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Who We Are


Truth in Action

Alida helps customer-obsessed brands transform customer, product, employee, and brand experience with Alida TXM.

Customers are the ultimate source of truth. When you put that truth into action you make decisions with your customers, not for them.

“For over 20 years, our company has helped the world's top brands find their competitive advantage by uncovering customer truth. Now, the Alida team will leverage our legacy in helping our clients gain compelling customer insights, coupled with broad feedback, to turn their customers' truth into action.

Ross Wainwright, CEO, Alida

Ross-Wainwright - Alida CEO

Alida Values


We’re not fans of the comfort zone because we know that if we’re going to leapfrog the giants in our category, it’s going to take some bold moves.

We refuse to ever get comfortable sticking with what feels familiar, and are committed to doing what’s unexpected as long as we are confident it’s the right thing to do. That gives us our unfair competitive advantage.


Empathy is at the core of who we are because it is our foundational belief that everyone deserves to be respected for their ideas, feelings, and opinions.

Whether an employee, client, or potential customer, we will always seek to understand the full spectrum of valuable opinions, emotions and perspectives that each individual has to offer.


Being great at what we do doesn’t mean we ever stop searching for how to become better. We are seekers of knowledge, of truth. We are hungry for innovative ideas, new opportunities, and better results.

We will never be happy with the answer alone, because we strive to understand why. Our joy comes in the learning, the discovery and the uncovering of more surprising insights every day.


We don’t seek to hide who we are or what we stand for. We celebrate the authenticity and uniqueness of every individual as we come together for a common cause. We celebrate the diversity of our ideas, beliefs, backgrounds and desires, and actively look for ways to include them in all aspects of our organization.

With the strength of our differences, we are able to collaborate more effectively with a true focus on our customers and a powerful view of the path forward.

Our Leadership

Ross Wainwright

Chief Executive Officer

Ross Wainwright is a seasoned software executive with proven 30-year track record of identifying and fast-tracking opportunities that will not only disrupt existing market habits but also transform customer results to produce the most successful business outcomes.

As Alida’s new leader, he sees strong potential to become a compelling and transformative alternative to existing solutions in the CXM software space.

Over the past two years Ross has been the CEO for Dimension Data/NTT managing the Americas P&L. This business focuses on Networking, Security as well as Managed services and Consulting. The organization includes approximately 2300 employees across 6 countries with Revenues of 2.1B. As CEO, Ross oversaw all aspects of the business and reported to the Global CEO for NTT. Ross also lead the integration of all NTT subsidiaries across the Americas supporting a global initiative focused on a full amalgamation of NTT assets.

Ross also spent 15 years at SAP and his last role was the EVP & Global Head of S4 Hana Cloud. This strategic new global business focused on delivering an ERP solution leveraging a SAAS / Public Cloud Delivery model. The business was a start-up within SAP and required leadership across Product Management, Development, Sales, Service, Partner Ecosystem and Customer Lifecycle management. Ross was responsible for all aspects for the business and signed the first 50 clients in 2017. Ross also played the role of Chief Customer Officer overseeing Customer engagement and lifecycle to ensure successful implementation, support and renewal of the business.

Prior to this role Ross was the EVP & Global Head of Financial Services responsible for the end to end business including Banking, Insurance and Capital Markets. He had responsibility to lead Development, Industry teams, Services, Partner ecosystem, Support, Marketing/Communications, Strategy and oversee the global P&L for Financial Services. This business included 1250 employees stretching across 65 countries around the world and represents 1.55B total P&L for SAP. Ross has also spent 4 years as the EVP for NA Services (3450 employees and a 1.6B P&L).

Ross is a goal oriented, motivational leader with extensive global P&L management experience. He has an established track record of building and leading high performing organizations, driving a transformation leadership agenda and delivering consistent revenue & profit growth.

