We have an insatiable curiosity for understanding shoppers and we are passionate about impacting the way they shop

About Us

Transformative Solutions. Powered by Insights.

We're a global retail strategy and analytics company. We turn deep customer insights into transformative solutions that put your customers at the center of every decision you make. We're in the business of delivering on your promises to customers and impacting the way they shop – using the proper mix of art and science to help you win.

Our team of experts help retailers analyze their shopper data to find better ways to build loyalty, increase sales, and boost profits. At Precima, we understand that one size doesn't fit all. That's why we tailor our capabilities to offer dynamic solutions that include:

  • Assortment Optimization
  • Price Optimization
  • Promotion Optimization
  • Targeted Marketing
  • Supplier Collaboration

As the fastest-growing line of business within our Alliance Data (NYSE: ADS) family, we work with a multitude of retailers and over 450 CPGs worldwide. Today, with over 150 associates in offices across the globe, our entrepreneurial spirit and passion for customer-centric solutions lets us work with retailers to challenge the status quo and stay ahead of the curve.

With offices in the United States, Europe, and Canada, our team is comprised of the best of the best. We understand the industry trends in each region and we customize our solutions based on those unique needs. At Precima, industry-leading analytics experts tackle the toughest challenges and execute bold, new ideas that give your brand the competitive edge.


We deliver on what we promise, and what we promise are proven results


Precima's people make the company what it is today.

Every day, we strive towards making an impact not only on our careers, but also on our company and in the world we live in. We get our inspiration from our diverse teams and we work together to build meaningful, lasting relationships.

Brian Ross

President, Precima

As President of Precima, Brian works with some of North America’s leading brands to deliver world-class customer-centric solutions. His vision and leadership helped launch Precima in 2008 as a three-person startup, and he has since grown it into a global leader in retail strategy and analytics with over 200 industry-leading experts in Canada, the US, and Europe. With an extensive background in loyalty solutions, customer marketing and merchandising strategies, Brian oversees the strategic and operational management responsibilities, as well as relationships with customers and business partners.

Before Precima, Brian spent several years in management positions across LoyaltyOne businesses, notably providing client management and analytics support for key partners of the AIR MILES Reward Program. He used data-driven customer insights to successfully develop programs for clients in grocery, pharmacy, department store, specialty retailing, financial services, and consumer packaged goods. Brian shares his broad range of expertise and thought leadership in regular features in leading marketing publications, and is a frequent speaker at industry events and forums.

Miguel Pereira

Chief Operating Officer, Precima

As Chief Operating Officer, Miguel manages Precima’s client relationships across the globe. With over 20 years of industry experience, he draws on his extensive knowledge of category and supply chain management, retail operations, and loyalty marketing to help retailers achieve long-term, sustainable results through actionable insights. He heads up the research and development, client operations, and consulting teams, as well as engagements for all clients, which span the grocery, consumer packaged goods, food services, luxury, and general merchandise industries.

Prior to Precima, Miguel was Vice President of Customer Management and Analytics at Sears, and he has held senior positions with HBC Canada and Toys “R” Us. His passion for building businesses and providing exceptional value to clients has led to thoughtful and highly effective approaches to tackling challenges. An engaging speaker and leader in the industry, he is frequently invited to speak at conferences and has been featured in publications discussing the role of customer analytics and shopper management strategies.

Graeme McVie

Vice President, Business Development, Precima

As Vice President of Business Development, Graeme heads up the customer analytics and loyalty services sales efforts across North America. Drawing on almost two decades of consulting, Software-as-a-Service (SaaS), and analytics experience, he has a proven track record of helping clients drive improved sales and profits through insight-driven, customer-centric strategies and solutions.

Prior to joining LoyaltyOne in 2012, Graeme was Senior Vice President of Sales at Symphony Analytics. In this role, he delivered pricing, sales, and marketing strategies and SaaS solutions for many leading consumer packaged goods retailers and manufacturers. Graeme was also Senior Vice President at Applied Predictive Technologies and Vice President of Strategic Alliances at DemandTec. He started his career as a consultant at Bain & Company, an industry-leading strategy consulting firm.

An engaging speaker, Graeme regularly presents at industry events and has been featured in media outlets across North America. He received his Master of Engineering degree with distinction from the University of Strathclyde in Scotland.

Adam M. Horowitz

General Manager - Consumer Packaged Goods

As General Manager of Consumer Packaged Goods (CPG), Adam oversees all aspects of the CPG consulting practice, which includes the Client Services and Analytic Services teams. He is responsible for developing and implementing customer-centric strategies with clients across North America, leveraging robust shopper insight and data management capabilities.

Adam brings 15 years of experience in the CPG industry with roles at Loblaw, The Nielsen Company, and PepsiCo Beverages Canada, where he spent 11 years leading national teams with director roles in Sales Strategy, Loblaw Sales and Category Management.

Adam holds a Master of Business Administration (MBA) from the York University Schulich School of Business and a Bachelor of Arts degree from the University of Western Ontario.

Emily Bobko

Director, Marketing

As the Director of Marketing, Emily leads the customer relationship management (CRM) Center of Excellence. With 15 years of experience in strategic program and client management, she oversees the team responsible for designing, implementing, and optimizing CRM programs for retailers and manufacturers. Emily delivers proven results in both B2B and B2C marketing planning, customer segmentation, insight development, campaign management, database, and multi-channel marketing.

