Our Leaders

Our leaders have the passion, heart and drive to make real change happen for your business.

Brian Ross

President

Brian Ross

President

President of Precima, a Nielsen Company. Brian works with some of the world’s leading brands to deliver world-class customer-centric solutions through strategic consulting, industry-leading analytics and a next-generation technology platform. His vision and leadership helped launch Precima in 2008 as a three-person startup, and he has since grown it into a global leader in retail, B2B and CPG strategy and analytics with over 300 experts in Canada, the United States and Europe. With an extensive background in loyalty solutions, customer marketing and merchandising strategies, Brian oversees the strategic and operational management responsibilities, as well as relationships with customers and business partners.

Before Precima, Brian spent several years in management positions across LoyaltyOne businesses, notably providing client management and analytics support for key partners of the AIR MILES Reward Program. He used data-driven customer insights to develop successful programs for clients in grocery, pharmacy, department store, specialty retailing, financial services and consumer packaged goods. Brian shares his broad range of expertise and thought leadership in regular features in leading marketing publications, and is a frequent speaker at industry events and forums.

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Parm Singh

Chief Analytics Officer

Parm Singh

Chief Analytics Officer

As chief analytics officer, Parm oversees the end-to-end delivery of Precima’s solutions for leading global retailers. As one of the first associates to join the company, Parm has been instrumental in fostering collaboration and relationships across the Precima organization to develop, configure and deploy Precima’s customer-centric solutions for driving results in merchandising, marketing and operations in retail. Parm is a high-energy and goal-driven analytics executive who oversees our Central and Client Analytics teams, and he’s responsible for the long-term scaling and implementation of solutions as the company expands across the globe. With over 18 years of experience in the industry, Parm focuses on uncovering deep insights to boost sales and profit through sustainable business results. He has a rare ability to use advanced technical models for merchandising, marketing and operations to inform retail business strategies, integrate them into operational processes and build a clear path to tactical execution, which makes him a true trailblazer in the customer-centric retailing space.

Before Precima, Parm managed the development and integration of Customer Analytics at Loblaw, where he provided advanced analytics support across the retail business. Parm started his career as a senior statistician with the AIR MILES Reward Program, where he built statistical models to deliver customer insights and data-driven solutions for retail and financial partners across Canada. Parm holds a Bachelor of Science in Statistics from the University of Toronto.

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Miguel Pereira

Chief Operating Officer

Miguel Pereira

Chief Operating Officer

As chief operating officer, Miguel manages Precima’s client relationships across the globe. With over 20 years of industry experience, he draws on his extensive knowledge of category and supply chain management, retail operations and loyalty marketing to help retailers achieve long-term, sustainable results through actionable insights. He heads up our research and development, client operations and consulting teams, as well as engagements for all clients, which span the grocery, consumer packaged goods, food services, luxury and general merchandise industries.

Before Precima, Miguel was vice president of Customer Management and Analytics at Sears, and he has held senior positions with HBC Canada and Toys “R” Us. His passion for building businesses and providing exceptional value to clients has led to thoughtful and highly effective approaches to tackling challenges. An engaging speaker and leader in the industry, he is frequently invited to speak at conferences and has been featured in publications discussing the role of customer analytics and shopper management strategies.

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Alvin Lim

Chief Scientist

Alvin Lim

Chief Scientist

As chief scientist, Alvin Lim leads Precima’s Research and Development team. He draws on 25 years of experience in mathematical modeling and optimization, with a focus on developing data-driven applications in pricing and revenue management, assortment optimization, targeted marketing and marketing mix optimization. Since 2011, Alvin has successfully led and implemented assortment, price optimization and targeted marketing systems for numerous global clients in the retail and B2B space. He has the rare ability to address a business challenge and select the appropriate solution that will add the most value to the organization.

Prior to Precima, Alvin was vice president of optimization at Nielsen Marketing Analytics, where he led the development of marketing mix, assortment and price optimization strategies and solutions for leading CPG and retail clients. He also worked at Delta Technology/Delta Air Lines where his significant contribution to the development of Delta’s revenue management system was awarded a US patent. Alvin holds a PhD in mathematical sciences from the Johns Hopkins University.

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Steve Benteau

Chief Technology Officer

Steve Benteau

Chief Technology Officer

As CTO, Steve leads Precima’s technology organization with responsibility over Architecture, Development, UX, Security & Compliance, Support, Operations, and Integration teams. As part of our Executive Committee, he is a champion for customer experience and success enabled through innovation and development of our SaaS solutions. Since joining in 2015 Steve has been a transformational leader as we moved to 100% cloud operations, created a DevSecOps culture and practices, and refined development using agile and UX processes.

Steve has a breath of industry experience from 20 years leading analytic solution development and consulting across public health, government services, finance, telecom, and retail. Prior experience includes technology leadership roles with MNP, Vision33, IBM, and Telus. Steve holds a Masters of Applied Science, Faculty of Engineering, University of Waterloo and a Bachelor of Commerce from Memorial University of Newfoundland.

Adam Horowitz

VP, Supplier Collaboration and Insights

Adam Horowitz

VP, Supplier Collaboration and Insights

Adam leads our global Supplier Collaboration practice and our Shopper and Category Insights software solution. He has been with Precima since 2011 and sits on our Executive committee. His team provides leading-edge software and consulting services to retailers and Consumer Packaged Goods companies around the world, allowing them to share one version of the truth and create winning strategies together. Adam has been instrumental in developing Precima’s long-term partnerships with some of the world’s largest retailers and CPG s companies. He set the vision for Precima’s Shopper and Category Insights solution and continues to add innovative capabilities to it. Adam also leads Precima’s training team, which uses a combination of technology and classroom techniques to drive maximum value for clients around all Precima solutions.

Adam has 15 years of prior experience in retail, analytics and CPG with progressive roles at Loblaw Companies Ltd, the Nielsen Company and PepsiCo. He has led high-performing key account sales teams, a category management organization and a sales strategy organization within the CPG environment. He is a graduate of the York University Schulich School of Business MBA program and has a Bachelor of Arts degree from the University of Western Ontario.

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Brian Crain

Partnerships & Business Development Lead

Brian Crain

Partnerships & Business Development Lead

Brian Crain leads Partnerships and Business Development for Precima for Europe, Middle East, Asia, Africa and New Zealand/Australia. Based in Paris, France, Brian brings his 20+ years of software, analytics and new markets experience to lead retail and B2B growth for Precima. His focus and inspiration is on building long-term partnerships with companies to unlock huge value from Precima’s AI, analytic and software capabilities. 

Brian has been in Europe for the past six years, building on his Silicon Valley and US retail experience. Before Precima, Brian led IBM’s EMEA Merchandising practice, working with retailers such as Coop DK, Coop SW, Monoprix, Carrefour MAF, Conad and ECI. In the US, he led Change the Business activities at HEB Grocery (an $18 billion retailer in the United States), and was a manager at Accenture consulting for eBay, ETrade and others. He also led price optimization projects at DemandTec for retailers such as Safeway, Target and Cencosud.

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