By: Jesse Davis West February 20, 2019

LOS ANGELES – FaceFirst, the leading face recognition platform for retail and public safety, has named Dara Riordan as Executive Vice President of Sales and Chief Revenue Officer. Riordan will be responsible for growing the base of FaceFirst customers across retail, transportation, public safety and many other industries.

Dara RiordanRiordan brings more than 15 years of sales leadership experience from Johnson Controls International (JCI), a global diversified technology and multi-industrial leader serving a wide range of customers in more than 150 countries. Most recently, Riordan served many of the world’s largest retailers as Director of Sales, Strategic Growth for North America at JCI, with particular focus on loss prevention and store performance solutions. She also served on JCI’s Women’s Advisory Board.

“Dara joins FaceFirst at an incredibly exciting time,” said FaceFirst CEO Peter Trepp. “Demand for applications that use facial recognition are on the rise across all sectors. Customers and end-users are realizing the benefits of this technology in everything from crime mitigation to improved customer experiences. Dara’s deep industry expertise and her unique approach to the market will translate very well to our customers. We are all delighted to have Dara join our team and contribute to the success of FaceFirst.”

“After having an opportunity to explore the technology offering,” said Riordan, “it was apparent to me that the platform is truly transformative. For retail, airports and other industries, using FaceFirst to prevent crime is just the beginning. The platform will also enable brands to offer customer experiences that are more convenient, personalized, private and secure than ever before.”

Riordan holds a Bachelor of Arts, Communication and Journalism from Loyola Marymount University in Los Angeles.


FaceFirst helps customers create safer communities, great customer experiences and personalized service through face recognition and AI. Using the FaceFirst platform, retailers, transportation centers, law enforcement agencies and other great organizations can prevent crime and improve customer engagement while growing revenue. FaceFirst is highly accurate, scalable, secure and private. The platform enables a full range of surveillance, customer engagement, mobile, access control and desktop forensic face recognition capabilities. FaceFirst offers a robust API and SDK for integration into a variety of systems and platforms. FaceFirst is designed, developed and supported in the United States.