Our Team
OUR TEAM
Board of Directors
Martin Filz
CEO
Martin Filz is one of the most highly respected and influential leaders in global research and was appointed as CEO of Pureprofile in 2020.
With more than two decades of experience as a leader across the technology, media and research sectors, Martin’s vision is to help generate and deliver more value from the world’s information.
At Pureprofile, Martin leads a global team across North America, Europe and APAC to deliver rich insights into real human behaviour and to provide the “Why” behind the “What” through cutting-edge ResTech and SaaS solutions. He has been responsible for restructuring and reorienting the business towards growth and building the company’s market-leading data and insights capabilities.
Having built and led businesses in multilingual environments across Asia Pacific and Europe, Martin has a deep knowledge and expertise across business processes, technology and sales and marketing methodologies. Prior to joining Pureprofile, he was Managing Director of Eureka AI, where he also acted as Global Chief Revenue Officer. He previously held senior positions at Kantar-owned Lightspeed Research – including stints as CEO EMEA and CEO APAC. Previous to that he was Managing Director (EMEA and APAC) at Research Now (now Dynata) and has also worked in leadership roles at Capgemini and Nielsen and Citect.
Alongside his leadership in the research space, Martin has also driven a number of significant business transactions, including the growth and eventual sale of software startup Powerplex to ABCnet and the public listing of digital and interactive marketing communications company BlueFreeway on the ASX in 2007. He has also played a pivotal role on both the buy and sell side of multiple M&A deals including the purchase of US panel company GMI by Lightspeed Research, the sale of embeddable survey business Peanut Labs to E-Rewards, and the purchase of digital agency Holler Australia.
Martin is active in many digital and research bodies including The Australian Data and Insights Association (ADIA) where he is currently a Non-Executive Director, The Research Society (TRS), ESOMAR, the Market Research Society (MRS), and the Interactive Advertising Bureau (IAB).
Michael Anderson
Non-Executive Chair
Michael is an accomplished Chair and Non-Executive Director with a distinguished career in leading media organisations through periods of intense competition and disruption. His expertise lies in strategic thinking, marketing, and innovation, making him adept at navigating fluid markets.
As CEO of MediaWorks Group from 2016 to 2020, Michael spearheaded the integration of QMS Outdoor, establishing New Zealand’s sole Radio/Outdoor business. He also facilitated the sale of MediaWorks’ TV division to Discovery, a landmark transaction that positioned the company for future growth and sustainability.
Michael’s board experience is extensive. As the Non- Executive Chairman of oOh! Media, he prepared the company for a successful IPO, transforming it into a leading out-of-home media business in Australia and New Zealand through digital integration and consumer insights driven by data.
During his tenure at Fairfax Media (Non-Executive Director, 2010-2016), he helped develop strategies that transformed the newsroom to a digital-first approach, reduced debt, and expanded new ventures like Domain and Stan.
Earlier in his career, Michael was with the Austereo Group for a total of 18 years, including 7 years as CEO.
Michael has also previously held roles as Non-Executive Chairman at Oztam Pty Ltd (2010-2017), Non-Executive Director at Lux Group (2016-2017) and Villa Maria Estate (2019-2021). He is currently a Non-Executive Director at Flooring xtra and the Black Dog Institute Foundation.
Michael holds a Bachelor of Political Science from La Trobe University.
Elizabeth Smith
Non-Executive Director
Elizabeth (Liz) Smith is an experienced Non-executive Director and Chair of Audit and Risk.
Her executive career includes Corporate Finance Partner roles at William Buck and Grant Thornton, as well as audit experience at Ernst & Young.
Liz has strong skills in finance and accounting, strategy, M&A, risk and governance and extensive experience advising businesses with strong growth aspirations. She has worked across a range of industries (including retail, advertising and technology) and for businesses ranging from small privately owned companies to large ASX listed entities.
Liz is on the Board of the Australian Red Cross and on Nuchev (ASX: NUC). Liz holds a Bachelor of Commerce from the University of Melbourne and a Masters of Business Administration from La Trobe University.
She is a Fellow of Chartered Accountants Australia and New Zealand, a Fellow of the Financial Services Institute of Australasia, a Fellow of the Governance Institute and is a graduate of the Australian Institute of Company Directors.
