The SoftSnow Team

Reid is a distinguished executive, entrepreneur, and investor with over 30 years of experience in analytics, management, digital marketing, and strategic investment. As the CEO and co-founder of SoftSnow, Reid leads a forward-thinking organization specializing in AI-driven innovation and transformative strategies.

Throughout his career, Reid has demonstrated exceptional expertise in leveraging data to drive critical decision-making and achieve impactful results. At the Chicago Mercantile Exchange and JP Morgan Chase, he successfully harnessed analytics to navigate complex financial landscapes, delivering consistent, high-value outcomes. He served as CFO of SecureCircle, a cybersecurity company acquired by CrowdStrike in 2021, and was the Chief Client Delivery Officer at Rise Interactive, where he played a pivotal role in expanding their media, analytics, creative, and development teams.

In addition to his professional accomplishments, Reid has been an active angel investor for over 15 years, helping companies scale and achieve sustainable growth. He is a member of the Indiana University Angel Network and an advisor to multiple startups.

Reid holds a bachelor’s degree in finance with honors from the University of Illinois at Urbana-Champaign. His leadership is characterized by innovation, a commitment to problem-solving, and a global perspective. Known for his ability to streamline processes and optimize client engagement, Reid consistently drives transformative outcomes.

Beyond his professional endeavors, Reid is deeply committed to philanthropy, supporting organizations such as the Make-A-Wish Foundation and Hallie 225. He is also an avid golfer, traveler, and passionate Chicago sports enthusiast.

Larry is a visionary executive, entrepreneur, and thought leader in artificial intelligence and emerging industries. As the CEO and co-founder of SoftSnow, he helps businesses achieve AI readiness and leverage data-driven strategies for long-term success. With a career spanning over two decades, Larry's expertise lies in navigating industries undergoing transformative change, from electronic trading and digital marketing to the rapidly evolving world of AI.

Before founding SoftSnow, Larry served as the CEO of Rise Interactive, where he led the company through unprecedented growth and transformation, establishing it as one of the fastest-growing independent agencies. Under his leadership, Rise was recognized by Forrester as a leader in performance marketing, delivering measurable success for leading brands such as Cardinal Health, Kaiser Permanente, ULTA Beauty, Conagra, and Stanley Steemer. Larry’s innovative hiring model, inspired by his background in proprietary trading, brought a data-centric rigor to the agency, helping clients stay ahead in competitive markets.

Larry’s journey into AI thought leadership is rooted in his passion for understanding and leveraging cutting-edge technologies to drive business growth. His deep expertise in data and analytics has earned him recognition as a trusted advisor to global brands across healthcare, financial services, retail, and e-commerce. At SoftSnow AI, he empowers companies to embrace AI through strategic frameworks that prioritize data readiness, high-impact use cases, and efficiency-driving automations, ensuring clients thrive in the AI revolution.

Earlier in his career, Larry co-founded a proprietary trading firm and held key positions at Balyasny Asset Management and Schonfeld Securities, where he honed his data-driven decision-making skills. His ability to adapt and lead in fast-paced, high-stakes environments laid the foundation for his entrepreneurial success.

Larry holds a bachelor's degree in Finance from Syracuse University. He serves on the boards of the Michael Matters Foundation, Fiscal Advocate, and Approach Marketing, reflecting his dedication to giving back. Outside of work, Larry enjoys traveling, cheering at soccer games, and walking the family dog, Miley, with his wife and three children.