President, CEO, Board Member
As CEO and President of SADA Systems, Tony Safoian firmly believes that technology can empower people to transform their worlds. To this end, he places sound engineering at the core of the business model, coupled with exceptional customer support and managed services.
Under Tony’s guidance, SADA has differentiated itself by proactively addressing a rapidly evolving cloud market across commercial, public sector and education sectors, while anticipating the needs of its customers–oftentimes even before they do. Tony has grown the small, family-owned business to one of the world’s top cloud consultancy and managed services providers, maintaining premier level partnership with Google, and winning the Global Partner of the Year award for 2018.
Tony has led SADA to a 12-time Inc 5000 Honoree status, and a 5-time CRN Fast Growth 150 Honoree. Named a Finalist for Ernst and Young’s 2015 Entrepreneur of the Year award, Tony has established himself as a visionary entrepreneur addressing the needs of business. Additional accolades include Los Angeles Business Journal’s “Top 40 under 40” list, CRN’s Next Generation 30 in Their Thirties, and 2014 CEO of the Year – Gold by CEO World Awards as a Visionary. He is a member of Forbes Technology Council, offering thought leadership and firsthand insights on tech and business.
Co-Founder, Chairman of the Board
SADA Systems Co-founder and Chairman Hovig Safoian is a veteran IT professional with over 35 years of experience leading, consulting and developing innovative solutions for complex and challenging environments.
After receiving his Masters in Computer Science, Hovig began working as a mainframe programmer and an application developer. Merging his technical expertise with a vested interest in business and management processes, Hovig applied his experience to his IT consulting practice, where he began implementing Enterprise Resource Planning (ERP) solutions for business management firms.
Under Hovig’s guidance, SADA provided managed IT services firm providing on-site and remote IT support. Today, SADA Systems is a “one-stop shop” for all IT and cloud transformation services. SADA is a global industry leader and enterprise consultant in developing cutting-edge solutions to business challenges through implementation of technologies both in pre and post cloud IT environments.
Named 2013 CIO of the Year by Los Angeles Business Journal for Emerging Business category, Safoian oversees all IT and technical strategies and implementations, and migration and management of cloud platforms and on-premise business practices.
Chief Operating Officer
As Chief Operating Officer (COO), Dana Berg is driven by the singular mission of identifying and implementing innovative solutions that create competitive advantages for our customers. With over 20 years of experience in the information technology field, he has developed a passion for building and leading high-powered teams that deliver customer-centric services with consistency and quality.
Dana began his professional career with PricewaterhouseCoopers/IBM. While working for some of the world’s largest customers (Honda, Fluor Daniel, Baxter, Beckman Coulter), Dana began to appreciate the value of delivering excellence on complex engagements through the execution of proven project methodologies.
With an early focus on Enterprise Content Management within the Life Sciences industry, Dana leveraged his expertise at the global biotech Amgen where he implemented some of the world’s largest regulated solutions supporting the information needs of Clinical Operations, Manufacturing and Medical Affairs.
Building on this experience, over the past 10 years Dana has since specialized and been a thought leader on digital transformation. Working closely with the best technology providers in the market, he has been responsible for leading strategy and providing operational management for some of the country’s best delivery organizations. At SADA Systems, Dana continues his passionate work for customers by leading all delivery and services functions within the organization.
Dana received his Bachelors of Science degree in Computer Engineering & Computer Science from the University of Southern California (USC).
Chief Technology Officer
As Chief Technology Officer at SADA, Miles Ward leads SADA’s cloud strategy and solutions capabilities. His remit includes delivering next-generation solutions to challenges in big data and analytics, application migration, infrastructure automation, and cost optimization; reinforcing our engineering culture; and engaging with customers on their most complex and ambitious plans around Google Cloud.
Previously, Miles served as Director and Global Lead for Solutions at Google Cloud. He founded the Google Cloud’s Solutions Architecture practice, launched hundreds of solutions, built Style-Detection and Hummus AI APIs, built CloudHero, designed the pricing and TCO calculators, and helped thousands of customers like Twitter who migrated the world’s largest Hadoop cluster to public cloud and Audi USA who replatformed to k8s before it was out of alpha, and helped Banco Itau design the intercloud architecture for the bank of the future.
Before Google, Miles helped build the AWS Solutions Architecture team. He wrote the first AWS Well Architected framework, proposed Trusted Advisor and the Snowmobile, invented GameDay, worked as a core part of the Obama for America 2012 “tech” team, helped NASA stream the Curiosity Mars Rover landing, and rebooted Skype in a pinch.
Earning his Bachelors of Science in Rhetoric and Media Studies from Willamette University, Miles is a three-time technology startup entrepreneur who also plays a mean electric sousaphone.
Chief Marketing Officer
As Chief Marketing Officer (CMO) at SADA Systems, Narine is responsible for worldwide marketing initiatives, public relations, corporate communications, product marketing, business development and lead generation. With more than 20 years of marketing experience in B2B and B2C, Narine’s expertise spans diverse industries including technology, apparel, real estate, consumer goods and services.