Mark Heeley
Non-Executive Director
Mark Heeley is a highly accomplished executive with a wealth of experience in building and fostering businesses in the media, marketing, software, consumer intelligence and social media management spaces.
Between 1990 and 2002, Mark founded and was joint CEO of Claydon Heeley, a London based, direct marketing agency. The business had offices in London and Beijing with 100+ employees when it was acquired in 1998 by Omnicon.
In the early 2000’s, he became an advisor and early-stage investor in media and technology businesses, taking an active role on the boards of investee companies. He was appointed Chairman of Improveline, a UK based start-up providing property related services to the insurance industry and a Non-Executive Director of Hometrack, a digital business providing automated valuations, risk and insights to the property industry.
More recently, Mark was an early investor and Board member of Brandwatch, serving as Chairman for 12 years. Brandwatch grew rapidly from a five-person start-up to an international market leader in consumer research, employing 1000+ people, with offices in seven countries. Brandwatch’s technology provides real time consumer insights to clients using a SaaS based platform. The Company was acquired by private equity firm Platinum in 2021 for $450m USD.
Mark Heeley holds a Bachelor degree from Durham University, United Kingdom and resides in Sydney, Australia.
Adrian Gonzalez
Non-Executive Director
Adrian is a seasoned growth leader known for transforming businesses and driving sales growth, profitability, and innovation.
As CEO of Kantar Insights APAC (2016-2021), Adrian led the world’s foremost brand consultancy and data analytics company, overseeing 2,000 people across 12 countries. He executed large-scale structural, digital, and cultural change programs, appointed new country leaders, and enhanced the client service model.
Adrian co-founded Millward Brown in Australia in 1994, expanding the business regionally to become a major player in brand, media, and communication optimisation across APAC. Upon the Company becoming part of the WPP Group, he led significant acquisitions in China, Korea, and New Zealand, and formed strategic joint ventures in India, Japan, and Vietnam.
His leadership in China resulted in the merger of Millward Brown and ACSR, creating the country’s largest data-led brand builder.
Adrian’s previous management board roles have included Kantar Insights, Newspoll, various WPP subsidiaries across Asia and Africa and the China-Australia Chamber of Commerce. His community involvement spans Women Leading Change in Asia Awards, Habitat for Humanity Asia, You Can in China and the Special Olympics.
Currently, Adrian is the Head of Corporate Development & Strategy at Geoscape, a member of the Advisory Board at Quilt.AI, and a Non-Executive Director at Adgile Media Holdings.
He holds a Masters in Business Innovation, Change Management, Organisation Design and Culture from York St. John University.
Executive team
Martin Filz
CEO
Melinda Sheppard
Chief Operating Officer
Anna Meiler
Managing Director, APAC Data & Insights
Lorrie Yeung
Head of Global Operations
Martin Filz
CEO
Martin Filz is one of the most highly respected and influential leaders in global research and was appointed as CEO of Pureprofile in 2020. A pioneer of online measurement and research, Martin has more than two decades of experience as a leader across the technology, media and research sectors. Martin is active in many digital and research bodies including The Australian Data and Insights Association (ADIA) - where he currently holds the position of Non-Executive Director, The Research Society (TRS), ESOMAR, the Market Research Society (MRS), and the Interactive Advertising Bureau (IAB).
Melinda Sheppard
Chief Operating Officer
Melinda is a CPA qualified finance professional with over 20 years financial management and operational experience across the Digital Media, Financial Services and Construction industries. She was previously the Senior Commercial Finance Manager at News Corp Australia where she provided commercial and financial advice to the management team. She also worked for Ninemsn for almost 8 years, where she held the roles of Finance Director and Company Secretary.
Anna Meiler
Managing Director, APAC Data & Insights
Anna has over a decade's experience in the market research industry and possesses a deep understanding of the data and insights world. She has a proven ability to develop new business and market opportunities and is renowned for building strong client relationships. She joined Pureprofile from London-headquartered market research firm Mintel, where she spent more than five years. Prior to that, Anna spent nearly six years at consumer insights firm Toluna.
