Kara Holm, Founder/CEO, Play the Field

Kara Holm


Working At

Play the Field


Kara Holm founded TerraProForma in 2016, with Tom Curran. They were inspired by the increasing accessibility and popularity of augmented reality (AR), believing AR could be used to engage customers to create value. As CEO, Kara is responsible for driving the business forward. She leads the development of relationships with prospective clients, investors, strategic partners and team members. Kara is very involved with the creation of our first product Play the Field™, providing insight into both client needs and end-users, and ensuring the execution is consistent with the underlying insight that inspired the business. Kara’s 25-year career has included work in the public, private and non-profit sectors. She has held senior leadership positions in large organizations, experienced agency life and worked as a consultant. Her skill set combines big picture thinking with practical applications; entrepreneurial hustle with an appreciation for structure. Kara’s career is unified by her focus on interpreting consumer insights and preferences in order to develop actionable, measurable business strategies. Since 2011 Kara has been immersed in the casino sector. In addition to operating TerraProForma, Kara writes an advisory blog on business issues, www.karaholm.com. She is also a contributor to Canadian Gaming Business Magazine.
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