Executive Team
Kristine Steuart
CEO & Co-Founder
Kristine Steuart
CEO & Co-Founder
As CEO and Co-Founder, Kristine Steuart leads the Allocadia team in realizing their vision of a world where marketers make every dollar count. To rally behind their mission, Kristine is focused on building a world-class team and a culture of living our core values.
Kristine Steuart and her twin sister Katherine Berry co-founded Allocadia in 2010 after experiencing first-hand the difficulty in gaining insights into marketing investments and measuring marketing performance. Kristine has led Allocadia from a bootstrapped start up with a handful of customers to a global organization with hundreds of enterprise customers worldwide who manage billions of dollars in marketing spend in Allocadia, $30m in venture funding, and partnerships with marketing cloud leaders like Oracle, IBM and Marketo. With a radically better way to plan, budget and optimize their marketing investments, Allocadia’s enterprise software is helping propel marketers on a journey they have embarked upon: leading in their companies by driving real business impact.
Kristine is a speaker at local and global events, and writes a CMO Leading in Change blog series. Kristine was named among the Top Forty Under 40 by Business in Vancouver, the Top 10 Women in Tech to Watch in 2015 by inc. magazine, and one of BC’s top 35 most influential women in business. Allocadia has also received recognition as one of the Top 100 Tech Companies in BC and was awarded the 2015 Gartner Cool Vendor for CRM Marketing Applications.
Katherine Berry
Co-Founder, CPO
Katherine Berry
Co-Founder, Strategic Accounts & Innovation
Having spent the early years building the product organization and leading the creation of Allocadia’s MPM Platform, Katherine Berry now works with Allocadia’s most strategic customers to evangelize Allocadia’s company, product and team to executive stakeholders and global marketers, collaborate on value-add solutions and, in turn, leverage the insights gained to fuel future innovations.
Since co-founding Allocadia in 2010 with her twin sister Kristine Steuart, Katherine’s product expertise & intuition has been instrumental in growing Allocadia’s platform to serving over 14,000 users managing over 20B in marketing investments at some of the world’s largest enterprises and in garnering 30M in venture funding, a unique accomplishment for female founders, making up only 2% of total VC funding.
Katherine was named among the Top 10 Women in Tech to Watch by Inc magazine, BC’s top 35 most influential women in business, and BC’s top 40 under 40. Allocadia has received numerous recognitions including being named as a Leader by G2 Crowd, receiving the MarTech Breakthrough Award for Best Marketing Performance Management Company, the BCTIA Community Engagement Award, the DMN Marketing Company of the Year and Analytics Company Award, the Ventana Research Technology Innovation Award, the Gartner Cool Vendor for CRM Marketing Applications and earned a spot on the Deloitte Technology Fast 50 list.
Katherine holds a Master’s degree in Media Studies from the University of Oslo, a Web Technologies Certificate from the British Columbia Institute of Technology, and a Bachelor’s degree in Communications from Simon Fraser University.
Jocelyn Brown
SVP, Customers & Revenue
Jocelyn Brown
SVP, Customers & Revenue
As SVP, Customers and Revenue, Jocelyn Brown is dedicated to helping Allocadia’s customers achieve the highest levels of Marketing Performance Management and maximize the business value of their investments.
In her role, she oversees marketing, sales, partner and customer success teams to provide an exceptional customer experience. Her teams provide a seamless and value-driven experience to every customer, from initial interest though their continued growth, to best support their progression through the stages of budgeting, planning and performance excellence.
Having spent more than 17 years in the B2B and SaaS spaces, Jocelyn brings extensive experience building and managing high-performing customer success teams that drive recurring revenue and value, and develop life-long customers. Most recently she spent 9 years at Eloqua in customer success and global market readiness roles.
Julia Stead
CMO
Julia Stead
CMO
Julia has extensive experience driving market leadership and revenue at high growth SaaS companies.
As CMO at Allocadia, she is focused on helping marketing leaders accelerate business growth by planning strategically, investing with purpose and maximizing performance.
Prior to Allocadia Julia was VP Marketing at Invoca, and head of Sales & Marketing at IPfolio. She’s been named a DMNews Top 40 under 40, a Top 40 Demand Marketing Game Changer and ABM Superhero. She holds an MBA from the University of Montreal and a BA in English from McGill University.
T.J. Begley
SVP, Ecosystem, Solutions & Services
T.J. Begley
SVP, Ecosystem, Solutions & Services
T.J. Begley brings his extensive experience in complex system implementation and client delivery to bear for all Allocadia customers. In his role, he ensures that they each receive the highest level of support and guidance in adopting Allocadia and maximizing their value.
