Leadership Team

Meet Our Leadership Team

We’re building an adtech solution that puts enterprise brands back at the center of the customer relationship. Trueffect changes the advertising ecosystem from one that forces brands to push their customer data out to third parties, and shifting to one that puts the brand in control of every media dollar spent, and keeps every customer insight in-house.


Our team brings the experience, grit, and agility to bring this game-changing solution to life for our customers.

Alex Yoder | Chief Executive Officer

Alex Yoder leads Trueffect with over 25 years of progressive responsibility as an accomplished marketing and advertising technology executive with a unique blend of general management, vision, operations, go to market, organizational change management and leadership development experience to drive growth and change. By connecting organizations with their core value proposition, defining aspirational goals and enthusiastically leading the charge, he has repeatedly reset businesses and consistently delivered new and sustained growth by building world-class teams and creating an environment for collaboration and challenge.


A Board Member for Trueffect since September 2009, he provided leadership and strategic counsel to the company through periods of fundraising, the hiring of a world class executive team and nearly 100% annual growth for the last two years prior to becoming CEO in May 2015. He joins Trueffect from Ebiquity, a leading global marketing and media analytics company and where he served as the CEO. Under his leadership, he led the turn-around of the North American business and its transformation to digital media management. Previously, he was the CEO of Webtrends for more than five years, leading it through a period of visionary makeover as it transitioned from a web analytics company into a customer-centric marketing automation firm. At Webtrends, he led a rapidly growing company achieving multiple awards for leadership and product development. His career also includes tenure in various senior positions at NetIQ and Omniture.


Alex currently sits on multiple boards and advisory boards and holds a Bachelor of Arts from Whitman College.


Alex Yoder


Tony DiPaolo | CFO/COO

Tony has over 25 years of domestic and international experience in senior financial and operational management of both public corporations and service and technology start-up companies. Before joining Trueffect, Tony was the Co-founder and CEO for Mediacell, Inc, and CFO for Real Goods Solar. Tony has held senior executive positions in the IT services, telecommunications, hospitality and financial services sectors. He was a PWC audit manager, and is a Certified Public Accountant licensed in the state of Colorado. He holds a Bachelor of Science in Accounting from the University of Denver.


Tony DiPaolo


Kurt DeMarais | EVP of Sales

Kurt began his career in sales and marketing with Proctor & Gamble, Brach’s Candy, and PepsiCo, where he held numerous sales and executive leadership positions before founding Justus Development, a management company that developed, owned, and operated a multi-unit restaurant chain called Chesapeake Bagel Bakery in Minnesota.


Kurt then moved to Denver to help with the start-up of Z-Teca Corp as their COO, which later became Qdoba, and was eventually sold to Jack in the Box. It was in Denver that Kurt moved into the tech and software space with Unica Corp, where he helped build the company from $8MM in sales to their successful public offering prior to their acquisition by IBM.


Post-Unica, Kurt led sales in North America for London-based Touch Clarity before joining Omniture upon their acquisition of Touch Clarity. He ran North American sales for Responsys, was SVP of Interactive Marketing for The Allant Group. Before rejoining Trueffect, Kurt worked in the mobile and social media space.


When not actively pursuing a sales deal, Kurt loves to spend time with his wife and kids, friends playing tennis, hiking, traveling, reading and writing.


Kurt holds a Bachelor of Arts in International Relations-Political Science from Carleton College, in Northfield, Minnesota.


Kurt DeMarais

EVP of Sales

Robert Hess | Executive Vice President of Business Development

Robert Hess is a deeply savvy technologist with a strong focus on driving revenue. As the EVP of Business Development, he is responsible for developing and executing a strategic partner roadmap that will enable Trueffect to expand its reach and scale in the market.


Prior to joining Trueffect, Hess was the Senior Vice President of Global Business Development at Signal, where he worked with current and potential strategic partners to identify opportunities for new growth and application of their technologies. Prior to Signal, Hess served as the Chief Product Officer at Triad Retail Media growing their suite of advertising products and expanding their internal tech stack through their acquisition by Rockbridge Growth Equity and beyond. He also served as the Vice President of Sales at 24/7 Real Media/WPP, where he grew the organization pre and post acquisition by WPP.


Hess holds a Bachelor of Arts from the University of Oklahoma (OU) and is a member of the Board of Visitors for the Gaylord College at OU, he also serves as a mentor for 1871 Digital Startup Incubator and is a technology council member for the IAB.


Robert Hess

EVP of Business Development

Khristin Dickey | Vice President of Account Management

Khristin Dickey is a strategic, proactive, and highly-motivated digital marketing executive with over 15 years of experience in building client relationships and delivering exceptional client experiences that ultimately lead to strong partnerships, increased retention, and delivery of results. Khristin is an accountable team leader who strives to optimize operations, build scalable processes, and improve overall service quality while maximizing ROI. She is a key team member that exemplifies sound decision- making, effective communication and strong leadership in order to make a direct impact on achieving client goals.


Prior to Trueffect, Khristin served as a Director of Account Management at eBay Enterprise, where she led a digital marketing account management team across the retail, travel, CPG, and financial service verticals. Prior to eBay, Khristin also held leadership positions at Merkle, Exactis.com, and Experian. She holds a Master of Business Administration from the University of Colorado, and a Bachelor of Science from Iowa State University.


Khristin Dickey

VP of Account Management