Lorrie Yeung
Head of Global Operations
An accomplished research operations leader with over 12 years of experience in the market research industry, Lorrie is highly regarded by her peers for her passion and drive to get the best possible outcome for her clients. Before joining Pureprofile, Lorrie was Head of Research and Insights at a digital growth service provider, GrowthOps. She holds a Master’s Degree focused in Business Strategy from the UNSW Business School.
John Griffin
Chief Technology Officer
Tim Potter
Managing Director UK/USA
Young Ham
Global Head of Innovation & Partnerships
Niamh Fitzpatrick
Global Head of Product
John Griffin
Chief Technology Officer
John is an exceptionally knowledgeable and respected tech leader based in Melbourne. Before joining Pureprofile, he was CTO at Effective Measure (now Narratiive), a trusted audience measurement platform, where he spent 3 years forging the company’s technology footprint. John has also worked at Neilson, a global data analytics company for almost a decade where he held the roles of Director of Engineering and CTO. Prior to that John spent 4 years at RedSheriff, where he was responsible for overseeing the company’s research & development and overall operations.
Tim Potter
Managing Director UK/USA
One of the longest standing employees at Pureprofile, Tim has held various management positions with the company since he first joined in 2014. Prior to his time at Pureprofile, Tim was Sales Director at market research company, Maximiles (now Bilendi). During his 9 years with the company, Tim successfully launched the UK online research division, which became the largest part of the UK operation. Before moving into research, he spent 5 years at ITV managing a media sales team.
Young Ham
Global Head of Innovation & Partnerships
Young has close to two decades of experience in the market research industry, having worked for companies including Kantar, Lightspeed Research and TNS. Most recently he held the role of Director of Data Solutions & Sourcing at Kantar, where he led the data products and sampling partnerships for the APAC region. Young is a qualified PRINCE2 Practitioner and has also completed his Lean Six Sigma, Green Belt training.
Niamh Fitzpatrick
Global Head of Product
Niamh is a certified Product Owner with over 20 years experience in the technology industry. Originally from Ireland, Niamh moved to Australia in 2006 and joined Fairfax Media where she held director-level roles in both technology and product. While at Fairfax, she led the development and product teams on some of Australia’s most well known and highly trafficked sites. She has also held a senior leadership role at Facebook managing technology and creative partners across APAC.
Michelle Mowle
Global Head of Talent and Culture
Jo Harris
Global Head of Marketing & Communications
Michelle Mowle
Global Head of Talent and Culture
Michelle brings more than two decades of experience in human resources to Pureprofile, having worked across a variety of sectors including sport, travel, pharmaceutical, marketing and advertising, hospitality and education. Michelle excels at helping companies build strong HR foundations that lead to better employee experience, organisational transformation and global business expansion. Before joining Pureprofile Michelle was Head of HR and Talent at Supercars and prior to that held senior management roles at MediaCom, Publicis Groupe and Navitas.
Jo Harris
Global Head of Marketing & Communications
Jo Harris is a senior marketing strategist and corporate storytelling expert with over two decades of experience working for media and technology brands in Australia and the UK. At Pureprofile, Jo has pioneered using data to shape strategy and storytelling, and has conceived and led thought leadership programs that drill into consumer behaviour and motivations.
Jo developed her interpersonal and stakeholder management skills through working with senior executives at some of the UK and Australia’s leading media companies, including stints at QXL Ricardo PLC, Granada Media and Austereo Group. She has founded two businesses, a parenting admin platform and a content agency and also spent five years as a writer for leading parenting website, Kidspot.
Executive team
Martin Filz
CEO
Melinda Sheppard
Chief Operating Officer
Martin Filz
CEO
Martin is one of the most well-respected and influential individuals in the market research industry. He joined Pureprofile from Eureka AI, a business intelligence platform, where he was Managing Director and Chief Revenue Officer. He is active in digital and research bodies including the Australian Data & Insights Association (ADIA), ESOMAR, the Australian Market and Social Research Society (AMSRS), and the Interactive Advertising Bureau (IAB).
Melinda Sheppard
Chief Operating Officer
Melinda is a CPA qualified finance professional with over 20 years financial management and operational experience across the Digital Media, Financial Services and Construction industries. She was previously the Senior Commercial Finance Manager at News Corp Australia where she provided commercial and financial advice to the management team. She also worked for Ninemsn for almost 8 years, where she held the roles of Finance Director and Company Secretary.
