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July 23, 2021


John Bruce Joins as CEO of Fast-Growing Enterprise Social Media Provider

Waltham, Mass. —July 23, 2007 — Awareness (formerly iUpload) today announced the addition of four top executives to its quickly expanding senior team: John Bruce, chief executive officer; Doug Caldwell, vice president of engineering; Steve Richards, chief financial officer; and Eric Schurr, vice president of marketing. These key additions-in unison with today's unveiling of the new company name, a major new release of the company's on demand enterprise social media platform and a new round of venture financing-strengthen the company's position as the leader in enterprise social media. (Note: Please see corresponding press release, "Awareness, Inc., Formerly iUpload, Strengthens Position as Leader in Enterprise Social Media with New Product Release and Corporate Developments").

John Bruce, CEO, brings to Awareness top-tier senior sales, marketing and business development experience in the enterprise and security industries. He previously served as the head of Information Rights Management Software at EMC and as the president of Authentica Inc. (later acquired by EMC). Prior to Authentica, Bruce was chief marketing officer and executive vice president of sales for Counterpane Internet Security, Inc., and also spent eight years at Symantec Corporation in senior management roles, including vice president of business development and alliances, where he drove strategic relationships with major vendors including HP, IBM and Intel.

Steve Richards brings 16 years of professional services and software experience to Awareness, having previously served as chief financial officer of ClearForest Corp. Prior to joining ClearForest, Richards was vice president of operations and chief financial officer of netNumina (later acquired by Keane). He also served in top financial management positions at Tessera Enterprise Systems, Inc. (later acquired by iXL) and Sybase.

Doug Caldwell served as the chief technology officer for Indigo Books & Music Inc., an $800 million Toronto-based enterprise, prior to joining Awareness in a top engineering role. He has also worked in senior management roles at Microsoft Canada Co., Anjura Technology Corp. and National Grocers Co. Ltd.

Eric Schurr is a 25-year veteran in the software industry and has held leadership positions in general management, product strategy and marketing in companies ranging from startups to leading global enterprises, including IBM, Rational Software, SQA and Cognos. Prior to joining Awareness, Schurr was vice president of worldwide marketing for the Rational division of IBM, and before that he was chief marketing officer of Rational Software.

Awareness co-founders David Carter and Robin Hopper remain at the company in important leadership and strategic roles as chief technology officer and vice president of new business development, respectively.

"Steve, Doug and Eric are vital additions to the Awareness management team and bring the enterprise expertise and strong operational track records that will fuel our continued and rapid growth," said John Bruce, chief executive officer of Awareness. "This executive team will allow us to build on the success we've had with major corporations and take Awareness to the next level."

About Awareness Awareness (formerly iUpload) is an on-demand social media platform where enterprises deploy Web 2.0 technologies to achieve real business benefits. Awareness leverages the power of user-generated content - blogs, wikis, podcasts, RSS, social networking, photos, videos, forums, discussion groups, etc. - to create online communities that connect an organization's employees, customers, prospects, and partners. Major corporations such as McDonald's, Kodak, the New York Times, Northwestern Mutual and Cannondale Bicycle Corp. use Awareness to improve employee communication and collaboration, drive new forms of revenue and channels, conduct market research and create a "corporate memory." An Awareness community can be seamlessly integrated into existing intranets or public web sites or presented as a new branded web presence. Backed by Greylock Venture and North Bridge Venture Partners, Awareness is headquartered in Waltham, Mass. For more information visit