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Sparx Enterprise Architect User Conference Featured Speakers

Brian SelvyBrian Selvy

Brian Selvy is a Senior Systems Engineer for the Large Synoptic Survey Telescope (LSST), where he is responsible for overseeing the Model Base Systems Engineering (MBSE) efforts on the project. Additionally, Brian is responsible for developing and maintaining the project’s specifications, interface control documents, verification planning activities, operations concepts, and risk register. Prior to coming to LSST, Brian worked in the aerospace industry for 10 years as a Project Engineer and Systems Engineer at companies such as Space Exploration Technologies, Rocketdyne, and Paragon Space Development Corporation.  He has published papers on systems engineering methodology, verification and validation processes, and MBSE applications.  Currently Brian is contributing as an external stakeholder to the OMG SysML Property Based Requirements Working Group (PBRWG).  Brian has a B.S. degree in Aerospace Engineering from California Polytechnic State University, San Luis Obispo and an M.S. degree in Systems Architecting and Engineering from the University of Southern California.   He is a member of the International Council on Systems Engineering (INCOSE), SPIE, and AIAA’s Systems Engineering Technical Committee.  Brian holds the OMG Certified Systems Modeling Professional (OCSMP) certification at the Model Builder – Fundamental level.


Frank TruyenFrank Truyen

Frank Truyen is the President of Cephas Consulting Corp., a firm specializing in the introduction of modeling notations such as UML® and BPMN™ into software development organizations. Cephas customers can draw upon Frank’s twenty plus years of extensive experience as a manager, analyst, architect and developer, as well as leverage his in depth technical knowledge of the Enterprise Architect tool from Sparx Systems.


Charlie BetzCharlie Betz

Charlie Betz is an enterprise architect and IT management specialist, focusing on Lean and empirical approaches to managing the “business of IT.”

He spent 6 years at Wells Fargo as VP and Enterprise Architect for IT Portfolio Management and Systems Management. He has held analyst, architect and application manager positions for AT&T,  Best Buy, Target, EMA, and Accenture, specializing in IT management, Cloud, and enterprise architecture.

He is author of The Architecture of IT Management, a comprehensive reference architecture for the “business of IT,” and co-author of several works with Lean collaborators and for ISACA’s COBIT.

Invited to the IT4IT Consortium Strategy Board. he led the IT4IT transition to an open standard as The Open Group IT4IT Forum. He currently represents Armstrong Process Group to IT4IT and The Open Group. Current interests include Agile, DevOps, Kanban, and their relationship to IT service management/ITIL and enterprise architecture. He recently released the first version of the Calavera project, a simulated DevOps pipeline for research and instructional purposes.

Charlie is founder of Digital Management Academy, LLC, and also an adjunct professor at the University of St. Thomas in St. Paul. He lives in Minneapolis, Minnesota with his wife Sue and son Keane. 


J. D. Baker

J.D. Baker, Principal Systems Engineer with Armstrong Process Group, Inc., is a recognized expert in software and system architecture, systems engineering, software development, iterative/agile development, object-oriented analysis and design, the Unified Modeling Language (UML), the UML Profile for Systems Engineering (SysML), use case driven requirements, and process improvement. J.D. is a member of the Object Management Group Architecture Board and Co-Chair of the Process Metamodeling SIG.  Within the OMG, he has participated in the development of UML, OMG SysML, the UML Profile for DoDAF and MODAF, and the Software and System Process Engineering Meta-model (SPEM).  He also belongs to the International Council on Systems Engineering (INCOSE) Model-based Systems Engineering and Requirements Working Groups.


Joe MaisselJoe Maissel

Joe Maissel started his career as an entrepreneur.  He founded Sound Wire in 1994, one of the very first businesses on the World Wide Web.  Sound Wire was a pioneer in Internet retail and Web Site design.  Sound Wire sold hard to find music on cd and vinyl.  Sound Wire was one the first to leverage the Web’s possibilities for delivering audio samples, images, and video.  The site was featured in numerous books, magazines, periodicals including Wired Magazine and The New York Times.  Joe was a featured speaker at conferences focused on Internet and music.

