The Proof Team

The Proof team has been carefully constructed looking for very specific skill sets that are exceedingly difficult to find. Because of Proof’s competitive advantage of combining objective metrics and brand theory, it is critical for team members to possess expertise in both mathematics based fields and psychology based fields. As you look at team bios you will see these combinations manifest themselves and how their combinations make for extraordinary skill sets.

Grant Gooding

Grant Gooding

Founder & CEO

Grant is the founder of PROOF and serves as CEO. After a decade as a mergers & acquisitions analyst, Grant started PROOF to use emotional data to drive business decisions and is frequent key-note speaker, author and lecturer in this emerging field.

Courtney Windholz

Courtney Windholz

COO & Project Coordination

With Courtney’s background in molecular bio, not only does she bring a strong understanding of neurobiology to the team but her affinity for organization and systems building keeps the company and the team in line.

Matt Davis

Matt Davis

Data Presentation & Creative Design

Matt is a genius at turning overwhelming data tables into palatable, easy to understand graphics. Creating simplicity out of complexity is one of the core pillars at PROOF and Matt is a master of that translation.

Steve Sanborn

Steve Sanborn

Client Relations & Project Management

Steve’s career in client services and as a strategic CMO has made him a master of asking tough questions. As the front line for many clients, Steve has been obsessed with turning emotional data into action since the moment we met him.

Tyler Evans

Tyler Evans

Quantitative Analysis

With a background in mathematics and marketing, Tyler is a rare find and a perfect fit for our quant. He is also a published author in the area of sports history and statistics.

Cameron Wall

Cameron Wall

Qualitative Analysis

Cameron studied international business but became obsessed with international languages and is a natural linguist. His natural gifts with language and his international experience with marketing makes him a perfect qualitative analyst for our team.

Gary Mallen

Gary Mallen

Media Analysis

With 40 years of experience in media creation, buying and analysis, Gary combines intuition with customer emotional and preferential data to show your highest return on advertising dollar.