SPLICE Software Announces Senior Management Changes

SPLICE Software, which specializes in using Big and small Data and Artificial Intelligence to drive customer engagement announced a series of senior management appointments to more effectively manage the core businesses and drive global expansion. Darin M. Reffitt has joined SPLICE as Vice President of Marketing, while Tracy Borreson has been promoted to Senior Vice President of Client Success in light of her expanded responsibilities and accomplishments as SPLICE’s Director of Client Care over the past two years.

These changes come as the company continues the expansion of its voice- and data-driven dialogs into the smart home/personal assistant arena with the recent launch of Alexa Skills and the pending release of similar applications for Google Home. As members of the executive management team, both Reffitt and Bradley will focus on further expanding SPLICE’s reputation as the brand of choice for creating deeper customer connections through AI and voice technologies.

Ms. Borreson joined the SPLICE team in 2012 to lead the Client Success Team and to provide valued client input for business and product development. Prior to SPLICE, Ms. Borreson perfected her communications expertise through senior level Project Management and Marketing positions at Kirk Marketing, Honeycomb Direct Mail, The Brick and CFCW. Her contributions extend to the community as well, as a current member of the WIN Technology Board and a past board member and Vice President of Marketing at the Credit Institute of Canada, Calgary Chapter. Tracy holds a Bachelor of Commerce in Marketing from the University of Alberta, and has attended additional professional courses in Leadership, Customer Service and Negotiations.

Mr. Reffitt joined SPLICE in June with responsibility for all corporate marketing initiatives, including strategy, execution, and measurement to meet SPLICE’s KPIs and organizational goals. Mr. Reffitt has nearly 20 years of experience in marketing and communications, with a broad range of expertise in the areas of lead generation, inbound marketing, social/digital marketing, conference & event planning, advertising, collateral development, thought leadership, sales operations & management, direct marketing, website optimization, and strategic planning. His previous roles include VP- and Director-level roles with EIS Group, BNY Mellon, PNC Bank, Santander, and The Franklin Mint, prior to forming his own marketing consulting firm—Marketing Intelligents, LLC—earlier this year. He obtained his Bachelor’s Degree from Ursinus College and his MBA in Marketing from St. Joseph’s University, and he volunteers with the Insurance Accounting & Systems Association (IASA) as VP-Marketing on the organization’s management team.

“Team and culture is the life blood here at SPLICE, and having strong leaders to guide our team is pretty exciting” says Tara Kelly, SPLICE Software President and CEO. “Getting the right people in the right seat is critical and I think we have done just that!”

Recognized as a “2016 Cool Vendor” by industry analyst Gartner, SPLICE Software provides comprehensive automated communication solutions. Using proprietary technology, SPLICE integrates and applies data to allow companies to connect with customers across multiple platforms, including voice, text, social media and email.