Leadership

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 Director

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.

Young Choi

SVP Finance and Analytics

Young is a Director of Analytics with experience establishing as well as transforming the business intelligence landscape for global companies.

His skills include building and executing data and analytics strategies that integrate unified technology solutions, robust data modelling and visualisation tools to establish the insights delivery capability at an enterprise level.

Young brings a unique commercial and technical lens to the Decidr leadership team, which has allowed him to spearhead analytics programs and initiatives to drive profitability and growth opportunities by building synergy across operations, finance, risk, governance, technology, and project functions. Young has led high impact projects leveraging data and analytics to generate insights which have influenced talent recruitment, budget forecasting and resource allocation to maximise workforce output and revenue.

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.

Ash Farr

President, US & Global Chief Marketing Officer

Ash Farr is a business strategist and growth operator with a track record across startups, multinationals and Fortune 100 companies. He has led transformation and expansion programs globally, spanning M&A, capital raising, AI adoption, and go-to-market reinvention.

Ash founded SMART, Australia’s largest independent marketing services company (acquired by McCann Worldgroup), and SpikeRadio, the world’s first global music streaming platform to IPO. He began his career at Virgin Group, launching new businesses and markets, and later led major innovation programs at WPP and McCann for clients including Mazda, Microsoft, Verizon, and MasterCard.

With sector experience across tech, fintech, automotive, telco, healthcare, and entertainment, Ash has operated across North America, EMEA, LATAM and Asia-Pacific, helping companies scale across borders.

He’s a private investor, a board advisor to early-stage ventures, and an advocate for inclusive leadership and disability innovation. Ash lives in Bloomfield Hills, Michigan with his wife and son.

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The future’s not just being built. It’s being led.

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