EDUCATION: Navigating the eCommerce Landscape

At MindArc, our passion is growing the eCommerce landscape to be successful, sustainable and innovative.

We created this event to provide you and your business with all the tools you need to run a successful eCommerce Store and be part of the industry-wide growth of Australia’s ecosystem.

We hosted at the beautiful venue of Doltone House on January 24th. Read on to meet our speakers, see the photos and download the presentations from the seminars.

This event was designed to provide you, the eCommerce Manager, with an overview of all the components you should be considering for the growth of your website so that your business can be at the forefront of innovation in the industry.

We curated the best partners from our network to deliver a series of short, insightful seminars in their areas of expertise so that our guests could benefit from their industry experience.

Mez from Online Marketing Gurus decoded SEO and SEM to help us get real understanding of the impact digital marketing can have on your business while Pippa from Retail Oasis spoke about strategy around omni channel and retail expansion after her visit to NRF in New York.

That’s just the tip of the iceberg, so read on to see the highlights of the day and more about our Partners.

Welcome to the MindArc eCommerce Education Day, hosted by MindArc at Doltone House

Our schedule of speakers for the day

Suite 43 at Doltone House provided the perfect setting for our day of seminars

MindArc’s Marketing Manager Lucy welcomes our guests

Our opening speaker is John Vella, MindArc’s Head of Technology, talking about Automation

John’s presentation is available via the link in his speaker bio below

Mez from Online Marketing Gurus delivered a powerful talk around the 3 Key Pillars of SEO and the basic SEO you can implement in-house

You can download Mez’s presentation from the link in his speaker bio below

Tori from PE Nation with Lucy from MindArc

Lunch is served!

Rob from Shippit presentation the stages of eCommerce Growth. Rob’s presentation is available to download via the link in his bio below.

Ariel from PayPal delivering his seminar on mobile conversion. You can download his presentation via the link in his bio below.

Rai from Yoghurt Digital spoke about UX, CRO and A/B Testing. You can download his presentation via the link in his bio below.

MindArc’s Director Matt talking about all things ERP. Matt’s presentation is available to download via the link in his bio below.

Pippa from Retail Oasis delivered an insightful seminar about the current state of retail post her tour of New York for this year’s NRF Show. Her presentation is available to download via the link in her bio below.

Bec from BC Consulting spoke about a day in the life of an eCommerce manager and how to implement strategies for growth.

Beatrice, Head of Customer Success for APAC, from dotdigital spoke about the cycle of customer retention marketing and some quick wins you can implement for keeping your customers. Her presentation is available to download via the link in her bio below.

Vanja from sass & bide with Beatrice from dotdigital

A well deserved reward for our lovely guests.

Bec from BC Consulting with Matt & Cez from MindArc.

Pippa Kulmar

Pippa Kulmar

Co-Director, Retail Oasis

Pippa is the co-director of retail consulting firm, RetailOasis.  A family business dedicated to creating the future of retail, and also a registered B-Corporation (using business as a force for good). While at RetailOasis she’s worked with businesses like Super Cheap Auto, Rebel Sport, Mirvac, Bank West, and Petbarn to help them understand who their customer is and how to address their needs. Prior to joining RetailOasis, she’s worked at 2 of Australia’s largest agencies Ogilvy and M&C Saatchi. She has been recognised for her strategic work at award shows like Cannes Festival of Creativity, + the Australian Effies.

Pippa will be talking about: Omni-Channel Retailing

Pippa’s Presentation: MindArc x Retail Oasis – The State of Retail

Contact Pippa


Rob Hango-Zada

Rob Hango-Zada

Co-Founder, Shippit

Rob is the co-Founder of the fast-growing shipping platform Shippit.com and leads the business’ strategy and marketing efforts. Rob has vast experience in converting customer insight and analytics into growth driving strategies. Rob’s frustration as an online shopper drove him to co-found Shippit with close friend William On to enhance the ‘anticipation’ phase in delivery for all recipients on the platform. Outside of work, Rob is a big fan of bold red wine, fancy socks and good design.

Rob will be speaking about: Understanding fulfilment for eCommerce and how to manage scaling growth

Rob’s Presentation: MindArc x Shippit – Managing Fulfilment As You Scale

Rob’s ebook: https://bit.ly/mindarc

Contact Rob


Beatrice Ellefsen

Beatrice Ellefsen

Head of Customer Success APAC, dotmailer

With 7 years’ experience at dotmailer, Beatrice joined the APAC team in September 2016 as the Head of Customer Success, bringing her practical and strategic knowledge across the globe from her time in the Key Accounts team in EMEA. Beatrice focuses on working with retailers at a consultative level, and enjoys helping to develop and deploy new programmes. She enjoys the immediate reward of seeing immediate revenue uplift, and customer engagement, with brands.

