Shop! Australia & New Zealand is managed by a volunteer Board of Directors elected by member companies every two years. The following people make up the Shop! ANZ 2019-2021 Board of Directors.

Board elections will take place in June 2021, with all current members entitled to nominate for a board director position and/or to place a vote for their preferred Board of Director candidates. For more information, contact Shop!.


Sally Tobin, XPO Brands

Sally Tobin is the Founder and MD of shopper activation and experiential agency – XPO Brands. With offices across the country, she is responsible for upholding XPO's vision to connect and influence people through campaigns driven by insights and innovation, to deliver impact at shelf. 

By 23, Sally had successfully developed her first software platform, sold her first agency business and gained her MBA. In 2013, Sally established XPO on a foundation of blue chip clients such as Woolworths and Nestle, with the business delivering strategy and BTL creative for over 60 household brands, whilst executing over 30,000 events in market each year.

Sally’s passion is lived every day through mentoring young talent in the industry, with her fundamental belief that youth is not a barrier to excellence; and that dynamic individuals should be encouraged to carve a path that breaks the mold.  

Vice Chair

Livia McRobert, Smeg

A career Shopper Marketer, Livia has spent the last 20 years working in trade marketing roles for some of the world’s largest brands in food, beverage, pharma and consumer electronics, headquartered in Australia, Europe and the United State. Her experience crosses many channels including FMCG, pharma, liquor and technology in companies such as Coca-Cola, Pernod Ricard and Hewlett Packard.

Passionate about instore marketing, Livia is intent on educating brand marketers on the importance of shopper marketing and the benefits of through the line marketing. Convincing brand marketers that you win at the last three feet, and to fund this, is her biggest challenge.

For the past eight years Livia has used her international shopper marketing and instore experience to judge the Shop! Marketing at Retail Awards and the innovations she sees continues to excite. She understands the highly competitive nature of the awards and the benefits they bestow, having lead teams that have won numerous accolades over the years.  Livia feels it’s now time to give a little back to the industry that has given her more than 20 years.

Company Secretary

Martin Kennedy, Nestle

With 25 years’ experience in print and POS manufacturing Martin has worked with a variety of businesses supporting Telcos, charities and FMCG companies.

Now with Nestle, Martin’s team is responsible for delivering all in-store executions for the Confectionery & Snacks business in all FMCG channels. He brings a unique mix of functional experience to this creative role.

As a highly experienced Point of Purchase professional with a passion for creating impactful experiences for shoppers.


Ben Coady, Bluestar Display

With a career in Sales and Marketing spanning 25 years, Ben brings a wealth of experience ranging from technical and creative roles through to sales and senior management positions.

Throughout his career Ben has worked in predominantly sales based customer facing roles across Design Studios, Print, Integrated Marketing solutions, Direct Marketing and Retail Point of Sale solutions. Previously Ben has held key roles at Link Printing, Iveo, and Blue Star Direct. Ben is currently the General Manager of Blue Star Display, leading a large team of POS specialists.

Damian Nicholson, Boo Group

Damian has over 28 years experience in the Print, Point of Sale, Signage and Retail markets, covering FMCG, POS, Shopper Marketing, Digital, Agency, Corporate Signage, Fitout, Print and Online Web to Print Systems. Currently, he has been working on Augmented POS innovation bringing Digital and POS together to enhance the shopper experience and has a vision of delivering new and creative innovation within the POS/Shop! arena to ensure the continued growth of all areas of retail and brands in the future.

He has gained comprehensive knowledge of the POS, Digital and Signage industry through various roles across different sectors and has successfully managed teams of professionals, and helped organisations from start to finish maximize their outcomes through design, innovation, engagement, productivity and cost minimisation. He has worked with and advised clients such as Caltex, Coca-Cola, Mad Mex, Westfield, Vodafone, Woolworths, Nintendo, Acer, Rebel, Lion Nathan and Red Bull.

Prior to joining the Shop! Board of Directors he was on the Executive committee and has been involved with Shop! since 2011 as an Awards judge and winner.

Vaughan Kerr, 31ST

As co-founder & Managing Director of 31ST, Vaughan has the privilege of leading one of Australia’s most successful, independent Shopper Marketing Agencies.

A creative problem solver and strategic thinker, Vaughan is relentless in his pursuit of inspired, innovative thinking that delivers success for some of Australia’s most iconic brands.

Under Vaughan’s leadership, 31st was awarded AdNews Small Agency of the Year, AdNews Emerging Agency of the Year (Finalist), B&T Promo Marketing Agency of the Year (Finalist) twice, 4 APMA Awards and five Shop! Awards.

Vaughan is a passionate advocate of the Shopper Marketing discipline (having been a member of Shop! since 2011) and provides a voice for the Independent agencies to flourish within it.

Stuart Gittus, Active

Stuart Gittus is a leader in the Australian POP Printing industry with nearly 30 years of manufacturing and management experience.

As General Manager of Active Display Group’s (Active’s) Print and Manufacturing Facilities, he leads a multi-award winning creative and production team which supplies creative POP materials to many of Australia’s retail marketing clients.

Stuart has been a member of Shop! for the past 15 years. Stuart has a passion for growing the retail display industry in Australia and is a key supporter of Shop! through creative and production sponsorships. He has also been a judge of the Marketing at Retail Awards for the past three years and taken part in Shop!’s Summit Panels.

Sebastian Krug, Chep

Sebastian is currently the Director of Retail for leading supply chain solutions company, CHEP, having transferred from Germany to Australia in early 2018 to lead the retail function for the region.

With over 20 years’ experience in the retail sector, he has a passion for creating value in the retail supply chain, including creating sustainable efficiencies from first mile to last mile, having worked with producers, wholesalers, distributors, supermarkets, and some of the biggest global brands.

He holds an Executive MBA from Kellogg-WHU in Germany and USA, as well as a Business Degree from the University of Cooperative Education in Germany. Chep has been a member of Shop! since 2017, both as a judge and winner of the Sustainability Award and Beverage Category Award.

Gary Parsons, Exposure Creative

Gary has spent more than 30 years working on Shopper and Category Marketing activity with companies that form three of the key stakeholders, Retail, Brand and Agency.

His initial career in Retail and Brands was in the UK and he has then been supporting Brands and Retailers with POS Agencies since moving to Australia five years ago.

He has a real passion for everything retail and how best to engage the shopper and make the shopping experience engaging, informative, hassle free and ultimately successful!

He has had Shop! Awards success at all levels (Gold, Silver and Bronze) including winning a Global Shop! Award with one of his clients in 2015.

Gary has been a member of the Shop! board since 2015, becoming chairman in 2017. He is currently a guest Director, and will be required to step down in July 2020.


Cecelia Ward, Coles

With more than 15 years experience across a large portfolio of FMCG categories, (Wine, Dairy, Petfood, Ice Cream & more) Cecelia is a results focused Shopper Insights Specialist, with experience across Category,  Research, Sales, Training and Shopper Insights.

Cecelia has a passion for (wine &) insights, that is based on an underlying belief that putting the shopper at the heart of all business decisions will ensure sustainable growth and that understanding shopper behaviour and developing insight-based shopper marketing is the way to win shoppers hearts, minds & purchases. 

She is particularly interested in ensuring that the industry continues to focus on the fast changing future, as shoppers move between channels and platforms; and that we develop ways to stay in touch with shopper behaviour.