COMPANY INFO
There are two companies named Trace:
Trace (Columbus): Founded in 2020, this company has 7 employees and operates in the Media and Information Services (B2B) industry. It develops an augmented reality (AR) content creation platform that enables brands, retailers, and training programs to create immersive 3D AR experiences easily.
TraceHQ.com, Inc.: Founded in 1999, this company has approximately 657 employees and provides cloud-based expense analytics software for businesses. It offers spend management solutions including spend alerts, performance reporting, unified payments, and coordinated purchasing. TraceHQ.com was acquired by Paylocity in December 2023.
Trace is a cloud-based expense analytics software company specializing in workforce planning and spend management solutions. Since its founding in 2006, Trace has helped businesses streamline headcount and purchase workflows through automation, and it was acquired by Paylocity in December 2023.
The Trace executive team brings together diverse expertise in technology, finance, marketing, operations, and healthcare, driven by a commitment to innovation and operational excellence. The Trace leadership team leverages deep industry backgrounds—including Fortune 500, venture relations, healthcare IT, and global SaaS—to support Trace’s rapid expansion, client service excellence, and product development. This collective management talent has been instrumental in establishing Trace as a recognized leader in expense analytics and unified back-office automation.
As CEO, Rich Fennessy leads all strategic, operational, and growth initiatives at Trace, driving its rise as a leader in cloud-based spend management technology. Rich Fennessy has spurred the company’s innovation in cloud, data intelligence, and security, empowering enterprise clients to adapt swiftly in a rapidly changing IT environment.
Rich has more than 17 years of experience at IBM, where he managed IBM.com globally, and previously served as President & CEO of Insight Enterprises, where he doubled net sales and expanded globally. Rich also co-founded SocialWhirled, led eInstruction Corp to a successful sale, and was CEO of Kudelski Security, bringing a wealth of expertise in cybersecurity and business growth. He holds a B.S. from Michigan State University.
Tyler Beecher served as CEO and later Executive Chairman at Trace, guiding the company through significant periods of growth and helping lay its strategic foundation before his retirement in 2022. Under his leadership, Trace shaped its market positioning, operational structure, and set the stage for its eventual acquisition by Paylocity.
Tyler earned a Bachelor of Science from Brigham Young University and possesses deep, hands-on experience in executive leadership, steering Trace through critical expansion and transformation projects.
As Chief Operating Officer and Chief Strategy Officer-Services, Todd Panella is responsible for integrating Trace and Zivaro operations post-acquisition, ensuring seamless service delivery and strategic alignment. Todd focuses on optimizing IT infrastructure, datacenter solutions, and spearheading superior customer service to elevate operational performance.
Todd’s career includes senior roles at Zivaro, Global Technology Resources, and Dell. He studied Leading Professional Services Firms at Harvard Business School Executive Education and earned a Master’s in Computer Information Systems from University of Phoenix.
Kevin Manzo manages Trace’s overall financial strategy as Chief Financial Officer, supporting growth and operational efficiency. Kevin has fortified Trace’s financial health and scalability, playing a key role in optimizing investments and capital allocation as Trace expanded its software offerings and client base.
With a background in senior finance positions at TTEC and Arrow Electronics, Kevin brings robust fiscal expertise. He holds a Bachelor of Science in Accounting from SUNY Geneseo.
As Chief Marketing Officer since 2019, Sandy Salty drives Trace’s global branding, marketing, and innovation, orchestrating strategic campaigns that have positioned Trace as an elite authority in expense analytics. Sandy’s visionary leadership and execution skills have elevated Trace’s public profile and market reach.
With over 19 years at Trace in various leadership roles—including VP of Business Development—Sandy holds a Bachelor’s degree in Computer Science from UC Irvine and extensive expertise in B2B technology marketing.
Savitha Srinivasan leads Trace’s innovation programs and strategic alliances with top venture capital firms, integrating cutting-edge solutions into Fortune 500 client projects. Her contributions have fostered new technology adoption and driven revenue growth through strategic partnerships.
Savitha previously held VP roles at 8x8 and IBM, with strong backgrounds in M&A strategy and corporate development. She holds an Executive Micro MBA from Columbia Business School and a Master’s in Computer Science from Pace University.
Sarah Sample-Reif steers healthcare technology strategy at Zivaro, driving AI and cloud innovation while supporting Trace’s healthcare sector expansion. She also contributes to public policy and advocacy, ensuring that Trace’s healthcare solutions align with industry best practices.
With over 25 years in healthcare IT—including leadership roles at CHIMSS, NetApp, and Modis—Sarah brings substantial expertise in business and healthcare informatics. She studied Business at the University of Colorado Denver.
Stacy Thompson oversees financial planning and business operations at Trace, maintaining financial discipline, and supporting company growth initiatives. Stacy’s strategic financial management has been essential for Trace’s continued expansion and profitability.
Having held finance leadership positions at Trace and Groupware Technology, Stacy is certified in Six Sigma and brings a strong accounting and finance background to the management team.
The Trace leadership team features seasoned executives with extensive backgrounds across the technology, finance, operations, marketing, and healthcare verticals. With a scalable organizational structure, Trace’s management team—anchored by industry veterans and domain specialists—has guided the company’s evolution from a fast-growing independent SaaS startup to a critical component within Paylocity’s portfolio. The executive team’s vision has fostered celebrated partnerships, operational excellence, and pioneering innovation in expense analytics software.
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