Meet Our Team
You can’t hire people like us individually.
We are a diverse team of professionals with backgrounds spanning across analytics, marketing, brand, data & computer science, market research, mathematics, operations, and corporate finance.
We have worked in over 15 countries, operate in 12 languages, and have a proven track record of leveraging our complimentary disciplines to drive client growth and profitability.
Our Executive Team
Avasta's CEO and Founder, Edgar Baum, is deeply passionate about fellow business leaders having the right knowledge and expertise to build businesses that drive growth and prosperity. Edgar focuses on creating solutions for next-generation business strategy development, especially around data integration and stakeholders frequently ignored by traditional approaches. He focuses on building a team in Avasta that has top expertise and provides value to our clients that is much higher than what they pay for our services. Edgar leverages his expertise in mathematics, finance, and business experience across over a dozen industries and four continents to solve today's most complex business challenges.
Before Avasta, Edgar was the founder and executive at several valuation and business measurement firms, including finance and market development roles on Wall Street, at Merrill Lynch and Procter & Gamble. Since 2014 he has been a primary author on two next-generation business measurement standards: how to measure a brand financially from the customer's point of view and how to measure and report on the future value of intellectual capital and intangible assets to the board of directors. Edgar is on the board of advisors for two technology companies based in US & Canada. He has taught the Finance of Brand Management graduate course at the University of Toronto since 2015 and is regularly present on strategy measurement and valuation at conferences and business schools.
Edgar has been with his wife, Mary, for over two decades, a father to two great children, and prides himself in ignoring recipes to cook dinner. Edgar is always cheerful in meetings, ensuring all team members have what they need to succeed, even if that means sending a goofy meme or two.
Sam joined Avasta in 2019. He is currently Head of Product, where he oversees the development and execution of Avasta’s client solutions. He focuses on enhancing Avasta’s proprietary measurement and analytics systems to drive client growth and profitability.
Prior to becoming Head of Product, Sam was Avasta’s Strategy and Measurement Lead. In that role he led numerous client engagements, delivering key insights for customer acquisition, pricing, growth, and M&A strategies. He has a passion for solving client problems and has worked with executives across North America and Europe. Sam’s industries of expertise include research technology, enterprise software, and financial technology.
Sam holds a Bachelor of Commerce with a specialization in Marketing & Finance from the University of Ottawa and is the secretary of the recently published Intellectual Capital in the Boardroom Standard.
He lives in Toronto with his partner and their two cats and enjoys cooking, golf, and supporting the Toronto Raptors.
Anam is a huge fan of data science and mathematics, but she likes fast paced environments and impact. Therefore, finding her sweet spot at Avasta. As the Head of Strategy and Analytics at Avasta, she ensures clients get the best insights to drive their business growth. She is always looking for ways to enhance Avasta’s tools and methodology.
Prior to Avasta, Anam spent her career helping transform Dow Jones, Risk & Compliance through automation and machine learning. She decided to pursue her MBA at University of Toronto with the intention of influencing positive change on a larger scale. She holds a BSc. in Physics.
Anam grew up in Pakistan and lived in Singapore and Spain before moving to Toronto. She loves learning about different cultures and has a passion for helping small businesses grow. She loves travelling and trying new activities like skiing and scuba diving.
Orlando is a seasoned MBA that uses his background in corporate finance, business analytics and venture capital to lead Avasta’s Client Engagements.
As Head of Client Engagements, Orlando focus on delivering impactful strategic insights to companies hunting for exponential business growth.
From working in global start-ups, scale-ups, and co-founding a venture capital fund focused in LATAM technology entrepreneurships, Orlando uses his experience to deliver strategic insights to companies hungry for optimization.
Olivia is the Head of Marketing and Brand at Avasta and led the 2022 rebrand of the company. She plans and manages the marketing, communications, and public relations strategy at Avasta, ensuring that the immense value that Avasta’s offerings bring clients is portrayed in our brand.
Olivia did her French Immersion undergraduate degree in Organizational Communications and then obtained her MBA in Global Leadership. She has worked in communications, marketing, and public relations roles in semi-private, private, and governmental organizations, most recently at the International Development Research Centre.
Olivia grew up playing numerous competitive team sports while dedicating most of her athleticism to hockey. In her spare time, Olivia loves to be outdoors, going for runs or hikes, and traveling the world.
Susan’s desire to understand who people are and why they do the things they do led her to a career in Market Research. Starting in health care research and evolving to brand research, Susan led Landor Associates’ global market research offer for many years. Living in San Francisco, New York and London she designed, managed and executed dozens of qualitative and quantitative research projects for clients as diverse as Visa, Raytheon, Bank of America, Comcast, BP, Kite Hill, Elizabeth Arden salons, P&G, Lowes and Citigroup.
Susan joined Avasta as Senior Research Advisor shortly after its founding and continues to lead qualitative research and has oversight over our quantitative programs.
A native of Marin County, California and University of California Davis graduate, Susan lives with her husband by the water in Sausalito and enjoys staring at her seals, going to the opera and San Francisco Giants baseball games, playing highly competitive Bocce and just sittin’ on the dock of the bay, wasting time.
Fann is Avasta’s Head of Operations and Information Security and has a diverse background in business process management, operations, sales, advanced analytics, and system integrations/automation.
As a practitioner of Lean Six Sigma and advanced project management principles, Fann oversees and supports Avasta’s growth by ensuring corporate alignment, quality delivery, and operational excellence. Her focus is building out the integrated infrastructure needed for the Avasta team to do their best work and to serve Avasta’s clients best.
During her three-year tenure at Avasta, Fann has led the company’s Information Security Transformation and created Avasta’s ISO: 20671 Brand Evaluation Framework Standard. She has also published Avasta’s Global COVID-19 Executive Sentiment Study on Revenue Recovery study and co-developed Avasta’s rigorous Data Collection Quality Control Process.
Fann is a continuous life-long learner and has completed her certification at the University of Toronto for Lean Six Sigma Master Black Belt, Lean Six Sigma Black Belt, Advanced Marketing, and Brand Management. She enjoys learning about Blockchain ledger technology and cryptocurrency in her free time and attending the Toronto Symphony Orchestra and wine tasting.
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