Riaz Raihan

President of Products

Riaz Raihan is President of Products at Alida. He leads product strategy, product management, research & development, engineering, UX design and customer cloud operations for the company. Riaz’s team builds world-class customer experience management (CXM) products for Alida customers.
Riaz has over 20 years of technology and product leadership experience in the United States and Canada. He is a veteran of SAP, Cisco, Infor and Accenture.
Most recently, he was the GM for Cisco’s internet of things (IoT) business unit in San Jose, California. At Cisco, Riaz led a global team of 1,200 engineers, architects and product managers that made digital strategies come to life by harnessing the power of IoT, Cloud, Analytics and AI/Machine Learning.

Riaz spent a decade at SAP AG as SVP & COO responsible for product operations, value engineering, solution engineering, industry products and centers of excellence. At Infor, he was the global leader for digital engineering. Early in his career, he worked at Accenture and Ernst & Young, serving F500 clients across North America and Europe.

Riaz holds engineering and MBA degrees, and is a graduate of the Stanford University Management Development Program.

Vinod Hariharan

Chief Financial Officer

Vinod Hariharan is Chief Financial Officer for Alida, responsible for leading finance, security, privacy and compliance, business systems, and operations teams. Vinod is a finance executive with deep expertise in technology, software, and the cloud industry. Vinod joined Alida from Marketo, where he served as Vice President, Corporate Controller, responsible for global financial reporting. Prior to joining Marketo, he held senior positions in the finance departments of Bazaarvoice and Salesforce, and spent 11 years in the audit practice of PricewaterhouseCoopers, where he specialized in technology companies listed on US stock exchanges. Vinod holds a CA designation from the Institute of Chartered Accountants of Ontario.

Philip C. Deck

Chairman of the Board

Philip C. Deck is the CEO of Extuple, an investor in public and private software companies.

Until its acquisition in May 2011, Mr. Deck served as the Chairman of the Board, Executive Chairman and/or CEO of MKS Inc., a TSX-listed enterprise software company. Mr. Deck joined MKS in 2001 as CEO to lead its restructuring and renewal, transforming the former software development tools company into a leader in enterprise software application lifecycle management, enabling Fortune 500 companies worldwide to better manage the development and maintenance of their software assets. MKS was acquired by PTC Inc., a Boston-based NASDAQ-listed software company, in May 2011 for $304 million.

Prior to joining MKS, Mr. Deck was Chairman and CEO of Certicom Corp. from April 1993 to November 1999, establishing it as one of the worldwide leaders in cryptographic research and cryptographic software toolkits. Certicom was subsequently acquired by Research in Motion.

Mr. Deck has been a member of the Board of Directors of the Canadian Opera Company since 1996, President of the Board of the COC from 2010 to 2012 and Chairman of the Board from 2012 to 2104. He has also acted as Chair of its Nominating, Priorities and Planning and Development committees during his tenure. Mr. Deck is now Chair of the Canadian Opera Foundation.

Mr. Deck served as a director of the Bank of Canada (Canada’s central bank) from 2006 until 2014, and was Lead Director from 2013 to 2014.

Mr. Deck has also served on the board of the C.D. Howe Institute (Canada’s leading economics research institute), Communitech, Waterloo’s technology association, and 20-20 Technologies, a TSX-listed software company.

Prior to 1993, Mr. Deck worked in the venture capital, merchant banking and institutional investment sectors. Mr. Deck holds a degree in economics from Queen’s University, Kingston.

Simon Chong

Co-founder and Managing Partner, Georgian Partners

Simon Chong is the co-founder and Managing Partner at Georgian Partners, a growth equity fund that invests in enterprise SaaS companies leveraging data for analytical insight.

Prior to Georgian Partners, Simon was Global Director of Sales, Information Solutions within the IBM Software Group, via the acquisition of DWL Inc., where he ran multiple acquired and organic global software businesses. At DWL, Simon was the Senior Vice President responsible for global field operations which grew over 10 years to become a leader in the master data management (MDM) software space.

Simon serves on the board and as an observer on a number of enterprise SaaS companies including Razorsight, ScribbleLive, Terapeak, Freshbooks, Influitive, eSentire.

He holds an MBA from Henley Business School (University of Reading) in the United Kingdom.