Creating and growing successful customers through great project execution and excellent service/support delivery is his, and his team’s, focus. T.J. also leads Allocadia’s ecosystem strategy, guiding how the company works with technology and services partners to deliver greater value to the market.
Prior to moving to Vancouver and joining Allocadia, T.J. spent the first decade of his career working with Accenture in the UK, successfully leading cross-functional/multi-national teams and delivering major systems change for some of the world’s largest enterprises. He is driven in building a world class service delivery organization and in providing a great experience and successful outcomes for Allocadia’s customers.
T.J. holds an honours Science degree in Business Information Systems from University College Cork in Ireland.
Samantha Bannister
SVP, Finance & Operations
Samantha Bannister
VP, Finance
Samantha Bannister is the VP of Finance & Operations at Allocadia. Samantha is responsible for the overall financial management of the company and for multiple corporate functions including, finance, treasury, legal, governance, compliance, human resources, sales operations and financial strategy. Her key focus is on the metrics that drive the Company, and which promote strong informed decision making.
Samantha is an experienced financial executive with over 18 years extensive knowledge in the technology sector (SaaS). Prior to joining Allocadia in October 2014, Samantha spent 7 years with Talemetry working closely with the CFO and before that spent 7 years at ResponseTek, both Vancouver based technology companies. Prior to her achievements in the technology sector, Samantha also served as CFO of the MS Society of Canada, BC Division, VP Finance for Shavick Entertainment and spent 5 years with BDO Duwoody, where she earned her CPA designation.
Jackie Morton, MSc NL
VP, People & Culture
Jackie Morton, MSc NL
VP, People & Culture
Jackie has more than a decade of experience using a brain-based approach to cultivate high-trust business cultures.
As VP of People and Culture, she is focused on further growing and honing the culture at Allocadia so that it scales right alongside company growth. In her role she oversees the hiring of all employees, including those that work remotely, and ensures a seamless experience for Allocadians, no matter where they are located.
Prior to Allocadia, Jackie was VP of People & Culture at Elastic Path Software and head of People & Culture, Technology, at Lululemon. She holds a Masters’s of Science degree in Neuroscience Leadership from Middlesex University and a BA in Psychology from the University of Windsor.
CMO Council
Rene Bonavie
CMO Council Advisor
Former CMO at Palo Alto Networks
Martin Angert
Board Member
Martin Angert is a Director with Susquehanna Growth Equity. He focuses on infrastructure and application software, SaaS, and marketplace businesses.
Before joining SGE, Martin was a Principal at Insight Venture Partners, where he spent nine years leading investments in software and internet companies spanning multiple industries.
Prior to that, he was a software developer in J.P. Morgan’s Application Delivery division.
Martin’s prior investments include TeamViewer (acquired by Permira), Kaseya, Firemon, Wix (NSDQ: WIX), DrillingInfo, Cvent (NYSE: CVT), New Relic (NYSE: NEWR), Cherwell Software, SmartBear Software, Academic Partnerships, Whitney University System, B2B-Center, Lytx, and RTS (acquired by MICEX).
Martin received dual degrees from the University of Pennsylvania’s Wharton School and its School of Engineering, graduating summa cum laude in Finance and Computer Science.
Martin was born in a former Soviet republic called Moldova and is fluent in Russian. In addition to playing every competitive sport under the sun (not always well), Martin loves to spend time with his wife and dog in the great outdoors.
Elissa Fink
CMO Council Advisor
Former CMO Tableau
Elissa Fink
CMO Council Advisor
With 20+ years helping companies improve their marketing operations through applied data analysis, Elissa has held executive positions in marketing, business strategy, product management, and product development.
She was the CMO at Tableau for more than a decade, during which time she supported the company’s growth from $5 million to $1 billion in revenue. Prior to Tableau, Elissa was EVP Marketing at IXI Corporation, now owned by Equifax. She has also served in executive positions at Tele Atlas (acquired by TomTom), TopTier Software (acquired by SAP), and Nielsen/Claritas. Elissa also sold national advertising for the Wall Street Journal. She’s a frequent speaker and has spoken at conferences including the DMA, NCDM, PSAMA and others. Elissa is a graduate of Santa Clara University and holds an MBA in Marketing and Decision Systems from the University of Southern California. In 2013, Elissa joined the Board of the Washington Technology Industry Association (WTIA).
Advisors
Don Mattrick
Advisor
Former President EA, Microsoft
Don Mattrick
Advisor
A native Vancouverite, Don is an active member of the province’s business and educational community and has received various awards and recognition for his leadership in the technology sector.