Prior to Precima, Emily held a number of account management positions and led the project management practice for Marketlink Solutions, a full-service digital agency, where she managed some of the company’s largest accounts, and designed and delivered campaigns for Nestle, P&G, Unilever, Kraft, and Oral B.

Emily holds a Bachelor of Commerce degree from the University of Alberta.

David Groebner

Managing Director, Europe

As Managing Director, David is responsible for Precima’s growing business in Europe, working with current and prospective clients, and continuing to build the Precima team. David’s experience has taken him throughout North America, Europe, and the Middle East, where he has built teams and helped enable clients to create winning strategies to achieve their objectives. He has been an integral part of Precima’s geographical expansion, opening offices in Chicago, London, and the Netherlands.

Prior to joining Precima, David worked in Oliver Wyman’s Consumer & Industrial Value Transformation practice, notably as part of teams working to help clients develop leading strategies, developing cutting edge analytics tools and software development, and working to foster better retailer and supplier collaboration.

David Massey

Vice President, CAO

As Vice President, David leads the development of Precima’s global growth strategy. His responsibilities include business planning, structuring key partner relationships, and oversight of corporate support group functions.

In 1999, David joined LoyaltyOne as Director, Strategic Planning for the AIR MILES Reward Program.  Since then, he has held various leadership roles in business strategy, analytics, and corporate development. In 2014 , he joined Precima in support of its growth mandate. Prior to joining LoyaltyOne, David held numerous roles responsible for finance and planning, primarily in the retail sector. 

David holds an MBA from the Schulich School of Business at York University, and is a Certified Management Accountant (CPA, CMA).

Parm Singh

Associate Vice President, Consulting and Analytical Services

As Associate Vice President of Consulting and Analytics, Parm provides end-to-end delivery of Precima’s analytical shopper management solutions for leading global retailers. Working collaboratively with each retailer, he develops customer-centric strategies and tactical recommendations for their merchandising, marketing, and operations departments to drive sales and sustainable business results.

Prior to Precima, Parm was Manager of Customer Analytics at Loblaw, where he provided advanced analytics support across the retail business. He also held the position of Senior Statistician with the AIR MILES Reward Program, where he was responsible for building statistical models to deliver customer insights and data-driven solutions for many Partners across Canada.

Parm holds a Bachelor of Science in Statistics from the University of Toronto.

Alvin Lim

Chief Scientist

As Chief Scientist, Alvin Lim leads Precima’s R&D department.  He draws on over 20 years of experience in mathematical modeling and optimization with expertise in developing data science driven applications in pricing and revenue management, assortment optimization, targeted marketing and marketing mix optimization.  Since joining Precima in 2011, Alvin has led the successful implementations of assortment, price optimization and targeted marketing systems at various North American and European clients in the retail and B2B space.

Prior to joining Precima, Alvin held the role of Vice President of Optimization at Nielsen Marketing Analytics, where he led the development of marketing mix, assortment and price optimization strategies and solutions for leading CPG and retail clients. Alvin also worked at Delta Technology/Delta Air Lines where his significant contribution to the development of Delta’s revenue management system was awarded a US patent.

Alvin holds a Ph.D. in Mathematical Sciences from the Johns Hopkins University.


We genuinely love what we do and how we do it.

We believe that by working together with different viewpoints and backgrounds, we're stronger as a whole. As true collaborators, we lead with respect, trust, and partnership in all of our interactions. We continue to deliver the right solutions and extraordinary experiences – both inside and outside of the office. Join us in our journey.

Benefits of working at Precima

  • High growth, fast-moving culture
  • Competitive pay
  • Work-life balance
  • Company-matched RRSP
  • Health and wellness incentives
  • Employee stock purchase plans
  • Transportation incentives
  • And much more!

Our Core Values at Precima

Embrace the fringe
Keep it real
Wake up. Be awesome. Repeat
In it together
Less is more
Are you interested in joining us?

Contact Us

Precima Toronto

438 University Avenue,
Suite 600

Toronto, Ontario
M5G 2L1

Location Details

Headquartered in the heart of downtown Toronto, our award-winning workspace has state-of-the-art interiors and is steps to public transit systems. Our flexible working arrangements include an on-site gym, in-house cafeteria, and a host of other perks and benefits.

Precima Chicago

5600 N River Road, Suite 861
Rosemont, IL

Location Details

Located in the thriving village of Rosemont, minutes to O’Hare International Airport, our Chicago office is home to over 30 associates in our Research & Development team and our client service team for one of our major clients.

Precima Netherlands

Koningsweg 101,
5211 BH ‘S-Hertogenbosch,

The Netherlands
PO box 3305

Location Details

Modern and architecturally stunning, our office overlooks the beautiful city of Den Bosch. Our office is home to the Client Services and Analytics teams and boasts cutting-edge green technologies, in-house cafeteria, gym, and an open floor concept.

Precima UK

Hamilton House, Mabledon Place
Kings Cross, London

Location Details

Situated in the heart of the Kings Cross area in central London, our office is well connected to the tube and bus networks. Our location ensures that we experience the buzz of one of the world’s great cities and is close to cafes, bars, and restaurants.