Chief Executive Officer
Taylor Rhodes, Chief Executive Officer, leads Team Applied and is responsible for the company's overall strategy and operational execution. Rhodes joined Applied in 2019 after serving as chief executive officer of SMS Assist, the leading cloud-based software platform for multi-site property management. Previously, he was CEO of Rackspace, where he led the Company’s growth from a cloud pioneer to an industry leader with more than two billion dollars in revenue, while establishing the company as a mainstay on the Fortune 100 Best Companies to Work For®. Prior to Rackspace, he served as a leader in enterprise, financial and corporate strategy roles at Electronic Data Systems Corporation. Mr. Rhodes is a former United States Marine Corps infantry officer and holds a MBA from the University of North Carolina at Chapel Hill. He serves on the board of directors for Applied, Zenoss and Liquid Web, LLC.
Chief Financial Officer
Graham Blackwell, Chief Financial Officer, is responsible for financial and administrative functions, as well as acquisitions, partnerships and strategic planning activities at Applied. Graham joined Applied in 2020 from SMS Assist, where he led the company’s strategy, pricing, marketing, and sales organization as chief revenue officer. Prior to SMS Assist, Graham was executive vice president with Bain Capital’s North American Private Equity Team where he worked closely with the boards and management teams of Bain Capital’s portfolio companies to define and execute enterprise-wide strategic and operational transformation. His efforts resulted in accelerating revenue growth and strong investor returns across a wide-ranging set of businesses. Recent companies where he spent considerable time include Blue Nile, an e-commerce retailer; and BMC Software, a global software provider. Before that, Graham was an associate partner with McKinsey & Company, specializing in retail; and a consultant with Accenture. He holds an MBA degree from the University of Chicago’s Booth School of Business.
Chief Marketing Officer
Ian Hoffman, Chief Marketing Officer, is responsible for branding, marketing and communications strategy for Applied. A software industry veteran, Hoffman brought more than two decades of results-oriented, international marketing experience when he arrived at Applied in 2011. He developed his expertise in strategic planning, brand development and integrated marketing and communications functions at global software companies including Intergraph Corporation, an organization at the forefront of geospatial and computer-aided design software. As senior vice president of Marketing, Hoffman was part of the Intergraph management team responsible for transforming the company’s global operation in more than 50 countries worldwide. Prior to Intergraph, Hoffman was vice president of Global Marketing at Solution 6 Holdings, the largest software company in Australia; and vice president of Marketing at Novient, a major provider of software for professional services automation. Hoffman holds a bachelor’s degree from Florida State University.
Laura Lee Gentry
Chief People Officer
Laura Lee Gentry, Chief People Officer, is responsible for all human resources functions across the company as well as overseeing the development and execution of human capital strategies. She is an operational and strategic leader with expertise in building business through talent management, leading operational and organizational excellence. Gentry was previously Senior Vice President of Employee Experience at Ultimate Software where she led a 250-person team responsible for talent acquisition, total rewards, talent & career development and learning for both employees and customers. Prior executive roles had her leading a range of functional areas, including operations, strategy, execution and business impact, innovation, talent management (including executive search and Board of Directors performance and recruitment), team effectiveness, and organizational optimization. Gentry has a Master of Business Administration from London School of Business and a bachelor’s of Business Administration from University of Georgia – Terry College of Business.
Chief Customer Officer
Trevor Bunker, Chief Customer Officer, leads Applied’s customer experience organization, including the strategic direction for the company’s services, support, and customer success programs. Trevor joined Applied in 2020 with more than 20 years of customer service leadership experience. In his last role, he served as CCO at RealPage, a vertical SaaS company serving the real estate market, where he oversaw a team of 1,000 responsible for all post-sales customer experience functions. Prior, Trevor spent 13 years at CA Technologies where he rose to be Senior Vice President of Product Success, Customer Adoption and Software Subscription Renewals.
Jeffrey D. Purdy
Executive Vice President of Sales
Jeffrey D. Purdy, Executive Vice President of Sales, is responsible for the strategic direction of Applied's sales organization. Purdy began his career in the company’s Canadian operations in 1989 and has held various executive positions in Canada and the USA, including running our international operations prior to taking on the executive sales role. He has led Applied’s global expansion and entry into the United Kingdom and Ireland markets. He holds a bachelor’s degree from Wilfrid Laurier University in Waterloo, Ontario.
Executive Vice President of Product Management
Michael Howe, Executive Vice President of Product Management, is responsible for the strategic direction of the Applied product portfolio. Howe joined Applied in 2013 with more than 20 years of experience in enterprise software. He formerly served as Senior Vice President of Marketing and Product Management at Aptean, a global provider of industry-focused enterprise software. Prior to Aptean, Howe held senior executive management positions at SAP and other leading software companies. Howe began his career as a software engineer at Great-West Life Assurance, where he was responsible for developing custom-built Oracle applications. He holds a bachelor’s degree in Computer Science from the University of Colorado Boulder, and a master’s in Business Administration from Harvard Business School.