After failing to become independently wealthy, Joe enjoyed a long career as infrastructure engineer, gradually migrating up the stack to Enterprise Architecture. Joe specializes in Enterprise Architecture tool sets .  With the right implementation, organizations  get a clearer picture their business is structured and how they are targeting investments. These views improve execution of change, mitigate risk, and increase profitability.

Both TOGAF L2 and Archimate certified, Joe is the founder and current Chair of the New York Chapter of the Association of Enterprise Architects.


Adam HoekAdam Hoek

Adam Hoek is an Enterprise Architect with over fifteen years of IT experience.  He architected and implemented sales force automation for a wide variety of clients including medical, funeral, and logistics. After ten years in CRM, Adam applied his experience to Enterprise Architecture.  In particular, he has been focused on leveraging Sparx EA as a repository for complex mega-projects. He was instrumental in the Indiana Unemployment Insurance Modernization project turnaround with modeling the impact analysis results for communication to the executive team. In addition to consulting, Adam is an avid public speaker on the topics of Enterprise Architecture, and Sparx EA.


Richard HalterRichard Halter

Richard Halter has been the Association of Technology Standards (ARTS) Chief Technology Architect since 1999. He has helped create an extensive set of standards and guidance for use in the retail, convenience and foodservice industry. To explain ARTS he wrote a book called “ARTS for Retail”

For the past 16 years, he has:

  • Served as the single technical staff support to the ARTS. He’s supported all ARTS products, their business process model, blueprints, best practices documents, XML schemas, UnifiedPOS devices and the data model. In this role he has interfaced with over 1000 individuals representing a large number of companies,
  • Been to 5 continents and taught classes on all of the ARTS products. These companies represent over 100,000 stores,
  • Consulted with many major retailers and vendors such as Costco, Macy’s, Dominos Pizza, LcWakiki, Cencosud, REMA 1000, McDonalds, Yum! Brands, IBM, SAP, Oracle, Bizerba, Retalix, UCS, and others to effectively implement ARTS standards,
  • Acted as the technical point of contact with many other standards bodies allowing clear synchronization for the retail family of standards.


Jackie MitchellJackie Mitchell

As a project and programme manager, consultant and trainer in the Aerospace, Health, Telecoms and IT industries for more than 25 years, Jackie has delivered projects using a wide range of different PM approaches, tools and methods.

Managing Agile software developments inside non-Agile organisations, her experience has helped stakeholders of all kinds support successful project delivery.

Now working with Enterprise Architect, she is developing ways to integrate structured system design into end-to-end Project delivery, putting EA model data at the heart of business.


Chris Armstrong

Mr. Chris Armstrong, President of Armstrong Process Group, Inc., is an internationally recognized thought leader in enterprise architecture, formal modeling, process improvement, systems and software engineering, requirements management, and agile development. Mr. Armstrong represents APG at The Open Group, the Object Management Group and the Eclipse Foundation. Mr. Armstrong is a co-chair of the TOGAF Certification Standing Committee (CSC) and EA Capability Improvement project, was a significant contributor to TOGAF 9, and is contributing to the next version of TOGAF, ArchiMate, and IT4IT. Mr. Armstrong is certified in TOGAF, ArchiMate, Open FAIR, UML, and SysML.


Daniel SieglDaniel Siegl

Daniel Siegl has been involved with model-based engineering since 2000. He first experienced model-based engineering with Together, and then moved on to the current focus: Enterprise Architect by Sparx Systems. He gained deep experience handling critical software projects around the world in the IT, apparel and footwear industries.

The next logical step was to join European-based LieberLieber, the Enterprise Architect Specialists, in 2006. In 2009 he became CEO, and in his role as developer of international business he also became CEO of LieberLieber Software Corp, based in Houston, TX, in 2014.

Daniel is heavily involved with Lieber Lieber’s Automotive and Logistics clients, helping them to build tools to develop their products in a more efficient way. He is passionate about UML/SysML, embedded systems, and industry standards like AUTOSAR. He is an experienced speaker, a founding member of the Enterprise Architect User Group and represents LieberLieber at the Object Management Group.  Daniel lives with his family in Vienna, Austria.