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Data’s evolving, the world is evolving, so it’s time to evolve and elevate our brand. That’s why we’re stepping out of the back office with a new name: Syniti (Sin-ih-tee).

BackOffice Associates was originally founded to solve business’ data challenges. Over the last 20+ years we have become the leading data experts, trusted by clients everywhere.

When we set out, our name reflected what we did. But since then the role of data has evolved. What was once a back office function is now a strategic growth driver with a seat at the boardroom table. In the digitally transformed world, data is becoming a powerful asset, if well managed. And data-empowered companies are reinventing industries, shaping the world. It’s a new force of nature.

Syniti is a name that evokes the infinite possibilities we unlock for clients by creating synergies between data and business: Evolving their enterprises by turning potential into power.

And we’re embracing the future together as one — with our employees, clients and partners — accelerating global and human progress, one data challenge at a time.

While we are changing, view the full BackOffice Associates website to see all of our offerings.

Facebook Live Event
Mark your calendar as we go live from #SAPPHIRENOW for a special announcement!
DGIQ 2019 - June 3-7, 2019
San Diego, California - The Data Governance and Information Quality Conference (DGIQ) is the world’s...
ASUG for EIM - Oct 28-30, 2019
Minneapolis, Minnesota - This conference brings together over 100 companies in industries such as...
SAP LEAD - May 27-June 14, 2019
(L)ead with (E)nterprise (A)nalytics & (D)igital Platform

Congratulations American Airlines —
American Airlines Merger-Driven HR Data Transformation Takes Off

The merger of American Airlines and US Airways required a major initiative — called Project Spring — to consolidate HR and payroll data across the newly combined airline’s 130,000+ active employees and 500,000+ former employees. A Premier SAP Solution Extensions Partner, BackOffice Associates partnered with AA to lead data migration and information governance efforts for this program. The project involved migrating employee populations in legacy US Airways and AA systems to SAP SuccessFactors and HANA Enterprise Cloud Platform — a single, cloud-based HR and payroll platform.

Resources

About Us
20+ years, Syniti (formerly BackOffice Associates) has been solving the world’s most complex data challenges.
Brand Story
Over the last 20+ years, we have become the leading data experts, trusted by clients everywhere.
Corporate Overview
Business Transformation requires Data Transformation
Data Migration
End-to-end Management of Complex Data Migration Projects
Central Finance
SAP Central Finance with SAP Accelerators
Success Story
Keeping an airline moving: American Airlines

Our Valued Partners

Technology Partners
Technology Partners That Extend Our Platform
Resellers
Value Added Resellers That Broaden Our Marketplace
Systems Integrators
System Integrators That Enhance Our Services

Our Premier Technology Partners

Executive Team

Kevin Campbell

Chief Executive Officer

As CEO, Kevin drives the growth agenda of Syniti with poise and at ease. With a solid track record in driving growth at scale, Kevin joined Syniti, formerly BackOffice Associates, as president, global consulting and services April 2018, and was named as CEO in February 2019.

During his 20+ year, 2-term tenure at Accenture, he was Group Chief Executive for Outsourcing and Group Chief Executive Technology where he drove double-digit growth. Kevin was also CO-COO for Bridgewater Associates and COO for Oscar Health based out of New York.

As CEO, Kevin’s leadership remit here is simple: Inspire and empower those around him to deliver on the business’ vision and purpose. He oversees all aspects of our operation while also taking every opportunity to engage with customers, partners, and employees on the ground around the world.

At home and in relaxed mode, Kevin devotes himself to family life and the resulting bike rides and activities that come with such a commitment. He also coaches his children’s sports teams and can often be found at various sports fields hurling encouragement. This has even been turned in to a group activity when they attend Atlanta United FC as season ticket holders. Go five stripes!

Clive Bellmore

President, Europe & Africa (EUAF)

With an established track record in data and information management, Clive is the tempo for SynitiEUAF, driving a culture of customer success with employees at the heart of our success. Great Place to Work.

Prior to Syniti, formerly BackOffice Associates, Clive built his reputation building highly successful data management consultancies, having founded and led the sale of Edgewing to Business Objects which was subsequently acquired by SAP in 2007. Clive found himself working in a number of senior positions at SAP – including VP, Information Management. Syniti acquired ENTOTA, his second consultancy in 2013, and it was here that his journey with us began.