Executive Vice President of Product Development
Rich Belanger, EVP of Product Development, leads the Product Development and Quality Assurance teams for Applied Systems. Previously, Rich led ProQuest, a global SaaS company with over 100 million users, through a complex migration to a modern cloud architecture and deployed world-class software development processes. As a result of his leadership, ProQuest achieved significant improvements in performance and reliability, as well as meaningful improvements in the speed and quality of new product development. Rich also held prior leadership roles at Target Software and Forrester Research.
Senior Vice President of Cloud Services
Tim Sander, Senior Vice President of Cloud Services, heads global IT operations for Applied’s Cloud Hosting and corporate IT services. He began his Applied career in 1987 as a systems technician and has held numerous technical leadership roles, helping Applied to evaluate and transition to new technologies. Today Sander is responsible for the company’s corporate IT services and oversees the operations of Applied’s four global data centers.
Senior Vice President of Support
Gregory Shiple, AIS, Senior Vice President of Support, heads the Applied division servicing clients' technical support needs, support operations, and client retention in the United States, Canada and the UK. Shiple began his Applied career as a programmer in 1986 and was responsible for developing a variety of leading Applied solutions. He helped develop and promote agency-carrier communication through various technologies and insurance industry standards. Shiple holds a bachelor’s degree in Math and Computer Science from the University of Illinois at Chicago, along with an associate degree in Insurance Services (AIS) from Insurance Institute of America.
General Counsel and Corporate Secretary
Rich Cohan, General Counsel and Corporate Secretary, is responsible for the legal and corporate governance activities of Applied. He joined Applied in 2019 and brings more than 20 years of experience in legal and business roles, including in both the software and insurance industries. Prior to Applied, Cohan ran European Operations for Workiva Inc., a SaaS provider of corporate reporting solutions. Previously he was General Counsel and Corporate Secretary of Athene USA (formerly Aviva USA), a leading provider of life insurance and annuity products. Previous experiences include a corporate attorney at the law firms of Skadden, Arps, Slate, Meagher & Flom and Katten Muchin & Zavis, as well as a CPA with Price Waterhouse. Cohan received his law degree from the University of Chicago and his bachelor’s from the Wharton School of Business at the University of Pennsylvania.
Chief Executive Officer, Applied Systems Europe
Andy Fairchild, Chief Executive Officer of Applied Systems Europe, is responsible for leading Applied’s UK and Ireland operations, and driving our regional growth mission. Fairchild is a prominent UK insurance industry leader with more than 30 years of insurance expertise in both broker and insurer distribution environments. Most recently, he served as retail managing director for Jensten Group. Prior to Jensten Group, Andy was CEO of Broker Network, the largest and longest-established general insurance broker network in the UK, where he delivered an expansive strategy built around members, partner acquisitions and products. Earlier in his career, Fairchild held senior positions at Footman James, AXA and First Direct.
Head of UK Professional Services
John Oughton, Head of UK Professional Services, is responsible for the overall definition and delivery of professional services in the UK. With 27 years of industry experience, Oughton is an industry expert and focuses on delivering operational improvement through transformation. Previously, Oughton serves as the Client Implementation Director at CDL where he transformed software presentations to a new commercialized model, and analyzed business functions to identify operational improvement. Prior to CDL, John has worked as Operations Director for Markerstudy Retail, and as a Director for Thames City Insurance.
Chief Operating Officer, Applied Systems Europe
Joe Sultana, chief operating officer of Applied Systems Europe, is responsible for overseeing the day-to-day administrative and operational functions of our UK and Ireland business. He came to Applied Systems in August 2013 following the acquisition of Insurecom Limited. He has held senior positions in both the IT and broking sectors spanning 20 years and has unique insight and understanding on how technology can be utilised to improve the industry and more specifically the broker market. Previously Sultana joined Moorhouse as Operations Director in 2008 and lead offshore and nearshore projects in Europe and Asia.
Customer Service Director, Applied Systems Ireland
Michael Harding, Customer Service Director, Applied Systems Ireland, has led the Customer Service Team at our Dublin office since 1995. He joined Applied in August 2016 following the acquisition of Relay Software. Michael is committed to ensuring all customers receive the highest levels of service at all times.
Regional Director, Applied Systems Ireland
David McKnight, Regional Director, Applied Systems Ireland, is responsible for leading Applied's Ireland business. He joined Applied in August 2016 following the acquisition of Relay Software. David's experience and knowledge of the insurance industry have been fundamental in nurturing strong relationships between Applied and our insurers and brokers.
Sales Director, Applied Systems Ireland
Adam Black, Sales Director, Applied Systems Ireland, is responsible for the overall sales organisation for Applied’s Ireland business. He Joined Applied in 2016 following the acquisition of Relay Software. Adam is committed to fostering broker and insurer relationships for the benefit of Ireland’s entire insurance market.
Vice President, European Development, Applied Systems Ireland
Alan Matthews, Vice President of European Development for Applied Systems Ireland, is responsible for the overall software development for Applied’s Ireland business. He Joined Applied in 2016 following the acquisition of Relay Software. Alan is committed to developing and supporting the implementation of innovative cloud-based software for the benefit of Ireland’s entire insurance market.
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