For the past 12 years, Narine has focused on growing and leading marketing teams, driving lead generation and pipeline acceleration through online and offline channels, and overseeing corporate communications specifically for technology, SaaS solutions, and associated services.
Prior to SADA Systems, she led marketing departments for various organizations and tech startups including uSamp, Perception Consulting, GridIron Software and Nero AG.
Narine received an MBA with emphasis in International Business from Woodbury University, and holds a Bachelor’s Degree in Marketing Management from California State University, Los Angeles.
Chief Legal Officer / General Counsel, Board Member
Patrick Monaghan joins SADA Systems as its inaugural Chief Legal Officer and General Counsel. For over 20 years, Patrick has successfully advised leading Fortune 500 corporations, domestic entities and multinational clients.
Patrick previously served as chief legal officer of Anoto AB (ANOT), a leading global enterprise software and consumer hardware company listed on the Stockholm NASDAQ . Prior to joining Anoto, Patrick spent more than a decade as a senior foreign attorney at Kim & Chang, one of the largest law firms in Asia, and as a TMT (tech, media & telecom) investment banker at Citigroup Global Markets in New York. He is a member of the New York state bar, a registered in-house counsel in California, and a standing member of the National Association of Corporate Directors.
Born and raised in the NYC metro area, Patrick earned his BS in finance and management at the University of Virginia's McIntire School of Commerce, his JD at the University of Pennsylvania Law School and an MBA at the Wharton School at the University of Pennsylvania. Following his graduation from college, Patrick served on active duty as an intelligence officer in the US Navy.
Vice President, People Operations
As VP of People Operations, Orkideh Shahidi leads the People Operations functions through leadership, differentiated talent models and building a culture of engagement, agility and innovation. Orkideh joined SADA in 2012 and has been instrumental in overseeing its growth. She believes that a company with strong values who gives employees autonomy is crucial in today's workforce. During her tenure she has transformed the function, culture and the impact of People Operations across the company to support its business goals and strategies as well as the needs and aspirations of its employees. She is directly responsible for all the People Operations programs that support SADA’s growth. Orkideh and her team established invaluable benefit programs that earned SADA the Best Places to Work honor.
Orkideh’s earlier experience spans management roles at enterprise technology companies as well as start-ups and non-profits. She comes to SADA with a wealth of knowledge in Employment Law, Strategic Management, Training and Development, Benefits, Risk Management Compensation Program Design and Recruitment. She is highly qualified with hands on experience in all facets of Human Resources from building a fully functional Human Resources team to dealing with acquisitions and mergers.
Orkideh holds a JD from Western State University College of Law and a BA in Urban Planning from California State University, Northridge.
Senior Vice President, Sales
As Senior Vice President of Sales, Joe is responsible for global sales of Google Cloud products and associated professional services to SADA’s clients looking to leverage the benefits of moving their applications and infrastructure to Google’s Cloud.
His primary responsibilities include developing sales strategies for rapid growth and managing a sales force selling the entire Google Cloud enterprise technology stack, including Cloud Platform, G Suite, Maps Platform, Cloud Search, Chrome. Joe leads a team of seasoned business development professionals and solution engineers who work with enterprise and public sector clients.
For over 20 years, Joe provided technology consultation and sales support to large organizations. Prior to SADA Systems, he was Vice President of Network Automation, a company dedicated to providing best of breed IT automation solutions and packaged software.
Joe holds an MBA from Northwestern’s Kellogg Graduate School of Management and a Masters of Science degree from Pennsylvania State University.
Vice President, Finance
As Vice President of Finance, William Popok leads the Accounting, Financial Planning, and Sales Operations teams in support of the company’s strategic objectives. He is passionate about building strong teams who work together to transform and energize the financial and operational functions to drive company success.
William began his career and earned his CPA with Deloitte & Touche, where he served clients ranging in size from closely held tech start-ups to billion-dollar defense contractors.
He developed a passion for the entrepreneurial spirit by leading the finance group at Zymed Medical Devices, culminating in the sale of the company to Agilent Technologies. He brought that same spirit to Innovative Merchant Solutions, where he helped the company grow into one of the top SMB merchant acquirers in the financial services space, leading to a successful acquisition by Intuit. William then spent ten years at Intuit, leading accounting and finance teams in two divisions, before taking the CFO role at Total Merchant Services, where he was a core part of the executive team that drove company growth and consummated a sale of the company to a private financial services firm.
William is a Certified Public Accountant in California, and holds a Bachelor of Science degree in Accounting and Finance from California State University, Northridge.
Co-Founder & Board Member
Annie Safoian, SADA Systems (SADA) Co-Founder and Board Member, values consistent hard work, clear business vision and family, fostering a sense of community and care amongst her employees. SADA’s corporate culture is directly shaped by Safoian’s own history, when she built the company.
