I suspect you are using a path in relation to the VI. In this case, one normally has to strip the path twice of the VI to get to the folder the exe is in. I recommend the following link and to also place several temp path indicators on your diagram to understand how paths get changed in executables.
http://digital.ni.com/public.nsf/3efedde4322fef19862567740067f3cc/fd7de8bc8ffc256c862565f4006be363?OpenDocument