Leadership Team


Tom has been a founder of several startups, a venture investor for an $8 billion media company, a public company executive, and a board member for 11 companies. He has been involved in the funding and exiting of over 17 startups to corporations including IBM, SAP, News Corp, Informatica, Akamai, and Dun & Bradstreet. Prior to founding Aidentified, Tom was a board member and investor of several companies including Weather Analytics, Acustream, and Airfusion. Prior to this, Tom became an SVP at Dow Jones/News Corp when it acquired Generate, a software company where he was Founder/CEO. Prior to that, Tom was a partner at Reed Elsevier Ventures, the investment arm of the $8 billion media company.

Darr AleyCMO

Darr has been lucky to work with Jeff Bezos and Elon Musk in areas that include mergers and acquisitions, business development, strategy, and operations. As an entrepreneur, he has started, invested, and/or joined companies in every stage of development (napkin to IPO) and seen them through to billions of dollars in exit value. Included in these were executive roles for Shiva (sold to Intel), Avatar (sold to DCA), Ziff-Davis Publishing (Softbank), Zip2 (Compaq), WhoWhere (Lycos), and Epylon (Accenture). Darr has spent the last twenty years building companies in the B2B and B2C data analytics segments. Prior to starting Aidentified with his brother Tom, they built and sold data analytics company, Generate (News Corp, 2008) and invested in Netprospex (D&B, 2015). Prior to Generate, Darr was at Amazon.com where he helped direct corporate development and M&A.

Juliana SpoffordGeneral Counsel and Chief Privacy Officer

Juliana brings over 25 years of legal experience to Aidentified. Prior to joining Aidentified, Juliana was the Chief Privacy Officer at Dun & Bradstreet where she was responsible for global privacy governance and compliance on a multi-national level, including privacy oversight of and response to cybersecurity incidents. Prior to that, she was General Counsel at NetProspex, a B2B data services business which she helped guide to acquisition by D&B. Prior to NetProspex she was commercial corporate counsel on the data services (Factiva) side of Dow Jones after the acquisition by Dow Jones of Generate, where she had been General Counsel. She started her legal career in the corporate litigation and intellectual property areas. She has spoken on multiple panels about data privacy and legal career-related topics and served as a mentor for the Massachusetts Bar Association’s Tiered Community Mentoring program.

Ned DaneChief Strategy Officer

Ned has served as a senior executive in the wealth and asset management industry for nearly 30 years. Over his career, Ned has built businesses, lead high performing teams, and developed innovative products and solutions to meet the needs of high net worth investors. He is an expert on the topic of multi-generational wealth and is a highly sought-after speaker on issues facing wealthy millennials. Prior to joining Aidentified, Ned’s career comprised senior roles at OppenheimerFunds, Merrill Lynch, AXA Advisors, and Putnam Investments. Ned also serves on the boards of several philanthropic and cultural organizations including The University of New Hampshire Foundation, The Frick Museum in Pittsburgh, and The Helen C. Frick Foundation.

Dan KochCTO

Dan has worked in software and technology for 25 years, including 20 years in the publishing and data industry. His expertise includes software engineering and management, machine learning and data science, and highly scalable system architectures. Dan has held key technology roles at Sporting News and Empowered Benefits as well as founding several small startup businesses. After graduating from Villanova University, he began his career as the first employee of American City Business Journals’ digital division. Dan is passionate about unlocking the value of artificial intelligence through product engineering.

Ralph SchonenbachEVP Product

Ralph has developed a global career within corporations, start-ups and foundations. He began with firms Andersen and Ernst & Young as a consultant. Desiring to experience entrepreneurship, Ralph co-founded Trestle Group – a management consulting firm and later, Trestle Group Foundation – an organization supporting women entrepreneurs in emerging markets. His fascination with professional and social networks inspired him to found Envoy – a technology platform to help organizations and individuals leverage their relationships. As Head of Product, Ralph is leveraging an incredible dataset combined with AI to identify high value prospects with minimal effort for Aidentified users.

Sue MoranSVP Finance & Operations

Sue joined Aidentified in June 2021 and serves as the company’s SVP of Operations and Finance, bringing over two decades of human resource, operations and financial experience. She believes in effectively balancing big picture thinking and strategic planning to optimize business processes along with aligning internal teams toward revenue goals. Most recently, Sue worked for a security company running their HR, finance and operations for 7 ½ years. She was instrumental in growing the business to a successful 25+ person company through her ability to take on multiple roles and willingness to learn and implement new innovative strategies.  Prior to that, she had worked at Reach Analytics and at Generate/Dow Jones in a similar capacity.

Greg LeveilleVP Operations

Greg has spent over 25 years in software and technology firms building and managing service oriented teams focusing in the areas of Technical Pre-Sales, Client Services, IT and Operations. He has held leadership roles within early stage start-ups and large multi-national companies, including Thomson Reuters and Dow Jones/News Corp. His diverse background includes positions in Sales, Pre & Post Sales Technical Support, Product Management, Software Solutions, and IT. Greg has worked across various industries including Financial Services, Media & Publishing, and Life Sciences. Greg is an avid runner, having completed multiple marathons and Ironman triathlon events. He also enjoys spending time with his wife and 3 children & coaching youth sports.

Omar SarySVP of Partnerships

Omar was most recently head of business development at Wealth Engine, where he oversaw its CRM integration and strategic partnerships. Prior to this, he was the head of partner channels at Dun & Bradstreet/Netprospex, where he oversaw the development of its partnerships with Oracle/Eloqua, Marketo, NetSuite, SugarCRM, SFDC, Microsoft CRM until its successful acquisition by Dun & Brdstreet. Prior to NetProspex, he was in business development with Oracle/Netsuite, Coupa and Sage Software, In his spare time, he helps coach the D1 tennis team at Redwood High School in Marin County/CA and he enjoys spending time with his family.

Bill CoteSVP Business Development

Bill has spent over 25 years working for colleges and universities in various fundraising roles including alumni affairs, corporate relations and major gifts fundraising. He has worked for a variety of institutions over that career including Marlboro College, the University of Maryland, the University of Virginia, Bentley University, Dartmouth College, and his alma mater, the University of New Hampshire where he served as the director of development at the Paul College of Business & Economics. Throughout his career he has relied heavily on the usage of data to identify prospects and to develop the right strategies to engage them. Bill also worked in the for-profit world heading up sales and business development for three separate healthcare companies.