Our Expert TEAM

President & CEO

Dave has over 30 years of executive management experience in multi-channel retail, distribution, manufacturing, and catalog merchandising. Dave has served in the capacity of CEO, CFO, CTO, CIO, and for many years President of Marketing. Dave has founded two startups: He is currently serving as the Chairman of both Advanced Pricing Logic software and Original Parts Group, a classic car parts manufacturer, distribution center, and retailer. As a result, he has acquired considerable expertise and understanding over the years in the area of technology analytics as it relates to price optimization for the mass marketer, inventory control and optimization, purchasing optimization, and consumer pricing psychology.

Dave is also the formula architect and inventor of record for several patent pending processes that reside within the Pricexpert price optimization system. Dave’s core strengths include the mastery and understanding of analytical data as it relates to product pricing in multi-channel, retail and distribution environments. Dave understands that for many business owners and upper level managers the subject of technology can be intimidating. It is with this concern for ease of use that Pricexpert was conceived. Dave has studied and mastered pricing techniques, formulas and best-business practice conventions for several years, and is an active member of the Professional Pricing Society.

Vice President, Engineering

Tom brings more than 30 years of engineering, systems integration, and consulting management experience to Advanced Pricing Logic. He began his career at IBM Corporation and held a variety of positions in software development and management, as well as program management for large DoD system integration projects.  He has also managed custom application development projects for IBM Global Services, where was responsible for the development of publishing solutions at Fortune 500 automotive and aircraft manufacturers.

At KPMG Consulting, he managed the implementation of an enterprise data warehouse for Western Digital, and founded SageTree, Inc., a startup delivering predictive supply chain analytic applications.  SageTree was acquired by Teradata in 2002.  Tom was a Senior Director in Teradata Labs, responsible for product engineering of high-availability solutions. He also managed software engineering for Teradata analytic applications, including supply chain, financial, enterprise risk management, and data mining solutions. A certified project manager, Tom graduated cum laude with a Bachelor of Science degree in Computer Science and Statistics from California Polytechnic State University, San Luis Obispo.

Vice President, Sales

Darius’ background is uniquely suited to understand the revenue and profitability issues that businesses face coupled with the contemplation of new technologies. He has been there himself through a wealth of entrepreneurial experience. From successful business ownership to 20+ years of innovative software solution sales coupled with executive-level management, Darius brings a well-rounded background and insight to our customers and prospects alike.

Darius’ grasp of technology and his ability to assist in problem solving customer’s needs have led him to build and maintain excellent customer relations and successful professional partnerships. His knowledge and experience combined with multiple ERP and CRM engagements has earned him a superior understanding of the many issues relating to successful software installations “after the sale.” He has an extensive knowledge base and robust experience with tier one packages including JD Edwards, Oracle, Siebel, Salesforce.com and more.

He attended and graduated from California State University, Fullerton where he earned a B.A. in Marketing.


Sergio joined Advanced Pricing Logic in 2015, bringing more than 25 years of experience in design and development of software, database technologies and analytics. He started his career at Datanet Software in Mexico City where he developed one of the first groupware applications.  He next moved to a consulting opportunity with Hildebrando IT Consulting, where he led full lifecycle software application development projects for multiple banks and insurance companies including Banpais, Banamex, Bancomer, and GNP.

Sergio continued his career as an independent consultant from 1996-99, where he a worked for a geophysical research company to design & develop subsoil survey software using mathematical optimization to create a 3D visualization of the subsoil survey results. He then focused his career on data warehousing technologies with Teradata Professional Services.  In this role, he engaged in pre-sales and post-sales solution architectures for multiple large scale data warehouses including at Polo Ralph Lauren, Office Depot, Winn Dixie, Publix and Charming Shoppes.

Prior to coming to APL, Sergio was an architect in Teradata Labs, where he developed applications for supply chain analytics.  He also led the architecture and development of the Teradata Unity products, a suite of scalable, high-availability solutions for the enterprise data warehousing market.

Sergio graduated with a Bachelor of Science degree in Physics from Universidad Iberoamericana, Mexico City and is also a Certified Teradata Master.