Who We Are

Leadership Team

Mike Wallace

CEO and Founder
Mike has an extensive track record of successful product invention. AS CEO and Founder of Pure Imagination, he led the team that invented, designed and licensed products resulting in over $500M in retail sales. Mike was responsible for the invention and development of Mattel’s Power Glove, Tyco’s Power Plug and GM’s Passenger Occupancy Detection System. Mike also served as CTO of Ensequence, and he has a BS from Stanford University in Computer Science.

Stephen Lile

Stephen is veteran of both the investment banking and technology entrepreneurial communities. Stephen was co-founder and President of Origin/Shiftwise (sold in 2012) and co-founder and CFO of Ensequence where he led four rounds of financing up to $50MM. Prior to those roles Stephen spent over ten years in investment banking as a VP at Bank of America and Wells Fargo. Stephen has degrees from Oxford and Cambridge Universities.

Dan Short

Director of Analytics

Dan is a 20-year veteran of the Portland, OR technology scene and has helped deliver analytics solutions for some of the regions most successful start-ups. Dan spent 5 years with Unicru/Kronos (sold for $120MM), 4 years with Jive Software (IPO in 2011) and 4 years with CMD before joining Perfect Company in January 2016. Dan’s professional journey has cultivated a highly developed expertise in aligning analytics and strategy in order to find the right market fit for data products. Dan has an undergraduate degree from Colgate University and a Master’s degree from the University of Montana.

Advisory Team

The POC Metrics team works with leaders in the Beverage Alcohol and Health and Wellness industries to identify consumer preferences and emerging trends in at-home consumption patterns. We are fortunate to have assembled a world-class advisory team that is actively helping to define how point-of-consumption data will bring new insights, opportunities and competitive differentiation to these industries.

Amir Yazdani

Executive Vice President & Chief Strategy Officer at Rentrak
Amir is one of the founding members of Rentrak Corp and worked as CIO and head of product development and innovation for over 25 years. Rentrak is a global media measurement and research company serving the Entertainment and Advertising industry and tracks live TV , DVR, Online and Ondemand viewing behavior from more than 110 million televisions. Rentrak was acquired by comScore for approximately $800 million in January 2016. Amir holds a bachelor’s degree in Electrical Engineering from Oregon State University and a master’s degree in Computer Engineering from the University of Portland and holds multiple technology patents related to big data, TV and Advertising measurement.

Mark W. Federighi

Senior Vice President – Chief Sales Officer, O’Neill Vintners and Distillers
Mark directs sales strategy for O’Neill Vintners & Distillers’ national brands and manages the sales organization. He is responsible for growing the brands with a particular focus on winning in chain stores and supermarkets. Before joining O’Neill Vintners & Distillers, Federighi held two vice president of sales positions with Young’s Market Company. He has worked for some of the biggest names in the drinks business including Diageo PLC, E. & J. Gallo Winery, Skyy Spirits (now Campari America) and Pepsi in a sales career that spans nearly two decades. He graduated from San Diego State University with a bachelor’s degree in business administration

Dominick Brookes

Sr. Director Category Management, Youngs Market Company
Dominick is veteran of the Beverage Alcohol industry with deep expertise in leading operational and analytics teams dedicated to increasing client success with wine & spirits consumers at retail. At Youngs Market Company (the 4th largest Bev Alc distributor in the US) he runs multiple analytics groups focused on syndicated insights, consumer segmentation, competitive set definition, price/promotion optimization and retail space planning. Dominick has a Bachelors degree from Michigan State University and And MBA from the University of California, Davis.