Rootstock Software Appoints Frederick Li as CPO to Lead Product Strategy and Bring AI Innovation to Market

Ohad Idan promoted to SVP, AI & Platform Engineering; together, Li and Idan will accelerate the path from product vision to engineering execution

Rootstock Software (Rootstock), a leading provider of cloud ERP for product-based companies,  announced the appointment of Frederick Li as Chief Product Officer. Li will lead Rootstock’s product direction as the company advances its AI strategy, shaping the solutions Rootstock delivers to manufacturers and distributors. At the same time, Rootstock promoted Ohad Idan to SVP, AI & Platform Engineering, where he will drive AI-augmented development. The two leaders will work hand in hand to bring new capabilities to customers faster.

Frederick brings deep experience launching new products, strong knowledge of AI, and best-in-class product discipline.”

— Rick Berger, CEO of Rootstock Software

In his new role, Li will guide Rootstock’s product strategy for the AI era, bringing sharp focus and prioritization to the roadmap as customer and market needs evolve.

“Rootstock is committed to leading with product, and we need leaders who can help us go where the market is going—and get there ahead of it,” said Rick Berger (https://www.rootstock.com/about-erp-software-company/management-team/), CEO of Rootstock. “Frederick brings deep experience launching new products, strong knowledge of AI, and best-in-class product discipline. And Ohad steps into a role built around his exceptional platform and engineering expertise. Together, they give us the leadership to accelerate innovation for our customers.”

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Li has more than 15 years of B2B software product leadership experience, with a track record of driving growth by building a culture of innovation inside established companies. He previously served as Chief Product Officer at Fishbowl Inventory, a provider of inventory management software for manufacturing businesses, where he helped scale the business. Before that, he spent more than six years at BlackLine, rising to Vice President of Product Management for its financial close solutions, which serve organizations ranging from midsize companies to some of the world’s largest enterprises. Earlier in his career, he held product leadership roles at CoreLogic, including within its Santa Monica innovation hub.

“What drew me to Rootstock is the caliber of its leaders and their vision for the future. The team has set bold goals to innovate and expand, especially with AI, and that’s a challenge I’m excited to take on,” said Li. “The manufacturing and distribution of goods are essential to the economy, and I believe the ERP space is on the cusp of significant evolution. I want to be part of a company with the appetite to lead this evolution and shorten customers’ time to value.”

As SVP of AI & Platform Engineering, Idan will apply his deep platform and ecosystem expertise across Rootstock’s engineering organization, advancing AI-driven engineering practices and accelerating development and delivery. He will also continue to work closely with customers and lead the technical side of the company’s key platform partnerships.

“At Rootstock, product and engineering have always worked as one team, and Frederick’s arrival makes this partnership even stronger,” said Idan. “With Frederick setting product direction and my new role in engineering, we’ll be able to more rapidly drive product priorities into results and deliver on what customers most want and need.”