B2B Marketing and Sales Day | Sydney
Driving Growth Through Alignment and Execution
Crown Towers Sydney, Barangaroo, Australia
Hosted by Factor
- 156 attendees
- 9 hours
Overview
In today’s fast-moving B2B landscape, growth isn’t accidental, it’s engineered. Success comes when strategy, teams, and operations are fully aligned, and execution is disciplined and deliberate. Join peers and senior leaders to explore how cross-functional collaboration, data-driven insights, and operational rigour can turn opportunities into predictable revenue and sustainable growth.
What we will cover
- Revenue Contribution Exploring effective strategies in marketing's direct role in driving pipeline, revenue, and overall business growth, while balancing long-term brand-building with short-term performance
- Customer Engagement Exploring strategies to optimise every touchpoint along the customer journey, ensuring alignment between marketing, sales, and customer success teams to improve retention and loyalty.
- Data-Driven Marketing Investigating how data analytics and AI can personalise marketing efforts, enabling more precise targeting, automation, and insight-driven decision-making across campaigns.
- ROI Attribution Evaluating methods for clearly attributing marketing spend to business growth, ensuring that every activity is measured and linked to tangible revenue outcomes.
- Diversity Inclusion Exploring how diverse marketing teams and inclusive campaigns drive innovation, expand audience reach, and contribute to brand strength and cultural relevance.
- Leadership Influence Examining the evolving role of marketing leaders as key strategic players in the C-suite, contributing to broader business decisions and long-term organisational growth.
- Marketing Automation Exploring how automation platforms can streamline processes, manage customer interactions, and improve efficiency across marketing operations, from lead nurturing to campaign execution.
- Customer Data Investigating the role of CDPs in integrating and unifying customer data, enabling a more holistic approach to personalisation and targeted marketing strategies.
- AI Tools Exploring the impact of AI and machine learning on customer engagement, predictive analytics, and real-time content personalisation to enhance marketing effectiveness.
- Content Management Examining how content management systems support the creation, management, and optimisation of digital content across channels to drive engagement and conversions.
- ABM Platforms Exploring the use of ABM platforms to create tailored campaigns for high-value accounts, improving alignment with sales and increasing deal velocity in targeted markets.
- Analytics Tools Evaluating how advanced analytics and attribution models can provide deeper insights into campaign performance, ensuring marketing activities are effectively contributing to business goals.
Agenda
- Networking Breakfast(B2B Marketing & Sales Day) An informal start to the day where delegates can connect with peers, share ambitions, and set the tone for the sessions ahead. Exchange insights and experiences around current growth opportunities and challenges. Outline key objectives for the day’s discussions and workshops. Build valuable connections that could spark future collaborations and partnerships.
- Opening Context: The Enterprise Growth Mandate(B2B Marketing & Sales Day) Balancing cost pressure, customer caution, and the board’s demand for predictable, compliant, cross-functional revenue growth.
- State of Growth and Marketing in Australia in 2026(B2B Marketing & Sales Day) Josh Heid, CEO of Factor, shares insights from the company’s latest executive research, highlighting how the expectations of marketing and sales leaders have shifted over the past year. This keynote explores what today’s executives prioritise in driving revenue resilience, marketing and sales effectiveness, and ROI on transformation, and examines how leading organisations are adapting their strategies and communications to meet these evolving demands.
- AI + Analytics as a Growth Multiplier: A Pragmatic Guide for Commercial Leaders(B2B Marketing & Sales Day) This keynote takes a practical, inside look at how modern organisations actually deploy data, analytics and AI at scale, beyond the buzzwords. You’ll unpack the cultural foundations, capability shifts and real lessons learned from embedding analytic DNA across a business, and show how these elements translate into sharper decision-making, stronger commercial alignment, and measurable growth across marketing and sales. Discussion Points: Building Analytic DNA: Culture, Capability and the Operating Model Behind Impact Turning Data + AI Into Growth: What Works, What Doesn’t, and the Lessons Learned at Scale Decision-Making at Scale: Using Data to Prioritise, Allocate and Capture Commercial Opportunity
- C-Suite Alignment That Moves the Needle in Revenue and Marketing(B2B Marketing & Sales Day) How CEOs, CROs, CMOs and commercial leaders are redefining performance alignment, sharing transparent dashboards, KPIs and rhythms that connect marketing influence with sales outcomes. Discussion Points: Breaking Down Silos: How C-suite executives can align priorities and share accountability to reduce friction between marketing influence and sales execution. Metrics That Matter: Which KPIs and dashboards provide a single source of truth for cross-functional teams, and how to use them to drive measurable impact on both marketing and revenue. Rhythm and Cadence: Best practices for executive collaboration, meeting cadences, and decision-making processes that keep commercial teams synchronised and focused on results.
