Igniting Better Decisions and Faster Action

Our Story

In 2008, a group of retail executives and big data experts sat together, sharing their woes of operational disconnects, profit losses, data paralysis and team inaction. “If only there was a way to connect all of this data we’re drowning in,” they said. “If only I knew the questions to ask to be successful, much less the answers to those questions,” they sighed. “If only my teams could stop reporting and start taking action.” Then one of the CEOs started drawing on a whiteboard the collective struggle and possible solution. From that room, the initial spark of DynamicAction was ignited.

A system that offered one source of truth which instantly connects data from every part of the organization – merchandising, marketing, operations, customers, returns and finance. And in all channels – eCommerce, physical stores and mobile. Thousands of proprietary retail algorithms built by that former retail CEO and the former Chief Scientist of Amazon are applied to determine what’s impacting merchandising KPIs and to prescribe the actions to take for improvement. Recommended actions are ranked by how much each action is worth to the retail business, and workflow is managed within the product. So, retail merchandisers not only know the questions to ask and the answers to those questions, but can leverage the entire organization to get to action faster.

Finally, in 2012, the world of data systems and storage, databases and technology reached a reasonable point where we could actually build a system capable of answering the most pressing questions that retailers struggle to solve.

Less than 3 years later, DynamicAction is helping retail merchandising teams make smarter decisions, and take profitable action on more than $19 billion of consumer transactions each year. The attendees at that original think-tank went on to become the president of DynamicAction, the Chief Scientist of the company, as well as core retail customers of DynamicAction. Research firm Frost & Sullivan has touted DynamicAction a “first of its kind technology” and “critical for retail success.” Most importantly, retailers call it “a business revolution” and “like walking into a dark room with a very bright torch.”

Who’s Behind DynamicAction?

Retail experts and engineers, data scientists and marketers, our executive team brings experience from the most recognizable companies in their industries, including McKinsey, IBM, Figleaves, Coremetrics, Travelocity, Marin Software, Harrods, Tesco, Chevrolet, Chevron, Match.com and Topshop.

  • John Squire
    John SquireCEO

    John brings decades of experience in executive management and growing SaaS businesses to DynamicAction. Prior to DynamicAction, John served as the Chief Strategy Officer of IBM Smarter Commerce and dedicated 11 years to Coremetrics, where through various roles, he helped turn Coremetrics into a leading website analytics tool. He began his career in chemical engineering, holding roles at Chemdex, 3Com and Chevron Products. John holds an M.B.A. from the University of Michigan and a B.S. from the University of California, Davis. His unbridled passion for retail’s technology revolution has made him a regular contributor to CNN, Fox News, the Wall Street Journal, Huffington Post, LA Times, MarketWatch, Women’s Wear Daily, NBC News and Forbes.

  • Michael Ross
    Michael RossCo-founder and Chief Scientist

    Michael has spent the last 20 years in the ecommerce world. He joined McKinsey in 1994 and spent 5 years consulting in the early days of the internet. From 1999 to 2006, he was co-founder and CEO of figleaves.com [which was sold to N.Brown in 2010]. Since 2007, he has been the Co-founder and Chief Scientist of DynamicAction (and former parent company eCommera). He is also a non-executive director of Sainsbury’s Bank.

  • Brian Tomz
    Brian TomzChief Operating Officer

    Brian has over 15 years of experience in SaaS and ecommerce software. Prior to DynamicAction, Brian directed product strategy for IBM’s Enterprise Marketing Management organization, lead product management at Coremetrics and IBM’s SurfAid Analytics and managed analytics for an online retailer. For DynamicAction, Brian manages a global team responsible for development, operations, product management and product strategy.

  • Sarah Engel
    Sarah EngelChief Marketing Officer

    After spending 18 years building some of the world’s most notable brands, Sarah Engel joined DynamicAction, where she serves as the Chief Marketing Officer. As the brand guide and chief storyteller for the Silicon Valley-based retail technology leader, she heads up marketing strategy, content marketing, digital, lead generation and communications.

