Founder & President

Samuel founded The Phoenix Firm because he believes every business deserves to unlock the power of their data. What started as a passion for helping companies see the bigger picture through analytics has grown into a mission to make strategic insights accessible to businesses of all sizes.

With decades of hands-on experience across budgeting, forecasting, supply chain, operations, and finance, Samuel leads a team that's worked with everyone from medical device manufacturers to food distributors and sporting goods companies. No matter your industry, we've likely tackled similar challenges before.

What sets us apart? We're not just number-crunchers. We're problem-solvers who understand that behind every spreadsheet is a real business with real goals. Whether you're looking to cut costs, boost profits, or streamline processes, we take the time to understand your unique situation and craft solutions that actually work.

Samuel and the team have also developed expertise across various software platforms and systems, which means we can recommend tools that fit your needs and budget—not the most expensive option on the market. We believe reliable solutions don't have to break the bank.

At The Phoenix Firm, we're passionate about empowering businesses and entrepreneurs through smart data strategies. Your success isn't just our goal—it's what drives us every day. Ready to turn your data into your competitive advantage? We're here to help you get there.

Chief Operating Officer

As Chief Operating Officer at The Phoenix Firm, Loida is the organized force that keeps everything running smoothly. Her diverse background brings a fresh perspective to our team, and her natural ability to streamline complex processes makes even the most challenging projects feel manageable.

Loida spent nearly two decades in public service, dedicating her career to helping people during some of their most difficult moments. This experience taught her the value of genuine care and exceptional service—qualities she brings to every client interaction at The Phoenix Firm.

She's always been passionate about simplifying complicated processes for people. In fact, she started her own business specifically to help individuals navigate complex paperwork and documentation challenges. Whether it's a tight deadline or a multi-layered project, Loida has a gift for breaking things down into clear, actionable steps.

Her qualifications speak for themselves: Loida is a Certified Executor Advisor and holds an active Funeral Director License. But what really sets her apart is her commitment to the community and her genuine desire to make things easier for the people she serves.

At The Phoenix Firm, Loida ensures that our operations run seamlessly so our clients get the attention and results they deserve. She's proof that behind every great business solution is someone who truly cares about making a difference.

Director of AI & Process Improvement

Ben joined The Phoenix Firm because he's genuinely excited about helping businesses navigate the world of AI—without the overwhelm. As our Director of AI and Process Improvement, he believes that artificial intelligence isn't just for tech giants; it's a practical tool that any business can use to work smarter, not harder.

With over 20 years of leadership experience spanning North America, the Caribbean, and Latin America, Ben has seen firsthand how the right technology can transform organizations. He's guided teams through major changes at institutions like Scotiabank and Maduro & Curiel's Bank, leading everything from mergers and technology integrations to customer experience overhauls.

What makes Ben different? He gets that behind every business transformation are real people. His empathetic approach means he takes the time to understand your team's concerns, build AI literacy at every level, and ensure everyone feels prepared for the changes ahead. No one gets left behind.

Ben has successfully managed large-scale projects across complex global markets, but he's equally passionate about helping smaller businesses discover what AI can do for them. Whether you're curious about automation possibilities or ready for a full AI readiness assessment, Ben meets you where you are.

At The Phoenix Firm, Ben combines his global perspective with a practical, people-first approach to help businesses unlock AI's potential without losing sight of what matters most—your people and your customers.

Business Analyst

Sophia brings the perfect blend of analytical expertise and real-world experience to The Phoenix Firm. As a Schulich School of Business graduate specializing in Operations Management, she's spent over seven years working with top-tier food and beverage companies, where she learned that great supply chain management is really about connecting the dots between data and smart decisions.

From distribution and supply planning to customer supply chain management, Sophia has worked across every piece of the puzzle. She's passionate about turning complex data into clear insights that actually help teams make better choices. Her specialty? Power BI dashboards that make sense to everyone—not just the data scientists.

What makes Sophia stand out is her ability to work seamlessly with senior leadership while keeping her feet firmly planted in day-to-day operations. She's led technology transformations for entire departments, but she never loses sight of how changes affect the people doing the work. Her process improvements don't just look good on paper—they genuinely make teams more effective and collaborative.