- The Trust Economy: How Buyers Decide Before They Talk to Sales(B2B Marketing & Sales Day) In today’s B2B buying environment, decisions are increasingly shaped long before a sales conversation begins. Buyers arrive informed, sceptical, and already influenced by brand reputation, thought leadership, and peer validation. In this fireside chat, Miki Luong and Mark Jones explore how trust is built, or lost, across the modern buyer journey, and what this shift means for marketing and sales leaders accountable for growth. Drawing on enterprise experience from IBM, the conversation examines how credibility influences buyer confidence, accelerates deal velocity, and turns brand into a genuine commercial advantage. Discussion Points: The Invisible Buying Journey: How buyers form conviction before engaging sales, and which trust signals most shape early decision-making in complex B2B environments. Trust as a Commercial Lever: How brand credibility affects pricing power, deal size, and speed to close, and where trust directly shows up on the revenue line. From Alignment to Advantage: How marketing and sales either reinforce or erode trust together, and what high-performing teams do differently to remain credible throughout the buying cycle.
- Networking Break & Morning Tea
- Peer-Driven Debate(B2B Growth) A: Speed to Close vs Depth of Customer Alignment Does accelerating deal cycles improve win rates or increase downstream risk and churn? Are we optimising for faster revenue or stronger, more durable customer relationships? When does patience in a deal become a competitive advantage? B: Prioritising High-Value Accounts vs Maintaining Broad Pipeline Coverage Should sales teams focus narrowly on the highest-value opportunities, or maintain volume to protect against uncertainty? Are we allocating resources based on strategic value or short-term revenue pressure? What risks emerge when too much depends on too few deals? C: Pipeline Predictability vs Sales Agility How much structure improves forecast accuracy and when does it restrict sales effectiveness? Are rigid pipeline processes enabling performance or masking reality? Can true predictability exist in complex enterprise sales or is adaptability the real strength? D: Strategic Deal Discipline vs Commercial Flexibility Does strict deal governance protect margin or slow momentum and frustrate buyers? Where should leaders draw the line between protecting value and enabling teams to win? Are we empowering sales leaders to think commercially or forcing transactional behaviour? E: Scaling Sales Through Process vs Scaling Through People What drives sustainable growth: better systems or better sales talent? Are we over-engineering sales in pursuit of repeatability? Can process create high performance or only enable it? F: Digital-First Buying vs Sales-Led Engagement As buyers become more self-directed, where does sales create the most value? Are sales teams engaging too early, too late, or at the wrong moments? In complex B2B sales, will technology reduce the role of sales or elevate it?
- Peer-Driven Debate(B2B Marketing) A: Proving Marketing ROI vs Backing Long-Term Brand How do we balance the pressure to prove immediate pipeline impact with the need to invest in long-term brand strength? Are we optimising marketing for what’s measurable or what actually drives future growth? Does an over-focus on attribution create short-termism at the expense of strategic market positioning? B: Data-Driven Decisions vs Creative Instinct Where does data sharpen marketing effectiveness and where can it constrain originality and differentiation? Are we empowering marketers with insight or paralysing teams with dashboards and analysis? In complex B2B environments, can data ever fully capture what truly influences buyer decisions? C: MarTech Capability vs MarTech Complexity At what point does adding new tools stop creating value and start creating friction? Are we investing in technology to solve real problems or to keep pace with perceived market expectations? Does stack consolidation improve marketing performance or limit flexibility and innovation? D: Personalisation at Scale vs Operational Simplicity How far should we push personalisation before complexity outweighs the benefit? Do buyers genuinely value hyper-personalised engagement or just clarity and relevance? Is personalisation creating meaningful differentiation or simply raising the cost of participation? E: Content Volume vs Content Impact Are we producing content to drive decisions or simply to maintain visibility? What actually influences B2B buyers today: thought leadership, practical insight, or commercial clarity? How do we prioritise fewer, higher-impact moments over constant activity? F: Digital Engagement vs Human Connection in Building Brand Loyalty As digital channels scale, where does human engagement become the true differentiator? Can brand trust be built purely through digital experience or does it still rely on personal relationships? Are we designing marketing for efficiency or for emotional connection and long-term loyalty?
- What Comes After Trust Is Earned & How Infra Drives Deal Velocity(B2B Growth) Once buyers trust your brand, the next challenge is proving that trust holds under scrutiny. Decisions around data location, compliance, and system resilience aren’t just technical they directly influence whether deals accelerate, stall, or fall through. This session explores how infrastructure choices behind AI and enterprise systems shape customer confidence, protect brand credibility, and ultimately drive deal velocity. Attendees will leave with practical insights on why operational decisions matter to everyone from IT to revenue leaders. Discussion Points: The Second Trust Test: What Buyers Scrutinise After Initial Confidence: How data residency, AI governance, and system resilience are evaluated in procurement, security, and legal processes and why these “back-end” checks can make or break deals. Compliance, Sovereignty, and Revenue Risk: Hosting AI offshore or ignoring local regulatory requirements can compromise brand credibility and create deal blockers. Real-world examples highlight how misalignment with data laws, foreign governance, and sovereignty concerns can threaten both trust and revenue. Infrastructure as a Commercial Lever: How operational decisions aren’t just technical they send signals that affect brand credibility, customer confidence, and deal velocity across the enterprise.
