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. 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
    John Squire CEO

    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 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 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.

  • Sarah Engel
    Sarah Engel Chief Marketing Officer

    Sarah Engel is the CMO of DynamicAction and spearheads marketing strategy, lead generation and communications, as well as HR and culture initiatives.

    She is creator and chief analyst for the DynamicAction Retail Index, a multi-year study of more than $4 billion in consumer transactions offering insights on metrics ranging from profit protection and inventory optimization to customer experience and promotional expectations. Sarah works directly with industry influencers to provide insights on evolving consumer behavior, the shifting economics of omnichannel retail, technology implications and the specific ways in which customer-centric brands are thriving in the Amazon Era. Her commentary has been featured in top-tier publications including WWD, The Wall Street Journal, Washington Post, CNBC and the Associated Press.

    Prior to DynamicAction, Sarah helped notable consumer and B2B brands with strategic marketing and business leadership including Nieman Marcus, Estee Lauder, Stuart Weitzman, Wyndham Hotels, Travelocity, Chevrolet, ClearSaleing (eBay) and Match.com. She founded Elegant Disruption, a strategic consulting firm, which provided guidance for multiple brand reinventions.

    Sarah serves on the Dallas board of directors for Step Up Women’s Network, a nonprofit focused on propelling young women to become the next generation of professional women, and was recently named a 2017 “Champion of PR” by PRWeek, a recognition of women innovating the communications industry and guiding other women to leadership success.

  • Brian Tomz
    Brian Tomz Chief 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.

  • Scott Cohn
    Scott Cohn Senior Vice President, Finance

    Scott has 12+ years of industry and public accounting experience. Scott has direct responsibility over all accounting, finance, forecasting, strategic planning, treasury, risk and tax activities of the Company.

    Prior to DynamicAction, Scott was the VP Finance at Revel Systems Inc., an iPad-based point of sale system with 750 employees and 7 international subsidiaries. At Revel, Scott built a team of 25+ finance and accounting professionals and operated as a liaison between executive management, operations, marketing, fulfillment and sales.

    Scott graduated with a Bachelors of Science in Commerce, Accounting in 2006 from Santa Clara University and is an active Certified Public Accountant in the state of California.

  • Lindsay Conwell
    Lindsay Conwell Vice 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.

  • Michael Patterson
    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, 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.

  • Matthew Burgess
    Matthew Burgess Senior 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.

  • 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.


Logo for 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:

  • RetailROI

    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.

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