Data and information management remains at the heart of Clive’s latest position. Building on his expertise in data migration and SAP Data Services (during his time at SAP he initiated their Data Migration Best Practice solution), Clive works with European and African clients to help them realize the full potential of their technology – with a particular focus on SAP S/4HANA.

When looking to unwind, Clive can often be found camera in hand indulging his passion for photography, his heroes are Arnold Newman & Platon. He’s also a lover of the arts, particularly music and film. In the distant past Clive was also known to teach kung fu, though has since hung up his black belt for more leisurely pursuits.

Krish Datta

President, Asia Pacific, Japan & Middle East

With 30+ years experience of the IT industry, Krish is responsible for expanding our presence and commitment to the Asia Pacific, Japan, and Middle East region.

Having grown up in Kolkata, and with a degree in Classical Physics from the University of Calcutta, and a management education from Surrey UK, and Insead, Krish now lives in Singapore, a home for over 25 years. Prior to joining Syniti, formerly BackOffice Associates, he was President of SAP South East Asia and Emerging Markets. It was during this time that Krish helped SAP open its first offices in countries including Indonesia and Vietnam, among others.

This remit to ‘build and grow’ is repeated in his latest role with Syniti. Since joining in 2011, Krish and his team generated 10x growth in both revenue figures and headcount. Krish is also responsible for starting up and performance of our two Global Delivery Centers based in Bangalore and Hyderabad.

Ever the creative (having taken up painting for 8 years at art school), Krish also finds time to help aspiring artists flourish and reach new markets. A family man with two boys to his name, Krish is also a dab hand in the kitchen, where he concocts new dishes infused with that ‘Asian spirit’. He’s also pretty mean with a sports racket in his hand.

Zarina L Stanford

Chief Marketing Officer

With a career spanning sales and marketing leadership roles in global blue chip tech firms, Zarina is our CMO, leading our global marketing operation.

Prior to joining Syniti, formerly BackOffice Associates, Zarina was Head of Marketing, Asia Pacific and Japan at SAP. Prior to that, she held a celebrated career at IBM, finishing her time there as VP Marketing at IBM Growth Markets and Power Systems.

With oversight on all things business and marketing, Zarina is helping further refine Syniti’s brand and go-to-market. A Marketing Academy CMO Fellow, Zarina is an advocate of purpose-driven businesses and a champion for diversity and inclusion. She serves on the Board of the BD Foundation, a non-profit organization for inclusion empowerment, and is a frequent industry speaker on marketing, business, and inclusion topics.

On the personal front, Zarina describes herself as a proud daughter, mother, and sister. When not busy travelling or mentoring, she can be found pursuing her other true love: Ikebana (that’s Japanese flower arrangement for the uninitiated). In between all of this, there’s also the small matter of writing her magnum opus: #DareToGrow. It’s a busy life.

Rex Ahlstrom

Chief Strategy and Technical Officer

As our Chief Strategy and Technology Officer, Rex calls on his 30+ years’ experience in the technology space to help shape our product strategy.

Having earned a Masters of Science in Electrical Engineering from John Hopkins University and Bachelor from Drexel University, Rex’s early career involved a number of senior leadership positions inside the Fortune 500 – including SAP, Westinghouse, and Orbital (DSI). Rex founded SOALogix, an SOA integration platform startup which was subsequently acquired by SAP in 2009. He is committed to promoting innovation as a key business differentiator.

Rex’s role at Syniti, formerly BackOffice Associates, sees him responsible for crafting the company’s product strategy and development roadmap, as well as helping drive customer adoption of our technology. In addition, he also takes the lead on analyst and partner engagement to encourage constant discussion on the power of business data. Rex is also a respected speaker, and experienced global lecturer.

Outside of work Rex is an avid skier, biker, runner, yoga junkie, and boating. In addition there’s his extended family and children to keep him busy, as well as volunteer work and charity fund raising – to help a number of causes including research into cancer, cystic fibrosis, and multiple sclerosis.

Melanie Payne

Chief Financial Officer

A versatile finance and operations executive, Melanie leads our global Finance strategy and operations, driving global consistency and efficiency across the company.

Melanie joined Syniti, formerly BackOffice Associates, with an impressive background from Dell and Accenture. During her tenure, she successfully led global enterprise-scale process and systems integrations. She leads by example in fostering a customer-centric culture among Finance professionals inside and outside of the company.

