Meet the team
Our team’s experience spans decades across ASX top 200 listed companies and international borders. With pioneers in loyalty, data science, and media activation, we bring our clients a holistic set of skills to empower them in enhancing their customer connections and driving revenue growth.
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
Consultant
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.