ABOUT US
Sam Wallace
CEO & Founder
Sam Wallace is the Founder and CEO of Mile High Data Solutions (MHDS). With more than 25 years of hands-on experience, Sam has built a career helping organizations transform complex data into actionable insights that drive measurable business results.
Known for combining deep technical expertise with strong communication and strategic thinking, Sam has a unique ability to translate complex analytics into clear, practical strategies for stakeholders at every level of an organization. His experience spans predictive and prescriptive analytics, database marketing, data warehousing, reporting ecosystems, and enterprise-level business intelligence solutions.
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Under Sam’s leadership, MHDS has developed a strong reputation within the sports and entertainment industry by partnering closely with teams and organizations to maximize the value of their data. Leveraging more than 15 years of industry experience, MHDS works as a true extension of its clients’ teams, helping organizations build scalable data environments, modernize reporting infrastructures, and implement tailored analytics strategies designed around their specific business goals and operational needs.
Prior to founding MHDS, Sam served as Director of Finance Database Development & Analytics for the NFL’s Arizona Cardinals, where he led database and analytics initiatives focused on operational and business performance. He later founded and led the Insights & Analytics practice at KORE Software, helping establish one of the industry’s leading data and sponsorship intelligence solution providers at that time.
Earlier in his career, Sam spent more than a decade in the cable, broadband, and telecommunications industries, serving as a strategic database marketing consultant for Time Warner Cable and other major MSOs. Throughout his career, Sam has remained focused on one core mission: helping organizations use data more effectively to make smarter decisions, improve efficiency, and drive long-term growth in an increasingly AI-driven business environment.
David Born
Insights & Analytics Lead
David specializes in turning complex data into clear, actionable insight. With expertise in data engineering, business intelligence, and visualization, his strength lies in translating advanced analytics into practical strategies that drive smarter decisions and measurable results.
Over his career, David has pioneered data-driven marketing and CRM across the broadband and media industries, developing early time-series databases, predictive analytics, customer segmentation, and next best action frameworks for organizations including Time Warner and HBO.
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At Mile High Data Solutions, David applies the same innovation to the live audience space, combining a deep knowledge of ticketing data with modern data architecture and advanced analytics. His work helps sports and entertainment organizations optimize ticket sales, reduce churn, and strengthen customer engagement.
David also led the development of peer performance benchmarking across hundreds of organizations in the sports and broadband industries, powering automated gap analysis and exception reporting.
Ryan Hoffman
CTO & Senior Developer
Ryan has 20+ years of experience as a software engineer developing enterprise-level applications, internal business utilities, data integrations, and cloud-based business systems. Ryan works directly with customers, third parties, and internal teams to provide customer-driven development, technical architecture, and implementation across a wide range of systems. He has worked on products and platforms at all stages, from green-field development, to maintaining mature production systems, to redesigning and modernizing existing solutions.
Ryan’s current focus is on building efficient cloud architectures for business services, data movement, and system integrations. Over the last several years, he has worked extensively across AWS, Snowflake, Azure, Salesforce, and modern data platforms, with a focus on integration pipelines, database design, cloud infrastructure, automation, and secure data access. His work often bridges the gap between business needs and technical implementation, helping organizations connect source systems, normalize data, automate workflows, and make information available for reporting, analytics, and operational use.
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Building solutions in a wide range of languages and developing against third-party technologies remain two of Ryan’s top strengths. His recent work has included designing and supporting integrations for sports and entertainment marketing organizations, managing cloud-based ingestion processes, developing database models, supporting Salesforce-related workflows, and creating tools that improve the reliability and maintainability of business-critical data systems. He also focuses on the application of AI-assisted development and agent-based workflows to improve automation, data operations, software delivery, and customer-facing processes.
In addition to his work with data integrations in the sports and entertainment industry, Ryan’s experience also spans the medical imaging software industry. From processing and displaying medical images, to efficient methods for web communications and file transfers, to working on an industry-leading medical reporting solution, Ryan offers a diverse development background grounded in engineering, customer-focused delivery, and long-term maintainability.