An expert in transformation, Melanie is in charge of accelerating Syniti into its next phase of growth. She brings industry best practices, simplicity, scale and customer focus across the company’s regional and global operations.

Fascinated with global cultures and cuisine, Melanie is a world traveler. When such travel includes warm climates and exotic waters, she also indulges in her other passion: scuba diving. She is an advocate for creating inclusive environments particularly along the learning spectrum at work and in her community.

Dave Spencer

President, North America

With responsibility for the strategic growth of the business, Dave has ownership of our go-to-market strategies and any number of key customer engagements for North America. He has full responsibility for all aspects of the North American business.

Dave’s journey to Syniti, formerly BackOffice Associates, involved a number of leadership roles before arriving at SAP in 2006. Once there he quickly moved through a number of executive positions, including managing director for the east market unit and COO for North America. Of the resulting highlights, Dave is particularly proud of being part of SAP’s transform to a cloud company.

Today, Dave is charged with leading North America business to new heights of strategic growth. As a result he’s responsible for defining and shaping our customer engagement strategy, with a focus on strong leadership and sales execution and delivery excellence. In addition he’s also involved with driving our commitment to operational excellence – and enhancing our strategic planning capabilities.

Away from work, Dave enjoys spending time with his family including his two daughters and wife. To escape, he can often be found participating in various activists – or simply putting his feet up at the family beach house in NJ.

Claudia D. Williams

Chief People Officer

With 20+ years experience across a broad range of organizations, Claudia today is focused on inspiring our people-first agenda.

To label Claudia a ‘people person’ would be an understatement. As demonstrated in her previous roles with organizations ranging from WL Gore and Associates, Boston Scientific and CDW Consulting, Claudia is also a strategic partner, coach and mentor. Plus there’s her experience of integrating a company’s core values, culture, and purpose together in support of the long-term business vision.

Leading our people-first agenda sees Claudia partnering with senior stakeholders to ensure we have the best possible people on hand to deliver the company’s vision. Her bywords in this endeavor are listening, communicating, positivity, and honesty – qualities she puts to good use in shaping the company’s values and fostering effective collaboration across a geographically diverse team.

A passionate mother, wife, and member of a large extended family, Claudia’s weekends are seldom dull. Especially when you factor in her efforts to learn the ropes to large boat sailing, motor boating, global travel, and a thirst for adventure. All conducted with a big smile and a penchant for laughter.

John Theberge

Executive Vice President, Strategic Alliances

With 25+ years experience in executive leadership positions, John leads our alliances strategy for systems integrators, service providers, and technology partners.

Prior to joining Syniti, formerly BackOffice Associates, John worked with companies ranging from startups to Fortune 50. This included 18 years with EMC Corporation, where he held leadership positions across sales, alliances, and engineering – including Chief of Staff for the Office of Vice Chairman. He was also heavily involved in the largest merger in technology history with Dell, where he co-founded and launched Dell Technologies Select to key global accounts.

Now part of the senior management team at Syniti, John heads up the company’s global joint business development strategy with system integrators, service providers, and technology partners. It’s here that he helps inspire joint go-to-market strategies, and strengthening relationships to help extend and refine the customer offerings delivered through our alliance partners.

Interested in most outdoor pursuits, John reserves a particular passion for skiing, biking, and squash. He also believes in the concept of ‘sharing is caring’, and likes nothing more than to get friends and family thrilled about those areas of his life he finds most exciting – be it books, movies, or the latest culinary delights.

Kevin Campbell
Chief Executive Officer

As CEO, Kevin drives the growth agenda of Syniti with poise and at ease. With a solid track record in driving growth at scale, Kevin joined Syniti, formerly BackOffice Associates, as president, global consulting and services April 2018, and was named as CEO in February 2019.

During his 20+ year, 2-term tenure at Accenture, he was Group Chief Executive for Outsourcing and Group Chief Executive Technology where he drove double-digit growth. Kevin was also CO-COO for Bridgewater Associates and COO for Oscar Health based out of New York.

As CEO, Kevin’s leadership remit here is simple: Inspire and empower those around him to deliver on the business’ vision and purpose. He oversees all aspects of our operation while also taking every opportunity to engage with customers, partners, and employees on the ground around the world.

