Founder & Chief of Sales

Prior to founding Haystack, Dean spent over two decades at Sampling International, a leading provider of physical sampling solutions for flooring, textiles, window treatments and more. That hands-on experience directly informed his vision for Haystack—bridging physical and digital with scalable, AI-powered tools that solve real-world problems for building product brands.

Chief Financial Officer

Her role spans three core areas: leading financial operations, collaborating with the CEO on advancing Haystack’s suite of technologies, and overseeing the company’s IP strategy through patents and legal protections. Bee is passionate about building financial systems that support scalable AI solutions and is focused on strategic partnerships that drive growth.

Chief Technology Officer

With over three decades of experience, he is a seasoned technology and business executive known for driving transformative change and delivering impactful business outcomes on a global scale. His career is defined by leadership in business strategy, innovation, and a consistent record of building and guiding high-performance technology teams.

Director of Technical Marketing

Lizzie brings both marketing expertise and firsthand experience from the design side of the business, allowing her to shape positioning and strategy that speak directly to real user needs. Previously, she served as Digital Marketing Specialist at Momentum Textiles and Wallcovering, where she led a digital strategy that grew the company’s social presence by over 180%.

Customer Integrations Manager

With over a decade of experience in customer success and brand support across the home improvement, commercial interiors, and automotive industries. She specializes in bridging the gap between technical solutions and client needs by coordinating onboarding, product delivery, and long-term support. Kylie works closely with all teams to ensure a smooth transition for every client adopting the company’s digital tools.