Leadership team

Graeme McCracken

Managing Director at Proagrica

 

Graeme is Managing Director of Proagrica, the global agricultural and animal health division within RELX Group. Prior to this role, Graeme was the CEO of RBI’s Construction Data and Analytics business in North America with a background in data, product and IT innovation across a complex portfolio of companies in Europe, North America and Australasia. Graeme’s background in strategy and product development is driving Proagrica solutions across the world with the aim to create an industry ecosystem that empowers the entire market. He is passionate about bringing together solutions that are designed for Agriculture and Animal Health Manufacturers, Distribution and Advisory and Farming to deliver insight, profitably and provenance across the market. Graeme has worked at RBI for 27 years, holding senior positions across multiple markets globally.

Iain Lennon

Product Director

 

Iain Lennon is Director of Product Management for Proagrica, leading product strategy and R&D for new solutions to meet the complex needs of agricultural businesses and supply chains.

Under Iain’s product leadership, Proagrica is providing market-leading data and analytics solutions that combine data from agronomic, enterprise and supply chain systems for hands-on insight tools that supports performance step-change in core business practices - in agronomic performance; sales, customer engagement and share of wallet, and in supply chain and inventory optimisation.

Prior to five years of leading product teams in agricultural solutions, Iain led product and systems development in pharmaceuticals manufacturing and in professional services. Iain trained as a product designer before a career in technology, and has an MBA from Warwick University.

Lindsay Suddon

Chief Strategy Officer

 

Lindsay Suddon is Chief Strategy Officer for Proagrica. As one of the original architects of Proagrica, Lindsay’s focus continues to be on strengthening Proagrica’s ability to provide a wide range of data-centred solutions to a variety of industry segments across the supply chain, unlocking value for all.
Under Lindsay’s time with Proagrica, the division has transformed itself into a technology and data business, acquiring a variety of best-in-class assets such as GateKeeper, F4F (Adaptris) and SST. A large part of the strategy involves organic innovation and development; bringing together existing and acquired assets to create new, valuable products and solutions; smart insight-driven data analysis that helps drive the industry forward; managing risk and driving productivity; and profitability and compliance.

Richard Sibbit

Managing Director, Animal Health

 

Richard Sibbit is Managing Director of the Animal Health division of Proagrica. Drawing on over 25 years of experience, Richard leads the Animal Health strategic drive for global expansion in Europe, APAC, US and Canadian markets. Under his guidance, the Animal Health team deliver network, workflow and business intelligence solutions to enable streamlined and improved processes, business growth and ROI. Richard's experience covers integration and EDI, business strategy, business planning, work flow solutions (rebate management, loyalty and promotions) data management and BI. He spends time with his customers developing strategic roadmaps and business plans to deliver growing and innovative technology platforms which enable revenue growth and operational cost savings. More recently, the strategic focus has shifted onto enabling animal health customers to use Proagrica’s integration, data and analytic platforms, which offer traceability, provenance and antibiotic stewardship solutions. These are key issues in the global animal health supply chain today – areas in which Richard continues to be at the forefront through global partnerships and collaboration.

Matt Earle

Sales Director - Animal Health

 

Matt Earle is Sales Director for Proagrica Animal Health and is responsible for growing existing accounts and finding new customers for Proagrica's integrated solutions. Matt has worked in multiple regions for Proagrica (including Australia, New Zealand, Southeast Asia and Europe) across three of the main business units (Agriculture, Animal Health and Adaptris). Originally working in the technical team on development and delivery, Matt moved to a commercial role because of his unique breadth of technical and business knowledge. He has combined strong technical and business experience with sales and commercial skills, and is as comfortable talking IT as he is with talking business. Matt is currently leading sales activity for the Animal Health business in Europe and Adaptris globally, with a particular focus on the Proagrica Network, Workflow Solutions and iPaaS.

Hollie Lemos

Marketing Director

 

Hollie Lemos is the Marketing Director for Proagrica, creating the go-to-market strategy and ensuring successful marketing execution for the multiple elements of the Proagrica portfolio. Hollie has overseen the integration of previous acquisitions into Proagrica’s overall proposition, ensuring that the organization effectively communicates its capabilities in connectivity, workflow solutions and data and analytics, as well as the company’s deep-rooted heritage in agriculture and animal health. Hollie draws on over 12 years marketing experience in multiple sectors to execute global thought leadership and campaign programs for both brand building and demand generation, merger and acquisition communications and content strategy.

Peter Leppan

Regional Director, EMEA

 

Peter Leppan is Regional Director for EMEA covering both Proagrica and Adaptris. With a strong background in Supply Chain and Integration, Peter has worked on advancing solutions that bring those two specialties together since 1998. Having taken on roles in Africa, the USA and now across Europe and the UK, there are a number of similar business and technical challenges, driven by local nuances, that he has worked together with customers across the world to face and solve. Peter is tasked with driving the EMEA business forward, using leading integration and analytics tools for the benefit of Proagrica's customers and partners. In recent years, his primary concentration has been on unearthing the value of business data, whether it is locked away within internal systems or spread across various different systems and partners across the supply chain. Through smart integration and advanced tools, Peter leads the drive for unlocking data's true value for EMEA businesses, according to their individual requirements and objectives.

