Pulse - The AI-driven solution for charterers

Supporting shipping’s digital journey since 2017

Sedna was founded in 2017 by maritime and technology expert, Bill Dobie, when key industry players like Glencore sought out a new approach to their communication challenge. The company is backed by Insight Partners, alongside Stride.VC, Chalfen Ventures, GK Goh Ventures and SAP.

Sedna is comprised of two products - Stream and Pulse - providing a data-driven communication platform specifically designed to transform the shipping and supply chain industry. By effectively managing complexity, it streamlines processes and enhances efficiency. Through integrating with the existing ecosystem, Sedna enables decision-making and drives commercial success, building the foundation for our ultimate vision to make trade go faster.

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Executive team

Robert Scott

Robert leads Sedna’s global financial functions. He was previously Global VP Finance at impact.com and worked at Deloitte New York. He is a registered Chartered Accountant.

Dan Bailey

Dan is responsible for Sedna’s operations, data and Customer Success team. Dan previously worked as a VC, helping scale early-stage enterprise software companies.

Cynthia Worley
VP of Strategic Accounts

Cynthia is responsible for Sedna's strategic accounts. She has spent two decades defining, delivering and amplifying disruptive technology across the global commodities supply chain. She has detailed knowledge of digitalisation of trade developed during her tenure with ICE, and helped shape the digital strategy in maritime while at ICE Digital Trade / essDocs, launching the eBill of Lading, eBarge Receipt and eSDS into mainstream use.

Leigh Steed-Middleton

Leigh leads Product, Engineering and Design at Sedna, building our products focussed on customer needs. He holds a successful track record as an entrepreneur and has held senior positions at The Economist Group.

Joe Caprara
VP Engineering

Joe leads the Engineering teams at Sedna. With 15+ years of experience in management, consulting and building enterprise tech platforms, Joe is well versed in scaling high-performing Engineering teams. He founded two logistics startups using AI technologies (Boxton Inc and Shelly.ai) and held previous positions at Accenture and Qualcomm.

Tom Castley
SVP Revenue

Tom is responsible for Sedna’s Go to Market functions including Sales and Marketing. Previously, he was VP of Sales at Hook, a B2B SaaS platform for revenue growth. Tom also led EMEA expansion at Outreach. With 18+ years of sales expertise, Tom is known for customer experience advocacy. He has held positions at Apptio, Xactly, and Oracle.

Backed by leading tech and business investors