Leadership
Decidr
Paul Chan
Founder and CEO
Paul has a degree in land economics and spent the first few years of his career working on large scale development projects in Australia. His experience working on internet projects in Silicon Valley at the height of the dot com boom taught him to think about the ways the world was expanding into virtual spaces from physical ones.
Paul founded Pureprofile in 2000, raising capital from large institutions, building international teams and alliances and developing industry leading technology platforms. In July 2015, he successfully took Pureprofile public on the Australian Stock Exchange (ASX:PPL), establishing it as a global business with offices worldwide.
A lot of the original vision for Pureprofile was captured in Paul's 2002 patent, which is granted in Australia, New Zealand, Singapore, Israel and South Africa.
In February 2018 Paul left his company to start something new. That something is Decidr and everything you see here.
David Brudenell
Executive Chairman
David has held senior leadership positions in public, large private and startup companies from Sydney to San Francisco. Most notably, David has worked at the frontier of artificial intelligence and machine learning, leading the Global Solutions & Advanced Research teams at Appen (ASX:APX), the provider of training data for AI/ML globally.
He has also held international executive roles at large private and public market companies, including Pureprofile (ASX:PPL), Eclipx (ASX:FPR), Flare (purchased by MYOB in 2023) and more.
David is the co-founder of C2 Investments, a venture capital firm specialising in seed stage companies. To date, C2 has made investments in market research technology, online retailers and greentech companies.
David holds an honours degree in Biology and Zoology from the University of Western Ontario and participated at the University of King's College Foundations Year Program. He also has an MBA in Finance and International Business from the Sydney Business School.
Although he now calls Sydney home, David has very much retained his Canadian accent and sense of humour, eh.
Penny Diamantakiou
Chief Financial Officer
Growth-focused COO/CFO with a track record of scaling businesses, accelerating performance and creating enterprise value across technology, SaaS, digital commerce, retail and telecommunications.
Combines Board-level strategic leadership with hands-on commercial execution, specialising in capital allocation, M&A integration, international expansion, operating-model transformation and unlocking profitable growth.
Experienced across ASX-listed, PE-backed, founder-led and multinational businesses throughout ANZ, North America and Asia.
A growth architect and transformation leader who turns strategy into execution, complexity into opportunity and investment into measurable value.
Duncan Brett
COO - Insights & Solutions
Duncan is a visionary leader with a passion for transforming the way businesses harness their data and extract value from it. A dedicated optimist, he believes in the power of data insights to drive better decision making and inspire positive change across industries. His work has always focused on empowering leaders to unlock the potential within their data to foster continuous improvement and innovation.
With extensive experience at the intersection of AI, data science and business strategy, Duncan has been a driving force behind AI adoption across some of Australia’s leading industries. His leadership roles include CEO at Sherpa, General Manager (Digital) at Zimmermann and Head of Analytics at eBay, where he has helped organisations turn data into actionable strategies.
A trained analyst and seasoned business leader, Duncan specialises in data science, digital strategy and customer analytics. His expertise spans optimising digital marketing, enhancing customer lifetime value and driving conversion in eCommerce. He is passionate about helping organisations leverage AI to communicate, adapt and thrive in a fast-but-exciting AI world.
Michael Cindric
Chief Technology Officer
Michael is a seasoned engineer and founder of Sentia, a leading development agency which he successfully lead for over 18 years. With extensive experience across high profile projects, Michael has been pivotal in the success of platforms like Airtasker.com, Shipit.com, RangeMe.com and OneBigSwitch.com.au. His expertise also extends to iPhone application development, having worked with Football Federation Australia, Telstra, Smart Salary and Vow Financial.
Michael’s foray into AI includes his work on Cohabit.com.au, where he leveraged AI to create digital strata plans, offering real time insights into building health powered by data. As a former professional football player, Michael brings a competitive edge, high standards and a relentless drive for success to the Decidr team.
Sugarwork
Andre Liao
Chief Executive Officer
Andre brings more than 25 years of experience scaling venture-backed and listed software companies, most recently as CEO of AI-driven software testing company Appvance. He is responsible for scaling Sugarwork globally, expanding enterprise adoption and positioning its knowledge-capture platform as a core component of enterprise AI transformation.
Eric Chu
Chief Product & Technology Officer
Eric brings more than 20 years of experience building and scaling enterprise technology platforms, including senior roles at FEVO and AbbVie’s Allergan Aesthetics. As Chief Product and Technology Officer, he leads the architecture of the group’s AI and knowledge infrastructure, connecting them into a scalable enterprise agentic technology stack.
Vanessa Liu
Co-Founder and Board Member
Vanessa co-founded Sugarwork and led it from inception through its acquisition by Decidr and US expansion. She began her career at McKinsey, then led SAP.iO North America, accelerating 87 enterprise software startups, and holds an AB and JD from Harvard. She now serves on Sugarwork’s board.
Vinny Lingham
Board Member · Co-founder & Chairman, Rumi.ai
Vinny is Co-founder and Chairman of Rumi.ai and Co-founder and Chairman of Civic. A veteran entrepreneur and investor, he was an early backer of Solana, Filecoin and Render, and a General Partner at Multicoin Capital. He joins Sugarwork’s board through the Rumi integration.
