Our People


Oliver Horton

Executive Advisor, Retail Sector

Oliver has over 25 years of experience in the retail and consumer goods sectors, having worked as both retailer and vendor with international experience gained in the U.K, U.S.A and Canadian markets. He has held various senior level positions with such leading organizations as Mars Inc, Walmart and Canadian Tire. Oliver's past positions in the consumer packaged goods sector for Mars Inc. include National Trade Marketing Director ( Masterfoods / Mars U.S.A . - Food Division) National Account Team Lead in both the U.K. and Canada working with retailers such as Tesco, Sainsbury's & Asda in the U.K. and Loblaws & Sobeys in Canada . At Walmart, Oliver held a variety of roles in the merchandising department, such as Category Director for Beer & Spirits then Core Grocery at Asda in the U.K, through the Dairy, Frozen, Candy, Electronics & Non Edible Consumables departments at Walmart Canada where he spent several years as the Senior Vice President, responsible for the grocery business for Walmart Canada. His most recent role at Canadian Tire was that of Senior Vice President of General Merchandising, which included the Fixing, Living, Playing, Seasonal & Gardening & Merchandise Planning divisions. Oliver also serves on the Retail Advisory Council of the Ted Rogers School of Retail Management at Ryerson University in Toronto.

He has a broad range of experience in customer understanding, vendor management, category management, talent development, and sales & marketing. Oliver also holds a Psychology degree from the University of London and the Program of Leadership Development from Harvard Business School.

Oliver's favourite thing about working at BEworks is having a wealth of scientific research to help customers make even better choices and help businesses understand their customers even more.


Kelly Peters
CEO & Co-Founder
Dan Ariely
Co-Founder & Chief Behavioral Scientist
Nina Mazar
Co-Founder & Chief Scientific Advisor
David Pizarro
Chief Science Officer
David Lewis
Chief Client Officer
Dhushan Thevarajah
Chief Operating Officer
Wardah Malik
Vice President, Client Strategy
Nathaniel Barr
Scientific Advisor
Vicky Sipidias
Executive Advisor, Energy Sector
Tania Morano
Client Growth Specialist
Pauline Kabitsis
Client Account Lead, Healthcare
Jennifer Manzon
Project Coordinator
Ada Le
Senior Associate
Shannon O’Malley
Senior Associate
David Thomson
Director, Experimentation & Choice Architecture
Michelle Hilscher
Director, Discovery & Behavioural Diagnostics
Kazunaga Matsuki
Senior Associate
Jennifer Weeks
Director, Ideation & Prototyping
Jeremy Gretton
Olga Rodriguez Sierra
Rebecca Judges
Eric Taylor
Sarah M. Carpentier
Angela Cooper
Shelbie Sutherland
Mark Morrissey
Nathaniel Whittingham
Behavioural Data Scientist
Zoe Wilcox Snow
Research Analyst
Juan Camilo Salcedo
Practice & Growth Lead LATAM
Milica Kalinic
Senior Financial Analyst
Daniel Kazandjian
Senior Business Analyst
Julia Latacka
HR Generalist
Sarah Clancy
HR Intern
Sheila Cardenas
Community Coordinator
Stacey Feldman
Executive Assistant to CEO
Sasha Panova
Senior Graphic Designer
Sara Barr
Graphic Designer

Current Research Associates

Past Research Associates and Interns

Sarah Greco
Growth Intern
Elliott Birman
Research Intern
Hussein Dakroub
Growth Intern
Brendan Beckett
BSc Psychology at York University & Research Analyst Post Graduate Program at Humber College
Jennifer Nachshen
MBA at University of Toronto & PHD Clinical Psychology at Queen's University
Matt Stergiou
University of Toronto: Bachelor of Commerce
Jessie Chen
University of Toronto: B.Comm Finance and Economics
Kathleen Browne
Queen’s University: BA Psychology
Audrey Roane
Queen’s University: Bachelor of Commerce (2017)
Mark Timms
University of Warwick: MS Behavioural & Economic Science (2015)
Xerxes Minocher
Ryerson University: Bachelor of Commerce Business Technology Management (2014)
Rob Mackenzie
University of Western Ontario: Ivey Business School MBA (2013)
Zach Zobary
Queen’s University: BA Honors 2015 – Specialization in Marketing
Meng Sun
Cornell University: B.A. Economics, 2011
Heather Mann
Duke University: Ph.D. Candidate – Psychology & Neuroscience; University of British Columbia: M.A. 2010 – Psychology ; University of Waterloo: B.A. Honours 2007 – Psychology, Music Minor
Paula Kennedy
Ryerson University: BA Honors 2015 – International Economics and Finance
Ashley Teo
University of Toronto: BSc Honors 2014 – Economics & Psychology
Andrei Krautsou
Ryerson University: BA Honors 2014 – International Economics and Finance
Katrina Manning
University of Toronto: BCOMM 2015 – Economics Major, Finance and Management Specialist
Gagandeep Bains
Ryerson University: BA Honors 2015 – International Economics and Finance
Fatima Reza
Ryerson University: BA Honors 2015 – International Economics and Finance
Jordan Wajs
University of Western Ontario: HBA Ivey School of Business 2016
Rajat Chadda
University of Toronto Rotman: MBA 2010 – Strategy and Innovation; Certified Project Management Professional (PMP), 2010 – 2013; University of Houston: MS 2005 – Computer Science (Artificial Intelligence); Bangalore University: BE 2000 – Computer Science & Engineering
Kristine Co
University of Toronto: MBA 2015
Andrew Mihalik
Duke University: BA 2011
Darcie Dixon
Imperial College Business School: PhD 2016 – Management; LSE: MSc 2012 – Management, Organisation and Governance; McMaster University: MA 2010 – Global Political Economy; University of Toronto: Hon. BA International Relations
Noah Costelo
University of British Columbia: MA 2014
Natasha Ouslis
Chuck Howard
Ryerson University: BA Honors 2010 – International Economics and Finance, Minor in Psychology
Poornima Vinoo
Indian School of Business: MBA 2009 – Strategic Marketing, Strategy & Leadership
Sarah Mangat
University of Western Ontario: BA Honors 2011 – Double Major in Psychology and Women’s Studies
Stephanie Maldoff
Western University: BA Honors – Psychology
Stephan Sherman
Tufts University: BA – Mathematics
Felix Rossman
European Business School Oestrich-Winkel: BSc – Business Administration and Management; Vienna University of Economics: MSc – Economics; University College London: MSc – Behavioral Sciences
Jeremy Aronson
Tufts University: BA 2014 – Decision Science
Ahron Seeman
Western University: Honors Specialization in Global Economics and Finance
Matthew Kan
PhD, Social Psychology - Attitudes and Persuasion
Sara Kim
Honor's Bachelor of Applied Science (HBSc) -- Majors in Psychology and Neuroscience