Purisma, leading provider of a solutions-driven master data management (MDM) platform for enterprises, today announced Pete Daffern as chief executive officer. Daffern will be responsible for directing the company's strategy and operations, with focus on growth through valuable solutions, customer service, multi-functional sales and business development initiatives. Prior to Purisma, Pete was most recently president and chief operating officer of AIM Technology where he was responsible for creating the company strategy and business plan, and driving execution against that plan. Before AIM, Pete served as vice president, worldwide alliances and business development of Vitria Technology, a leading BPM and EAI company. Under his direction, the Vitria Alliance organization generated more than 60% of the company's revenue. Daffern also spent more than 10 years at Seagate Software, supplier of business intelligence (BI) software products, where he held numerous management and sales positions including General Manager EMEA. Purisma is funded by Granite Ventures and Worldview Technology Partners.

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