After the Safoian family emigrated to Los Angeles from Armenia in 1987, Annie Safoian found work in the accounting field. In 1993, when the firm she worked for moved their accounting department to New Jersey, she decided to use her computer and creative skills to start her own graphics design company, Grafxworx. Shortly after, Safoian began to incorporate application development and IT services into Grafxworx’s repertoire of services due to customer demand. Her keen understanding of design and UX/UI was the foundation in providing services such as website design, software development and related services. Annie formed SADA Systems in 2000 with her husband, Hovig Safoian. By 2003, SADA became family-owned and operated, with her son, Tony Safoian, acting as both the CEO and business visionary that Safoian sought for her business. Having no former knowledge of the mechanics and economics of operating her own business, Annie overcame many obstacles and made many personal sacrifices in order to make operations go smoothly. Annie worked without pay when SADA was a fledgling company - but her hard work and long list of responsibilities did not deter her from often making her employees lunch and dinner. Thanks to Annie Safoian, SADA is a company that highly values family, and maintains that sense of care to this day. Her day-to-day responsibilities consisted of running the financial operations of the company, as well as office management, administrative functions and HR tasks, to name a few. It’s only recently, with the expansion of SADA, the functions Annie performed that lay outside of her role have been re-delegated to an ever-growing staff. Her focus on customer service, the same service SADA prides itself on today, plus savvy money-management without outside investment, proved to be a winning formula.
From just two employees in 1998, SADA has grown to staff 200+ employees across 8 offices in North America: all without external financing. Even more impressive, under Annie’s guidance as CFO, SADA went from zero to $135 Million in revenues in 2018. SADA boasts an impressive set of accomplishments: SADA was one of the first Google Apps partners in the world, and today is a Google Cloud Premier Partner and 2018 Global Partner of the Year. In addition, SADA was once again named to CRN’s Solutions Provider 500 List and the Elite 150 List managed services providers. As an INC5000 Honoree, SADA ranked on INC5000 Fastest Growing Privately Held Companies for 12 years, and ranked on Inc. Magazine’s Top 50 Best Places to Work. Annie was also named to LABJ’s Top 8 Women Owned Businesses in Los Angeles.
SADA has worked to transform how organizations work and collaborate, solving information technology issues with such high profile clients as the Colgate-Palmolive, Hunterdon Healthcare, the McClatchy Company, and Media News Group as well as public sector clients including State of Arizona, City of Los Angeles, Los Angeles Unified School District and State of Maryland.
Annie Safoian also believes being actively involved in the community around her supporting organizations such as the Children's Hospital Los Angeles, Habitat for Humanity International, Society for Orphaned Armenian Relief, Ararat Home Los Angeles, and the Los Angeles Mission.
Wendy M. Pfeiffer
As the CIO of Nutanix, Wendy's focus on enterprise adoption of modern technologies fuels the company's global mission. Wendy also serves on the boards of Qualys, Inc. and Girls In Tech. A consumer tech enthusiast, Wendy has led technology and operational functions for Robert Half, GoPro, Yahoo! and Cisco. Wendy's recent accolades include being named ORBiE's Bay Area Enterprise CIO of the Year, the Fisher Center for Data Analytics' CIO of the Year, and one of HMG's Top Technology Executives. She was also ranked first on Enterprise Management 360's list of Top 10 Tech CIO's, named one of Silicon Valley Business Journal's Women of Influence and listed as one of the National Diversity Council's Top 50 Most Powerful Women in Technology.
Lusine Yeghiazaryan is the Vice President of Advisory Services, Risk and Controls, serving as Chief Audit Executive (CAE) at GoPro, Inc. Lusine’s expertise in Technology and Biotechnology industries includes Board and Audit Committee governance, pre-IPO readiness, M&A due diligence, design and optimization of processes and controls, operational and risk management, finance and sales strategy, as well as technical accounting and financial reporting.
Lusine joined GoPro, Inc. prior to the company’s IPO, working with the Executive Team and GoPro’s Board on the company’s IPO process, SEC filing, public company readiness and SOX compliance, while setting up several new functions and establishing corporate processes.
Prior to GoPro, Lusine was in management roles with Deloitte & Touche, LLP consulting firm and spent over a decade delivering highly visible projects to multiple Silicon Valley and global clients in technology, retail and biotech industries. Earlier in her career, Lusine was an expatriate on an assignment to the United Kingdom as a Finance PMO of European operations with Diebold Nixdorf Corporation. In her role, Lusine worked on supporting the explosive international growth and integrating newly acquired subsidiaries in 12 European countries.
Lusine holds an MBA (in Finance and Strategy) from Berkeley Haas School of Business and is currently an advisor at Berkeley SkyDeck Accelerator. Being passionate about opportunities for women and girls, she serves on the Board of Armenian International Women Association (AIWA).
Lusine lives in the SF/Bay Area with her husband and three children.