Our Manifesto

Our core mission is to make available the sophistication of industry leaders to the wider marketplace, giving all businesses an opportunity to take advantage of data opportunities.

Our solutions provide enlightened customer connections, bringing your business out of the dark age of customer data.

We bring control of data back to businesses and consumers - the rightful owners, with the goal of enhancing your data assets allowing you to maximise value from insights.

Our passion is to help shed light on new methods of data collection, management, and measurement, obtaining more knowledge than ever before.

Our values are more than just who we are as a business, they are who we are as people. At Crystal Box we pride ourselves on honesty, transparency and accountability, ideals which have been mirrored in our solution.

Our Mission

Our mission is to deliver the data sophistication of the industry leaders to the broader business community...

By liberating data and delivering the control and power back to its rightful owners.

Meet the team

Our team have deep experience in creating globally leading digital and data operations.
They have seen how much value and competitive advantage can be created – and how this has only been the purview of the largest and most sophisticated players.

Jacqueline O'Brien

Co-founder & COO

Data-driven and customer centric, Jacqueline is a visionary executive with over 15 years experience in successfully delivering high-quality, complex data and technology products and services. She has a proven track record in leading large-scale, multi-million-dollar programs of work from concept to completion. Jacqueline is passionate about delivering exceptional customer experiences, helping businesses realise rapid business value, and leveraging data to drive sustainable competitive advantage. Most recently, Jacqueline was Head of Retail Development at Qantas Loyalty, overseeing product management for all retail products and partnerships. She also provided her expertise in leading product and marketing for Red Planet, building data and insights products, and the supporting operations and infrastructure.

Vaughan Chandler

Co-founder & CEO

A pioneer in the loyalty, data and digital media sectors in Australia, Vaughan has spent the better part of the last 20 years refining his trade in commercialisation of data and analytics to set the basis for a successful model for both strategy and execution of operations for large and small businesses. Between 2007 and 2020 Vaughan flew Qantas Loyalty to new heights as he was responsible for the strategy, commercial, innovation, and analytics functions in the business. During this time, he created a number of break out businesses within the Qantas Group, particularly Red Planet, Qantas Cash, Qantas Wine, which attributed to the growth in scale of the business -  revolutionising the concept and function of a loyalty business. This transformed Qantas Loyalty from an internal business unit to the globally recognised industry leader it is today. On top of his work in evolving Qantas Loyalty, Vaughan led the development of their industry leading analytics discipline.

Jose Martinez

Chief Data Scientist

Trained as an astrophysicist, Jose has dedicated his career to developing data-driven solutions to complex real-world business problems. With 15 years working in the private business sector, government agencies, and research institutions, Jose focuses on designing the right solution for the right problem, bridging the gap between strategic objectives and the practical, transparent application of data science. He led the development, testing and scaling of the Qantas personalisation marketing platform and spearheaded the adoption of machine learning, AI & genAI techniques utilised by Qantas and Qantas Loyalty. Jose pioneered the transformation of Qantas Loyalty data science from a business centric to a customer centric approach, developing decision engines to maximise customer engagement, personalised media targeting strategies, and deploying systems to minimise customer disengagement such as email unsubscribes and dislikes.

Pedro Butler

Head of Media

With over 15 years of comprehensive experience in Ad Operations, Pedro specialises in dynamic creative optimisation (DCO) and feed management. He is a seasoned expert in navigating the ever-evolving digital landscape, particularly across third-party channels. Pedro’s career is built on a solid foundation of driving impactful digital advertising campaigns that maximise engagement, conversions, and ROI for brands through innovative strategies and meticulous execution. From social media to diverse digital advertising networks, Pedro has harnessed the power of data driven marketing to expand the digital presence and drive value for some of Australia’s most sophisticated in-house operations at Red Planet for Qantas & Qantas Loyalty and at Woolies X for Woolworths and Everyday Rewards.



John Nicoalou


Honing his skills in marketing for over 6 years, John’s experience brings a customer centric approach to the forefront. His expertise ranges from multi-channel campaign design, content strategy and production, SEO and SEM campaign management, and digital redesign to strategic marketing vision. This diverse skill set enables John to orchestrate comprehensive end to end marketing initiatives seamlessly. Having refined his marketing skills in Qantas Loyalty and as a consultant, John goes beyond marketing activation to help brands better engage with their customers and drive lifetime value. By identifying gaps in client’s marketing processes and delivering tailored solutions, John plays a pivotal role in bolstering the effectiveness of the marketing function. Therefore empowering marketing teams with applicable ways of working, maximising the efficiency of their customer communications production.

Our Story

Our Story

Our Values


Simplify the complex

Be a force for good

Courage to act

Do things the right way, not the easy way

Challenge the status quo