The Brand Certainty Model

Our Brand Certainty Model allows you to look beyond the surface of the problem in order to dig deeper into core issues and make more strategic decisions for your brand. This is done through a process that we developed based on our years of experience, solid processes, and our team’s unique consultative approach.


The process begins by first examining all the potential aspects of the problem in order to create and target the correct solutions. This first step in the process is critical because this is where our team aligns with you to thoroughly understand your goals and objectives to ensure that we are going towards the same direction.

Build, Compile & Report

From there our team builds the right measurements that are essential in obtaining the intelligence needed for discovery which is then followed by placing resources in the field to conduct objective evaluation for analysis. We then compile and report the intelligence gathered through a software that is then used by our clients to make well-informed decisions that lead to result-driven actions.

Breadth of Services

The breadth of the services we offer which includes Mystery Shopping, Loss Prevention, Process Certainty, Brand Standard Consistency, and Customer Experience Management allows us to cater to numerous clients in different industries to help them achieve their specific goals

Meet Our Global Team

With multiple offices across the globe, covering 140 countries, HS Brands commands a strong international presence by offering human resources who are trained with the highest standards and also understand the unique operations and culture of specific regions all over the world. Our team and worldwide coverage is built on a strong database of over 750,000 shoppers, a number we are committed to growing as we continue to serve more partners all over the world.

Global Leadership

Tommy Mills
Founder & CEO
Tom Mills has been a leader in the Mystery Shop and Customer Experience Industry for over twenty-five years. In 2005, he formed what is now HS Brands Global, taking a national services company to operations in twelve countries. As the founding member of the Mystery Shopping Providers Association, Mr. Mills was inducted into the MSPA Hall of Fame in 2005. He created the mystery shopping industries’ first web-based software platform, SASSIE. In 2004 he acquired a Private Investigators License in Nevada and became the first mystery shopping company in the US that could legally mystery shop in all 50 States.
About Tommy…
Dan Doherty
VP, North American Operations
Michael Mills
Vice President, Sales
Michael is the global vice president of sales for HS Brands International. He oversees all North American sales while coordinating the global sales efforts between HS Brands 13 global offices. Michael currently resides in Las Vegas as he is the worlds foremost expert in Casino Hospitality Mystery Shopping and innovative data collection solutions. He spent 4 years in the UK while building HS Brands London office which has subsequently become the HS Brands International hub for global projects. In this role he designed complex programs that involved mystery shopping restaurants, retailers, and casino hospitality companies in over 100 countries.
About Michael...
Tanya Petronelli
Vice President, People & Administration
Tanya Petronelli has over 10 years of experience in the entertainment and hospitality industry. Specializing in the development of training, policies, and customer experience improvement, her expertise developed working for MGM Resorts International as Manager of Guest Experience for Mirage, Las Vegas. Ms. Petronelli also develops employee engagement and retention programs for our team members.
About Tanya…
Damian Ferrari
Vice President, International Operations
Damian Ferrari has twenty years’ experience working in various positions of international operations in the service sector. His experiences include global operations, merchandise planning, and purchasing for major brands and retailers including Yves St Laurent, Guess, Marks & Spencer, Groupon and TM Lewin. Mr. Ferrari specializes in the development of disciplines, structures and processes for effective business operations across different countries, continents, and business cultures. Today, he uses his experience and skill sets in the oversight of worldwide operations for HS Brands Global.
About Damian…
Greg Keeley
Director, Loss Prevention
Greg Keeley has over twenty-seven years’ experience in loss prevention and compliance. Mr. Keeley holds a degree in sociology and criminal justice and brings a background of diverse retail experience. Greg’s long career includes progressive roles of management, and he is a seasoned practitioner in investigations, auditing, program development, and organized retail crime investigations.
About Greg...
Carlo van den Berg
Managing Director, HS Brands Europe
Carlo has been in the experience business for over 25 years. With a broad knowledge of marketing, sales and operations and experience in leisure parks, catering, theatre and casino business, he is your business partner in Europe to set up your customer journey, service blue print and the best result driven research for your company. With a bachelor degree in Hotel Administration at the renowned Hotelschool The Hague, he is your hospitality guy to go to.
About Carlo…
Chommanee Suthinak
Managing Director, HS Brands Thailand
Claudia Brea
Managing Director, LatAm & Caribbean
Claudia comes from the hospitality industry where she worked in Human Resources for many years specializing in training, recruiting and quality procedures. She has designed, managed, and executed different customer experience and loyalty programs for hotels, restaurants, and entertainment companies. In 2011, she joined the HS Brands team as Vice President of Operations Latin America & Caribbean, and since then, she has overseen many multinational projects in Retail, Hospitality, Oil & Gas/C-Stores, Automotive, among others. In her role she is responsible for all operations, sales, and strategic direction for all HS Brands business in the region.
About Claudia…
Khalil Abou Ghazaleh
Managing Director, Middle East & Africa
Khalil acquired a solid experience in hospitality, food & beverage, and retail Industries with well reputable brands. He was exposed to extensive start-up experience that developed his business understanding in defining business leads. In 2013, Khalil joined HS Brands to establish local presence in the Middle East. Since then, he has overseen many multinational projects in Retail, Food and Beverage, and Automotive sectors.
About Khalil…
Sanjeev Shenoy
Managing Director, HS Brands Asia
Sanjeev Shenoy has 15+ years’ experience in mystery shopping and customer experience and has helped several global brands design and manage programs across Asia. As a post-graduate in Management, he has worked in Marketing & Operations across retail and food and beverage. As a believer in the beginners’ mindset, Sanjeev seeks to bring in innovation in the mystery shopping industry through technology and best practices from other industries.
About Sanjeev...
Steven DiPietro
Managing Director, HS Brands Australasia
Steven Di Pietro has been a founder and owner in the Mystery Shopping industry for 20 years. Steven came from the Banking industry having worked in retail banking and merchant banking at Macquarie Bank in Australia. In the Mystery Shopping industry, he is actively involved in the Mystery Shopping Professionals Association where he served as a Director and President of the Asia Pacific chapter of the Association. Steven continues to educate other Mystery Shopping companies around the world on Best Practices. He remains as enthusiastic as ever to help companies be sure they are executing their strategy. Steven focuses his attention on the difference between strategy and execution, that is, why organisations don’t do what they intended to do.
About Steven...

