Meet the leaders of Decidr | Leadership Team

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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.

David Brady

Chief Financial Officer

David Brady brings over 18 years of diverse commercial experience to Decidr, consistently driving success across sectors such as FinTech, B2B lending and digital technology. He has expertly overseen businesses at various stages, including startups, scaleups and high-growth private equity ventures.

Most recently, David served as CFO at Angle Asset Finance, a B2B lending company owned by Cerberus Capital. Before this role, he was the CFO for FinTech giant Beforepay Group Limited (ASX: B4P), where he laid the groundwork for significant growth, ultimately leading to an IPO in 2022.

David's extensive career also includes senior finance and commercial positions at tech-driven companies Zoom2u Limited, Medical Director, Fusion Payments and Link Market Services Group.

David holds a Bachelor of Economics from Charles Darwin University and is a member of Chartered Accountants Australia & New Zealand. He began his career as a statutory auditor at PwC.

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.

Virginie Wu

Chief of Staff

Virginie brings over a decade of experience in business development and operations to Decidr. With a proven track record across startups and large corporations, she has adeptly navigated diverse business landscapes across multiple countries, consistently demonstrating strong leadership.

Before joining Decidr, Virginie was Founder and CEO of Aseni Pty Ltd, where she successfully drove the company's growth by transforming it from an eCommerce business into a dynamic digital model.

Virginie's earlier career includes roles in commercial property law, business development and country management, with positions at Corrs Chambers Westgarth, Bluebell Group and Acteon-Sopro Group. Her unique blend of legal insight and business acumen has been instrumental in powering innovation and fostering sustained growth in every role.

She holds a Juris Doctor from the University of New South Wales, a French Bachelor of Laws and an MBA from INSEEC, Paris. Fluent in English, French and Mandarin, Virginie is a strategic leader with a global perspective.

Duncan Brett

Head of Insights & Business 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 Ruby on Rails developer 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, Pureprofile.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.

Powered by people, fuelled by passion

Decidr is supported by a team of passionate devs, engineers, analysts, database architects, writers, designers and those who manage us all. Our team is growing by the day and the coffee machine isn't keeping up.

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