Dean de la Peña Joins Resonate as New VP, Elevating Data Strategy and Identity Insights

Dean de la Peña Joins Resonate as Vice President of Identity, Data Strategy & SaaS

In a significant move within the technology sector, Resonate has announced the appointment of Dean de la Peña as its Vice President overseeing Identity, Data Strategy, and SaaS areas. Resonate, a front-runner in leveraging AI for predictive consumer intelligence, is poised to benefit greatly from Dean’s nearly two decades of experience, specifically at the intersection where data science, analytics, and product management converge.

Dean de la Peña's career has equipped him with a diverse background in marketing technology and customer analytics, which aligns perfectly with Resonate's mission of providing unparalleled consumer insights. Bryan Gernert, the CEO of Resonate, stated, "We continue to accelerate our path to growth by welcoming Dean to the Resonate Product leadership team. His deep expertise in data science, coupled with his proven track record of success in leading and growing organizations on the forefront of technology, will be instrumental as we continue to scale our data, platform and analytical services to deliver unparalleled value to our clients."

Prior to his tenure at Resonate, Dean held the role of Vice President of Growth at Kalepa, an insurtech startup where he made significant strides in creating AI-driven underwriting solutions aimed at the commercial insurance marketplace. His expansive skill set further extends to key leadership roles at Mastercard Data Services, where he was pivotal in the integration of the acquired Applied Predictive Technologies’ analytics platform. This experience allowed him to collaborate with Fortune 500 companies across varying sectors—including restaurants, financial services, and hospitality—helping them optimize their data-driven decision-making processes.

In addition to his corporate contributions, Dean is also deeply invested in education. He serves as an executive in residence and guest lecturer at the University of Virginia’s School of Data Science. His involvement reflects a commitment to nurturing the next generation of data scientists and analytics professionals, sharing invaluable insights into industry practices and the significance of AI-driven decision-making.

Dean’s academic credentials are equally impressive; he graduated from the University of Virginia as a Jefferson Scholar with degrees in physics and economics, laying a strong foundation for his career in data and analytics. His combination of academic rigor and practical experience will enable him to address the complex challenges faced by today’s marketers striving to understand their audiences more completely.

About Resonate

Headquartered in Reston, Virginia, Resonate stands as the leading authority in predictive consumer intelligence. With a dataset comprising over 15,000 data points, Resonate provides insights that comprise a holistic perspective on more than 250 million U.S. consumer profiles. Their AI-empowered data is designed for both delivery and activation, and is accessible through various platforms including top demand-side platform (DSP) providers and the Resonate Ignite platform. The firm distinguishes itself by enabling marketers to enrich their first-party data, thereby enhancing their targeting and predictive capabilities.

Resonate serves hundreds of companies and campaigns, driving effective marketing strategies alongside maintaining a continuous understanding of evolving consumer behaviors beyond just traditional demographics and psychographics. By unearthing the underlying reasons that influence consumer choices and brand engagements, Resonate positions itself as a vital partner in shaping data-driven marketing initiatives. Dean de la Peña's membership in the executive team is a strong indicator of Resonate's commitment to innovation and excellence in the field of consumer intelligence.