- How to Innovate in Marketing While Safeguarding Reputation in Regulated Industries(B2B Marketing) In today’s high-trust, highly regulated industries, marketing leaders face the challenge of driving bold innovation without compromising reputation. Melody Townsend of BOQ, shares her experience navigating this delicate balance, offering actionable strategies to deliver creative, high-impact campaigns while maintaining compliance and trust. Attendees will gain insights on aligning marketing initiatives with business outcomes, managing stakeholder expectations, and making risk-aware decisions that fuel growth. Discussion Points: Driving Innovation Without Compromising Trust: Explore strategies for launching bold marketing campaigns in highly regulated industries while maintaining reputation and stakeholder confidence. Aligning Marketing with Business Outcomes: How to measure marketing’s contribution to customer acquisition, revenue growth, and ROI, balancing brand, performance, and customer journey optimisation. Risk-Aware Collaboration Across Teams: Practical approaches to working with sales, technology, and compliance teams to deliver creative campaigns that are both innovative and fully compliant.
- Redefining Brand Identity to Connect Across Audiences(B2B Marketing) In a world where complex infrastructure meets diverse customer needs, how do you make a brand instantly relevant and engaging? In this fireside chat, Alison Brink, Group GM Marketing and Communications at Goodman, shares how she repositioned the organisation from industrial property to essential infrastructure for the digital economy, uniting logistics operators and hyperscale data centre clients under a single, contemporary brand. Learn how purpose-driven storytelling, strategic content, and a modern brand refresh can make even the most complex offerings tangible, relatable, and compelling for B2B stakeholders. Key Discussion Points: Purpose-Led Brand Transformation: Shifting the narrative from self-focused messaging to demonstrating tangible value for customers, investors, and partners. Unified Brand for Distinct Audiences: Balancing highly different customer segments under one “master brand” without diluting relevance or brand equity. Modern Storytelling and Content Strategy: Leveraging thought leadership, digital campaigns, and purpose-driven content to engage stakeholders globally without overt selling.
- The Modern CRO: Scaling Global Revenue with Precision and Operational Discipline(B2B Growth) Scaling revenue across multiple markets is one thing; doing it predictably, efficiently, and without losing control is another. In this fireside chat, Sam Rahmanian, Chief Revenue Officer at Eftsure, draws on his experience tripling ARR, expanding into the US and European markets, and strengthening retention and revenue resilience. He shares practical insights for modern CROs and commercial leaders on how to build disciplined, data-driven, and high-performing revenue operations that can sustain growth in complex B2B environments. Discussion Points: Tripling ARR and Entering Global Markets: Lessons from expanding Eftsure into the US and Europe, including GTM sequencing, operational design, and scaling teams while mitigating risk. Aligning Teams, Processes, and Pipeline Discipline: How to maintain operational rigor, data integrity, and cross-functional alignment while driving rapid growth. Strengthening Retention and Revenue Resilience: Practical strategies for improving net revenue retention (NRR) and gross revenue retention (GRR) during periods of high expansion, ensuring growth is both fast and sustainable.
- Turning Gen AI from Experiment to Everyday Practice(B2B Marketing) Generative AI has moved beyond experimentation but most marketing teams are still stuck using it for surface-level efficiencies. In this session, IBM’s Miki Luong explores what it truly takes to integrate Gen AI into the marketing value chain, from content creation to enterprise-level data infusion. Drawing on global brand case studies and IBM’s own transformation journey, Miki will unpack where AI in marketing is delivering measurable impact, where it’s falling short, and what lessons every marketing leader can apply to move from ad-hoc adoption to scalable, on-brand, AI-driven performance. Discussion Points: The marketing “value pyramid”: how to evolve from tactical AI use to enterprise-infused intelligence What’s working and what’s not in Gen AI campaigns from global brands Building trust, quality, and control in AI-driven content creation How to make AI adoption part of everyday marketing practice not just innovation theatre
- Driving Business Impact in Lean Times: Lessons from the APAC Market(B2B Growth) Steve Apostolou, VP Asia Pacific at Dynatrace, shares actionable insights on how organisations in the Asia-Pacific region navigate economic pressures, optimise operations, and leverage AI to drive measurable business impact. Drawing on his experience leading diverse teams across APAC, Steve explores how culture, operational discipline, and innovation can be balanced to achieve sustainable growth, even in challenging environments. Discussion Points Efficiency and Operational Excellence: How APAC organisations are doing more with less: optimising spend, streamlining operations, and leveraging technology to maintain productivity. Culture-First Leadership: Leading diverse teams across Japan, India, China, and South-East Asia while fostering engagement, resilience, and high performance under pressure. AI and Innovation as Enablers: Practical ways to adopt AI and digital tools to support decision-making, drive cost-effectiveness, and scale business impact without losing focus on people.