Anna Meiler
Managing Director, APAC Data & Insights
Lorrie Yeung
Head of Global Operations
Anna Meiler
Managing Director, APAC Data & Insights
Anna has over a decade's experience in the market research industry and possesses a deep understanding of the data and insights world. She has a proven ability to develop new business and market opportunities and is renowned for building strong client relationships. She joined Pureprofile from London-headquartered market research firm Mintel, where she spent more than five years. Prior to that, Anna spent nearly six years at consumer insights firm Toluna.
Lorrie Yeung
Head of Global Operations
An accomplished research operations leader with over 12 years of experience in the market research industry, Lorrie is highly regarded by her peers for her passion and drive to get the best possible outcome for her clients. Before joining Pureprofile, Lorrie was Head of Research and Insights at a digital growth service provider, GrowthOps. She holds a Master’s Degree focused in Business Strategy from the UNSW Business School.
John Griffin
Chief Technology Officer
Tim Potter
Managing Director UK/USA
John Griffin
Chief Technology Officer
John is an exceptionally knowledgeable and respected tech leader based in Melbourne. Before joining Pureprofile, he was CTO at Effective Measure (now Narratiive), a trusted audience measurement platform, where he spent 3 years forging the company’s technology footprint. John has also worked at Neilson, a global data analytics company for almost a decade where he held the roles of Director of Engineering and CTO. Prior to that John spent 4 years at RedSheriff, where he was responsible for overseeing the company’s research & development and overall operations.
Tim Potter
Managing Director UK/USA
One of the longest standing employees at Pureprofile, Tim has held various management positions with the company since he first joined in 2014. Prior to his time at Pureprofile, Tim was Sales Director at market research company, Maximiles (now Bilendi). During his 9 years with the company, Tim successfully launched the UK online research division, which became the largest part of the UK operation. Before moving into research, he spent 5 years at ITV managing a media sales team.
Young Ham
Global Head of Innovation & Partnerships
Niamh Fitzpatrick
Global Head of Product
Young Ham
Head of Innovation, Data and Product
Young has close to two decades of experience in the market research industry, having worked for companies including Kantar, Lightspeed Research and TNS. Most recently he held the role of Director of Data Solutions & Sourcing at Kantar, where he led the data products and sampling partnerships for the APAC region. Young is a qualified PRINCE2 Practitioner and has also completed his Lean Six Sigma, Green Belt training.
Niamh Fitzpatrick
Global Head of Product
Niamh is a certified Product Owner with over 20 years experience in the technology industry. Originally from Ireland, Niamh moved to Australia in 2006 and joined Fairfax Media where she held director-level roles in both technology and product. While at Fairfax, she led the development and product teams on some of Australia’s most well known and highly trafficked sites. She has also held a senior leadership role at Facebook managing technology and creative partners across APAC.
Michelle Mowle
Global Head of Talent and Culture
Jo Harris
Global Head of Marketing & Communications
Michelle Mowle
Global Head of Talent and Culture
Michelle brings more than two decades of experience in human resources to Pureprofile, having worked across a variety of sectors including sport, travel, pharmaceutical, marketing and advertising, hospitality and education. Michelle excels at helping companies build strong HR foundations that lead to better employee experience, organisational transformation and global business expansion. Before joining Pureprofile Michelle was Head of HR and Talent at Supercars and prior to that held senior management roles at MediaCom, Publicis Groupe and Navitas.
Jo Harris
Global Head of Marketing & Communications
Jo Harris is a senior marketing strategist and corporate storytelling expert with over two decades of experience working for media and technology brands in Australia and the UK. At Pureprofile, Jo has pioneered using data to shape strategy and storytelling, and has conceived and led thought leadership programs that drill into consumer behaviour and motivations.
Jo developed her interpersonal and stakeholder management skills through working with senior executives at some of the UK and Australia’s leading media companies, including stints at QXL Ricardo PLC, Granada Media and Austereo Group. She has founded two businesses, a parenting admin platform and a content agency and also spent five years as a writer for leading parenting website, Kidspot.
