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We are four colleagues who have known each other for over 20 years, share a common vision of how to provide real value to small and medium clients, and have always wanted to work together. In 2021, we formed Deep Bay Consulting Ltd to realize this vision.

David Hood

David Hood

Chief Executive Officer

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 (Van Spronsen)

Anna Sjöö (Van Spronsen)

Consultant & Chief Marketing Officer

Anna has a rich, 27-year track record of successfully implementing and supporting association, membership, and CRM systems. Since 1995, she has worked collaboratively with over 50 companies, from associations to regulatory bodies, to help them achieve their business goals. This wealth of experience enables her to quickly spot process inefficiencies, provide sage guidance to solve complex challenges and improve the user experience. In addition, Anna is passionate about volunteering in the community, has served on numerous boards, and was instrumental in forming the Qualicum Community Education and Wellness Society. Anna currently lives in Scandinavia and enjoys exploring the Swedish countryside, camping with her family, and walking her dog on the beach.

Cliff Ashby

Cliff Ashby

Consultant & Chief Operating Officer

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

Melissa Hood

Chief Financial Officer

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.