Blake Heston

Managing Director, W Capital Partners

Blake is a Managing Director at W Capital, where he sources and leads new investment opportunities and manages existing portfolio companies. Blake works closely with private equity shareholders to structure liquidity solutions for non-control equity interests in private companies and with portfolio company management teams to finance growth and acquisition opportunities.

Blake is involved with several of the firm’s portfolio companies through board and advisory roles. Current investments include Acquia, Billtrust, Brainshark, Core Security, Inspirato, Mindbody, Ravn Air Group, Skytap and Alida.

Prior to joining W Capital in 2007, Blake worked at Lehman Brothers and First Albany Capital. At Lehman Brothers, Blake was involved in structuring various M&A, leverage buyout and financing transactions for clients in the Technology M&A Group. At First Albany Capital, Blake worked on M&A and corporate finance transactions for middle-market companies in the healthcare, technology and industrial sectors. Blake was named one of GrowthCap’s Top 40 Under 40 Growth Investors in 2017.

Blake holds a B.S. in Business Administration from Georgetown University.

Nicole Kealey

Chief Strategy Officer

Nicole Kealey recently joined Alida as Chief Strategy Officer, to focus on go-to-market strategy and marketing.

Nicole was with SAP for 8 years and was most recently Global Vice President Intelligent Enterprise and Industry Marketing where she led the marketing teams responsible for driving SAP’s portfolio messages across each of SAP’s 25 industries.

Prior to joining SAP in 2012, Nicole was with Adobe for 13 years where she held a variety of senior roles across Developer Marketing, Industry Marketing, and Product Marketing. Nicole’s experience spans a number of software segments, including Customer Experience Management (CXM), Enterprise Resource Planning (ERP), Data Management & Analytics, and Content Management (CM).

With over 20 years of experience in enterprise software, Nicole has extensive experience in strategy development, integrated marketing, and solution management.

Efrem Ainsley

Chief Operating Officer

Efrem has over 20 years of experience as a software executive with a focus on leading the financial and operational functions for growing technology companies. Most recently, Efrem was CEO of ScribbleLive, which developed and operated a content marketing platform, which was acquired by Rock Content in November 2019. At ScribbleLive, Efrem was responsible for all aspects of corporate strategy and operational execution. Prior to that, Efrem was CFO and COO for Exinda, which developed network optimization software, and which was acquired by Versata Software Inc. in April of 2017. At Exinda, Efrem was responsible for running finance, sales, marketing, and customer success for its global operations. Prior to joining Exinda, Efrem was CFO for PlateSpin Ltd., acquired in March 2008 by Novell Inc. Prior to that, he was Vice-President, Finance with Open Text Corporation, one of Canada's largest software companies. While at Open Text, he helped lead the organization in external reporting, mergers and acquisitions, corporate finance, Sarbanes-Oxley compliance, investor relations and tax and treasury management. Prior to joining Open Text, Efrem was Director of Finance for Cyberplex Inc, a public company and one of North America's leading technology consulting firms where he led the day-to-day financial operations and external reporting requirements for the company. Efrem is a chartered accountant and began his career with Arthur Andersen.

Jason Baldree

Chief Customer Officer

Jason has over 20 years of managing customer relationships, driving successful business outcomes and providing advisory services. As the EVP of Customer Success, Jason leads the Customer Success Management, Support and Professional Services teams at Alida.

Prior to Alida, Jason was with BMC Software, CA Technologies and Protiviti where he led a variety of Customer Success and Consulting Services teams. He has deep experience in guiding customers through the adoption of various technologies.

Jason started his career in the late 1990’s at Lockheed Martin, where he worked with some of the largest global organizations helping them to drive efficiencies and value through automation platforms.

Steve Winter

Board Member

A strategic global business software executive with more than 30 years of experience, Winter is Chief Revenue Officer at Coupa Software (NASDAQ: COUP), a global SaaS leader in Business Spend Management. He is also a member of the Board of Directors for Ziosk.