- Lunch Break & Peer Connect
- Executive Roundtable - Creative Velocity: The New Growth Engine for the Modern CMO The constraint on growth is no longer media spend or strategy, it’s the speed at which ideas become market-ready content . Today’s CMOs are under pressure to deliver more campaigns, more personalisation, and more impact with fewer resources. Yet most organisations are still operating with fragmented tools, slow production cycles, and heavy reliance on specialist teams or agencies. This creates an invisible tax on growth : delayed launches, reduced experimentation, inconsistent execution, and missed market opportunities. Leading enterprises are now rethinking content as a core growth system , embedding AI-powered creation, brand governance, and workflow integration directly into their operating model. This roundtable explores how CMOs are transforming content production from a bottleneck into a scalable engine for growth, speed, and revenue impact . Discussion Points: Hidden Constraints in the Content Supply Chain: Where do creative bottlenecks most commonly emerge in your organisation, and how do they limit growth? Scaling Creation Without Losing Brand Control: How are you balancing speed and autonomy with brand governance as execution moves closer to demand teams and regions? Turning Content Speed into Market Advantage: How do production constraints affect your ability to experiment, optimise performance, and respond to market shifts? Revenue Impact of Creative Potential: What is the opportunity cost of ideas, campaigns, or markets you don’t pursue because creative capacity is finite? AI-Accelerated Creative Operating Model: What work should designers, marketers, and agencies each be focused on to maximise growth impact?
- Leadership Exchange(B2B Marketing & Sales Day) In this candid, fast-paced session, executives share real growth decisions that shaped how they lead today. Through peer discussion, they exchange lessons from pivotal moments, uncover shared challenges, and explore what truly drives, or derails, commercial success.
- Discipline at Scale: Turning Cadence Into Predictable Growth(B2B Marketing & Sales Day) In today’s complex B2B environment, growth isn’t just about activity, it’s about repeatable, disciplined execution. This keynote explores how top-performing organisations turn cadence into predictable revenue by aligning people, process, and performance management. Attendees will leave with a clear framework to scale disciplined execution across teams while maintaining accountability and agility. Discussion Points: Understanding the role of operational cadence in driving predictable growth. Aligning leadership, teams, and processes for disciplined execution. Practical steps to measure, iterate, and scale commercial performance without sacrificing flexibility.
- The Operating Model Behind Commercial Impact(B2B Marketing & Sales Day) True commercial performance comes from mastering how teams operate, not just what they do. Heather McGovern, CMO of Domain, shares how to structure teams, align objectives, and create operating rhythms that enable outsized results across marketing and broader commercial functions. Attendees will learn how to leverage insights, prioritise resources, and deliver measurable growth for both B2B and B2C audiences, even in lean environments. This session is packed with practical takeaways for leaders looking to scale performance and drive sustainable growth. Discussion Points: Structuring for Success: How to design teams and capabilities that maximise impact, break down silos, and drive alignment across marketing, sales, and commercial functions. Operational Cadence That Delivers: Establishing rhythms, measurement practices, and decision-making frameworks that keep diverse teams coordinated and accountable. Maximising Growth with Limited Resources: Using integrated teams and clear priorities to achieve outsized commercial results, even with constrained budgets.
- Thriving in Competitive Markets: Marketing & Sales in Action(B2B Marketing & Sales Day) In today’s complex and competitive markets, companies face the challenge of cutting through the noise while maintaining brand integrity, customer trust, and revenue growth. This panel will explore how marketing and sales teams can work together to navigate high-choice, confidence-sensitive markets, optimise customer experiences, and leverage data and insights to drive repeat business. Discussion Points: Cutting Through Market Noise: How marketing and sales can collaborate to tell compelling stories in high-choice channels, from social media to digital campaigns, without diluting the brand. Data-Driven Customer Experience: Leveraging insights, AI, and loyalty programs to enhance customer engagement, improve repeat buyer rates, and make informed go-to-market decisions. Balancing Strategy Across Diverse Offerings: Managing campaigns and sales strategies for a wide range of products while maintaining consistent customer experience and operational efficiency.
