Our Team

We are a group of technology professionals with a shared vision of providing our clients with an affordable suite of solutions that simplify their customer engagement activities. In 2021, we formed Deep Bay Consulting Ltd. to realize this vision.

Our Profiles

Read about our team of professionals. Hover over each image to access their contact information.

David Hood

Chief Executive Officer

25+ years of experience with business strategy development, major project implementations, global infrastructure direction, customer advocacy, shared services management and application development.

Learn more

David has 25+ years of professional experience in Information & Communication Technology (ICT) for large and multinational organizations across numerous industries including mining, heavy equipment, telecommunications, and advertising. His work in ICT includes business strategy development, major projects implementations, global infrastructure direction, customer advocacy, shared services management, team leadership and application development. David is based in Canada but has lived and worked abroad in England and Chile. He holds a Master’s Degree in Global Management from Royal Roads University and is fluent in both English and Spanish. When not working, David enjoys hiking with his wife and kids or kayaking in the local waterways.

Anna Sjöö

Consultant & Chief Marketing Officer

27-year track record of successfully implementing and supporting association, membership, and CRM systems. Worked with over 50 companies, from associations to regulatory bodies.

Learn more

Anna has a rich 27-year track record of successfully implementing and supporting customer management systems (like iMIS) for associations, regulatory bodies, unions, etc. Throughout her career, she has worked with over 50 companies, helping them achieve their business goals and gain greater value from their management systems. Her extensive experience enables her to provide sage guidance to solve complex challenges, optimize finance processes, and improve the overall user experience. In addition, she is passionate about volunteering in her community; she has served on numerous boards and was instrumental in forming the Qualicum Community Education and Wellness Society. She lives in Scandinavia and enjoys exploring the Swedish countryside, hiking with her family, and playing with her dog in the forest.

Cliff Ashby

Consultant & Chief Operating Officer

20 years providing technical software consulting services for NFPs (charity, trade, and professional associations) in Canada and the US. Supports membership, event, contact and CMS systems.

Learn more

Cliff has over 20 years of providing software consulting services in the not-for-profit sector, having serviced charity, trade, and professional associations across Canada and the United States. He has managed teams responsible for implementing and maintaining off-the-shelf and custom membership, event, contact and content management systems. With years of software development experience leveraging the Microsoft technology stack, Cliff continues to thrive learning new software coding standards and techniques. While not working, Cliff enjoys hiking with his family and watching his kids play sports.

Melissa Hood

Chief Financial Officer

Worked in legal and health care. Held director positions on various boards for registered charities. Manages the finances for Deep Bay (billing, payables, payroll, etc).

Learn more

Melissa has recently returned to work-life to recover from her busy role in caring for her active family. Before this life change, she worked in legal and health care. She is passionate about community engagement and has held director positions on various boards for registered charities. She expanded her cultural competence while living abroad in Europe and South America. She holds a Diplomado in Chilean Cultural Studies from Universidad de Chile, has earned various certificates ranging from Bookkeeping to peer counselling, and is currently pursuing her Certified Payroll Professional designation. When not working or studying, Melissa enjoys knitting, hiking the local forests with her family, and tending to her large vegetable garden.

Hannah Van Spronsen

Associate Consultant

Recently joined Deep Bay; works alongside Anna in client training, conversion testing, and iMIS finance and billing configuration.

Learn more

Hannah recently joined Deep Bay. She works alongside Anna in client training, conversion testing, and iMIS finance and billing configuration. Hannah holds a Certified iMIS Administrator certification. When not working, Hannah enjoys golfing and hiking.

Lorna Gray

Associate Consultant

Recently joined Deep Bay; works alongside Anna in client training, conversion testing, and iMIS finance and billing configuration.

Learn more

Lorna recently joined Deep Bay. More information coming soon.

Our Tiers

We have two tiers of consultants to work with you and your team: senior and associate. What’s the difference between them?

Senior Consultant

These are experienced/expert team members who deal with difficult, higher-variety work.

Sample Activities:

  • Financial process improvements
  • Customer Management System design and configuration
  • Integrations with other systems
  • Complex troubleshooting

We bill our senior consultants at a higher rate per hour.

    Associate Consultant

    These are newer team members who are gaining experience; they deal with clearer, higher-volume work.

    Sample Activities:

    • Training materials development
    • Customer Management System data review and standardization
    • Testing and quality assurance
    • Standard troubleshooting

    We bill our associate consultants at a lower rate per hour.