Creating positive impact isn’t just what we do.
It’s who we are.

Asti has spent her entire career in the Salesforce Professional Services ecosystem, and comes to Traction Rec with over 15 years of experience delivering Salesforce solutions for a diverse set of organizations. Her journey began hands-on, building Salesforce solutions for her customers, and in recent years, has been focused on spearheading many large transformational Salesforce technology implementations. 

At Traction Rec, she plays a critical role in driving and ensuring the successful delivery of our product, to enable our customers to focus on the services for their communities and to achieve their missions. She has a passion for creating solutions that meet the needs of her customers today, while also ensuring they are equipped to sustain and evolve those solutions to grow with their organization over time. She resides just north of Boston, Massachusetts, and can be found chasing her 2 young kids on the beach in the summer, or down the ski slopes in the winter.

Ai-Le has more than 20 years of global financial experience in the tech sector. As Traction Rec’s CFO, Ai-Le enjoys breaking down financial complexities into simple concepts that enable management alignment driving better financial performance outcomes. When Ai-Le is not pondering SaaS metrics, she can be found spending time with her husband, three children and her princess of a dog playing soccer, taking walks and biking.

An expert in all things Salesforce, Andrew has spent more than 10 years helping nonprofit and commercial organizations make the most of their CRMs. He has worked with some of the largest charities in North America and has a deep passion for supporting their missions with aligned fundraising, marketing, and program offerings. 

As Traction Rec’s Chief Revenue Officer, he spends his time helping community centers unify their member experiences. When he’s not focusing on cloud technology, Andrew can be found in Vancouver, BC mountain biking or hopelessly trying to train his dog, Burger.

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Lara has spent over 20 years working for technology companies with extensive experience in product management, customer experience, and sales. As the CEO of Traction Rec, she leads a high performing team whose mission is to amplify the amazing work of our customers with better technology. 

Outside of work, Lara spends her time running the trails of North Vancouver, learning how to springboard dive, and skiing with her family. She is a volunteer Board Member for the North Shore Dolphins Dive Club and is a founding member of 10 Women Strong, raising funds and mentoring young women in partnership with One Girl Can. She lives with her husband, three children, and two very spoiled dogs.

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Brynn comes to Traction Rec with over 15 years of experience building on, or around, the Salesforce platform. She has a deep arsenal of tools and best practices learned from Traction on Demand, Salesforce and Accenture, and uses them to make the most strategic and tactical decisions around the direction and priorities of the Traction Rec product.

In everything she does, her goal is to maximize the utility of Traction Rec for customers. Under her leadership, one third of all Traction Rec revenue is invested back into Research and Development. Her team works directly with customers and observes the market to find the best ways to improve the product. During her spare time, she can be found in the forest or on the water on the Sunshine Coast, BC with her two gentle giant dogs.

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Linda brings over 20 years of experience leading event strategy and production across multiple industries, including sports, nonprofit, tech, and wellness. Her passion for people, community, and a great plan, are the foundation for strategies and processes to help Traction Rec grow, value, and protect its most important asset—people—with a DEIB focus. 

Linda is committed to fostering a diverse, equitable, and inclusive culture that will drive innovation in Traction Rec's products and support our customers in their communities. When she's not at work, Linda is active in the community leading runs, volunteering, and chasing her own running and cycling goals. Or, you can find her curled up with a book with her partner and senior, retired trail dog, Leica.

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Jonny’s passion for technology and software development started early in Ireland, when he founded a two man freelance studio with a childhood friend, building iOS applications during the first big wave of app development. This was followed by a quick stint in the gambling industry, where he had the opportunity to work under excellent engineering mentors in a complex, highly regulated domain. Jonny then emigrated to Canada to seek bigger opportunities. Since joining Traction Rec, Jonny has been focused on building the best software possible, and driving the team to become the number one independent software vendor in the Salesforce ecosystem. Outside of work, Jonny is a simple man - a hoppy beer, a spicy meal, and the occasional cycle or sail are all he needs to stay happy and refreshed.