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.

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.

Stephen H MarshallEVP, Data Insights

Steve has worked in financial services for over 25 years, serving in leadership roles in asset management, mobile software development, and data & analytics. He has built and led high-performing product teams and is passionate about helping clients leverage data-driven insights to achieve their goals.

Previously, Steve was Head of Data Studio and User Experience at BNY Mellon Data and Analytics Solutions. His team developed a cloud-based no-code ecosystem to help business users derive insights from their data. Before that, Steve spent nearly two decades at State Street Corp, where he led innovation and product teams as well as the multi-boutique investment management arm of State Street Global Advisors.

In his spare time, Steve loves to cook, garden, and spend time with his wife and 2 kids, none of whom will eat his cooking.

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.

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.