Management Team

M-Factor is led by a management team with deep software and marketing analytics experience.


Lawrence Whittle – Chief Executive Officer

Mr. Whittle has over 15 years of experience in management roles in the enterprise technology sector. He brings with him a wealth of relevant experience from the world of advanced, analytically powered software solutions for a broad range of industries including retail and CPG.

Most recently, he was the Managing Director and International Vice President of Nomis Solutions, the recognized leader in pricing optimization software for banking and finance. Prior to Nomis, he was Vice President, International at ProfitLogic, Inc., which provides profit optimization software for retailers. Whittle founded the international operation in Europe, and built a sales and consulting team to expand global business. Upon acquisition of ProfitLogic by Oracle Corporation in mid-2005, Whittle was appointed as Regional Vice President of Operations – EMEA of Oracle.

Earlier he spent seven years as Vice President EMEA of Marcam Solutions (acquired by SSA Global which later merged with Infor Global Solutions), an enterprise solutions company focused on the global CPG and process industry market. 


Phil Delurgio – Founder & Chief Technology Officer

Mr. Delurgio’s experience in analytical marketing software development spans 16 years, during which time he has built and deployed numerous analytical marketing planning applications at dozens of CPG firms.

Prior to starting M-Factor, Mr. Delurgio was part of the founding team and the Vice President of Development for DemandTec Inc., a San Carlos CA company specializing in enterprise software for analytical pricing and merchandising. At DemandTec, Mr. Delurgio led the development of DemandTec’s industry-leading price and promotion optimization products. Since its inception in 1999, DemandTec has grown to dominate the CDM industry, with enormous success at many of the world’s largest retailers.

Prior to DemandTec, Mr. Delurgio led numerous software development and marketing strategy consulting engagements with Booz Allen Hamilton at many of the largest CPG manufacturers in the US and internationally. Earlier, Mr. Delurgio was a Marketing Analyst at Nestlé USA, where he evaluated pricing and promotion effectiveness for more than twenty brands.

Mr. Delurgio received a B.S. in Business Administration from the University of Southern California and an M.B.A in Marketing and Statistics from the University of Chicago.


Bruce Pagliuca – Senior Vice President of Operations

Mr. Pagliuca has more than 20 years of relevant experience, in a number of executive level positions at rapidly growing companies that provide advanced, analytically powered software and services solutions to the retail, CPG, and finance industries.

Before joining M-Factor, he was the Group Executive of Professional Services at Fortent, a leading solutions provider of analytical software solutions for financial institutions. Prior to Fortent, he held the position of Senior Vice President of Global Customer Operations at ProfitLogic, Inc., which provided profit optimization software for retailers. Upon acquisition of ProfitLogic by Oracle Corporation in mid-2005, Mr. Pagliuca was appointed as Vice President of Global Customer Solutions and Operations for Oracle Retail.

Previously he held several roles, including Chief Operating Officer, during his eleven years at Armature, Inc., a provider of order fulfillment, category management, and merchandising services and software to retailers.

Mr. Pagliuca received a B.A. in History from Le Moyne College of Syracuse, New York.


Steven Hillion – Vice President, Engineering

Mr. Hillion has been leading large software engineering groups for 10 years. Before joining M-Factor, he led development of a new application platform at QRS, and also assisted in restructuring the engineering team and its processes, enabling the creation of a new product suite and a return to profitability.

Before that, Mr. Hillion led the engineering group at Kana Communications during the two largest releases of its flagship product. At Scopus Technology and later at Siebel Systems he co-founded development groups for the Financial, Telecom and other verticals and initiated a highly successful strategy for developing vertical products.

Mr. Hillion received his Ph.D. in mathematics from the University of California, Berkeley, and was a King Charles I scholar at Oxford University.

Chris Newton – Vice President, Marketing

Mr. Newton brings extensive experience in designing and launching operational and analytical software applications for marketers to his role leading marketing and product management activities at M-Factor. Prior to joining M-Factor, Mr. Newton worked at Siebel Systems, Inc., where he was responsible for defining and executing the product strategy for the Siebel Marketing product suite. Beginning in 1998 with only a concept for the first Siebel Marketing product module, he and his team successively designed and launched 24 new products across 5 product lines, firmly positioning Siebel as the leader in marketing automation software license revenue.

Mr. Newton received his B.S. in Electrical Engineering from Rice University and his M.B.A from the Harvard Business School.