Soda Builds on Momentum, Announces Expansion into North America, UK&I with Key Hires

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Brussels, Belgium
May 10, 2022

Soda, the provider of data reliability tools and observability platform, has announced its expansion into North America and the UK and Ireland with the appointment of three new key hires. Soda welcomes Greg Ursetta, previously Sales Director at leading SaaS companies including Immuta, who joins former Assistant Vice President at Merrill Lynch, Sam Weibel, as the company’s first two North American employees. Steffan Davies joins from Collibra where he served as Enterprise Sales Leader, as Soda’s Sales Director, UK&I.

Soda’s breakthrough into new international markets follows a period of sustained progress for the company which has tripled in size over the past twelve months. Recent highlights include securing over €11 million of Series A funding, being named a Gartner® Cool Vendor for Data Management[1], and the introduction of SodaCL, the first domain specific language for data reliability. Soda’s growing community of customers and contributors includes leading brands such as HelloFresh, Disney, Americanas S.A, NN Investment Partners, Loom and Udemy. 

Soda’s international expansion will see its operations in North America led by Greg Ursetta, as Vice President for Sales, North America. Ursetta has over three decades of experience in sales, having previously worked at Collibra, SAP Business Objects, and most recently as the Chief Revenue Officer at YourDataConnect. Ursetta has a wealth of experience in opening up new markets for startups, with his appointment marking Soda’s official expansion into North America.

Ursetta will be joined in North America by Sam Weibel, Soda’s new Sales Engineering Lead. Weibel has three decades of experience in a range of roles including 6 years at Collibra and 5 years as AVP at Merrill Lynch. In the UK&I, Soda’s sales operations will be led by new Sales Director, Steffan Davies. Davies has two decades of experience in sales and business development, driving growth and international expansion at companies including Wolters Kluwer and Collibra.

“It’s an incredibly exciting time to be in the data quality and observability space, with almost every organization now understanding that business-critical decisions and processes need to be based on the availability of high-quality, trusted data,” said Maarten Masschelein, CEO & Co-Founder, Soda. “I’m looking forward to building on our momentum and seizing the huge opportunity offered by our expansion into North America and UK & Ireland. We’re in the great position now to introduce some extremely talented and experienced new additions to the Soda team, all of whom are ready to lead our new markets and work closely with customers to integrate Soda solutions.” 

About Soda

Soda is the data reliability and quality platform that creates the observability data teams need to find, analyze, and resolve data issues. Soda’s mission is to bring everyone closer to the data to enable confident decision-making with reliable, high-quality data. The Soda global data community counts Disney, HelloFresh, and Udemy as major contributors to have deployed Soda’s data reliability tools. Soda is one of the 2021 Gartner Cool Vendors™ in Data Management[1] recognition and validation for our approach to solving the number one data management challenge faced by modern organizations: ensuring high quality, trusted data is available to enable confident decision making, serve and delight customers, and improve processes. For more information, visit

  1. Gartner “Cool Vendors in Data Management,” Philip Russom, Ehtisham Zaidi, Jason Medd, Eric Thoo, Robert Thanaraj, 1 June 2021 - ID G00746797

    Soda is Named One of the 2021 Gartner Cool Vendors in Data Management