this is more than the latest software. This is a seismic shift in how we operate our fuels and convenience store businesses. Think of every role, equipped with the smartest, best subject matter expert, grounded in your company’s specific culture, policies, and secret sauce. Working 24/7 for you, enabling you to achieve higher value and higher impact.
The human side of AI is just as important to us as the AI itself. The cultural aspect of integrating digital assistants into an organization is profound. It requires a whole new way of thinking. These digital assistants need to be onboarded, well…just like human employees. We’ll guide your organization through the change management and new business processes of using AI within your company.
Locations
Charleston, SC
Pune, India
Kosice, Slovakia
Ostrava, Czech Republic
What
We Value
Our leadership and engineering principles both ground us and inspire us.
We are customer obsessed and execute quickly and well. Our speed of learning and execution uniquely set us apart.
Leadership
Principles
Obsess over customers
- Focus on long term customer value and not the tech
- Be customer obsessed; not competitor obsessed. Start with the customer in mind and work backwards with products and tech.
Build a top-notch team
- Raise the bar with every new hire.
- Create long-term incentives for employees.
Focus On Execution
- Optimize for speed of learning and execution.
- Create a ‘rhythmic’ business.
- Set long-term and short-term SMART goals and drive towards them at a neck-breaking speed.
- Track metrics to measure goals.
- Decide on what matters and focus on it.
- Implement ‘single-threaded leadership’. An initiative will not be successful unless there is a leader and a dedicated team to focus on that initiative. Don’t focus on too many things all at once.
Engineering
Principles
Speed
Deliver Value Fast.
We prioritize rapid iteration, fast deployment, and early impact over perfection
Flexibility
Build for Change.
We design with adaptability in mind. Our systems and architecture must allow us to change direction, swap technologies, and evolve with the market—without costly rewrites or lock-in. Flexibility is our hedge against uncertainty.
Learning
Evolve Relentlessly
We treat learning as a core capability. We constantly absorb new technologies, patterns, and ideas—but we apply them with discipline. Progress comes from smart adoption, not from chasing hype.