Beatrice will be speaking about: Email Retention Marketing

Beatrice’s Presentation: MindArc x Dotdigital – Customer Retention Marketing

Contact Beatrice


John Vella

John Vella

Head of Technology, MindArc

John’s passion is to create games and applications that provide entertainment and enhance our lives in our fast-paced modern lifestyles. He has always had a strong curiosity on the impact technology plays in how we interact and grow.  John started his career by gaining an internship at Explore Engage then delved into web-based infrastructures at MindArc. Having the opportunity to work with niche and large scale clients on various, complex code-bases through the years, John has grown with MindArc to become the Head of Technology leading a team of 12 developers to initiate growth and success for some of Australia’s leading retailers.

John will be talking about: How to identify which areas of your businesses could benefit from automation

John’s Presentation: MindArc – Automation

Contact John


Mez Homayunfard

Mez Homayunfard

Co-Founder, Online Marketing Gurus

Co-Founder of OMG and Head of Partnerships, Mez is a marketing mastermind with a wealth of expertise. Having overseen over 250 search campaigns and consulted over 600 businesses globally, Mez’s core strength is delivering real revenue results through digital marketing. He’s consulted for business both big and small, including Artline, CBRE, Peter’s of Kensington, King Living, Doors Plus, and many more. He’s also been featured in AFR, Forbes, Huffington Post, Mumbrella, as well as research by UNSW.

Mez will be talking about: Practical application of SEO and SEM for eCommerce and the impact digital marketing can have on your your growth and sales

Mez’s Presentation: MindArc x OMG – 3 Key Pillars of SEO

Contact Mez


Matt Craig

Matt Craig

Co-Founder, MindArc

Matt co-founded MindArc in 2008 with Sean Pieres, united in a mission to build the future of retail through creating beautiful, eCommerce experiences. With this vision, Matt and Sean built a team who share their passion for eCommerce, customer experience and innovation. Today, MindArc is made up of 20 like-minded individuals operating from the Sydney office. Matt provides strategic guidance to MindArc’s portfolio of brands as well as consultation on performance optimisation and intelligent automation.

Matt will be talking about: How to select the right ERP for your business needs

Matt’s Presentation: MindArc – What the ERP

Contact Matt


Raimundo Campbell

Raimundo Campbell

Head of Strategy, Yoghurt Digital

As Head of Strategy for Yoghurt Digital, Rai works closely with businesses to develop data-driven, revenue-focused digital strategies. With a diverse background in both sales and marketing, Rai understands how to connect digital marketing strategies to revenue and broader business objectives. With a decades-worth of digital experience under his belt, Rai is well versed in user behaviour research, conversion optimisation, and the planning and execution of SEO and SEM campaigns. Rai has worked on both the client and agency side and has amassed a wealth of knowledge in the financial services and e-commerce space. As a conversion-focused digital strategist, Rai uses his experience to identify customer-centric opportunities that drive traffic, revenue and engagement.

Rai will be talking about: Best practice for UX and CRO optimisations as well as how to use A/B Testing

Rai’s Presentation: MindArc x Yoghurt – UX and AB Testing

Contact Rai


Tristan King

Tristan King

Merchant Success Manager, Shopify Plus

Tristan is a Merchant Success Manager at Shopify Plus, and has a wealth of over ten years experience in eCommerce. Previously the founder of Shopify development agency Blackbelt Commerce, Tristan joined the Shopify Plus team to continue his passion helping eCommerce brands grow and succeed online. Aside from eCommerce, Tristan  has a huge passion for foreign languages and speaks Spanish, Japanese, Italian, French and German as well as his native English.

Tristan will be talking about: International expansion and how to determine when the best time to explore overseas markets is

Tristan’s Presentation: MindArc x Shopify Plus – International Expansion

Contact Tristan



Ariel Lumbroso

Ariel Lumbroso

Technical Account Manager, PayPal

Ariel is an international ICT professional with over 15 years of experience in software architecture, technical sales, consulting and leading software development projects covering innovative solutions for enterprise customer segments. In his role at PayPal, Ariel is a trusted advisor for merchants to facilitate growth for their business through digital innovation in the payment landscape and leveraging PayPal products to drive customer success. In his free time, Ariel enjoys running and hiking as well as going to museums.

Ariel will be talking about: How to leverage the new features of PayPal as part of your checkout process

Ariel’s Presentation: MindArc x PayPal – Mobile Conversion

Contact Ariel

Bec Clark

Bec Clark

eCommerce Consultant, BC Consulting

Bec Clark is an experienced eCommerce enthusiast with a wealth of brand experience behind her. Formerly at Academy Brand and responsible for re-launching the brand on the Shopify Plus platform from Magento, Bec now works with a variety of brands in the fashion and lifestyle spaces supporting their eCommerce strategies. Focusing her efforts on teams with a shortage of eCommerce experience and resources, Bec establishes a series of quick-win tasks for her clients while working on long-term goals using automation and new technology.

Bec will be talking about: A day in the life of an eCommerce manager

Bec’s Presentation: MindArc x BC Consulting – A Day In The Life of an eCommerce Manager

Contact Bec