Whether you're implementing a new ERP system or looking to optimize your supply chain processes, Sophia has been there before. She knows how to navigate the technical challenges while building the relationships that make lasting change possible.

At The Phoenix Firm, Sophia helps businesses transform their supply chain operations through smart data strategies and processes that actually stick. She believes the best solutions are the ones that make everyone's job a little bit easier.

Business Analyst - Team Lead

Tamal has a gift for making Microsoft's Power Platform tools do things that genuinely surprise people. As our Business Analyst at The Phoenix Firm, he specializes in Power BI, Power Apps, and analytics—but what really sets him apart is his ability to see possibilities where others see spreadsheets.

With over seven years as a Microsoft Enterprise Trainer, Tamal has helped countless teams discover that data analysis doesn't have to be intimidating. He's particularly passionate about transforming supply chain and accounting processes, turning manual tasks into automated workflows that actually save time and reduce errors.

What makes Tamal different? He doesn't just build dashboards and apps—he builds solutions that people actually want to use. His background in Microsoft Azure gives him a deep understanding of how all these tools work together, but he never loses sight of the human side of technology adoption.

Whether you're drowning in Excel files or struggling to get meaningful insights from your data, Tamal meets you where you are. He's seen teams go from "we've always done it this way" to "how did we ever work without this?" and he knows exactly how to guide that transformation.

At The Phoenix Firm, Tamal combines his technical expertise with a genuine enthusiasm for helping businesses unlock their data's potential. He believes the best technology solutions are the ones that make your team's day-to-day work more effective and a lot less frustrating.

His commitment to staying current with the latest developments means you're always getting cutting-edge solutions, delivered in a way that makes sense for your specific business needs.

Communications & Digital Engagement Coordinator

Laura is the kind of person who genuinely lights up when she helps solve a client's problem. As our Client Services and Digital Engagement Coordinator at The Phoenix Firm, she brings nearly two decades of experience in operations, administration, and customer service—but what really makes her special is her ability to anticipate what you need before you even ask.

Laura has that rare combination of strategic thinking and genuine care for people. She's worked across everything from high-touch customer engagement to behind-the-scenes coordination, which means she understands both the big picture and the small details that make all the difference in client experience.

Her entrepreneurial background in e-commerce and design gives her a unique perspective on digital marketing, web design, and visual storytelling. This isn't just theoretical knowledge—Laura has built businesses from the ground up and knows what it feels like to wear multiple hats and navigate growth challenges.

What sets Laura apart is her proactive communication style and team-first attitude. She doesn't wait for problems to escalate; she spots potential issues early and works with clients to address them before they become headaches. Whether you're going through a major transformation or just need someone who truly gets your business, Laura connects the dots between your goals and practical solutions.

At The Phoenix Firm, Laura ensures that every client interaction feels personal and productive. She believes that the best client relationships are built on trust, clear communication, and a genuine commitment to your success—and that philosophy shows in everything she does.

Marketing Specialist

Giuliana sees possibilities everywhere—and she has the rare ability to turn those sparks of insight into real, scalable growth strategies. As our Marketing Specialist at The Phoenix Firm, she brings a genuinely curious mind and creative problem-solving approach that makes every project feel fresh and full of potential.

What makes Giuliana unique is her journey through the entire creative and tech ecosystem. She started her first business in 2014, focusing on graphic design and branding, which was eventually acquired by a creative agency where she became Creative Director. But she didn't stop there—in 2019, she partnered in a technology company, working as Creative Design Lead on an innovative CMS platform built specifically for designers.

That tech experience was transformative for Giuliana. Working closely with software engineers taught her to think about design from the inside out, understanding how backend processes impact every front-facing decision. It's this deep technical understanding, combined with her creative vision, that makes her solutions so practical and effective.

From CPG packaging you'll see in stores today to successful business strategies across diverse industries, Giuliana has shaped brand identities that actually connect with people. After working as a Senior UX Designer in the AML space, she went back to school to sharpen her UI/UX skills—because she never stops learning.

What really drives Giuliana is collaboration. She thrives on free-form brainstorming sessions with team members at all levels, turning big ideas into clear, actionable solutions that decision-makers can actually implement.

At The Phoenix Firm, Giuliana brings that perfect blend of strategic thinking, creative vision, and technical know-how to help businesses tell their story and grow in authentic, meaningful ways.