- Wrap: The Revenue Leader’s Framework for 2026(B2B Marketing & Sales Day)
- End of Day | Networking Drinks(B2B Marketing & Sales Day)
Speakers
Jamie Twiss · Chief Executive Officer, Beforepay Group Jamie Twiss is the Chief Executive Officer of Beforepay Group Limited, a leading Australian fintech providing pay-on-demand solutions to consumers. With over 20 years of experience in financial services, strategy, and data analytics, Jamie leads Beforepay in driving innovation in consumer finance and digital payments. He also heads Carrington Labs, the enterprise arm of Beforepay, which develops AI-powered credit risk and lending solutions. His leadership is focused on leveraging technology and data to deliver secure, customer-centric financial products at scale. Prior to Beforepay, Jamie held senior executive roles at Westpac Group, including Chief Strategy Officer and Chief Data Officer, where he led major data and analytics initiatives across the bank. He has also held roles at McKinsey & Company and First State Investments, including Managing Director for the Americas. Jamie holds a BA from Harvard University and an MBA from Stanford Graduate School of Business. He is widely recognised for his expertise in digital transformation, data-driven decision making, and emerging fintech solutions, making him a sought-after voice on innovation in financial services and technology-led business growth.
Miki Luong · CMO, IBM Miki Luong is an accomplished marketing and communication strategist, currently holding the position of Chief Marketing and Communication Officer at IBM Australia and New Zealand. With a deep-rooted passion for technology, Miki seamlessly blends her quantitative background with her creative flair to drive impactful campaigns and foster brand growth. Her commitment to lifelong learning is evident in her innovative approach to storytelling and her relentless pursuit of staying ahead of industry trends. Miki is dedicated to leveraging technology to connect with audiences, driving digital transformation, and empowering businesses to thrive in today's dynamic landscape. Under her leadership, IBM continues to push boundaries, redefine the future of marketing, and communication in the tech industry.
Gavin Dudley · VP of Sales, Macquarie Data Centres Gavin Dudley is the Vice President of Sales at Macquarie Data Centres, where he leads the organisation’s sales strategy, go-to-market execution, and enterprise account growth across Australia. With extensive experience in enterprise sales and ICT services, Gavin oversees initiatives that support the rapidly growing demand for cloud infrastructure, AI workloads, and large-scale data solutions. He is focused on helping organisations leverage secure, scalable data-centre solutions to drive innovation and business transformation. Prior to Macquarie Data Centres, Gavin held senior sales leadership roles with Hansen Technologies, Dimension Data, Gen-i Australia/NZ and AAPT, where he led complex enterprise and government accounts. He is recognised for bridging high-level strategic imperatives with practical commercial execution, advising on infrastructure planning, partner ecosystems, and stakeholder management. Gavin regularly shares insights on the future of enterprise IT, data security, and the evolving infrastructure needs required to support emerging technologies such as AI and hybrid cloud environments.
Alison Brink · Group GM / CMO Marketing and Communications, Goodman Alison Brink is the Group General Manager of Marketing & Communications at Goodman Group, where she leads the organisation’s global marketing, branding, and corporate communications strategy. With over three decades of experience spanning Asia, Europe, and the U.S., Alison has built a reputation for driving customer-centric growth, innovative brand positioning, and impactful communications across complex, international organisations. She is also Chair of the Goodman Foundation, demonstrating a strong commitment to corporate social responsibility and community engagement. Prior to joining Goodman, Alison held senior marketing leadership roles at DHL, including Regional Brand Director for Asia Pacific & Europe, VP Marketing - US, and Head of Global Advertising. Her expertise spans strategic marketing, brand transformation, and integrated communications, with a proven track record of delivering measurable business outcomes. Alison holds a Bachelor of Business from the University of Technology, Sydney, and a Diploma in Logistics Management.
Mark Jones · Director, Strategic Growth & Ecosystem, IBM Mark Jones is a senior leader at IBM Australia & New Zealand, responsible for driving long-term growth by helping organisations adopt next-generation technology with confidence and clarity. His remit spans new client acquisition, deepening strategic relationships and guiding enterprises as they modernise mission-critical environments across hybrid cloud, automation, and resilient infrastructure. Known for his measured, engineering-led approach, Mark works closely with senior technology and business leaders to align modernisation with their strategic priorities, from operational resilience and security to performance, scalability, and innovation. His focus is simple: ensuring clients get the right technology, at the right moment, to unlock sustainable value
Melody Townsend · Fmr GM Group Marketing, Bank of Queensland Group Melody is a senior marketing professional with over 25 years’ experience in brand transformation, digital innovation and data & analytics. She has worked with large organisations dealing with complex business issues across diverse industries, to reinvent brand identity and develop data-driven marketing communications strategies that drive brand salience, customer experience and revenue growth. Melody has a record of success in building and mentoring top performing teams, driving diversity and cultural improvements and supporting employee growth. Adaptable and a change leader, with strengths in influencing and encouraging buy-in amongst all levels of an organisation, she utilises communication, empathy and a good sense of humour to drive collaboration.
