# Alex Dean

> Alex Dean is the London-based CEO and co-founder of Snowplow, established with Yali Sassoon in 2012. His career combines technology and strategy roles at Deloitte Consulting, OpenX, Fathom Partners and Keplar LLP with technical writing on event context, schemas and time. He publishes Source of Truth and has recently focused on real-time customer context for AI agents.

- **Role:** CEO and Co-founder at Snowplow
- **Organizations:** Snowplow, OpenX, Deloitte Consulting, Fathom Partners, Keplar LLP
- **Education:** University of Cambridge
- **Known for:** Co-founded Snowplow in 2012 and continues to serve as CEO., Announced Snowplow’s $40 million Series B in June 2022., Co-authored the initial SchemaVer draft with Frederick Blundun.

## Career timeline

- **Before 2012** — Worked in technology at OpenX and Deloitte Consulting and in strategy at Fathom Partners and Keplar LLP; exact role dates not established.
- **2012** — Co-founded Snowplow with Yali Sassoon.
- **2014** — Published explanations of event context and SchemaVer; the SchemaVer draft was co-authored with Frederick Blundun.
- **2015** — Published a technical essay on improving the handling of event time.
- **2022** — Announced a $40 million Series B led by NEA, bringing disclosed funding to $55 million at that time.
- **2023** — Launched Source of Truth in February.
- **2024** — Snowplow announced its Limited Use License Agreement for new core pipeline versions.
- **2026** — Resumed Source of Truth and published on customer context and AI agents.

## Achievements

- Co-founded Snowplow in 2012 and continues to serve as CEO.
- Announced Snowplow’s $40 million Series B in June 2022.
- Co-authored the initial SchemaVer draft with Frederick Blundun.
- Built a body of technical writing on behavioral events, context, schema evolution and time.

## Latest updates

- **2026-07** — Published “West Coast vs East Coast - the CDP rap beef” on July 22.
- **2026-06** — Published a Source of Truth essay about Databricks CustomerLake on June 17.
- **2026-05** — Resumed Source of Truth on May 19 and published “What is a Customer Context Layer? Six Key Principles” on May 29.

## Links

- Website: https://sourceoftruth.substack.com/
- LinkedIn: https://www.linkedin.com/in/alexdean/
- Twitter/X: https://x.com/alexcrdean
- GitHub: https://github.com/alexanderdean

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Profile page: https://yespress.io/alex-dean
Published by YesPress — https://yespress.io
Last updated: 2026-10-21