Digital Alchemy | About Us
15655
page-template,page-template-full_width,page-template-full_width-php,page,page-id-15655,ajax_updown_fade,page_not_loaded,,qode-theme-ver-10.1.1,wpb-js-composer js-comp-ver-5.0.1,vc_responsive

OUR STORY

Founded in 2003 in a two bedroom apartment in Sydney, Digital Alchemy (DA) had a humble beginning.

DA set an agenda to drive transformation across the industry through data driven marketing. Since then DA has grown to be the largest and most trusted Database Marketing Services Provider in Asia Pacific, with a unique focus on Decisioning.

Read More

We have worked alongside numerous brands across the region to keep them well ahead of their competitors and help them to consistently satisfy their own customers – by ensuring they remain customer-centric and relevant.

The entire team is consistently working to be on the edge of innovation, drive thought leadership in our industry, and remain a trusted relationship partner with our clients. We continue to achieve this, not by being the same, but by being starkly different; questioning the status quo and always putting the agenda of the client first.

YEAR

2003

Founded

MORE THAN

250

Employees

WITH OVER

23

Nationalities

ACROSS

7

Offices

OUR APPROACH

Our approach is simple, Dynamic Decisioning can drive relevant, timely communications to the consumer, to allow better engagement for our client, and ensure they remain top of mind in a quickly expanding competitor space and continue to improve their bottom line.


In order to ensure clients achieve success we leverage our people, processes, technologies, and vision. We challenge the status quo and transform our client’s marketing. Our agile technologies and our strategic approach to customer-centric communications for our clients continues to drive us as we lead in a fast growing industry.

VISION & MISSION

Back in 2003, there was no real market for what we do today. Regan Yan and Julian Lee founded DA with a vision to drive customer-centric transformation by automating a frictionless synergy between data intelligence and dynamic decisioning. With this in mind we have invested heavily in areas that have helped answer the biggest pain points of our clients and the industry.

 

By establishing a trusted partner relationship with each of our clients, we continue on a mission to achieve shared goals through customer-centric decisioning and transforming their communications.

MEET THE TEAM

At the core of DA’s strengths, it is the people.

Our people’s unique attributes are further nurtured and guided by a highly experienced leadership team, ensuring that our clients receive the full benefit of a unique and innovative approach for their marketing.

Regan-A-550×550 BW

``Every great journey
begins with a single step.``

Regan Yan

Managing Director

Since establishing Digital Alchemy in 2003 as Australia’s first dedicated Database Marketing Service Provider, Regan has expanded the business into Asia Pacific, building the company into what it is today.

His passion for data efficiency and data-driven marketing is as strong as ever, leading to his recognition as a respected thought-leader. He is also a subject-matter expert in Analytical Database Marketing

and Customer Relationship Marketing, as well as an in-demand presenter and keynote speaker at national and international events. Prior to DA, Regan led two other pioneering companies, as CEO of Persona Asia –

a permission-based online infomediary, and MD of Multinet System – a leader in data mining and database marketing. Apart from work, Regan’s secret to staying young is… extreme sports!

Julian-B-550×550 BW

``Do unto others
as you would have them do unto you.``

Julian Lee

Technical Director

Julian has built his experience and strong reputation over 20 years as a marketing database specialist. Our head boffin is happiest when developing breakthrough solutions in response to fresh new challenges:

whether they involve data, database design, analytical support or any of the other myriad technical ‘curve balls’ we regularly throw at him.

After cutting his teeth on computing and maths studies at University of Technology Sydney, he extended his skills working for Multinet, Clemenger Proximity and Acxiom.

Many consider Julian to be DA’s best kept secret – he’s certainly our quiet achiever!

In his leisure time Julian enjoys being outdoors, fishing or playing golf.

Basel-A-550×550 BW

``Opportunities don’t happen,
you create them.``
– Chris Grosser

Basel Eltarifi

Head of Client Services

Wide ranging experience with Campaign Management, end-to-end Marketing Automation and Business Intelligence across various industries, gives Basel a deep knowledge of Customer Relationship Management, from the inside out.

