Chief Executive Officer
As Chief Executive Officer, David Petersen is responsible for setting the vision and execution path of Sense Networks. Petersen joins Sense following his tenure as Senior Vice President at The Nielsen Company, where he established himself as a leader in the mobile, analytics, and media industries.
Prior to joining Nielsen, Petersen served as Senior Vice President of Product Management and Senior Vice President of Business Development at Telephia — the global leader in mobile performance information for the telecommunications industry. Petersen began working at Telephia during its first year and helped drive the company’s rapid growth from zero to over $90 million in annual revenue. He held P&L responsibility for half of Telephia’s business, overseeing product development and operations, engineering and business development, and analytics, and was a key member of the executive team that sold the company to Nielsen in 2007.
Before joining Telephia, Petersen was a Senior Manager at BellSouth Telecommunications in the consumer finance and marketing organizations. He began his career doing macroeconomic research with the Federal Reserve Bank of Atlanta.
Petersen holds a Master of Science in Finance from Georgia State University and a Bachelor of Arts in Economics from Washington and Lee University.
Vice President, Product Management
Kevin Hannan is a product and general management executive with 20 years in mobile, software and management consulting. As Vice President of Product Management, Kevin is responsible for product strategy and execution.
Most recently, Kevin was Vice President of Product Management at Nielsen-Telecom where he built and launched Nielsen’s next-generation mobile audience measurement and analytics platform. Before Nielsen, Kevin was Vice President of Product Management at Telephia — the global leader in mobile performance information for the telecommunications industry. At Telephia, Kevin had P&L responsibility for the three largest technology-based measurement platforms.
Earlier in his career, Kevin worked in product management for Abilizer, an enterprise software company, and led strategy engagements at Accenture-Strategic Services. Kevin has an MBA from Berkeley’s Haas School and a BS in Economics from the University of Wisconsin-Madison.
David Rosenberg joined Sense Networks in 2008, shortly after completing his doctoral studies at UC Berkeley. Having specialized in machine learning and statistical modeling, Sense Networks was a natural destination. After leading the development of Sense Network’s MacroSense® algorithms (patents pending), David was promoted to Chief Scientist in 2012.
Prior to Sense Networks, David consulted for Zillow and Aptima, served as a scientific advisor to Discovereads (acquired by Goodreads), and worked at The MITRE Corporation on problems in cryptanalysis and pattern recognition. In 2001, he received MITRE’s Special Recognition Award for finding a key security vulnerability in a proposed encryption system for GPS. David has published a number of papers on statistical learning theory and natural language processing.
David has attended Yale University (Mathematics, B.S), Harvard University (Applied Mathematics (Computer Science track), S.M.), and UC Berkeley (Statistics, Ph.D.)
Vice President, Engineering
A seasoned technologist, David Rosenstrauch joined Sense Networks from Demdex, a leading behavioral data management company acquired by Adobe. As employee number three at Demdex and in his role as a Lead Engineer through the acquisition, Rosenstrauch led the Data Warehouse engineering team, and architected and engineered many of the company’s core back-end systems to support large-scale collection, storage, scoring, and real-time serving of behavioral profile data for hundreds of millions of users.
Before joining Demdex, Rosenstrauch was a Senior Software Engineer at DataSynapse, a provider of application virtualization software acquired by Tibco, where he led development on several major features of their successful GridServer product.
Mr. Rosenstrauch has also held senior-level engineering roles at several other start-ups and enterprise companies, including Credit Suisse, Aleri, Morgan Stanley, and CBS.
He holds a Bachelor of Science degree in Computer and Information Science from the Watson School of Engineering, Binghamton University.
Vice President, Marketing
Heather is a senior marketing executive with 20 years of experience building marketing and customer engagement programs that drive business growth. As Vice President of Marketing, Heather is responsible for developing and executing Sense Networks’ strategic marketing vision and driving exposure of their location-based mobile advertising solution.
An eight year Digitas veteran, she was one of founding team chosen to start-up a new agency marketing capability which grew to over $20 million revenue in four years. She was founder and president of Mobile Synergies, a company which provided strategic consulting to mobile companies focused on market expansion.
Over the course of her career, she worked with dozens of early-stage company CEOs and brand clients including AT&T Wireless, Coors, Dunkin’ Donuts, General Motors, Kimberly Clark, PayPal, Sam’s Club and XM Radio.
Heather has an MBA from Northwestern University’s Kellogg Graduate School of Management, and received her BA, with high honors, from the University of Michigan.
Vice President, Client Service
Linda Shaffer is a senior business executive with extensive line experience commercializing and growing data products, developing scalable operations, and managing teams. As VP Client Services, Linda is responsible for leading client relationships and managing the operations supporting product delivery.
Most recently, Linda was VP Product Management of Nielsen’s global telecom Consumer Insights business. She was also VP Production and Operations at Telephia, the leader in mobile performance information that was acquired by Nielsen in 2007. Over her tenure with Nielsen/Telephia, Linda held P&L responsibility for every major product line at the company and was instrumental in growing global operations to support a profitable, $90M business.
In prior roles, Linda led strategy projects at Accenture in their strategic services group, and through Hagler Bailly Consulting (an energy, telecommunications and environmental consultancy). Linda has an MBA from University of Chicago’s Booth School of Management and a BSE in Engineering from Princeton University.