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bruce hanavan

Bruce Hanavan


A proven business leader with a background in technology, sales, and marketing, Bruce Hanavan founded Direct Commerce in 2000. A series of in-depth customer interviews laid the groundwork for the uniquely flexible Direct Commerce platform, which remains one of the easiest-to-use S2P automation platforms for global organizations. 

Before Direct Commerce, Bruce was President and Founder of Cohesive Systems, which he sold in 1996. 

Bruce is an avid tournament golfer and a member of the oldest athletic club west of the Mississippi, The Olympic Club. He enjoys Ashtanga yoga and spending time with his wife Emily and two children, Grace and Henry.

billy williams

Billy L. WIlliams, Jr.

Chief Technology Officer

As the driver of the original development team, Billy L. Williams, Jr. has intimate knowledge of the Direct Commerce platform and its ability to adapt to the specific needs of each client. Billy is dedicated to advancing the S2P industry, and has participated in and led initiatives to develop new XML standards for business-to-business electronic commerce.

Before joining Direct Commerce, Billy served as chief technical architect for Sage IT Partners.

In his free time, Billy enjoys bicycling and learning to sail on San Francisco Bay.

Hoda Kemp-HSquare

Hoda Kemp

Chief Operating Officer

With a rich background leading global go-to-market and growth strategies in FinTech and SaaS, Hoda Kemp oversees global expansion, branding, communication, and product development at Direct Commerce. 

Known for creating powerful, productive work environments, Hoda is a true collaborator with expertise in strategic planning, organizational development, leadership training, team building, multi-generational engagement, and diversity and multicultural workforce strategies.

Prior to her current role, Hoda served as a trusted partner to celebrities, CEOs, and other C-level executives who value her skills as an innate visionary, cultural transformer, and personal power advisor.  

In her leisure time, Hoda enjoys international travel with her husband and four children exploring diverse cultures. She serves on various boards and mentors young women in technology.

Alan Flohr

Alan Flohr

Vice President of Sales

With a passion for driving growth, Alan has experienced scaling global direct and channel sales teams from start-up to multi-hundred million annual sales organizations for SaaS and other data-driven businesses, resulting in several acquisitions and a successful IPO.  Alan is excited to put his proven growth formula to work for Direct Commerce, as leader of our global sales organization. 

Before joining the Direct Commerce team, Alan served as the Chief Customer Officer at r4 Technologies (a cutting-edge AI platform for Global 2000 enterprises), and as VP Sales, Americas and APAC at SugarCRM.

After two decades of coaching youth sports, Alan remains an enthusiastic fan of a variety of sports and the leadership skills that go into building high performing teams. An admirer of the natural beauty around us, he can often be found traveling along one of the many amazing trails across the Bay Area.

Julie Peacock

Julie Peacock

Senior Director of Global Marketing

With experience at large enterprises as well as small startups, Julie Peacock understands the importance of messaging when it comes to building a brand, creating awareness, and generating demand. She brings her passion for strong and consistent marketing to Direct Commerce, where she leads global marketing strategy, communications, and growth development activities. 

Before becoming part of the Direct Commerce team, Julie served as Vice President of Marketing at Comprehend Systems, Inc. and Director, Financials Product Strategy at Oracle Corporation. 

When she’s not working, Julie can often be found attending her kids’ soccer games with her husband or cheering on her beloved Auburn Tigers. She’s also an avid Peloton rider, whose favorite classes include Ally Love and Intervals & Arms.

Chris Simpson

Chris Simpson

Head of Customer Success

Smart, perceptive, and easygoing, Chris Simpson excels at building trust and developing relationships by aligning products and solutions to clients’ business objectives. 

Prior to joining Direct Commerce, Chris held leadership positions at Demandbase, Skillsoft, IBM, InsideTrack, and Embark Corp, where he developed specialties in Software as a Service (SaaS), Enterprise Software Sales, Customer Success, Account Based Marketing (ABM), and portal technology.

When he’s not helping clients achieve greatness, Chris enjoys cheering on the United States Naval Academy water polo team where his son Connor is a Midshipmen, watching his younger son Ben perform musical theater, and hiking with his wife Amy and two Portuguese Water Dogs. He’s also an avid music and movie collector and a long-time homebrewer.