United States

Cassi Young
Global Editing Manager
Darlene Haton
Client Services Manager
Lisa Malkowski
Finance Manager
Scott Yaffe
Director, IT / Lead Trainer
Taylor Cooke
Client Relationship Manager
Aidan Harvey
Client Services Manager
Kami Craven
Client Services Manager

Australia & Pacific Asia

Jinhee Lee
Operations, South Korea & Japan
Jordan Gillette
Client Services Manager, Asia
Joseph Dredge
Client Services Manager, Australia
Yuxia Wang
Operations, Eastern Asia


Dionne Deemter
Client Services Manager
Francesca Conti
Project Manager
Lucia Pennetta
Head of Operations, Europe South
Matthew Rhysdavies
Client Satisfaction Manager
Olga Kolisnichenko
Head of Operations, Europe East
Pei San Teo
Head of Operations, Europe North
Sue Morrish
Project Manager

India & Asia

Vidya Nayak
Head of Projects HS Brands Asia
Sumit Saini
Operations Team Lead
Madhura Khanna
Global Resource Center Administrator

Latin America & Caribbean

Adriana Neves
Project Manager
Agustin Imposti
Finance & Admin Manager
Cecilia Batlle
Sales Rep, El Salvador, Guatemala, Honduras
Alvaro Encalada
Sales Rep Chile

Middle East & Africa

Khalil Abou Ghazaleh
Managing Director, Middle East & Africa


Chommanee Suthinak
Managing Director, HS Brands Thailand
Karnpicha Kampangkaew
Business Development Manager

The Brand Experience

Deciphering a company’s overall brand experience begins with the measurement of specific behavior based performance metrics such as customer experience, customer service, and compliance. However, gathering data and placing them in a spreadsheet is not enough to positively impact the brand experience. Data only becomes significant if it is thoroughly analyzed and contextualized so that it can be used as a foundation to ask the right questions that lead to strategic decisions.

Context to Your Data

For over 20 years, HS Brands has had the experience of putting context to your data to help you make better and more informed decisions for your brand. Covering over 140 countries with 12 offices around the globe and equipped with over 1 million intelligence agents we can rapidly deploy boots on the ground to offer real-world testing of your brand experience.


Our invention of SASSIE over 20 years ago is now the industry standard for data collection and reporting in the mystery shopping industry. This experience allowed our team to witness firsthand the impact of contextualized data on strategic decisions. With this knowledge in mind, we created HS Brands in order to deliver to our clients the most complete view of their brand data that leads to comprehensive solutions.

This is done through our Brand Certainty Model.

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