Patrick Sanders

Director of Proagrica Enterprise Solutions, agX® Tech

 

Patrick Sanders is Director of Enterprise Solutions at Proagrica, responsible for positioning B2B, enterprise workflow, analytics, and custom geospatial solutions with large agribusinesses. The enterprise solutions team focuses on increasing agricultural profitability via increased efficiency and productivity, by developing and implementing digital solutions across the agricultural supply chain. Patrick has extensive agricultural experience, having grown up on a family farm and worked for agricultural consultants, as well as various roles at SST from 2001. Starting in 2009, Patrick has successfully worked with large agribusinesses to develop geospatial solutions, including the big four seed/chemical manufacturers: Bayer, BASF, Syngenta, Corteva. Today, Patrick continues to work with large manufacturers, ag retailers, and food processors. He is dedicated to developing innovative digital solutions in the agricultural space, which ultimately benefit the grower through increased profitability.

Jeff Bradshaw

Chief Technical Officer

 

Jeff Bradshaw is Chief Technology Officer for Proagrica, the agricultural division within RELX Group. Drawing on over 20 years of integration experience – spanning on-premise, cloud and across entire B2B trading eco-systems – Jeff is a driving force behind’s Proagrica’s goal of facilitating an increasingly connected and analytics-driven global agri-supply chain.
Under Jeff’s stewardship, Proagrica’s technology stack Adaptris has grown to offer a fully-fledged cloud-based integration as a service offering, recently recognized on the Gartner iPaaS magic quadrant.
More recently focusing on Big Data and leveraging advanced data solutions, Jeff is spearheading the development of machine learning and analytics capabilities that will deliver actionable intelligence, enabling businesses to react quickly and forecast effectively, driving greater efficiency and maximizing profits.

Mark Pawsey

Business Development Director, Australia

 

Mark Pawsey is the Director of Business Development for Proagrica Australia with a primary focus on agronomic solutions and services across both the software solutions portfolio and Enterprise solutions. Mark’s primary focus is on connecting the “field to the supply chain” by leveraging the geospatial heritage of Proagrica in field level data, with the supply chain, analytics and transactional capabilities of the broader business. With nearly 20 years of engagement with SST Software as a customer, partner and employee Mark has been involved in the evolution of the Sirrus suite of products from the beginning and influencing their suitability for the Australian market. More recently Mark is now focused on the Agronomy Enterprise and custom solutions development to suppliers, ag retailers and other supply chain partners to leverage the use and value of farm data into the supply chain. A major focus is to develop the agX^® strategy for Australia and lead the evolution of farm data as “currency” in agricultural supply chains. Mark has worked in agriculture across various roles from working on cattle stations, seed sales, production planning and Ag retail management prior to joining Proagrica, and seeks to leverage that industry insight to drive supply chain digital adoption for Proagrica.

Glen Andrews

Regional Director, Asia Pacific

 

Glen Andrews is Regional Director for Proagrica in Asia Pacific, responsible for driving Proagrica’s connected data mission through region performance, execution strategy, market strategy and supporting global R&D. With the increase in data availability and new technology transforming on-farm management, Glen is committed to improving collaboration, profitability, growth and compliance across the entire value chain. Glen has been instrumental in introducing the Agility data and analytics platform to the market in Australia and New Zealand, with the aim of delivering actionable insight across the industry, both to individual businesses and to collaborative groups. Glen’s background is in the supply chain, helping the industry with inventory management, forecasting and procurement, and he is passionate about bringing together supply chain and on farm activity and opportunity in the food chain. Currently, Glen is focused on bringing together Proagrica’s advanced supply chain connectivity and analytics with the unique agX^® and Sirrus platforms, in order to create additional capability for customers, significantly moving things forward for farmers and those who work with them.

Alistair Knott

Director of Key Accounts & Solutions

 

Alistair Knott is the Precision Agriculture Development Director for Proagrica. He has spent his entire 30 year career in the agriculture sector, including farming in the 1980s, commodity trading in the 1990s and as part of the team who developed the most successful grain merchanting, crop input distribution and agronomy business in the UK in the 2000s. From 2005, Alistair also held a Non-Executive Director role for Cargill with F4F Agriculture, a global supply chain data integration business. In 2014, with Agriculture embracing farm-based data as a new productivity tool for farmers, he joined F4F full-time as their Precision Agriculture Development Director. As F4F’s global expertise and reputation in Agri-data management grew, it was subsequently acquired by RELX in 2015. Alistair continues to work with all sectors of Agriculture for RELX under their Proagrica brand to access and leverage data that can increase productivity and profitability.

