Founder & CEO

John Madalon

John Madalon is the Founder and CEO of Aperity with more than 20 years of experience in brand analytics across the verticals of tobacco, wine, distilled spirits, pet foods, pharmaceutical and other consumer goods. Before the people even knew what Big Data was, John was creating large scale analytic behavioral models for consumer and retail data since 1995. In that role, he launched one of the first models to segment retail stores based on purchase behaviors. John earned his bachelor’s degree in Decision Sciences from the Kelley School of Business at Indiana University and his MBA from the Owen School of Business at Vanderbilt University. He has spoken on the power of analytics to drive brand growth at events for companies such as IBM Netezza and Microstrategy. As the leader of Aperity, John formulated the product strategy that gave Aperity the prestigious award of “Analytical Innovator” by IBM.

Chief Revenue Officer

Brent Arslaner

Brent Arslaner is Chief Revenue Officer, responsible for sales, marketing and business development. For the last 20 years, he has helped Silicon Valley venture-backed startups scale, combining a proven track record of success with broad executive and cross-functional experience. His expertise is scaling the commercial functions of SaaS businesses and during his career, he has helped lead four companies through acquisition and another which went public. Brent has held executive sales and marketing positions for leading technology brands including Oracle, Broadbase, Unisfair, Switchfly and Pros. He also has experience building customer relationship management, enterprise resource planning, e-commerce and collaboration cloud companies. Brent has a Bachelor of Science degree in Supply Chain Management from Syracuse University.

Chief Financial Officer

Al Wallander

Al Wallander is Chief Financial Officer for Aperity. He has provided CFO services and financial leadership to more than 50 companies since 1997, including more than 20 SaaS companies. Most notably, Al served as CFO for Market6 from 2013 until its sale to Kroger in 2016, and as CFO for DotLoop from 2011 until its sale to Zillow in 2015. Before that, he was in leadership roles with U.S. Shoe Corporation and Applied Power. Al started his career at Deloitte and earned his B.S. and MBA degrees from Marquette University.

Chief Product Officer

David Palmer

David Palmer is Chief Product Officer, responsible for working with customers and partners to drive product innovation. David is a visionary business intelligence and analytics senior executive with more than 20 years of strategic and hands-on experience transforming companies into data-driven organizations. He has served as a strategic leader, chief architect and lead developer of multiple enterprise-wide data architecture transformations, overseeing migration from archaic architectures, with multiple data silos, to cloud-based architecture with high data quality and self-serve access to information. He also has designed, developed and launched new analytical products for a variety of industries including health care, telecom and finance for companies like Greensky, MedAssets, Premier Healthcare and MicroStrategy. David has a bachelor’s degree in Business Administration from Flagler College and an MBA from the University of North Florida.

Chief Development Officer

Renee Bruns

Renee Bruns is Chief Development Officer, responsible for managing continued development and enhancements to Aperity’s data model and ETL products. She has been with Aperity since 2007 and was one of the main architects of the ETL system for cleansing and integrating disparate sources into useful homogenized data. Realizing the key to good analytics is having accurate underlying data, paired with her strong belief in a data-driven approach to system design, aligns well with the vision of the company. Renee has more than 20 years of IT experience, providing an extensive background in system analysis and design, and data modeling. Before Aperity, she worked with two Fortune 500 companies leading analysis, design and implementation of large scale mission critical applications. She received a B.S. in Management Information Systems and a minor in Statistics from the University of Dayton where she also played division I volleyball.


Chief Operations Officer

Bill Sudduth

Bill Sudduth is the Chief Operations Officer, responsible for managing the daily technical operations of Aperity. He has been with the company since its inception and involved with all aspects of the product including infrastructure design, data design, ETL design and execution, development, client support and systems management. Bill has more than 30 years of experience in information technology and data management in the mortgage banking, higher education and consumer products industries. He earned a Bachelor of Arts in Mathematics degree from the College of Wooster.

VP Business Development

Mario Gutierrez

Mario Gutierrez is Vice President of Business Development, responsible for client success activities and strategic plans in beverage alcohol. Mario has more than 20 years of experience working to ensure client success at CPG manufacturers, and specifically, beverage alcohol suppliers and distributors. Having first become enamored with the industry while helping run the family wine shop, he brings a unique and innovative perspective to clients through his years of experience over the past decade with Nielsen working with big data in a number of increasingly senior roles. Mario served as the product leader for TDLinx, the Beverage Data Network (BDN), and a number of media measurement solutions. Most recently, he led the TDLinx team where he created the product’s first beverage alcohol “Roundtable” – a gathering of key suppliers and distributors to discuss the challenges facing the industry in an increasingly data-driven world. After serving four years as a software developer in the United States Air Force, Mario graduated with a bachelor’s degree in English from the University of Rhode Island.

Director, Data Science

Aaron Jones

Aaron is obsessed with landing into operational optimums under guidance of empirical evidence and positioning infrastructure for maneuverability in the face of ever evolving technologies and customer needs. He brings 15 years of leadership and development experience in business process outsourcing for global conglomerates, holds a BSc in Economics and MSc in Financial Engineering with additional graduate work in Materials Science and Engineering.


Managing Partner
Latin America

Juan Reffreger

As Managing Partner for Aperity Latin America, Juan is responsible for the day-to-day operations of the company’s Latin America operations. Previously, Juan spent 15 years as the COO for Blue Equity, LLC. Blue Equity is an investment group that owned and operated several companies in various industries including: gas and oil, entertainment, advertising media, wine and spirits retail and many more. Juan has a bachelor’s degree in economics and a master’s degree in International Business.

Client Services Manager
Latin America

Marlene Islas

Marlene Islas is Project Manager for Aperity Latin America, responsible for customer experience, the success of projects and management of internal resources. Skilled in project management, process improvement, analytics, leadership, team building and management, Marlene has experience in data science, business intelligence and optimizing business processes. Her focus is on innovation, time reduction and to stimulate the company’s team to reach their full potential.


VP Client Success

Pat Sowell

Patricia is the VP of Client Success, responsible for managing the client interface with Aperity products, services and support as well leading the Data Exchange ingest and harmonization of data.  Patricia has more than 20 years of leadership experience in global business analytics and planning. During her tenure at Beam Suntory, Patricia established the first North American Wine and Spirits Decision Support Team, ushering in a standard of analytical tools for the Sales and Marketing divisions that identified successful business building opportunities.  She has extensive experience working with distributors, brokers and third-party data providers across the beverage alcohol supply chain. Patricia earned her Bachelor of Science degree from the University of Wisconsin, Madison.