Twila Queller
Director, Strategic CRM Solutions
Twila specializes in designing CRM strategies that turn complex business needs into scalable, revenue-driving solutions. With experience across Salesforce and Microsoft Dynamics, she excels at aligning systems, data, and processes to drive smarter decisions and measurable growth.
Over the past decade, Twila has partnered with executive and cross-functional teams in the sports and entertainment industry to improve pipeline visibility and operational efficiency. She builds the foundation needed to support sustained growth across multi-entity organizations.
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Her experience includes enterprise CRM deployments and end-to-end solution design. Twila is known for bridging the gap between technical execution and business strategy, translating complex data and workflows into practical systems that teams adopt.
At Mile High Data Solutions, Twila brings this approach to helping clients modernize their CRM ecosystems. By combining industry expertise with thoughtful process design, AI-driven insights, and platform knowledge, she enables organizations to operate more efficiently and unlock better data-driven decisions.
Jacob Rosen
VP, Operations & Professional Services
Jacob Rosen is the VP, Operations & Professional Services at Mile High Data Solutions (MHDS). Jacob is a sports business analytics executive with a decade-plus track record championing data strategy and driving impactful revenue-based outcomes.
Jacob’s career highlights include overseeing customer success efforts at RightsHelper, an industry-leading platform for ticketing solutions; leading the Memphis Grizzlies business strategy and analytics department amid multiple franchise record-breaking revenue seasons; creating a data enablement function at Vail Resorts during COVID-19 pandemic and a boon of resorts acquisitions; and scaling the enterprise reporting suite for hundreds of sports & entertainment partners at KORE.
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Jacob offers substantial experience in bringing analytical ideas to life, collaborating with cross-functional stakeholders, and productizing smarter decision-making. Throughout his career he’s helped connect the dots between technical and non-technical groups, simplifying complex topics into actionable insights. He’s passionate about supporting organizational change management through enhanced data practices. He’s harnessed proficiency in business strategy, research, data visualization, CRM, audience segmentation, and more.
Alongside his experience in sports business analytics, Jacob also has a background in non-profit fundraising and sports journalism. He was the editor-in-chief of the University of Dayton’s Flyer News, a long-time contributor at WaitingForNextYear.com, a founding editor of SportsAnalyticsBlog.com, and a regular writer for several basketball analytics websites.
Jacob is a lifelong connector and student. He frequently attends industry conferences, such as the Sloan Sports Analytics Conference, and contributes regularly to ongoing sports business discourse. He completed his sports business MBA from the University of Oregon and his undergraduate degree from the University of Dayton.
Jacob currently lives near Cleveland, Ohio, with his wife, Anna Beyerle Rosen. Jacob is proud to be back home in Northeast Ohio after living in every continental U.S. time zone over a 12-year stretch. Jacob and Anna have a son (Eli), one dog (Gail), and two cats (Shirah and Otis).
“I’ve worked with Sam for many years and in a number of different situations and he always brings an enthusiasm and a creative energy that is ideal for innovating, problem solving and exploring new systems. His diverse set of strengths makes him uniquely gifted at not only understanding the core of the issue but also being able to document the issue for the technical and non-technical person alike which is key to understanding and ultimately solving the problem.”
Bryan Flores
GVP @ Frontier Communications
“David Born helped Armstrong with our early moves into refined target marketing using data science techniques. With his help, we saw double digit improvements in our marketing efficiency. What I enjoy most about working with him is his pragmatic approach.”
Jeff Ross
President @ Armstrong Utilities, Inc.
“Ryan Hoffman is a pleasure to work with. He quickly grasps the work being requested and works efficiently and independently. His work is high quality and shows that he has thought through possible issues and has addressed them in his work. In fact, he will often think of things that should be done that were left out of the original request, which is very much appreciated!”
Kristine Wyss
Sr. Solutions Architect @ SSB
“Sam is a fantastic teacher not only because of his extensive knowledge but because he will meet you wherever you are at and explain even the most complex concepts in a way that they will be made understandable in how they work and apply to your specific context. It also helps that this personalized communication is interspersed with encouragement and humor.”
Kara Primack
Director @ Arizona Cardinals