About Data.
Driven to Find

Together, with our elite team of data scientists, engineers, and behavioural economists, we’ll propel your business into the future. 


Meet The Team

Our roster of PhD’s, advanced researchers, and market experts harness decades of experience in the academic and business sectors – offering you a uniquely collaborative and value-driven way to achieve your goals.


Rogayeh Tabrizi, PhD

Founder and CEO

Rogayeh Tabrizi studied experimental particle physics at Simon Fraser University in Vancouver, and worked on the ATLAS Detector at CERN. She earned her Ph.D. in economics as a more effective way to engender positive change in the world.

Fascinated with behavioral economics, game theory, and the behavior patterns in social networks. Rogayeh saw the need for large enterprises to understand their data to connect with their customers in a meaningful and personalized way. So she founded Theory+Practice™, a company deploying AI tools in Retail and Finance to create intelligent interventions which drive value.

Keith holds an MSc and PhD in looking for signs of theoretically predicted physics through CERN. For the past decade, he has been consulting on machine learning projects and building data science teams. Keith has expertise in all stages of advanced machine learning from ideation, engineering, deployment, and change management.

TAP Headshot - Keith Edmonds

Keith Edmonds, PhD

Senior Director, Data Science

Nerea holds an MSc in Econometrics and Mathematical Economics from the London School of Economics and Political Sciences and a BSc in Economics from Universidad Carlos III de Madrid. She specializes in microeconomics, econometric theory, game theory and social and economic networks.


Nerea Ruiz de Gauna​

Senior Data Scientist

Fatemeh has a MSc and PhD in Computational Physics and a MSc in computer science specialized in Big Data from Simon Fraser University. She is experienced in various machine learning techniques including deep learning , natural language processing, recommendation systems, and computer vision.


Fatemeh Renani, PhD

Senior Data Scientist

Fateme has deep experience in data mining, macroeconomics, public finance, and financial inclusion. She holds a Master of Public Administration in International Development (MPAID) from Harvard's Kennedy School, a Ph.D. in Macroeconomics and BSc in Electrical Engineering from Sharif University of Technology.


Fateme Najafi, PhD​

Senior Data Scientist

Charles holds a MSc in Mathematics from University de Sherbrooke. He is an experienced machine learning practitioner with a keen interest in deploying data-driven solutions to improve customer experience and personalization.

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Charles Ayotte-Trépanier

Senior Data Scientist

Shah is a cloud native data engineer specializing in implementing end-to-end Data & MLOps solutions. For over 6+ years, he has accumulated expertise in designing resilient data infrastructure and applications for both Fortune 100 companies as well as the Government of BC.


Shah Newaz Khan

Cloud and Data Engineer

Hahn is a Behavioral Economist with more than 5 years of research experience solving complex problems in strategic decision-making and choice architecture. She enjoys combining research insights, experimental design, and data analysis to uncover behavioral patterns and to understand how and why people behave the way they do.


Hahn Tong, PhD

Data Scientist

Navid is an empirical researcher with roots in physics and economics. Navid earned his PhD in Strategy and Business Economics at the Sauder Business School. He also holds an MSc in Physics from the University of British Columbia.

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Navid Siami, PhD​

Data Scientist

Julian is a Financial Economist with 5+ years of research experience working with big data. He combines his experience in financial markets and machine learning to analyze complex datasets and enable data-driven decision making. In addition, Julian is completing his PhD in Finance at the Sauder School of Business.

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Julian Vahl

Data Scientist

Ally recently graduated from the University of Toronto with an Honours Bachelor of Arts in Peace, Conflict and Justice Studies and Economics. Experienced in both quantitative and qualitative research, she is passionate about the nexus of economics, data science, and human behaviour.

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Alexandra Johnston

Junior Data Scientist

Gözde is pursuing a degree in Computer Engineering at Izmir Institute of Technology. She has a keen interest in machine learning techniques and data engineering. Gözde enjoys learning and experimenting with new technologies.

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Gözde Kurtulmuş

Intern, Data Science

Milad has a PhD in Economics from the London School of Economics. He is experienced in various machine learning techniques including deep learning for image and natural language processing, active learning and recommendation systems.


Milad Shahidi​, PhD

Senior Associate

Jozef (Joep) obtained his PhD in Economics at the London School of Economics. He is a full professor at the University of Leuven and director of the Center for Regional Economic Policy (VIVES). He is affiliated to the Graduate School of Business at Nazarbayev University, a joint venture with the Fuqua Graduate School of Business at Duke University.

