Management Team

Sunnie Richer | CEO

Sunnie Richer founded DoExtra Corporation in 1997 to provide companies with superior CRM and sales automation solutions.

Prior to founding DoExtra, Ms. Richer served as president of Opis Corporation, then a leading provider of Customer Support Software systems, with over 800 businesses utilizing its products. Opis was purchased by SalesLogix in 1997 and the company went public 1999. The combined companies were purchased by Sage in 2001.

With 16 years in sales and management at IBM, followed by a stint as marketing and technology manager in the banking and financial industry, Richer has extensive experience in providing software solutions for all kinds of business operations.

Ms. Richer is extremely active in the community, having served on the board of directors for the United Way of Central Iowa, the Greater Des Moines Chamber of Commerce, the Des Moines International Airport, Simpson College and Prairie Meadows Racetrack & Casino.


Brad Williams | President

Brad Williams has a passion for building better sales organizations through technology … and it’s a passion that has guided every step of his career.

Brad began his career in the 1980s at Digital Equipment Corporation where he sold computer hardware and software solutions to Fortune 500 companies across the Midwest. After leading the software development team at Butler Manufacturing, he co-founded and later sold a successful software services and consulting firm. Most recently, Brad’s consulting engagements have led to executive roles at Relationship Marketing and On Demand Technologies where he assisted industry leading companies as they sought to build stronger sales and marketing organizations.

Brad is also a private investor in several emerging businesses across the Midwest. Brad holds a degree in Computer Science from Iowa State University.


Adam R. Soyer | Vice President, Professional Services

Every CRM installation we do is a custom job, and Adam Soyer and his team are the brains behind the customization that goes into each client’s project.

Adam Soyer has more than a decade of computer programming and technical experience in a multiple industries using a variety of platforms and programs. He leads DoExtra’s technical team — providing DoExtra’s clients with training, technical support, and project management services. His expertise lies in customizing CRM solutions to meet clients' needs and seamlessly integrating these solutions with existing applications. As manager of our technical support team, Soyer ensures the quality of DoExtra’s support is second to none. Mr. Soyer is a Sage CRM SalesLogix Certified Developer and a Sage CRM SalesLogix Certified Engineer.

Adam holds a degree in Computer Science from Simpson College and worked in CRM development for a major financial services company before joining DoExtra.