Don has been names one of America’s “Top Ten Influentials” by Fortune magazine and Simon Fraser University awarded him the highest honour the university can bestow, the Doctor of Laws.
Don is the former CEO of social gaming company Zynga, as well as a member of its board of directors. At the age of 17, Don founded Distinctive Software, Inc. which was acquired by Electronic Arts in 1991 and subsequently became EA Canada. He took his passion for the industry and served as the President of Worldwide Studios for Electronic Arts for 15 years. Following this role, Don was the President of the Interactive Entertainment Business at Microsoft. There he was responsible for a collection of consumer businesses including Xbox 360, Xbox Live, Xbox One, Kinect, TV Music and Video services, Microsoft Mediaroom, as well as PC and mobile interactive entertainment.
Don’s passion for his work has shown in all of his ventures and he continues to bring that enthusiasm and creativity to Allocadia as an advisor.
Norm Francis
Advisor
Former CEO and Founder Pivotal
Norm Francis
Advisor
Norm Francis spent 25 years in the software industry, first co-founding BSG which created ACCPAC and Simply Accounting, and later co-founding Pivotal Corporation, one of the early leaders in Customer Relationship Management software.
He was Pivotal’s CEO and Chairman of the Board as the company grew rapidly from a startup to a company with $100 million in revenue and 750 employees in 25 offices around the world. During his business career Norm served on several private and public corporate boards as well as industry committees.
Norm is a well-known technology angel investor and is an active mentor to entrepreneurs in the technology sector and university students. He is a member of the Board of Traction on Demand, a fast-growing Vancouver services and software company that was awarded one of the first “B Corp” designations in Canada for its social responsibility.
After retiring from active business involvement in 2001, Norm became a founding partner of Social Venture Partners Vancouver. SVP Vancouver pioneered venture philanthropy in Canada and he served continuously on the Board of Directors until 2013. He was recently honoured with SVP’s first Distinguished Partner award.
Norm holds a B.Sc. in computer science from the University of British Columbia, and is a Fellow of the CPA Institute of British Columbia.
Nanon de Gaspé Beaubien-Mattrick
Advisor
Beehive Holdings Founder & President
Nanon de Gaspé Beaubien-Mattrick
Advisor
Nanon de Gaspé Beaubien-Mattrick is Founder of Beehive Holdings. Prior to founding Beehive, Nanon worked in sales and marketing for Playtex International before moving on to become Sr. Vice President of Telemedia Corporation for 10 years.
While at Telemedia, Nanon helped grow the company into Canada’s largest consumer magazine publisher with titles ranging from Elle and TV Guide to Canadian Living. She also helped oversee the building of Telemedia into one of the country’s largest radio operators.
Born in Montreal, QC, Nanon graduated with honors from Harvard College and earned an MBA from Harvard Business School. Nanon is fluent in English, French and Spanish. Nanon is currently serving as a Board of Director for Allocadia Software and the de Gaspé Beaubien Family Foundation. Nanon is married with two children and resides in California. Nanon has a weakness for chocolate and French Bulldogs.
Greg Wolfe
Advisor
Former COO Marketo
Greg Wolfe
Advisor
Greg is a seasoned executive with more than 25 years of experience leading sales and operations for enterprise technology companies.
As the COO of Marketo, he led the company through the successful acquisition by Adobe. Greg was executive vice president and general manager, Americas, at SAP’s Business Objects before leaving the company to found Emalex, a consulting firm for business-to-business technology companies, in 2009. At Business Objects, he led the organization through hyper-growth and saw the company become the number one business intelligence provider in the world with over $1 billion in revenue, millions of licensed users, and more than 5,000 employees. He previously held leadership positions at Crystal Decisions (acquired by Business Objects in 2004) and Xerox. Greg attended the University of Regina in Saskatchewan, Canada.
Board
Kristine Steuart
CEO & Co-Founder
Kristine Steuart
Board Member
As CEO and Co-Founder, Kristine Steuart leads the Allocadia team in realizing their vision of a world where marketers make every dollar count. To rally behind their mission, Kristine is focused on building a world-class team and a culture of living our core values.
Kristine Steuart and her twin sister Katherine Berry co-founded Allocadia in 2010 after experiencing first-hand the difficulty in gaining insights into marketing investments and measuring marketing performance. Kristine has led Allocadia from a bootstrapped start up with a handful of customers to a global organization with hundreds of enterprise customers worldwide who manage billions of dollars in marketing spend in Allocadia, $30m in venture funding, and partnerships with marketing cloud leaders like Oracle, IBM and Marketo. With a radically better way to plan, budget and optimize their marketing investments, Allocadia’s enterprise software is helping propel marketers on a journey they have embarked upon: leading in their companies by driving real business impact.