At home and in relaxed mode, Kevin devotes himself to family life and the resulting bike rides and activities that come with such a commitment. He also coaches his children’s sports teams and can often be found at various sports fields hurling encouragement. This has even been turned in to a group activity when they attend Atlanta United FC as season ticket holders. Go five stripes!

Clive Bellmore
President, Europe & Africa (EUAF)

With an established track record in data and information management, Clive is the tempo for SynitiEUAF, driving a culture of customer success with employees at the heart of our success. Great Place to Work.

Prior to Syniti, formerly BackOffice Associates, Clive built his reputation building highly successful data management consultancies, having founded and led the sale of Edgewing to Business Objects which was subsequently acquired by SAP in 2007. Clive found himself working in a number of senior positions at SAP – including VP, Information Management. Syniti acquired ENTOTA, his second consultancy in 2013, and it was here that his journey with us began.

Data and information management remains at the heart of Clive’s latest position. Building on his expertise in data migration and SAP Data Services (during his time at SAP he initiated their Data Migration Best Practice solution), Clive works with European and African clients to help them realize the full potential of their technology – with a particular focus on SAP S/4HANA.

When looking to unwind, Clive can often be found camera in hand indulging his passion for photography, his heroes are Arnold Newman & Platon. He’s also a lover of the arts, particularly music and film. In the distant past Clive was also known to teach kung fu, though has since hung up his black belt for more leisurely pursuits.

Krish Datta
President, Asia Pacific, Japan & Middle East

With 30+ years experience of the IT industry, Krish is responsible for expanding our presence and commitment to the Asia Pacific, Japan, and Middle East region.

Having grown up in Kolkata, and with a degree in Classical Physics from the University of Calcutta, and a management education from Surrey UK, and Insead, Krish now lives in Singapore, a home for over 25 years. Prior to joining Syniti, formerly BackOffice Associates, he was President of SAP South East Asia and Emerging Markets. It was during this time that Krish helped SAP open its first offices in countries including Indonesia and Vietnam, among others.

This remit to ‘build and grow’ is repeated in his latest role with Syniti. Since joining in 2011, Krish and his team generated 10x growth in both revenue figures and headcount. Krish is also responsible for starting up and performance of our two Global Delivery Centers based in Bangalore and Hyderabad.

Ever the creative (having taken up painting for 8 years at art school), Krish also finds time to help aspiring artists flourish and reach new markets. A family man with two boys to his name, Krish is also a dab hand in the kitchen, where he concocts new dishes infused with that ‘Asian spirit’. He’s also pretty mean with a sports racket in his hand.

Zarina L Stanford
Chief Marketing Officer

With a career spanning sales and marketing leadership roles in global blue chip tech firms, Zarina is our CMO, leading our global marketing operation.

Prior to joining Syniti, formerly BackOffice Associates, Zarina was Head of Marketing, Asia Pacific and Japan at SAP. Prior to that, she held a celebrated career at IBM, finishing her time there as VP Marketing at IBM Growth Markets and Power Systems.

With oversight on all things business and marketing, Zarina is helping further refine Syniti’s brand and go-to-market. A Marketing Academy CMO Fellow, Zarina is an advocate of purpose-driven businesses and a champion for diversity and inclusion. She serves on the Board of the BD Foundation, a non-profit organization for inclusion empowerment, and is a frequent industry speaker on marketing, business, and inclusion topics.

On the personal front, Zarina describes herself as a proud daughter, mother, and sister. When not busy travelling or mentoring, she can be found pursuing her other true love: Ikebana (that’s Japanese flower arrangement for the uninitiated). In between all of this, there’s also the small matter of writing her magnum opus: #DareToGrow. It’s a busy life.

Rex Ahlstrom
Chief Strategy and Technical Officer

As our Chief Strategy and Technology Officer, Rex calls on his 30+ years’ experience in the technology space to help shape our product strategy.

Having earned a Masters of Science in Electrical Engineering from John Hopkins University and Bachelor from Drexel University, Rex’s early career involved a number of senior leadership positions inside the Fortune 500 – including SAP, Westinghouse, and Orbital (DSI). Rex founded SOALogix, an SOA integration platform startup which was subsequently acquired by SAP in 2009. He is committed to promoting innovation as a key business differentiator.

Rex’s role at Syniti, formerly BackOffice Associates, sees him responsible for crafting the company’s product strategy and development roadmap, as well as helping drive customer adoption of our technology. In addition, he also takes the lead on analyst and partner engagement to encourage constant discussion on the power of business data. Rex is also a respected speaker, and experienced global lecturer.

