Our Team


Rafi Yitzhaki, the founder of HooKEY, is a seasoned e-commerce executive with vast experience in sales management, strategic partnerships, and business development. He is the CEO of Alien Consulting, a St. Charles, IL-based consulting firm that helps online businesses maximize their growth.

He owns and runs three successful e-commerce websites:, a top daily deals site,, a premier, online fashion retailer, and His companies maintain a database of over 1MM customers. Rafi began his career by opening the first internet cafe, Broadband Cafe, in Chicago in 2001 and his first website,, in 2002. After generating over $50MM in sales, he sold in 2018, in order to focus on his other businesses and HooKEY. Rafi's total enterprise included 130 employees working in a 200,000 square feet warehouse.

Since the beginning in 2001, his companies have generated in excess of $100MM in online sales.

Avida Giloh is the COO of HooKEY and the Founder & President of Revere Jewels, an online jewelry buying platform. Mr. Giloh has been in the jewelry business for over 20 years, with annual sales above $10MM. He is a board member of the Diamond Club West Coast, a non-profit organization dedicated to helping members facilitate and enhance their respective jewelry businesses.

Mr. Fulton is a valued colleague and is Rafi Yitzhaki's personal advisor and 1-to-1 coach. Philip has over 46 years of business experience that includes a start-up strategic marketing consulting firm, executive management for three $250 million+ healthcare organizations, serving as a chief operating officer for a boutique consulting firm, & vice president of marketing & business development.

He leads a Private Peer Advisory Board for CEOs/Presidents/Business Owners & a second group for Trusted Advisors. Members of his groups are leaders from a wide range of industries, including marketing & communication; civil engineering; manufacturer of porcelain enamel furnaces; fetal monitoring software developer; industrial equipment installation & custom metal fabrication; kitchen full-service remodeling; manufacturer of quality printing plates for the packaging industry; sales management & coaching, on-line retail; HR, employee benefits, and business insurance solutions; interim chief financial officer services; promotional product marketing; and full-service insurance for home, auto, and property. These companies have revenues ranging from $1.0 million to $80 million.

Mr. Burd is a partner of B2B CFO, the largest US management consulting firm of its kind providing CFO and exit planning services to emerging growth and middle-market companies. He is also the President of Sal Burd Financial Advisors, providing financial management for small and medium-sized companies.