Matt Waits

President of the Americas

 

Matt Waits is President, Americas for Proagrica – formerly known as SST Software. Since 1999, Matt has guided the development of enterprise level data management platforms that provide decision support tools to help farmers worldwide achieve long term sustainability. This platform is now the chosen infrastructure for data management and services for 130 million acres across the United States, Canada, Australia and South America.
Proagrica’s ongoing mission is to integrate and revolutionize data capabilities across the agricultural supply chain to create future productivity gains. Matt has led the integration of two businesses solutions that enhance the services provided to agronomists and growers. This integration has opened up exciting opportunities for the development of business intelligence and analytics tools, which Matt is leading by utilizing Proagrica’s agX^® platform, delivering a new generation of geospatial analytics.
Currently working on cross-platform integration for Proagrica’s suite of data solutions through increased visibility and communication, Matt is determined to see his vision of profitable and cohesive data-driven agriculture become a reality.

Martin Bernhard

Country Manager - Germany

 

Martin Bernhard is the Country Manager for Germany, Austria and Switzerland. Martin has been working in electronic data exchange and B2B since 1990 and joined the business in 2007. He started his career in development and project management. He moved on and helped to implement B2B in certain industries like books, media, chemicals, tires and now finally in the agricultural industry. Martin is driving the Proagrica business for the Proagrica Network, Proagrica Workflow solutions and Proagrica Analytics in the German speaking markets and is also the key account manager for some major chemicals and seed companies.

Bill Richardson

Director of Training and Education

 

Bill Richardson is the Director of Training and Education for Proagrica in the Americas. Bill has been with the company since the summer of 1997. Before that, he was a public school teacher and farmer in north-central Oklahoma. His expertise is in the knowledge and application of all tools from the Agronomy Solutions side of Proagrica. Bill writes the curriculum for the user guides, while also training and consulting with people across the globe on the value of Proagrica solutions for their business applications. As web-based applications more and more become the default, Bill plays an integral role in training and consulting with companies to understand the value of this transition. His expertise is in geo-spatial technologies, including statistical analysis of agricultural data. From the point of data collection through analysis and processing, to interpreting that data in order to action the best possible decisions, he assists companies in deriving the most value from Proagrica's solutions within their current business offerings. He has and continues to work with most facets of the agricultural supply chain. From retail agricultural service-providers to wholesale organizations, his focus is on unlocking maximum value for Proagrica's partners.

Scott Cogdill

Director of Agronomy Solutions

 

Scott Cogdill is the Director of Agronomy Solutions for Proagrica, the agricultural division within RELX Group. Scott has 17 years’ experience in agricultural technology and ag retail, ranging from in-field operations to program and division management. He also actively manages and operates a 2300-acre farming operation with his father. Scott has extensive knowledge of in-field processes and workflows within ag retail, using straightforward solutions to solve real-world pain points. His current role oversees the sales and go to market of Proagrica solutions to the Ag Retail sector. Currently, Scott is working with product and sales teams to create a strategy that positions Proagrica’s agronomy and workflow solutions within the ag retail and seed industry.

Joachim Crombez

Territory Manager Europe

 

Joachim Crombez is the Territory Manager for Proagrica in mainland Europe. Joachim has been working in electronic data exchange since 2002 and joined the business in 2008, He started working in technical roles and as a project manager and moved into the commercial team in 2011. He has strong technical and business experience and is used to bridge the gaps between IT and business teams at the Proagrica customers. Joachim is focusing on sales activities for the Proagrica Network, Proagrica workflow solutions and Proagrica actionable insight with global key accounts while managing the team of commercial colleagues in continental Europe.

Marie Kennedy

Senior Product Manager

 

Marie Kennedy is Senior Product Manager, Analytics at Proagrica. She draws on experience from her time working in Technology as well as Customer Insight to help Proagrica deliver actionable and reliable insights for customers in a robust and scalable analytics platform. The platform brings together Proagrica’s specialist capabilities in connectivity, big data technologies and a deep knowledge of agriculture. Marie is passionate about enabling data-driven decision making in agriculture and increasing visibility to help agri-businesses increase profitability, better serve their customers and empower their workforce.

Danilo Barros

Director of Business Development, Brazil

 

Danilo Barros, Director of Business Development for Proagrica Brazil, is responsible for managing operations and strategic initiatives in the expanding South American market.  Proagrica Brazil focuses on agronomic solutions and services across both the software solutions portfolio and Enterprise solutions portfolio to help service providers, ag retailers, coops, and growers maximize efficiencies and profitability.  Native to Brazil and dedicated to agriculture, Danilo spent two years with SST Software in the United States before successfully launching Proagrica Brazil in Sao Paulo State in 2012.  In a dynamic and aggressive market, Proagrica Brazil consistently delivers double digit annual growth courtesy of the market’s most superior products, services, and local support.  Danilo is determined to leverage Proagrica’s technology to help growing the Agriculture market in South America, ultimately helping farmers and the population.