At Coupa, Winter is responsible for driving the company’s strategy and execution on all revenue-generated aspects of the business. Prior to Coupa, Steve was Executive Vice President of Worldwide Sales and Operations at Marketo and held a number of key global leadership positions at SAP, including Chief Operating Officer, North American Head of Sales, and Country Manager for UKI. Steve joined SAP in 2005 after a 12-year tenure with PeopleSoft, where he held various sales and executive sales management roles.

Michelle Killoran

Board Member

In her role as Principal at OMERS Ventures, Michelle Killoran is responsible for researching and executing on investment opportunities in real estate and health technology.  Prior to joining OMERS Ventures, Michelle was a Senior Associate in Financial Advisory at Deloitte. As a part of the Valuations group, she provided valuation services to both public and private companies related to mergers and acquisitions, financial reporting, tax, and litigation. Michelle is a Chartered Accountant (CA), Chartered Professional Accountant (CPA) and Chartered Business Valuator (CBV). She has a Bachelor of Commerce from Queen’s University. In 2020, Michelle was named one of Venture Capital Journal’s "40 Rising Stars under 40" in the global venture community.

Gary Smith

Senior Vice President, Channel & Partner Alliances

Gary Smith has extensive experience in the software sales industry. He has held various roles in management and sales. His background includes building winning sales organizations from the ground-up for Direct B2B sales and Global Channel. Expertise in revenue growth of SaaS ACV, and ARR.

He holds a B.A. in Communications and Human Relations from Western Illinois University. Mr. Smith also received executive finance accreditation from The Tuck School of Business at Dartmouth.

Steven Medeiros

General Manager, Asia Pacific

Prior to Alida, Steven Medeiros was President and CEO, Hong Kong and Macau, of NTT Ltd.  He also served as the GM for Kony Asia Pacific and Middle East and under his leadership, added hundreds of new clients, retained the highest customer bases worldwide, and built a partner ecosystem across the banking, insurance, airline, and healthcare sectors. Steven has also held senior leadership roles at SAP, and Oracle, focusing on SaaS, cloud enablement and consulting.

Frank Lingenberg

Chief of Staff

Lingenberg comes to Vision Critical after a decade at SAP, where in his recent leadership position he was responsible for Delivery Readiness & Excellence as Global Vice President of Partner Enablement focused on SAP’s Cloud Solution Portfolio. Prior to that, Lingenberg served as Global Vice President of Enablement for SAP’s S/4HANA Cloud business unit and held the position of Head of SAP Financial Services Enablement & Communications, being responsible for strategic initiatives, transformation programs and events. Lingenberg has built his career on strong experience in technology and management consulting at SAP and Accenture where he advised and guided international financial institutions on their digital transformation journeys.

 Lingenberg joins the head office in Toronto where he lives with his wife.

Christopher Chadwick

Vice President, Value Engineering

Christopher serves as Alida’s Vice President of Value Engineering, leading a global
organization accountable for managing value-based engagements with clients
worldwide. His team’s responsibilities span strategic planning, deal structuring, technical
presales, and business case validation – encompassing core components of the value

Christopher has more than 15 years of experience in the areas of transformation
consulting, revenue execution, and corporate development. Prior to Alida, he served as
Global Head of BlackBerry's Strategic Revenue Office and previously held senior roles
with, Infor, SAP, and Mercer – managing a variety of teams in North America
and EMEA focused on driving commercial growth across industries. Over the course of
his career, he has garnered deep experience working with C-level executives to
implement enterprise technology solutions that solve complex business problems while
delivering meaningful long-term value.

Christopher obtained his BA with Hon. from the University of Toronto and holds an MBA
from the Richard Ivey School of Business.

David T. O'Malley

Chief Revenue Officer

David T. O'Malley is a Global Enterprise Technology Executive with a career spanning twenty nine years of experience  across large and small, domestic and global, public and private, pre-IPO and start up environments.  A hallmark of his career is creating value through organizational transformations, scaling growth opportunities, managing global business relationships, developing strategic partnerships, creating high performance teams, balancing top line revenue, long term EBITDA and shareholder value.  One of the key elements has been his thoughtful management of strategic human capital motivating very senior teams to deliver on expectations regardless of market climate.

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