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. Now 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
Chief Executive Officer

John brings 15 years of experience in executive management and growing SaaS businesses to DynamicAction.

Prior to DynamicAction, John served as the Chief Strategy Officer of IBM Smarter

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Michael Ross
Co-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

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Brian Tomz
Chief Strategy Officer

Brian has spent his career in entrepreneurial cloud software ventures – working for IBM twice and a series of acquired startups. He is currently the Chief Strategy Officer and founding member of

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Laurence Sacks
Vice President, Finance

Laurence has over 25 years of industry and public accounting experience. Laurence has direct responsibility over all accounting, finance, forecasting, strategic planning, treasury, risk and tax activities of the company.

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Lindsay Conwell
Vice President of 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

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Mike Niemann
Vice President of Product and Development

Mike has delivered numerous successful data and analytics SaaS offerings to market over his 20+ years in Product Management. He has spent most of his career working for hi-tech startups in Austin, Texas. Mike is currently the Vice President of.

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Michael Patterson
Managing Director, EMEA

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,

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Matthew Burgess
Senior Director, Applied Data Science

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

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Sean Moran
Senior Vice President of North America

Sean brings more than 20 years of retail industry experience as a versatile go-to-market executive who tailors SaaS platforms, artificial intelligence (AI) and scalable real-time solutions for

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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.

Dr. Andreas Weigend
Dr. Andreas Weigend
Stanford Social 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.

Dr. Barney Pell
Dr. Barney Pell
LocoMobi / Moon Express / Singularity University

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’s orbit. Dr. Pell is also one of the founders of Singularity University.


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.


National Retail Federation National Retail Federation

Awarded Digital Commerce Startup of the Year by the NRF

Forrester Research Forrester Research

Recommended as the key prescriptive analytics technology to replace predictive analytics in retail

Frost & Sullivan Frost & Sullivan

Award for Technology Innovation: Big Data Analytics in Retail

ZD Net ZD Net

10 Vendors Enabling Digital Transformation in Retail

Retail CIO Outlook Retail CIO Outlook

Top 10 Merchandising Solution Provider

Retail Movers and Shakers Retail Movers and Shakers

Co-founder Michael Ross listed as #30 of 100 by Retail Insider

WWD: Top Women in Business WWD: Top Women in Business

CMO Sarah Engel named in the Top Women Leaders in Business list by Women’s Wear Daily

PR Week Champion of PR PR Week Champion of PR

CMO Sarah Engel listed as a Champion of PR by PR Week


Retail Responds: Coins of CaringHelping others is the right thing to do, and it makes us who we are. DynamicAction employees give freely of their time and resources to mentor young people, serve on the boards of local nonprofits, and support human rights causes. They use their talents in creative and rewarding ways. You can be part of the action too, through our Retail Responds: Coins of Caring initiative. At the next retail event, stop by our booth to receive a Care Coin. Simply donate your coin to one of four incredible organizations we already support. DynamicAction will make a donation to each non-profit in the total amount of Care Coins collected for the organization during the show. Participants can increase their Care Coin donation by learning more about DynamicAction at our booth. We proudly support:


Raising awareness and providing real solutions for the more than 400 million vulnerable children worldwide.

Step Up
Step Up

Step Up propels girls from under-resourced communities to fulfill their potential by empowering them to become confident, college-bound, career-focused, and ready to join the next generation of professional women.

Team Rubicon
Team Rubicon

Uniting the skills and experiences of military veterans with first responders to rapidly deploy emergency response teams.

Girls Who Code
Girls Who Code

A national non-profit organization dedicated to closing the gender gap in technology.