FORM Announces Promotions and the Expansion of Its Leadership Team

FORM, the leading mobile app for field execution, has expanded its leadership team and announced the promotion of four leaders responsible for product, customer success, support operations, and marketing. This announcement comes just a year after FORM’s strategic acquisition and merger of four of the top companies for mobile task management, image recognition, and field execution software, supporting the company’s rapid growth and vision to become the world’s first Digital Assistant for the Frontline.

The promotions signal FORM’s philosophy of developing bench strength with a blend of experts with backgrounds in SaaS and industry verticals to deliver customer value with world-class technology and industry relevance.

“As we grow our global teams, we’re thrilled to recognize the vital role these leaders are playing in our long-term success,” said Ali Moosani, CEO of FORM. “They are setting the pace in their disciplines and driving phenomenal outcomes for our organization. They are catalysts recognized by teams across the company for their excellence, empathy, and expertise.”

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Announced in today’s promotions are:

  • Alexander Zagvazdin, Global VP of Product – Zagvazdin has served in product and engineering leadership roles for 16 years at FORM and was the key architect of two of its leading solutions, FORM OpX and Key Survey, which have been used by Fortune 500 teams around the world to manage complex business processes for safety, quality, health, food safety, manufacturing, merchandising, and the environment. His innovations have also paved the way for voice of the employee and voice of the customer engagement standards in SaaS. With a PhD in Speech Signal Processing, Zagvazdin will drive innovation across FORM’s product lines, deliver new capabilities in its industry-leading image recognition solution, proliferate the rich capability sets across the FORM product portfolio, and lead high-performing global teams across FORM’s six innovation centers.
  • Ken Smith, VP of Global Support Operations – Smith served as Global Service Practice Leader at American Express for five years, where he directed multi-tier global support and technology operations. He led vital initiatives including CRM rollouts, and championed the company’s first escalation and partner management group to more efficiently resolve critical incidents. Smith joined FORM in 2021 as Senior Director of Global Support. Smith is responsible for delivering global support services for six product lines to hundreds of thousands of users with 7-day a week live services, staffed around the globe in seven languages. Under his leadership, the FORM Support Team has consolidated its Global Support services organization, achieved record high customer satisfaction scores, led the industry in G2 awards, and maintained stellar service profiles throughout the war in Ukraine where a portion of its team is based. As Vice President of Global Support Operations, Smith will lead support technology transformation initiatives, and drive innovation in product knowledge, customer experience, and service standards.
  • Cassie Williams, VP of Customer Success – With 18 years of experience in Customer Experience, Williams previously served as Director of Customer Success at PaySimple, a leading payment software supporting over 17,000 businesses, where she helped build and grow the Customer Success organization and served the company’s top 20% of clients. Williams joined FORM in August 2021 and has scaled an award-winning team to serve the company’s Fortune 500 customers, including Pepsi, CBRE, Shell, and Mattress Firm. As Vice President of Customer Success, Williams will lead customer success initiatives, strategic advisory councils, and be a key stakeholder in product innovation.
  • Matt Collins, VP of Marketing – Prior to joining FORM, Collins served in Director roles for Whole Foods Market – Amazon and Kroger, heading up marketing, merchandising, and loyalty functions for ten years where he spearheaded innovations for in-store experience, new store development, culinary programs, local producer accelerators, and merchandising. Collins joined FORM in 2019 as Senior Director of Brand Marketing where he leveraged his retail expertise to help take FORM’s industry-leading AI technology, image recognition, to market, helping  consumer goods brands and retailers build market share and sales in real-time. Collins  joins the leadership team as FORM’s Vice President of Marketing, where he will lead demand generation, go-to-market innovation, and paid media strategy.

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