LOS ANGELES, CA — The technology and business world is mourning the loss of Dana Berg, the distinguished Chief Executive Officer of SADA, whose unexpected passing has left a deep void in the Los Angeles community and beyond. A pillar of leadership, innovation, and integrity, Dana’s passing marks the end of an era for a company—and a community—that he helped transform.

Known not only for his business acumen but also for his unwavering commitment to people and purpose, Dana led SADA with a rare blend of visionary thinking and heartfelt humanity. Under his stewardship, the company flourished into one of the top global providers of cloud solutions, playing a central role in helping organizations modernize, scale, and succeed in an increasingly digital world.

But it wasn’t just the results that defined Dana—it was his process. He was a mentor, a motivator, and a relentless advocate for equity, inclusion, and employee empowerment. His leadership style centered on service: to his team, his clients, and the wider tech ecosystem. Dana believed that the greatest measure of success wasn’t found in numbers, but in the growth of people and the strength of community.

“Dana never walked into a room without lifting everyone in it,” said one colleague. “He believed in people, even before they believed in themselves. That’s the kind of leader you never forget.”

A fixture in Los Angeles’ business and philanthropic circles, Dana frequently lent his time and voice to causes close to his heart—ranging from education and workforce development to social equity and environmental sustainability. He championed innovation not just as a product of technology, but as a tool for building a better, more compassionate world.

Many within the SADA organization describe Dana as the company’s “North Star”—someone who led by example and built a culture rooted in trust, excellence, and care. His genuine interest in people’s lives, his ability to listen deeply, and his relentless optimism left a lasting impression on all who knew him.

Beyond his professional accomplishments, Dana was deeply devoted to his family and friends. He found joy in simple moments, celebrated others’ successes as if they were his own, and never hesitated to offer guidance or encouragement to those in need.

A Lasting Legacy

While Dana Berg’s passing is a heartbreaking loss, his legacy endures—in the countless careers he helped launch, the culture he nurtured at SADA, and the values he embodied every day. The outpouring of grief from colleagues, business leaders, and friends alike is a testament to the enduring impact of a man who led with humility, courage, and heart.

SADA and the Berg family have not yet announced memorial arrangements, but tributes have already begun to pour in across the tech and business communities, each one echoing the same sentiment: Dana changed lives.

As the Los Angeles community reflects on his remarkable journey, there is solace in knowing that Dana’s mission continues in the people and principles he championed. His story serves as a powerful reminder that leadership is not just about leading companies—but about lifting people.

May his memory be a blessing, and may his legacy continue to shape the future he so passionately believed in.