Steve Apostolou · Vice President - Asia Pacific, Dynatrace Steve Apostolou is the Vice President of Professional Services - Asia Pacific at Dynatrace, where he leads the consulting and service delivery organisation responsible for helping customers deploy, optimise, and realise value from Dynatrace’s AI-powered observability platform. With more than two decades of experience in technology services, consulting, and enterprise IT, Steve helps organisations across APAC navigate complex digital transformations, cloud migrations, and software-led operational improvements. His expertise lies in aligning technology adoption with measurable business outcomes and enabling organisations to leverage AI-driven insights for improved performance and reliability. Prior to his current role, Steve held senior leadership positions within Dynatrace’s Professional Services organisation and at BMC Software, focusing on IT architecture, consulting, and service delivery. He combines strong technical knowledge with strategic business acumen, holding an Executive MBA from the Australian Graduate School of Management alongside formal computing qualifications. Steve is recognised for his ability to guide enterprises through change, optimise technology investments, and drive data and insight driven decision making.
Jessica Park · Chief Marketing Officer ANZ, Reece Group Jessica Park is the Chief Marketing Officer for Reece Group across Australia and New Zealand, where she leads the organisation’s brand, customer, digital and design strategy for one of the country’s most recognised trade and consumer businesses. With a remit spanning product storytelling, customer experience, digital engagement and growth strategy, Jessica plays a pivotal role in shaping how Reece connects with plumbers, tradies, designers and homeowners across a rapidly evolving market. Her work has helped elevate Reece from a heritage distribution business to a design-led, service-driven brand known for innovation, quality and community connection. With a career that includes senior agency leadership roles at Wunderman Thompson, Ogilvy, McCann and TBWA, Jessica brings world-class creative, strategic and commercial expertise to the Reece executive team. She is known for building high-performing teams, fostering strong agency–brand partnerships and driving marketing programs that balance bold creativity with tangible business outcomes. A respected voice in Australia’s marketing community, Jessica frequently champions the importance of customer-centric design, brand differentiation and modern omnichannel experiences in shaping long-term enterprise growth.
Deirdre Boyle · Chief Customer Officer, Flybuys Deirdre Boyle is the Chief Customer Officer at flybuys Australia, the country’s leading coalition loyalty program, where she oversees member experience, digital engagement, and product strategy for over 9.5 million members.With a career spanning more than two decades in marketing, customer experience, and digital transformation, Deirdre has led initiatives that balance customer value, commercial outcomes, and data-driven innovation. At flybuys, she focuses on creating seamless, personalised experiences that strengthen member loyalty and drive growth across both digital and physical channels. Prior to flybuys, Deirdre held senior leadership roles at BankVic, AIA Australia, Medibank and Westpac, where she delivered customer-centric transformation programs and modernised legacy systems. She is recognised for her ability to translate customer insights into actionable strategies, foster cross-functional collaboration, and implement technology-enabled solutions that enhance engagement and loyalty. Deirdre is a respected voice on how organisations can evolve traditional business models in a digital-first era while maintaining strong customer trust and relevance.
Steve Bray · Vice President - Australia & New Zealand, Verkada Steve Bray is the Regional Vice President for Australia and New Zealand at Verkada, a leading provider of cloud-based physical security solutions. In his role, he oversees go-to-market strategy, enterprise and channel sales, and regional growth initiatives, helping organisations across ANZ modernise their security infrastructure with scalable, cloud-first solutions. Steve brings extensive experience in enterprise technology and SaaS markets, guiding organisations through digital transformation and technology adoption. With over two decades of leadership experience at companies including Cloudflare, Zendesk, Salesforce, and Oracle, Steve is recognised for his expertise in partner-led growth, enterprise strategy, and channel development. He is passionate about helping businesses integrate innovative security technologies into complex organisational environments, driving both operational efficiency and long-term value. Steve is a trusted voice on the intersection of technology, security, and business transformation in the ANZ market.
Kate Mcbean · CMO - GM Marketing, The NRMA Kate McBean is the General Manager of Marketing & Propositions (CMO) at NRMA, where she leads the organisation’s brand strategy, member value proposition, and growth agenda across its diverse mobility, insurance and travel services. Her role centres on strengthening relevance for NRMA’s millions of members while modernising how the organisation engages through digital experiences, data-driven personalisation and new channels. Kate is recognised for balancing brand investment with measurable commercial outcomes, ensuring marketing serves both member needs and long-term business growth. With a career spanning brand transformation, customer strategy and digital innovation, Kate is a leading voice on the future of marketing within complex, legacy organisations. She has been an advocate for applying AI and data not simply to gain efficiencies but to elevate creativity, accelerate growth and unlock new member experiences. Kate is known for her strategic clarity, collaborative leadership style and ability to translate emerging marketing trends into practical, organisation-wide impact.
