So he's going through a rework right now but...

He's a guy who really really really wanted power and control. More than he already had as a CEO. He made a deal with a demon, which allows him to mind control and manipulate people by putting these demonic centipedes in people's brains. But he's starting to lose his mind and his humanity- and each time greed takes over- he starts to get more and more monstrous until he's not human anymore.