    Sarah previously served on the executive team and led marketing for a leading private digital marketing agency, Range Online Media, to the point of acquisition. She then took the reins on all marketing for the parent company iProspect. Prior to DynamicAction, Sarah was the founder of Elegant Disruption, Inc., a boutique strategic marketing and communications firm. A regular voice for technology innovation and female executives in the industry, she has been featured in publications ranging from Women’s Wear Daily to Forbes and was on the founding board of SLC |SEM (Salt Lake City digital marketing association).

  • Greg Carder
    Greg CarderVice President, Sales

    Greg has managed direct sales relationships as well as held channel and leadership positions over the last 25 years for a number of Silicon Valley solution providers.  He has driven rapid growth within early stage, high tech organizations like Blue Pumpkin Software, Watchfire and Coremetrics. He has been instrumental in bringing on board some of the world’s top retailers for DynamicAction, and then building out the DynamicAction sales team, technical pre-sales team, and the go-to-market strategy.

  • Michael Patterson
    Michael PattersonSVP of Sales, Europe, Middle East and Africa

    Michael has spent over 15 years in the software industry, delivering value-driven solutions to many of the world’s most ambitious retailers. Most recently, Michael was VP Sales at Bazaarvoice, the leading content network provider connecting brands and retailers to their customers. Prior to Bazaarvoice, he was VP EMEA at M-Factor, Inc., which was acquired by DemandTec, and Sales Director Europe for ProfitLogic Inc., which was subsequently acquired by Oracle Retail.

    Michael’s passion for retail stems from merchandising and commercial positions at leading UK retailer Marks & Spencer.

  • Lindsay Conwell
    Lindsay ConwellVice President, Solution Engineering

    Lindsay brings vast expertise in both technical selling and implementation through working with the world’s largest Fortune 500 brands and IR Top 100 retailers.  As VP of Solution Engineering at DynamicAction, she is globally responsible for our client facing and technical teams, which includes the pre-sales consulting team, as well as our onboarding and implementation team. Lindsay enables her teams to focus and optimize all aspects of product, technical and business requirements from first introduction through to final onboarding and launch.

    Prior to joining DynamicAction, Lindsay built and managed the Sales Engineering team for Marin Software (MRIN) and spent 7+ years working with retailers at Coremetrics Analytics.  Lindsay holds Bachelors in Computer Science from the University of Texas.

  • Matthew Burgess
    Matthew BurgessSenior Director DynamicAction Labs

    Matthew brings over 10 years of online retail data analysis and expertise to his current role as the Director of DynamicAction Labs.

    Turning vision into reality, Matthew works closely with our Chief Scientist and Product team to design, prove & prototype new DynamicAction capabilities. This constant innovation requires making intelligent use of several sources of data including analytics, marketing & client specific systems, as well as evaluating multiple metrics from visits, bounce and conversion to stock cover, availability and profit.

    Prior to DynamicAction, Matthew worked in a variety of analytics roles at eCommera, Coremetrics, Comet Group and Aviva.


Some of the world’s leading retail, finance and business minds have come together to advise and inspire the DynamicAction team as it defines a new industry and drastically shifts the face of retail.

  • Andreas Weigend
    Andreas WeigendSocial Data Lab

    Expert on future of big data, social-mobile technologies, and consumer behavior. With 20+ years experience working with global clients including Alibaba, Best Buy, Goldman Sachs, Lufthansa, SAP, SingTel, Thomson Reuters, and the World Economic Forum, as well as with many successful and exciting startups.

  • Ron Offir
    Ron OffirOffir Consulting

    Innovative e-commerce / retail leader and adviser with 20+ years of experience driving significant profitable growth for world class brands such as Michael Kors, Coach, Gap, Banana Republic, Old Navy, Nine West, Jones New York, Ralph Lauren, Anne Klein and Steve Madden.

  • Barney Pell
    Barney PellLocoMobi / Moon Express

    Technology and product strategist, angel investor and advisor, and artificial intelligence (AI) researcher. He is currently Co-founder & Chief Strategy Officer at LocoMobi and Co-Founder & CTO at Moon Express, a privately funded lunar transportation and data services company created to establish new avenues for commercial space activities beyond Earth orbit.


These firms have a strong track record of investments with retail leaders and enterprise technology companies. They have reputations for building long-term partnerships to help rapidly growing companies reach their full potential.