Sam Rahmanian · Chief Revenue Officer (CRO), eftsure Sam Rahmanian, the Chief Revenue Officer at eftsure, has a track record of leading international sales teams. Sam played a pivotal role in scaling a startup from its early stages to a successful acquisition. Armed with an MBA and recognised as a Member of the Australian Institute of Company Directors (MAICD), Sam brings strategic insight and a results-driven approach to driving revenue growth.
Lisa Taylor · General Manager Sales & Marketing, Mirvac Lisa Taylor is the General Manager of Sales & Marketing at Mirvac Group, one of Australia’s leading integrated property developers and investors. In her role, she leads national strategy across marketing, brand positioning, digital engagement, and sales for Mirvac’s residential and commercial divisions. Lisa is recognised for driving innovation in property marketing and customer experience, ensuring that design, community, and lifestyle offerings align with evolving buyer expectations across multiple market segments. With over two decades of experience in marketing and property leadership, Lisa has spearheaded initiatives that modernise how property is sold, experienced, and marketed, including technology-driven solutions such as virtual reality walkthroughs and digital customer journeys. She is a respected voice on integrating customer insights, brand strategy, and digital innovation to deliver measurable business outcomes. Lisa frequently contributes to industry discussions on property marketing, customer-centric design, and the future of real estate engagement in a rapidly evolving mark
Heather McGovern · CMO - Director of Marketing, Domain Heather McGovern is the Director of Marketing at Domain Group, Australia’s leading digital property marketplace. With over 20 years of marketing and leadership experience across finance, digital, and consumer sectors, Heather drives innovative marketing strategies that connect Australians with their property journeys. She is also a board member of IAB Australia, contributing to the evolution of digital advertising in the region.
Todd Stevenson · CMO - GM Brand, Marketing & Digital, Aware Super Todd Stevenson is the General Manager, Brand, Marketing & Digital (CMO) at Aware Super, one of Australia’s largest superannuation funds. He leads the organisation’s brand, marketing and digital strategy, with a focus on driving sustainable member growth, strengthening trust, and delivering meaningful, data-led customer experiences at scale. Todd is responsible for aligning brand, marketing, digital platforms and customer engagement across a complex, highly regulated environment. With more than 25 years’ experience across financial services, Todd has held senior executive roles spanning marketing, digital transformation and customer experience in Australia and internationally. He is recognised for building high-performing teams, applying data and emerging technologies to real business outcomes, and translating strategy into execution. Todd brings a pragmatic, commercial perspective to leadership discussions on growth, brand relevance and digital transformation.
Yien Hong · Chief Legal and Commercial Officer, Judo Bank Yien Hong is the Chief Legal and Commercial Officer at Judo Bank, Australia’s challenger bank dedicated to serving small and medium enterprises (SMEs). Since joining Judo in 2019, Yien has played a pivotal role in preparing the bank for its IPO and expanding her responsibilities to include first-line risk management and commercial procurement, driving the bank’s strategic growth and operational excellence. With over 20 years of experience in legal, corporate governance, and financial services, Yien has held senior roles at Deutsche Bank, National Australia Bank, and Linklaters in London. She holds a Bachelor of Laws (Honours), Bachelor of Commerce, and Bachelor of Arts from the University of Adelaide, and has completed the Australian Institute of Company Directors’ Company Directors Course, bringing a strong blend of legal expertise and commercial insight to her leadership.
Josh Heid · CEO & Head of Platforms, Factor Josh brings with himself years of leadership experience as the driving force behind Factor and Panelist , where he has shaped the future of business strategy through his expertise in Product Design , Customer Experience , and Engineering . An innovator at heart, Josh excels in Product Design , where he combines aesthetic sensibility with functional purpose to create solutions that resonate with users and deliver measurable results. His approach bridges customer needs and cutting-edge technology, ensuring that every product is not only visually compelling but also highly effective in meeting market demands. In the realm of Customer Experience , Josh has consistently championed the importance of understanding user journeys and fostering engagement through intuitive design and seamless interactions. He has implemented frameworks that elevate user satisfaction, ensuring that Factor’s offerings remain at the forefront of customer-centric innovation. Josh's engineering mindset adds a unique layer to his leadership. His ability to translate complex concepts into actionable development processes has resulted in robust, scalable applications and systems. By integrating engineering principles with strategic thinking, Josh has driven operational excellence while maintaining a sharp focus on delivering top-tier solutions to clients. With a deep understanding of Leadership Strategy , Marketing , and Sales , Josh has built Factor and Panelist into trusted names in their industries, continuously setting new benchmarks for innovation and success.
