Our leadership team is made up of great people from various backgrounds and supported by a team of even greater people. This experience, understanding and cohesiveness allow us to develop your program strategy with the expertise of different perspectives and over-deliver on your expectations. We are hands-on, service-oriented and fiercely committed to our clients’ success. Since our business is understanding your customers, we take the time to understand you.
Click the triangle beside each name to expand that team member's bio.
Nick Samson – Founder & CEO
Prior to founding BehaviorWorx, Nick was President of Service Dimensions International (a division of Mosaic Group Inc.), North America’s premier retail measurement, behavioural training and consulting partner to blue chip clients in the retail, hospitality and service sectors. Prior to his stint with The Mosaic Group, he founded Mystery Shoppers (Canada) and The Retail Performance Group which he later sold. Nick also spent 16 years with Provigo Inc., where he was involved in their grocery, convenience and petroleum operations.
Martin Hoffmitz – VP, Client Partnering
A highly experienced and successful business owner, Martin brings a unique value to our clients. Martin was a pioneer in the world of customer experience management and was involved with conceptualizing solutions that revolutionized the way companies motivate and interact with their customers to generate more revenue. His client roster includes: Hbc, American Express, YMCA, Boston Pizza, Mr. Lube, Royal Bank of Canada, Air Canada and Volvo.
Kelly Bernier – VP, Client Partnering
Prior to BehaviorWorx, Kelly held senior account management and business development positions with companies such as The Retail Performance Group, Mosaic Group Inc. and In-Touch Survey Systems. She spent 17 years working with Fortune 500 companies such as HP, Victoria’s Secret, GM, Toys "R" Us, Quiznos, MacLaren Momentum, GMAC, Sprint, Ford and Audi.
Martin Redfern – VP, Analytics
Martin’s analysis and research-based counsel is unparalleled after developing his expertise with some of Canada’s most prestigious research companies such as Decima, Pollara, and several years as Vice President at Ipsos-Reid’s Ottawa, Toronto and San Francisco offices.
Murray Smith – Business Advisor
Murray Smith is a business specialist who has launched or revived 14 highly successful businesses, including Indian Motorcycle, Dave and Buster’s (Canada), OneCoach and TTS, and has helped thousands of other businesses increase revenue, profit and value. He has served as owner, director and officer for 13 companies in the following industries: technology, hospitality, retail, franchising, media, consumer products, training, energy, e-commerce, software, consulting and entertainment.
Murray is also a International business growth speaker and the co-author of New York Times best selling book, "The Secret".
Peter Allemang – President, Mainstreet
Online marketing, loyalty program development, sales management, sponsorship marketing and event production. These activities best describe Peter’s background and passion for business. He has worked with organizations such as the National Hockey League, Molson, Coca-Cola, McDonald’s, Aeroplan, Hbc, Choice Hotels, Konica-Minolta and A&P. His expertise has helped these companies use technology to enhance customer loyalty, increase customer spending and add more to the customer’s lifetime value.
Bo Pelech - Investment Banker – Cornerstone Capital
Bo is a highly creative professional with strong business knowledge. He is more than a financier as he has operated in the real business world as the founder of Contestix, Canada’s premier online contest provider before founding TradePoint.