Vision & mission

Be the company of choice that defines the standards for AI training data.

Our mission is to accelerate the evolution of AI initiatives with a quality-focused data platform that combines the best of machine learning and human intelligence. Meet DefinedCrowd, your partner in data.

Core values


We empower our team with skill-building and growth opportunities, motivational support and a culture of mutual respect and accountability.


We promote mastery by providing tools, coaching and expertise that enable our team to become the best they can be.


We contribute through engaged listening, question-asking, and constructive feedback. Helping to build a smarter world is the motivation for everything we do.


We work better together and put our team in a position to succeed. As a global company, we make sure to always stay connected.







We raise a Series B funding round worth U$50.5 million, the largest ever Series B round to be raised by a female-founded AI company in the US. We also feature in the top 50 of Forbes’s Best Startup Employers.


Officially named one of CB Insights’ ‘100 most promising AI startups’, the first half of 2019 sees us double our team to over 100 employees worldwide, obtain the coveted ISO 27001 certification and announce the launch of our brand new Neevo app. The year ends with another accomplishment: ranking in Forbes AI 50 Most Promising Artificial Intelligence Companies.


We close a Series A funding worth $11.8 million led by Evolution Equity Partners, open an office in Tokyo, announce an Amazon Alexa Skills partnership and a product integration with IBM Watson Studio, and are designated as a featured vendor for Microsoft‘s co-sell program.


We launch Neevo, the human intelligence half of our product equation, open our third office in Porto and releases an alpha version of our Software-as-a-Service (SaaS) platform.


We launch our smart data platform and receive a seed round of $1.1 million from investors including Sony, Amazon Alexa Fund, Portugal Ventures and Busy Angels.


CEO Daniela Braga founds the company in Seattle, WA and opens an R&D center in Lisbon, Portugal.


Daniela Braga

Founder & CEO

Daniela is the creator and driving force behind DefinedCrowd, with over eighteen years’ experience in speech technology in both academia and industry. Alongside her role as our CEO, she is also a regular guest lecturer at the University of Washington and author of more than 90 scientific papers and several patents. Previously at Microsoft, she was involved in the creation of Cortana. She then formed the Data Science team for Voicebox Technologies where she introduced crowdsourcing for big data solutions. She has a deep passion for people and enjoys keeping active through hiking, skiing and learning new things, from the latest technology to how to dance or sail.

Walter Benadof


Walter focuses on business development, global expansion, revenue generation and customer interaction while maintaining exceptional operational efficiencies. Walter has over 35 years of international business experience in the real estate, hotel and forestry industries with companies such as Westin Hotel & Resorts and Weyerhaeuser. Walter is an entrepreneur, manager and investor in the start-up community. In his free time, Walter enjoys golf, fishing and travel.

João Freitas


João coordinates all IT and AI initiatives and manages the EU operations. He has more than 13 years’ experience in software development, machine learning and crowdsourcing, and holds a PhD in the areas of speech technology and human-computer interaction. João has filed several patents and published over 30 articles in peer-reviewed international conferences and journals. He is the author and co-author of a book and several chapters, and also a keen juggler.

John Schumacher

Sr. VP of Customer Success

John came to DefinedCrowd from IBM, bringing with him not only a wealth of enterprise experience, but also the perspective of having been a DefinedCrowd customer. He has had many roles in his career ranging from technical sales, to product management, system architecture, strategy, acquisition integration, and engineering.  Most recently he was Vice President of Product Management and Engineering with responsibility for IBM’s speech offerings as well as their AI globalization, language, and industry expansion efforts. John has a BS in Psychology and Biology, a MS in Computer Science, and was working toward a PhD in Computation Linguistics when he left academia prematurely to join IBM Research. In his free time, he enjoys running, playing guitar, and hiking.

Beth Malloy

VP of Finance

Beth oversees everything financial at DefinedCrowd, including forecasting, budgeting and day to day accounting. Beth has had over 25 years’ experience in both public and private accounting, across various industries with a focus on technology companies. Prior to DefinedCrowd, Beth worked for NLU company Voicebox Technologies, was a Taylor+Malloy partner and started her career at Deloitte. In her spare time, Beth enjoys traveling, playing golf and spending time with family and friends.

Mark Bomber

VP of Marketing

Mark directs all strategic and tactical marketing programs for DefinedCrowd. With over 20 years of technical marketing experience, Mark has worked in a variety of industries including semiconductor, aerospace and security. Before joining DefinedCrowd, Mark worked for startups as well as large enterprise companies such as Motorola, GE and Tyco. He holds a BSEE and MBA and in his spare time enjoys swimming, kayaking and reading.

Francisco España

VP of Business Development

Francisco is a computer scientist with a strong passion for strategy, innovation, user experience and using software as a superpower. He joined DefinedCrowd because he found it intellectually seductive to directly influence the AI industry as it evolves and help companies transform themselves. After living abroad for 14 years, he made the move back home to Portugal in order to join our Lisbon-based team (although, in case his name doesn’t give it away, Francisco is also half Spanish.) When not on his laptop, you’ll find him riding motocross and being an amateur mechanic.

Teresa Nascimento

VP of People

Teresa runs Human Resources, people development, talent acquisition and compensation at DefinedCrowd. Over the last 20 years she has worked across a range of HR disciplines as well as industries with companies such as Microsoft, Deloitte, and Millennium. Teresa´s background as a psychologist has helped her in her professional life to support leaders and teams as a coach and a mentor, which she loves.
Courage, drive and passion are some of the key characteristics that describe her personality and work style. Always with a twist of humor, sense of balance and team spirit, Teresa’s passion is to see others succeeding and growing both in their careers and personal lives. In her free time, she enjoys, travelling, meditating and live music.

Sara Oliveira

Director of Product

Sara is responsible for driving all phases of product including conception, implementation, and launch of DefinedCrowd’s self-service SaaS platform and crowdsourcing product. With 8+ years experience developing digital products such as voice recognition and virtual reality environments, Sara develops emerging technologies aligned to business needs and strategy. She has a passion for design thinking, and in 2013 was honored with an international award – Young Lions of Cannes Portugal. Sara is a dance lover, running fan and enthusiastic traveler.

Daan Baldewijns

Director of Program Management

Daan manages the project execution team at DefinedCrowd and ensures the successful running of customer projects. Daan has over 15 years’ experience in computational linguistics and tech project management. Before joining DefinedCrowd, Daan worked as a long-time linguist and project manager at Microsoft, Portugal. He began his career as a programmer in Belgium. In his spare time, Daan tries to understand the mysteries of wood grain, meditates by sharpening tools, and unwinds by riding his motorcycle and reading.

Brunno Ribeiro

Director of HR

Brunno runs all our human resources, talent acquisition and facilities operations. Originally from Brazil, he has lived in the UK, Spain and now Portugal. Brunno spent four years in supply chain management before specializing in HR for the last decade. He has worked across a range of industries and consulted for diverse and leading brands such as Deloitte, Chanel, Nissan and PWC, as well as a range of tech startups. He loves travelling, reading fantasy literature by authors such as Borges and Kafka, and he also enjoys a good TV spy show.