APL Team – Sales and Management for Pricexpert, Advanced Pricing Logic, Inc.2019-04-01T12:48:42-08:00

Our TEAM of Pricing Automation Experts

President & CEO

Dave has over 35 years of executive management experience in multi-channel retail, distribution, manufacturing, and catalog merchandising. Dave is the President & CEO of Original Parts Group which is a classic car parts manufacturer, distribution center, and retailer. Dave acquired a considerable amount of expertise and understanding 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. Over the years, he realized that he could formulate and invent a software price optimization tool to automate the pricing process. He studied and mastered pricing techniques, formulas and best-business practice conventions. 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. Also, Dave is the formula architect and inventor of record for several patents pending processes that reside within the Pricexpert price optimization system.

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.

Director, Sales

Brian’s passion is helping organizations be more efficient and profitable through financial analysis.  Pricing is at the heart of so many financial decisions.  Bringing 15 years of accomplished business development, sales, marketing and account management experience in financial software and 10 years of this experience developing and servicing regional, national and international clients.  He also has a proven track record having successfully developed staff, new product launches and campaigns.

Brian began in financial software after receiving a Bachelor of Science degree in Accounting from Ithaca College, NY.  He then evolved to driving record revenues in established and new product lines with Thomson Reuters.  Brian worked with regional and national firms executing major software implementations.  Continuing this success Brian focused on larger national and international deployments of enterprise financial software at Applied Business Software.  In this role he was directly responsible for successfully adding Fortune 10 logos to the company. This focus working with small to major enterprise financial software deployments is a natural fit with Advanced Pricing Logic as more and more companies are realizing pricing software has to be a priority today.

Board of Advisors


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, followed by a position 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 then joined a geophysical research company, using mathematical optimization to create a 3D visualization of the subsoil survey results.

His career then shifted to 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.

Board of Advisors

Linda Crump comes from an Electrical Engineering background with 20 years of enterprise software experience. She joined the APL Board of Advisors in 2013, just as the company underwent a re-platforming of the PRICEXPERT solution.  She has held sales leadership positions at IBM, Teradata and Novetta, as well as 3 software startups, one of which was sold to Teradata.  Her combination of technical expertise with software sales experience brings a unique perspective to the APL team.  Linda was active in the first customer acquisitions of APL and continues to provide valuable guidance as we grow out team and customer base.  Linda holds a Bachelor in Electrical Engineering from the University of California, San Diego.

Board of Advisors

Karen is the Director of eCommerce for ABLE – a lifestyle fashion brand focused on ending generational poverty. She has over 20 years of experience in consumer product goods across a variety of industries in retail, manufacturing and wholesale. Previously, as the Director and eCommerce Merchandise Manager at Kirkland’s Home, she led the growth of the online business increasing sales 800% in her five year tenure while managing buying, merchandising, content, promotional/pricing strategy and establishing a drop ship vendor network. She currently lives in Nashville, TN with her husband and two extremely spoiled dogs. Karen has an undergraduate degree in Fashion Merchandising and received her Masters of Business Administration from Belmont University.