Retail, Proximity & IoT Marketing

Digital Wave Technology expands leadership team amidst rapid growth

The solution provider welcomes industry veteran and analytical solutions expert David Barach and promotes sales leader Sandy DeFelice to support accelerated expansion
Digital Wave

Digital Wave Technology, provider of the Digital Wave ONE™ Platform that unites the entire omnichannel product journey, today announced that David Barach has joined the team as SVP of product strategy and Sandy DeFelice was recently promoted to SVP, revenue and strategic accounts. With this latest executive hire and promotion, the company continues to build its team with proven industry leaders who have deep expertise in each of the company’s product and operational areas.

Barach brings a wealth of expertise in analytical solutions such as inventory optimization, demand forecasting, planning, allocation, price optimization, and AI, garnered through his tenure with prominent retailers and solution providers. Most recently, Barach served as the senior director of solution strategy for Zebra Technologies and (acquired by Zebra), where he led the development and customer deployment of AI solutions. He has prior leadership experience at SAS Institute, DemandTec (now IBM), and ProfitLogic (now Oracle), and he understands the needs of top retailers, having worked for 84.51 (Kroger), Target Corp., Mercantile Stores, and Macy’s Department Stores. In his role at Digital Wave Technology, Barach will collaborate closely with cross-functional teams to further enhance the company’s market presence.

“Having witnessed the evolution of analytics in retail over the past two decades, I’m excited to bring my experience to Digital Wave Technology,” said Barach. “The company is delivering impactful and transformational AI technology that’s far ahead of other solution providers, and I am eager to contribute to our continued success.”

DeFelice, who has been with Digital Wave Technology since August 2023 following her tenure at Salesforce, was recently promoted to SVP, revenue and strategic accounts. In this position, she serves as the company’s sales leader and is instrumental in managing enterprise-level, high-impact projects for brands and retailers. She is an expert at aligning vision and strategies for consumer brands to achieve advanced market share positions. In January, DeFelice was recognized in the RETHINK Retail Top Retail Experts list for 2024 alongside Digital Wave Technology’s CEO Lori Schafer.

“In my first nine months at Digital Wave Technology, I’ve had the pleasure of helping some of the biggest and brightest brands achieve outstanding results through innovative technology,” said DeFelice. “I’m looking forward to taking on this new role and helping to further accelerate Digital Wave Technology’s rapid growth.”

“We are delighted to welcome David to our team and congratulate Sandy on her well-deserved promotion. Their combined expertise and leadership will be instrumental as we continue to deliver unparalleled value to our customers and accelerate our growth trajectory,” said Lori Schafer, CEO of Digital Wave Technology.

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