Headshot of Jozef Konings, Senior Associate at TAP

Joep Konings, PhD

Senior Associate

Glenn is a Professor of Economics at Solvay Business School in Brussels. Combining theoretical modeling, statistical inference and large datasets, his work is at the intersection of economics, statistics and data science. Glenn has advised the European Commission and the Belgian Government.


Glenn Magerman​, PhD

Senior Associate

Reza is an assistant professor of business information systems and an assistant professor of data science and business analytics at the Belk College of Business. His research interests include the economics of social media, user-generated content and healthcare information systems.


Reza Mousavi​, PhD

Senior Associate

Ted has over two decades of operational and project management experience across a wide range of business sectors, including the finance, hospitality, NGO, and commercial construction industries, with budgets ranging from $100K to $100M.

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Ted Violini

Co-Founder / COO

Sascha is a SaaS, web tech, and video gaming executive leader with over two decades of experience in high-growth tech scale-ups, strategic project development, and global corporate management.


Sascha Williams​


Jeremy is a digital marketing veteran with 23 years of experience in the digital marketing landscape. He has a history of driving fast growth and building capable results-driven teams.

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Jeremy Wallace

Chief Revenue Officer

Lucas is a seasoned technical and software partnerships professional with 10+ years of experience. He has a proven record of establishing and maintaining long-term enterprise partnerships, particularly in the Finance and Retail sectors.


Lucas Schroeder

Director of Partnerships​

As a Strategist, Hamed works to ensure Theory+Practice has a clear pulse of the market and reinforced our culture of edge-thinking. He is an expert in mapping and architecting business processes. Hamed has a Ph.D. in Strategic Management from United International Business Schools (UIBS).

Hamed Dastranj

Hamed​ Dastranj, PhD​


As the Junior Associate Partnerships, Tao assists the team with most aspects of partnerships. Tao's focus is on collaborating with partners to find the best ways to maximize their potential.

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Tao Samis-Violini

Jr. Associate, Partnerships

Miranda is an enthusiastic digital marketer with a strong background in content and branding. Miranda specializes in B2B tech and is excited to showcase TAP's work and client successes with the industry.

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Miranda Amey

Marketing Manager
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Sarah Fugle

People and Culture / EA

Cemre is completing her Master's degree in English Language and Literature at the University of Göttingen and has a great interest in People and Culture as it relates to Business Operations. She is passionate about leadership development and career planning.

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Cemre Kurtulmuş

Executive Assistant

As Administration Manager, Tonya helps to facilitate success for our clients and within our team. She has over 20 years of experience in administration and finance management and specializes in organizational success.


Tonya ​Nighswander

Administration Manager

Valerie has a BCom in Finance from the Sauder School of Business (UBC) and is a designated accountant with 10+ years of accounting experience from public practice to industry. She has worked 6+ years in the tech industry and has worked at one of Canada's Fastest-Growing Companies.

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Valerie Fung, CPA, CGA


John Young, PhD


John brings 20+ years of experience building new products and services across market research, Financial Services and Healthcare industries. These services equate to ~$2B in Company Revenue over the last 10 years supporting large brands like Wells Fargo, Lord Abbett,  Samsung, Motorola, Almay, and General Mills to name a few. 

John has a PhD in Applied Statistics and resides in the Kansas City area with his wife and two kids.

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Donald Berman


Don is widely known in the consumer finance industry and recognized as an industry expert – Don helped launch ground breaking credit card programs in the partnership/affinity arena (i.e General Motors, BMW, airlines, professional sports, etc…).

Don is the sole founder of CardWorks, and is currently the Chairman and Chief Executive Officer of CardWorks, Inc. the parent company of CardWorks Servicing, Merrick Bank and Carson Smithfield.  

Headshot of karen Oldfield TAP Advisor

Karen Oldfield QC, ICD.D


Karen has global experience, particularly in trade development and the establishment of new markets together with deep expertise in supply chain management and logistics. After serving for more than 18 years as President and CEO of the Halifax Port Authority, Karen was recently named the Interim President and CEO of Nova Scotia Health Authority (NSHA). Karen has also been appointed Deputy Minister of Priorities and Planning for the Government of Nova Scotia. 

Karen has a supportive family, husband Darren and daughter Laura whom allow her to go and “get things done”. 

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