Kristine is a speaker at local and global events, and writes a CMO Leading in Change blog series. Kristine was named among the Top Forty Under 40 by Business in Vancouver, the Top 10 Women in Tech to Watch in 2015 by inc. magazine, and one of BC’s top 35 most influential women in business. Allocadia has also received recognition as one of the Top 100 Tech Companies in BC and was awarded the 2015 Gartner Cool Vendor for CRM Marketing Applications.
Katherine Berry
Strategic Accounts, Innovation & Co-Founder
Katherine Berry
Board Member
Katherine Berry, Strategic Accounts & Innovation and Co-Founder, lead the product team’s creation of the RunMarketing Platform, and now focuses on working with Allocadia’s most strategic customers.
Having spent the early years building the product organization and leading the creation of Allocadia’s MPM Platform, Katherine Berry now works with Allocadia’s most strategic customers to evangelize Allocadia’s company, product and team to executive stakeholders and global marketers, collaborate on value-add solutions and, in turn, leverage the insights gained to fuel future innovations.
Since co-founding Allocadia in 2010 with her twin sister Kristine Steuart, Katherine’s product expertise & intuition has been instrumental in growing Allocadia’s platform to serving over 14,000 users managing over 20B in marketing investments at some of the world’s largest enterprises and in garnering 30M in venture funding, a unique accomplishment for female founders, making up only 2% of total VC funding.
Katherine was named among the Top 10 Women in Tech to Watch by Inc magazine, BC’s top 35 most influential women in business, and BC’s top 40 under 40. Allocadia has received numerous recognitions including being named as a Leader by G2 Crowd, receiving the MarTech Breakthrough Award for Best Marketing Performance Management Company, the BCTIA Community Engagement Award, the DMN Marketing Company of the Year and Analytics Company Award, the Ventana Research Technology Innovation Award, the Gartner Cool Vendor for CRM Marketing Applications and earned a spot on the Deloitte Technology Fast 50 list.
Katherine holds a Master’s degree in Media Studies from the University of Oslo, a Web Technologies Certificate from the British Columbia Institute of Technology, and a Bachelor’s degree in Communications from Simon Fraser University.
Kevin Swan
Board Member
iNovia Capital
Kevin Swan
Board Member
Kevin is a Partner at iNovia Capital and is passionate about building technology companies and working with the entrepreneurs behind them. Kevin currently focuses on investments in SaaS, Digital Media and Connected Devices.
Prior to iNovia, Kevin worked various roles in product management, was a startup CEO, managed a seed-stage fund and spent over 10 years as a beekeeper.
Kevin has a BSc. In Mechanical Engineering from the University of Alberta and a MS in Mechanical Engineering from Stanford University, concentrating on control systems, dynamics, mechatronics and entrepreneurship. He serves or observes on the boards of Mitre Media, Allocadia and Drivewyze in addition to leading investments in Granify, Basis Science and Growlabs.
Martin Angert
Board Member
Susquehanna Growth Equity
Martin Angert
Board Member
Martin Angert is a Director with Susquehanna Growth Equity. He focuses on infrastructure and application software, SaaS, and marketplace businesses.
Before joining SGE, Martin was a Principal at Insight Venture Partners, where he spent nine years leading investments in software and internet companies spanning multiple industries.
Prior to that, he was a software developer in J.P. Morgan’s Application Delivery division.
Martin’s prior investments include TeamViewer (acquired by Permira), Kaseya, Firemon, Wix (NSDQ: WIX), DrillingInfo, Cvent (NYSE: CVT), New Relic (NYSE: NEWR), Cherwell Software, SmartBear Software, Academic Partnerships, Whitney University System, B2B-Center, Lytx, and RTS (acquired by MICEX).
Martin received dual degrees from the University of Pennsylvania’s Wharton School and its School of Engineering, graduating summa cum laude in Finance and Computer Science.
Martin was born in a former Soviet republic called Moldova and is fluent in Russian. In addition to playing every competitive sport under the sun (not always well), Martin loves to spend time with his wife and dog in the great outdoors.
John Stetic
Independent Board Member
Former GVP Products, Oracle Marketing Cloud
John Stetic
Board Member
John Stetic is the Senior Vice President of Innovation and ISV Partnerships at ServiceMax. John, a renowned martech product leader, previously lead the Product and Engineering organization for Oracle Marketing Cloud, where he was instrumental in expanding the business beyond the acquisition of Eloqua, and creating a leading Marketing Cloud platform. His diverse experience, from co-founding startups to executive leadership at Fortune 500 companies, brings deep B2B martech portfolio product experience to the Allocadia board.