With more than ten years on the client side, he has first-hand understanding and appreciation of clients’ needs. These practical and technical skills are ideal for his current role leading DA’s Relationship Division.

Basel’s prime focus is client satisfaction, based on DA’s performance and ability to achieve each client’s strategic targets and growth goals. In his spare time he likes to score other goals… on the soccer field!

Grant-A-550×550

``Luck is where preparation meets opportunity.``
– Grant’s father

Grant Stewart

Head of Strategy

Knowing when planets align, understanding how people behave, and winning are three of Grant’s extra-curricular interests… aka astronomy, psychology and competitive sports.

Interesting parallels exist in his day job – exploring the customer universe rather than the cosmos. With over 15 years of data-driven marketing experience, he knows how trigger events align with marketing opportunities;

how to leverage data analysis; interpret drivers of customer behaviour; and develop customer engagement strategies that improve marketing effectiveness. His innovative strategies consistently deliver profitable growth,

showing that our clients and Grant are both winners!

Helena-A-550×550 BW

``When someone does something wrong, don’t forget all the things they did right.``

Helena Woo

Head of Client Services

Ask Helena anything about campaign management or data driven marketing solutions and chances are she’s been there, done that! With over 20 years experience working in this field with blue chip companies,

including banking, insurance and retail, there’s not much she hasn’t come across, which means she knows what clients want and better still, she speaks their ‘language’.

Helena has developed a reputation as a pragmatic leader who cuts through clutter and drives results. She aptly demonstrates this in her current role, overseeing the DA teams responsible for delivering

innovative marketing automation solutions in Asia Pacific. Helena’s interests outside work include a love of documentaries, ballet and of course – good coffee!

Sharon-A-550×550 BW

``The best way to predict the future is to invent it.``
– Alan Kay

Sharon Wang

Head of Operations Division

After earning her stripes working for 5 years with DA in Sydney as a database developer and team leader, Sharon established and now leads Digital Alchemy’s presence in Nanjing. Her previous employment experience and Master’s degree

in Computer Science and Engineering proved rock solid foundations for DA’s physical expansion into mainland China. She quickly built the operation into a 24/7 support hub with 50 team members handling client communications, technical

and campaign support – further consolidating DA as a leading provider in Asia Pacific of outsourced database marketing solutions.

With limited spare time, Sharon relaxes with yoga, scuba diving… and singing Karaoke!

Adrian-A-550×550 BW

``Be the change you wish to see in the world.``
– Mahatma Gandhi

Adrian Pratama

Head of Support Division

Among Adrian’s many strengths is his ability to comprehend every conceivable facet of a project. His exceptional skills were recognised soon after joining the DA Development Team,

with a promotion to Team Leader responsible for key database implementations. Further advancement continued when he restructured the reporting team and enhanced their technical capabilities.

Then, following a secondment as Service Delivery Manager, he was promoted to his current leadership position managing Support departments both in Nanjing and Sydney.

When not at work Adrian loves to travel and plans his trips with the same detailed precision.

Ryan-A-550×550

“It's not what you do, but how you do it!”

Ryan McHutchon

Head of Talent & Team Development

When Ryan’s not busy developing the DA team, coaching individual performance, building success factors or managing people processes in DA’s offices through Australia and Asia, you’ll find him rattling down steep tracks on his favourite mountain bike.

He’s also into rugby, roots music and really good coffee. With a degree in Behavioural Science, Applied Psychology and Change Management from Griffith University, Brisbane,

Ryan’s previous roles included Training Manager and AVP Learning & Development with Allianz, Thailand.

JOIN OUR GROWING TEAM

We’re hiring!

CORPORATE SOCIAL RESPONSIBILITY (CSR)

Making a difference is also our outlook on life.
That’s why we established DA Care along with our employees, to actively narrow the opportunity gap for the underprivileged. DA Care provides ongoing support for Baan Saan Rak, an orphanage in Thailand. Baan Saan Rak provides care and support for children at social risk, with many of them being orphans or coming from poor, single-parent or dysfunctional families.

 

“With DA Family working together on this, our goal is to give these kids a safe and happy childhood, a good education, and a real chance to excel as tomorrow’s adults.”
– Regan Yan