Former CEOs Christopher Caen and Lewis Chang join Berkeley-based B2B Strategic Sales & Marketing Firm.


Berkeley CA, USA

Decision Counsel, a market leading B2B Go-To-Market firm today announced the appointment of Christopher Caen as Head of Client Strategy and Lewis Chang as Head of Strategic Partnerships and Growth. Caen and Chang are both former CEOs who have extensive experience in digital product development, strategic marketing and sales empowerment. 

Caen joins DC from PixelTitan where he led the company’s efforts in developing solutions that manage, distribute and secure unstructured data. Previous to PixelTitan, Caen headed up marketing for IOT product manufacturer EcoVacs. Caen brings a wealth of digital marketing and brand marketing experience, having served in senior leadership roles at Theory Associates, Digital Wake and Foscari. 

“Christopher has spent his entire career at the intersection of sales, marketing, data and technology. He brings intellectual energy and market savvy that our clients are going to find invaluable. I am so excited he joined Decision Counsel,” said Sal Fuentes, Decision Counsel CEO. 

Caen will shape Go-To-Market strategies for Decision Counsel clients across all four core practices, Strategic Foundations, Brand Experience, Content Engagement and Revenue Activation. 

Previous to joining Decision Counsel Lewis Chang was the CEO of Officalize, a social, content and technology platform serving professional athletes and their fans. His leadership experience includes executive roles at Experian, Skinit, and Citigroup. Chang has a deep understanding of e-commerce, digital demand generation, financial services and social media strategy and will be responsible for business development, marketing and strategic partnerships at Decision Counsel. 

“Having a senior executive like Lewis join our company will have a significant impact on the growth of Decision Counsel,” said Scott Ahrendt, Executive Partner. “He has a track record of disruption, creativity and high performance that is invaluable to a company fueled by innovation.” 

Chang and Caen’s addition to the Decision Counsel team comes at a time when b2b organizations are strategizing their transition to a Post-Pandemic economy and are actively seeking partners with deep expertise in data driven, digitally executed sales and marketing. 

“We have doubled down on GTM market services that focus on building and sustaining digitally centric, revenue supply chains. Chris and Lewis will expand our knowledge and expertise, exponentially,” added Ben Felix, Head of Revenue Strategy and Activation. 

About Decision Counsel

Decision Counsel works with clients’ product, marketing and sales teams to amplify their capabilities by seamlessly integrating into their existing workflows. Our strategic programs accelerate marketing results, drive revenue performance and improve customer retention.

Headquartered in Berkeley, California since 2001,  the company has served leading global brands such as S&P Global, Dun & Bradstreet, Cisco and Prudential and industry disruptors such as Audible, Calix, Hulu, Spotify and Slickdeals.  

Jacqueline Wayment
Marketing & Social Media Manager
+1 208.371.6160
[email protected]

SOURCE Decision Counsel

DC Team

We collaborate with our clients to build strategic foundations, deliver enthralling content and accelerate revenue.