In his current role, John is responsible for identifying where and how ServiceMax can expand its product offering outside the current suite and, in collaboration with the cross-functional Product Development Group, determine when to build, buy, or partner to drive uncompromising innovation. Previously, John served as Chief Product Officer at Zinc, following a successful career in product leadership roles at companies including Oracle, Eloqua, Blueprint Software Systems and Novell.
Laurie Schultz
Independent Board Member
President & CEO, Galvanize
Laurie Schultz
Independent Board Member
Laurie Schultz is responsible for leading the transformation of Galvanize’s global business by mobilizing talent toward category disruption and IPO.
With 30 years of experience in technology, Laurie has led several multimillion-dollar software businesses spanning the personal finance, small business accounting, ERP, CRM, and GRC categories. Holding prior leadership positions with Sage, Intuit, KPMG, and TELUS, Laurie has transformed cultures, platforms, business models and valuation
by empowering change and relentlessly focusing on the “right critical few”.
Since being appointed CEO of Galvanize in 2011, Laurie has successfully repositioned the company to one of Canada’s top 100 and Best Managed employers; enjoying “top quad” analyst recognition on a build/buy/re-brand formula obsessed with disrupting its category while profitably delivering high double digit revenue growth.
Laurie has received multiple leadership awards, including 2019 EY Entrepreneur of the Year – Pacific Region (Technology), 2019 Business in Vancouver’s (BIV’s) CEO of the Year, WXN Canada’s Most Powerful Women Top 100 (Hall of Fame – 2016, 2017, 2018 and 2019), the 2015 Gold Stevie® Award for North America’s Female Executive of the Year, the YWCA’s 2015 “Women of Distinction” award, BIV’s 2014 “Women of Influence” award, and the Minerva Foundation’s 2013 “Excellence in Leadership” award.
Laurie holds an MBA and a Bachelor of Commerce degree, both from University of Alberta and currently acts as a Director with the Greater Vancouver Board of Trade, and Allocadia.
Anthony Lee
Observer
Altos Ventures
Anthony Lee
Board Member
Anthony Lee is a Managing Director of Altos Ventures, where he focuses on software and digital media investments.
Before joining Altos, Anthony led marketing efforts for three start-up companies including Evolve Software (Nasdaq:EVLV, later acquired by Oracle). Anthony began his career as a strategy consultant at McKinsey & Company and has published a national magazine.
Anthony serves as Chairman of TechSoup, the world’s largest non-profit distributor of computer software and hardware. He co-founded and co-chairs the C100, a network of top Canadian technology leaders dedicated to supporting Canadian entrepreneurs. Anthony is a member of the Pacific Council on International Policy and served as a term member of the Council on Foreign Relations. He is a founding member of the Full Circle Fund, a venture philanthropy group based in San Francisco. Anthony received his MBA from Stanford University and earned a BA in Politics and Economics from Princeton University.
Cindy Padnos
Observer
Illuminate Ventures
Cindy Padnos
Observer
Leveraging over 25 years of high-tech industry experience, Cindy Padnos is the founder and Managing Partner of Illuminate Ventures. Ms. Padnos focuses primarily in the Enterprise/B2B cloud and mobile computing sectors with a particular emphasis on SaaS applications and platforms.
Cindy currently serves as a board director or observer for Allocadia, BrightEdge Technologies, ChannelEyes, Hoopla Software, Opsmatic, Peerlyst, Xactly Corporation and Yozio.
As a prior successful entrepreneur, Ms. Padnos was founder and CEO of Vivant (now ORCL), CEO of Acumen (now DDI) and VP marketing at Scopus Technology (IPO). Cindy has been recognized as one of the Most Influential Women in Tech (Fast Company), Most Influential Women in Silicon Valley (New York Times) and dubbed ”Queen B2B” (VentureBeat). She is an advisory board member for Carnegie Mellon’s Tepper School of Business, for Astia and Springboard and is the author of the widely-cited white paper “High Performance Entrepreneurs: Women in High Tech”.
Investors
In December 2015, Allocadia announced it raised a Series B financing for US$16.5 million (CAD$22 million), bringing the company’s total funding to US$24 million (CAD$30 million). The round was led by Susquehanna Growth Equity (SGE), with participation from existing investors iNovia Capital, Altos Ventures, Nanon de Gaspé Beaubien-Mattrick of Beehive Holdings, Illuminate Ventures, Don Mattrick, and Norm Francis of Boardwalk Ventures. Founded in 2010, Allocadia grew solely through the continued satisfaction of its global customers. In June 2014, Allocadia announced a $7M Series A to fuel future growth in the multi-billion dollar CMO marketing cloud technology market.