Amber Sherlock · Editor & Host, Factor Amber Sherlock is an accomplished Australian journalist and broadcaster with more than two decades of experience across national television and media. Having built her reputation as a trusted news presenter and reporter with major networks including Nine, Amber is known for her sharp editorial instincts, polished on-air presence and ability to lead insightful, engaging conversations. She now serves as Editor & Host at Factor, where she curates and moderates high-impact discussions with senior business leaders, bringing clarity, energy and depth to complex topics across growth, leadership and innovation.
Shelley Rigg · Executive Producer & Industry Analysis, Factor Shelley Rigg is Executive Producer, Research & Content at Factor, where she draws on over two decades of experience producing commercially driven campaigns, broadcast content, and executive events for some of the world’s leading brands. An award-winning producer and BAFTA recipient, Shelley has overseen more than 30 primetime shows in the UK and US, led strategic campaigns for Netflix, BBC, Amazon Prime, Rio Tinto, and Optus, and executive produced major live events, including Optus’s award-winning coverage of the FIFA Women’s World Cup 2023. At Factor, she brings her expertise as a talk show host, moderator, and content strategist, supporting broadcast, editorial, and e-learning initiatives while shaping engaging conversations with senior leaders across industries.
Monique Dignan-smith · Editor - Research & Content, Factor Monique Dignan-Smith is Editor – Research & Content at Factor and a versatile host and presenter with more than a decade of experience across corporate, sports, lifestyle, travel, health and automotive sectors. With a strong background in journalism, content creation and social media marketing, Monique brings a sharp editorial lens and audience-first mindset to every conversation she leads. She has delivered across live events, advertorial, interviews, UGC and digital platforms including TikTok Live, combining professionalism with an energetic, engaging on-stage presence.
Partners
- Braze · Bronze Braze amplifies the value of our existing technology ecosystem and powers our award-winning campaigns. The company has become a strategic part of our marketing team, and we look forward to our continued partnership as we develop personalization at scale, strengthen our customer relationships, and drive revenue growth.
- ON24 · Bronze ON24 is on a mission to help businesses bring their go-to-market strategy into the AI era and drive cost-effective revenue growth. Through its leading intelligent engagement platform, ON24 enables customers to combine best-in-class experiences with personalization and content, to capture and act on connected insights at scale. ON24 provides industry-leading companies, including 4 of the 5 largest global software companies, 3 of the 5 top global asset management firms, 3 of the 5 largest global healthcare companies and 3 of the 5 largest global industrial companies, with a valuable source of first-party data to drive sales and marketing innovation, improve efficiency and increase business results. Headquartered in San Francisco, ON24 has offices globally in North America, EMEA and APAC. For more information, visit www.ON24.com.
Birdeye · Bronze- Factor Leading market research in APAC.
- Decisions · Gold Partner
- Panelist · Gold Partner Panelist is the vision for easy connections. We are a movement that exits to eliminate the complexity in professional interactions and give individuals a sense of clarity behind every conversation. And we do that by giving you the power to swift through to the right conversations and opportunities. Founded in 2021, we have had exponential growth, with members and senior executives from organisations across the globe including the Fortune 500. Panelist services include: Social networking Virtual events platform Audio chat rooms Company community centers We grow rapidly and we're always on the look out for talent across engineering, product management, design, research, analytics, technical program management, operations, and more.
- Canva · Gold Launched in 2013, Canva is the world’s leading all-in-one platform for visual communication and collaboration. Built to empower everyone to design, the company serves the creative and design needs of enterprises, small businesses, consumers, and students in more than 190 countries worldwide. Whether you’re a novice taking your first steps in design, or a creative professional seeking powerful tools, Canva ensures users have what they need to transform an idea into something beautiful. Underpinned by the world's most comprehensive library of designer-made content, Canva is powered by a suite of products and proprietary AI tools which elevate how individuals and teams create, collaborate, and communicate with ease.
- Highspot · Bronze Highspot helps companies worldwide improve the performance of their sales teams by turning strategic initiatives into business outcomes. Our unified sales enablement platform gives revenue teams a single solution to elevate customer conversations and drive repeatable revenue, bringing together native content and guidance, training and coaching, and engagement intelligence – all supported by actionable analytics. Highspot delivers unmatched customer support, with 100 percent of our customers recouping their sales enablement investment. Trusted by Aetna, a CVS Health company; DocuSign, Dow Jones, General Motors, Nestle, Twitter, Verizon Media and many more, we are proud to drive strategic growth for leading companies across the world. As a global company powered by diverse talent, Highspot has earned perennial recognition on Fortune Magazine's and Glassdoor's Best Places to Work lists.
- NRI | Salesforce · Bronze
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