Experience

Fifty programmes, both sides of the table.

Banking, airlines, pharma, retail and manufacturing — sold, designed, built and run. Twenty years of knowing what a loyalty platform promises and what it actually delivers on day 400.

Loyalty programmes delivered: 50+
Years in loyalty and channel sales: 20
Charter marketing budget managed: $3M
Commission taken from vendors: Zero

Career

Where the work happened.

Feb 2026 — Present · Tabcorp

Lead B2B Loyalty Strategy Consultant — TAB

Sydney, New South Wales · Contract · Hybrid

Led the end-to-end strategy, design and delivery of Australia's largest B2B loyalty programme, launched mid-2026 to support TAB's retail network of 4,000 pubs, clubs and RSL venues.
- Programme strategy, earn-and-burn economics and venue segmentation
- End-to-end design through to launch across a 4,000-venue network
- Operating model and reporting handed to the internal team
Jul 2025 — Present · B2B Loyalty

Independent B2B Loyalty Advisor

Sydney, New South Wales · Hybrid

Advising manufacturers, distributors and brands on channel loyalty and incentive strategy — the only fully independent B2B loyalty advisory practice in Australia. No platform to sell, no reseller margin, no referral fees.
- Programme strategy, economics and behaviour design
- Vendor-neutral technology selection and RFP support
- Board advisory on channel and partner performance
Mar 2019 — May 2025 · 212F

Sales & Partnerships Director

Greater Sydney Area · Full-time

Built the sales strategy, pipeline, enablement and new-logo revenue across multiple sectors from a zero baseline. Six years identifying the segments and clients where loyalty and incentives actually change behaviour.
- New-logo revenue built from nothing across multiple sectors
- FUJIFILM X Rewards: a last-three-feet programme across four camera categories from $1,000 to $15,000
- 10% sales growth since launch in a category where the brand ranked fourth or fifth
Aug 2017 — Nov 2018 · Helloworld Travel Limited

Sales & Marketing Lead (contract), UK & Australia

Sydney, Australia & Southampton, UK · Hybrid

Managed distribution, sales and a $3M marketing budget for Cruiseco's global charter products, working through an agency and retail network rather than direct.
- 12,500 suites sold across four cruise charter products with Royal Caribbean
- Distribution and sales run across two markets simultaneously
May 2011 — Jun 2017 · Kognitiv Corporation (formerly Aimia)

Sales Director ANZ, then Senior Director, Client Services

Sydney, Australia · Full-time · Six years, four roles

Joined Aimia to launch Tab Rewards, and spent six years on the platform side — running the client services teams that built and operated the programmes, then selling the technology and services into new clients on long B2B cycles.
- Grew client services profit from $2M to $22M in two years
- Opened two new sectors — gaming and wagering, and financial services cards — across nine clients
- Owned Tabcorp's B2C loyalty strategy, execution and analysis end to end
- Delivered custom-built proprietary technology and SaaS implementations alongside the marketing strategy
Senior Client Services Manager → Client Services Director → Senior Director, Client Services → Sales Director ANZ
Apr 2009 — May 2011 · Pinpoint, Mastercard Loyalty Solutions

Project Manager (contract)

Greater Sydney Area · Contract

Managed a high-profile B2B loyalty programme backed by Racing NSW and the state government, built to move thoroughbred racing industry funds out of Victoria and into New South Wales.