Leadership Team

Tony Safoian
President, CEO

As CEO and President of SADA Systems, Tony Safoian firmly believes that technology can empower people to transform their worlds. To this end, he places sound engineering at the core of the business model, coupled by exceptional customer support and managed services.

Under Tony’s guidance, SADA has differentiated itself by proactively addressing a rapidly evolving market across enterprise, SMB, government and education sectors, while anticipating the needs of its customers–oftentimes even before they do. Tony has grown the small, family-owned business to one of the world’s top IT consultancy and cloud services brokerage companies, maintaining premier partnerships with two competing industry leaders–Google and Microsoft.

Named a Finalist for Ernst and Young 2015 Entrepreneur of the Year award, Tony has established himself as a visionary entrepreneur addressing the needs of business. Additional accolades include Los Angeles Business Journal’s “Top 40 under 40” list, CRN’s Next Generation 30 in Their Thirties, and 2014 CEO of the Year – Gold by CEO World Awards as a Visionary.

Tony earned his BA in Philosophy and Management from University of California at Irvine, and an MBA from the University of Southern California Marshall School of Business.


Hovig Safoian
Founder, CTO

SADA Systems founder and Chief Technology Officer (CTO) Hovig Safoian is a veteran IT professional with over 35 years of experience leading, consulting and developing innovative solutions for complex and challenging environments.

After receiving his Masters in Computer Science, Hovig began working as a mainframe programmer and an application developer. Merging his technical expertise with a vested interest in business and management processes, Hovig applied his experience to his IT consulting practice, where he began implementing Enterprise Resource Planning (ERP) solutions for business management firms.

Under Hovig’s guidance, SADA provided managed IT services firm providing on-site and remote IT support. Today, SADA Systems is a “one-stop shop” for all IT and cloud transformation services. SADA is a global industry leader and enterprise consultant in developing cutting-edge solutions to business challenges through implementation of technologies both in pre and post cloud IT environments.

Named 2013 CIO of the Year by Los Angeles Business Journal for Emerging Business category, Safoian oversees all IT and technical strategies and implementations, and migration and management of cloud platforms and on-premise business practices.


Annie Safoian
Co-Founder, CFO

Annie Safoian, co-founder and CFO, helped build the company from the ground up. Her values of consistent hard work and clear business vision shaped SADA’s growth and reputation as an industry leading solutions and services provider.

While managing her own graphic design company, Grafxworx, Annie began to incorporate IT solutions into Grafxworx’s repertoire of services to fulfill the needs of her customers. As the demand for managed services increased, she joined forces with her husband, Hovig Safoian and founded SADA Systems in 2000. Since then, Annie has been instrumental in managing the finances and strategic decisions of the company which has resulted in the consistent and organic year-over-year growth of SADA Systems, securing a spot on the INC5000 Fastest Growing Private Companies ranking for 8 years straight!

Named on the San Fernando Valley Business Journal Top 8 Women-Owned Businesses in 2014, Annie has continued her dedication to expanding the scope of services, creating a family-oriented corporate culture, and making sound financial decisions to provide a stable foundation for business growth.

Matt Lawrence COO SADA Systems

Matthew Lawrence

As Chief Operating Officer (COO), Matt Lawrence oversees all operational functions of SADA providing the support conduit for both sales and production. He works closely with the rest of the executive management team on strategic planning, financial analysis, sales operations, and project delivery.

With over twenty years of management and leadership experience, Matt is an accomplished executive with a proven track record of leading high-growth companies. Before joining SADA, Matt co-founded The Branstetter firm where he provided executive oversight to newer companies such as CURE Pharmaceutical, APT Water and Syncromatics.

In addition, Matt owned a consulting practice working with Safelite Autoglass, Buzztime, and 3 Day Blinds, where he provided operational change management and post-acquisition integration expertise. He began his career at PriceWaterhouseCoopers where he provided management services to troubled companies.

Lawrence holds a bachelor’s degree in business from University of the Pacific, and an MBA from the University of Southern California.

Orkideh photo

Orkideh Shahidi
Director of People Operations

As Director of People Operations, Orkideh Shahidi leads the People Operations functions through leadership, differentiated talent models and building a culture of engagement, agility and innovation. Orkideh joined SADA in 2012 and has been instrumental in overseeing its growth. She believes that a company with strong values who gives employees autonomy is crucial in today’s workforce. During her tenure she has transformed the function, culture and impact of People Operations across the company to support its business goals and strategies as well as the needs and aspirations of its employees. She is directly responsible for the all People Operations programs that support SADA’s growth. Orkideh and her team established invaluable benefit programs that earned SADA the Best Places to Work honor.

Orkideh’s earlier experience spans management roles at enterprise technology companies as well as start-ups and non-profits. She comes to SADA with a wealth of knowledge in Employment Law, Strategic Management, Training and Development, Benefits, Risk Management and Recruitment. She is highly qualified with hands on experience in all facets of Human Resources from building a fully functional Human Resources team to dealing with acquisitions and mergers.

Orkideh holds a JD from Western State University College of Law and a BA in Urban Planning from California State University, Northridge.

Narine Galstian SADA Systems

Narine Galstian
Vice President, Marketing

As VP of Marketing at SADA Systems, Narine is responsible for worldwide marketing initiatives, public relations, corporate communications, product marketing, business development and lead generation. With more than 20 years of marketing experience in B2B and B2C, Narine’s expertise spans diverse industries including technology, apparel, real estate, consumer goods and services.

For the past 12 years, Narine has focused on growing and leading marketing teams, driving lead generation and pipeline acceleration through online and offline channels, and overseeing corporate communications specifically for technology, SaaS solutions, and associated services.

Prior to SADA Systems, she led marketing departments for various organizations and tech startups including uSamp, Perception Consulting, GridIron Software and Nero AG.

Narine received an MBA with emphasis in International Business from Woodbury University, and holds a Bachelor’s Degree in Marketing Management from California State University, Los Angeles.

Joe Kosco VP Sales SADA Systems

Joe Kosco
Vice President, Google Sales

As Vice President of Sales for SADA’s Google Enterprise Practice, Joe is responsible for global sales of all products and services for clients who utilize Google Cloud technologies to power their organizations.

His primary responsibilities include developing sales strategies for rapid growth and managing a sales force selling Google Apps, Drive for Work, Maps for Work, Enterprise Search, Cloud Platform, and Chrome. Joe leads a team of seasoned business development professionals and solution engineers that cater to commercial and government clients.

For over 20 years, Joe provided technology consultation and sales support to large organizations. Prior to SADA Systems, he was Vice President of Network Automation, a company dedicated to providing best of breed IT automation solutions and packaged software.

Joe holds an MBA from Northwestern’s Kellogg Graduate School of Management and a Masters of Science degree from Pennsylvania State University.