Alex Baxter is the President and Chief Executive Officer of OmniForce, an experiential marketing technology company that produces experiences and events that excite audiences and drive results for charitable organizations brands. CauseForce is based in Los Angeles, CA. A senior digital media and technology executive, with a data and analytics-based perspective on decision making, Baxter brings years of leadership experience within digital, media and live event/entertainment organizations. Prior to CauseForce, he served as Chief Executive Officer of RGM Group, a private equity backed digital media and ad technology business that creates and monetizes advertising opportunities on digital properties like OpenTable and GrubHub/Seamless. Other roles include Chief Digital Officer at private equity backed Competitor Group, Vice President and General Manager, Digital for Condé Nast’s PARADE Publications, Executive Director of Digital Media at Wenner Media (Rolling Stone, US Weekly and Men’s Journal) and Director of Internet Sales & Marketing at News Corporation for The Wall Street Journal’s vertical network of digital properties. Mr. Baxter lives in Los Angeles with his wife, Amanda and daughter, Sophia. He holds an MBA from Columbia Business School and a BS, BA and Honorary Doctorate from Southern Wesleyan University.
As Chief Financial Officer, Julie leads the financial operations of the business as well as domestic & international tax, banking, treasury, compliance, human resources, information technology, legal, as well as serves as the Board of Directors Treasurer. She has over 25 years of experience building, leading, and advising companies with a track record of proven success ensuring financial and operational accountability and effective risk management in manufacturing, distribution and service organizations. Prior to joining CauseForce in 2014, Julie was the Chief Financial Officer of Luminance/Hallmark Lighting, a private equity backed international lighting company that designs, manufactures and distributes OEM lighting for the construction industry as well as custom lighting for 5-star hotels across the globe. Other roles include VP, Corporate Controller of Harbor Freight Tools, Director of Accounting and Compliance Pharmavite “Nature Made Vitamins” (largest subsidiary of Otsuka the largest privately held pharmaceutical company in the world), VP Risk Management Fountain View (Skilled Healthcare) and SEC Reporting Manager for Wellpoint Health Networks (Anthem Blue Cross). Julie also began her career with Deloitte an international accounting firm. Julie lives in Los Angeles with her husband Dylan and son, Luke. Julie also serves on the Board of the Women‘s Leadership Council of Los Angeles and is a Certified Public Accountant.
As head of marketing for the company and its event platforms, Sandeep Khera is responsible for the innovation around consumer efforts and the creation of new brands. He oversees traditional media, digital marketing, communications, technology and campaigns that help drive new customer acquisition, participant engagement, and the retention rates earned and experienced by CauseForce brands. Sandeep’s team works with multiple technology vendors, sourcing partners/media buyers, and local general managers to customize marketing efforts and deliver on the P&L for each event.
Sandeep brings 17 years of experience in brand development, customer relationship management, and knowledge of building digital brands with companies such as Procter & Gamble, Caesars Entertainment, AEG/AXS.com (rival to Ticketmaster), and Dollar Shave Club. He brings hands on experience in building teams, working with external agencies, and developing client relationships. Sandeep lives with his family in Los Angeles, is an events enthusiasts with participation in triathlons and half marathons, and a proud father as well as coach for youth basketball.
He holds an MBA from UCLA Anderson School of Management and a BS from Duke University.
Senior Vice President & General Manager
Bev Deeth is Senior Vice President & General Manager of CauseForce in Canada, leading the areas of event operations, client management, sales, sponsorship, marketing, production, and event execution. Based in the Toronto office, Bev oversees staff and events in Toronto, Montreal, Vancouver, and Calgary. A philanthropic specialist recognized for developing strong and engaged coalitions that achieve optimal outcomes, Bev has led community engagement for organizations that include Companies Committed to Kids, Maple Leaf Sports & Entertainment, the Raptors Foundation, the Sunnybrook Foundation, and a number of community-focused boards. She joins CauseForce after serving eight years as President of Companies Committed to Kids, a national not-for-profit organization and model of corporate social responsibility that tapped innovative social marketing and education to provide solutions to pressing issues facing Canadian children and families. Prior to that, Bev’s leadership was instrumental in helping the Raptors Foundation, a new charitable organization, receive honours as the most successful foundation in the National Basketball Association during its formative years. Bev and her staff executed 300 community outreach events a year across Canada. A graduate of the University of Western Ontario, Bev and her husband Tom are the parents of two daughters and reside in Toronto.
General Manager CauseForce Australia
Christine Anderson is the General Manager for CauseForce Australia. Following a successful career in global marketing in the for profit sector, Christine joined leading Canadian charity Princess Margaret Cancer Foundation in 2009 to provide strategic leadership and execution of an integrated business plan to maximize registrations, fundraising, sponsorship and net revenue for the Shoppers Drug Mart Weekend to End Women’s Cancers, the largest fundraising walk of its kind in North America.
After building annual revenues of $10 million in this role, she moved to Australia in December 2012 to introduce the Weekend to End Women’s Cancers across the country. In its first year in Australia, the program raised over $12 million. Since then Christine’s role has grown to include leadership of both the Ride to Conquer Cancer and Weekend to End Women’s Cancer programs in Australia and New Zealand, and the launch of new events and initiatives including the OneDay to Conquer Cancer and CauseForce’s call centre and logistics services.
Christine is a Certified Fundraising Executive (CFRE), member of the Fundraising Institute of Australia, and holds a B. Comm, Marketing and MBA, Marketing and International Business from McMaster University.