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Alida means truth.

This word is the big-picture goal for brands ultimately aiming to understand their most important people—their customers and employees.

Alida believes in a world where customers are respected as the ultimate source of truth. Because knowing the whole truth about your customers—even the parts that are hard to hear—can help companies make better decisions that drive long-term customer loyalty and growth.

That’s why Alida created its Total Experience Management Platform; a comprehensive CX solution powered by a highly-engaged, verified, always-on community of your most engaged customers that fuels sustainable business impact. Through this, Alida customers get better access, response rates, and faster reliable insights than any other traditional survey method on the market.

Both Gartner and Forrester have recognized our unique approach of Total Experience Management for challenging the status quo of current CX offerings. With award-winning innovation, a team of experts, and 100% private equity backing from some of the most respected names in business, the possibilities with Alida are endless.

Ross Wainwright, CEO, Alida

The Alida Values

Bold

We’re not fans of the comfort zone and refuse to ever get comfortable sticking with what feels familiar.

Empathetic

We respect the full spectrum of ideas, emotions, and perspectives each individual has to offer.

Curious

We are seekers of knowledge and truth. We never stop searching for how to become better.

Authentic

We don’t hide who we are or what we stand for. There is strength in our differences.

Great Place to Work 2021-2022

Certified

Canada's Top Small and Medium Employers

Recognized

Comparably 2021

Best Company Work-Life Balance

Best Place to Work 2022

Best workplaces

Alida Leadership

Executive Board

Ross Wainwright

Chief Executive Officer

Philip C. Deck

Chairman of the Board

Simon Chong

Board Member

Blake Heston

Board Member

Mary Kay Evans

Chief Marketing Officer

Efrem Ainsley

Chief Operating Officer

Tanya Jarrett

Chief People Officer

Jason Baldree

Chief Customer Officer

Steve Winter

Board Member

Vikki Kolbe

Board Member

Nick Darveau-Garneau

Board Member

Sanjiv Samant

Board Member

Nick Morley

EVP, International

Joe Finneran

Global Head of R&D

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.

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 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 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.

Mary Kay Evans has over 25 years of experience transforming the way companies engage with their markets, their clients, and their employees. She is a passionate change agent focused on driving innovative marketing strategies and process improvements from ideation to implementation. Evans has served as a leader, consultant, and advisor to many leading technology companies and has a long history of substantial contributions to high-growth ventures. Prior to Alida, Evans was CMO for Pymetrics, an AI-powered talent matching platform enabling many of the world’s largest enterprise companies to find the best talent and efficiently manage workforce planning. Prior to joining Pymetrics, Evans was CMO for Verizon Digital Media where she served as a key leader responsible for bringing multiple acquisitions together to form a new business unit for Verizon. Focused on disrupting the media and entertainment industry, she led the marketing program that ignited revenue growth for the SaaS platform that today powers OTT experiences for many of the world's largest media brands. Prior to joining Verizon, she co-founded Radi8 Creative, an agency offering go to market strategy, PR and creative services. In this role, she worked with clients to define new market segments, raise capital, grow revenue, and navigate successful exits. She is driven by an unwavering belief that marketing is more than a division of a company, it is the thread that weaves it all together.

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 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.

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.