Who we are

Kyle Ferguson joined Forsta as CEO in 2020 with over 20 years’ experience in technology, banking and payments industries. Prior to joining Forsta, Ferguson held the Chief Executive Officer role at Fraedom, a global financial technology company, where he successfully led the company’s sale to Visa Inc. in 2018. Prior to this, he also served as Chief Commercial Officer and Managing Director at the company, and previously spent 11 years with American Express. Kyle is a seasoned executive with a track record of developing and leading high performing teams in the SaaS technology space, while supporting these businesses through necessary investment and growth stages.

Sara Cohen is the Chief People Officer for Forsta and has global responsibility for all things people related. Based in New York City, Sara is responsible for developing the company’s people strategy and development across all our global locations. Sara’s goal is to ensure the business continues to lead the industry in its employee programs, while maintaining the strong culture that is unique to each office. Previously, Sara spent several years at GroupM, leading the people team for Xaxis, a programmatic media agency. Previous positions in technology, media, advertising, and PR agencies have given her a unique insight to working in fast paced, dynamic companies.

Peter Myklebust joined Forsta in 1997 as the company’s first employee following its founder. He started his career as a System Architect in the Internet Architecture group of TietoEnator, then known as ISI. At Forsta, Peter leads the R&D team and is responsible for all aspects of Forsta’s research and development. Peter earned a Master of Science in Engineering from Norwegian University of Science and Technology.

As Managing Director, Market Research, Tobi is responsible of all of the Quantitative Business. Tobi’s knowledge and passion for technology and marketing research resulted in the birth of Dapresy, which merged with Forsta in 2020. In founding Dapresy, Tobi paved the way for online data presentation systems to visualize Market Research data. He has dedicated his professional career to data visualization and is a recognized expert in the field, having consulted with hundreds of companies on innovative visualization processes.

Giles joined Forsta as COO in 2020. As COO Giles is responsible for Forsta’s strategy, business planning, and operational execution.  He brings significant experience leading and scaling technology companies and with a focus on enterprise SaaS.  Prior to Forsta, Giles led the Operating Group at SoftBank International.  He previously served as the General Manager of Medallia, CEO of Percepta, Head of Product and Chief of Staff at TTEC, and as a consultant with McKinsey & Company.  Giles served seven years in the U.S. Air Force where he was a physicist.

As CMO, Noel is responsible for all aspects of Forsta’s marketing strategy globally. He is passionate about leading marketing teams through periods of rapid change, and has a strong record of helping deliver significant business growth. He joined Forsta in 2021, following roles at Prevayl, Ladbrokes Coral and EE.

Zhana Baleva is the SVP Strategic Integration and Transformation, directly responsible for defining and implementing the business strategy for that unit. She has been ingrained in the marketing research technology scene since 2011, helping ActiveGroup and later Forsta expand their commercial operations in EMEA. Zhana holds an Executive MBA from Cotrugli Business School and BA in Computer Science from Sofia University.

Brian Bhuta joins Forsta as Chief Product Officer, bringing over 15 years of healthcare, product & technology experience and executive leadership. As a product leader, Brian is passionate about building products and technology-enabled services to rapidly and incrementally deliver value for customers and users. Prior to joining Forsta, Brian was the Chief Product Officer at Signify Health, the market leader in delivering value-based care enablement and was VP, Product Management at athenahealth prior to that where he was responsible for athenaCollector, a cloud-based medical billing and practice management product. Before athenahealth Brian held various executive and leadership roles at EMC (acq Dell 2016), NaviNet (acq Lumeris 2012) and Phoenix Data Systems (acq BioClinica 2008). Brian lives in Boston, MA with his wife and three children.