Outside of work Rex is an avid skier, biker, runner, yoga junkie, and boating. In addition there’s his extended family and children to keep him busy, as well as volunteer work and charity fund raising – to help a number of causes including research into cancer, cystic fibrosis, and multiple sclerosis.

Melanie Payne
Chief Financial Officer

A versatile finance and operations executive, Melanie leads our global Finance strategy and operations, driving global consistency and efficiency across the company.

Melanie joined Syniti, formerly BackOffice Associates, with an impressive background from Dell and Accenture. During her tenure, she successfully led global enterprise-scale process and systems integrations. She leads by example in fostering a customer-centric culture among Finance professionals inside and outside of the company.

An expert in transformation, Melanie is in charge of accelerating Syniti into its next phase of growth. She brings industry best practices, simplicity, scale and customer focus across the company’s regional and global operations.

Fascinated with global cultures and cuisine, Melanie is a world traveler. When such travel includes warm climates and exotic waters, she also indulges in her other passion: scuba diving. She is an advocate for creating inclusive environments particularly along the learning spectrum at work and in her community.

Dave Spencer
President of North America

With responsibility for the strategic growth of the business, Dave has ownership of our go-to-market strategies and any number of key customer engagements for North America. He has full responsibility for all aspects of the North American business.

Dave’s journey to Syniti, formerly BackOffice Associates, involved a number of leadership roles before arriving at SAP in 2006. Once there he quickly moved through a number of executive positions, including managing director for the east market unit and COO for North America. Of the resulting highlights, Dave is particularly proud of being part of SAP’s transform to a cloud company.

Today, Dave is charged with leading North America business to new heights of strategic growth. As a result he’s responsible for defining and shaping our customer engagement strategy, with a focus on strong leadership and sales execution and delivery excellence. In addition he’s also involved with driving our commitment to operational excellence – and enhancing our strategic planning capabilities.

Away from work, Dave enjoys spending time with his family including his two daughters and wife. To escape, he can often be found participating in various activists – or simply putting his feet up at the family beach house in NJ.

Claudia D. Williams
Chief People Officer

With 20+ years experience across a broad range of organizations, Claudia today is focused on inspiring our people-first agenda.

To label Claudia a ‘people person’ would be an understatement. As demonstrated in her previous roles with organizations ranging from WL Gore and Associates, Boston Scientific and CDW Consulting, Claudia is also a strategic partner, coach and mentor. Plus there’s her experience of integrating a company’s core values, culture, and purpose together in support of the long-term business vision.

Leading our people-first agenda sees Claudia partnering with senior stakeholders to ensure we have the best possible people on hand to deliver the company’s vision. Her bywords in this endeavor are listening, communicating, positivity, and honesty – qualities she puts to good use in shaping the company’s values and fostering effective collaboration across a geographically diverse team.

A passionate mother, wife, and member of a large extended family, Claudia’s weekends are seldom dull. Especially when you factor in her efforts to learn the ropes to large boat sailing, motor boating, global travel, and a thirst for adventure. All conducted with a big smile and a penchant for laughter.

John Theberge
Executive Vice President, Strategic Alliances

With 25+ years experience in executive leadership positions, John leads our alliances strategy for systems integrators, service providers, and technology partners.

Prior to joining Syniti, formerly BackOffice Associates, John worked with companies ranging from startups to Fortune 50. This included 18 years with EMC Corporation, where he held leadership positions across sales, alliances, and engineering – including Chief of Staff for the Office of Vice Chairman. He was also heavily involved in the largest merger in technology history with Dell, where he co-founded and launched Dell Technologies Select to key global accounts.

Now part of the senior management team at Syniti, John heads up the company’s global joint business development strategy with system integrators, service providers, and technology partners. It’s here that he helps inspire joint go-to-market strategies, and strengthening relationships to help extend and refine the customer offerings delivered through our alliance partners.

Interested in most outdoor pursuits, John reserves a particular passion for skiing, biking, and squash. He also believes in the concept of ‘sharing is caring’, and likes nothing more than to get friends and family thrilled about those areas of his life he finds most exciting – be it books, movies, or the latest culinary delights.

While we are changing, view the full BackOffice Associates website to see all of our offerings.

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