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Thursday 28th April 2022


9:00 am – 12:00 pm AEST


CrowdComms Virtual Platform


Michael Pirotta (Vicinity Centres) Susan Frisby-Smith (Open Network Exchange)


While sports and movie franchises might dominate the fandom conversation, in reality, every brand can create a fan base that operates as an active community with a common identity.

Creating memorable experiences and engaging authentically with communities is key to building an enduring fandom for any brand. Tapping into the consumers’ passions can solidify your fan base and increase customer loyalty and retention.

Emerging technologies supporting crypto currencies and NFTs within the metaverse are creating new avenues for brands to connect with customers across increasingly immersive environments & reward them in ways traditional loyalty has never been able to before.

This event will showcase key movements to watch out for in Loyalty and Customer Engagement Marketing with topics including:

  • Building Connected Experience for Fans: Discover the latest Oracle Red Bull Racing Paddock program, featuring Head of Fan Experience from Red Bull International, and live footage of the Oracle Innovation Garage showcased at the Australian Grand Prix, inspired by “The Paddock”.
  • Why Web 3.0 and NFTs are changing the game in Loyalty Marketing.
  • Lenovo’s exciting direct to consumer strategy.
  • The key to navigating a cookie-less future and the benefits to brands running loyalty programs.

Compete in our competition before and during the event to win one of 8 great prizes*:

  • 1 x $200 Myer Gift Card
  • 1 x $150 Myer Gift Card
  • 1 x $100 Myer Gift Card
  • 4 x $50 Myer Gift Cards
  • 2 x Tickets to ALA Customer Engagement and Loyalty Education Courses


Caroline Buckland


Head of Fan Engagement, Oracle Red Bull Racing and Red Bull Technology

Caroline leads a team managing acquisition, engagement, retention and monetisation of Red Bull Racing Honda’s global fanbase. This includes the growth of the Red Bull Racing global database, management and delivery of their CRM proposition, website development and tech solution integrations and the growth and retention of fans within the newly launched Loyalty programme The Red Bull Racing Paddock.

Caroline’s background is heavily routed in strategy, loyalty and fan engagement. Prior to joining Red Bull Racing, Caroline developed and launched Chelsea Football Club’s Supporters Club scheme, growing it to become the largest in the Premier League, competing with only Real Madrid and Bayern Munich throughout Europe. Alongside this, she led on the delivery of multiple fan events and acquisition drivers, including virtual events and physical experiences globally at key events such as the Champions League Final and the FA Cup Final.

Caroline joined Red Bull Racing in 2021, and has built out a Fan Engagement team to deliver her vision of creating the best fan engagement proposition in the sports and entertainment industry. Caroline and her team work closely with Oracle to implement best-in-class tech solutions to enable her team to track and understand the fans on a hyper-targeted level, to personalise and optimise their experience and ensure we bring fans around the world ever closer to the team that they love.

Emad Tahtouh


Principal - Head of Creative Technology, Deloitte

Emad leads a team of Engineers, Developers and Artists at the forefront of Creative and Emerging Technology, finding new and innovative ways to harness their ability to create meaningful and impactful solutions. Emad has previously led teams who have successfully delivered multi award winning and impactful work in the fields of Robotics, Data Visualisation, Machine Learning, Virtual & Augmented Reality and Product Design.

Emad’s work has been recognised and awarded globally, including two D&AD Black Pencils and the Cannes Lions Grand Prix for Good.

Lisa Collins


Director of CX Strategy, Oracle

Lisa is a Director of Customer Experience Strategy at Oracle, which gives her access to customers across Asia Pacific who are engaged in incredibly innovative CX programs. Lisa’s role provides her with insights into how businesses are applying new technology to marketing, commerce, loyalty, sales and service activities in order to drive business growth and profitability.

Kirat Khara


Director of E-Commerce, Lenovo Australia and New Zealand

Kirat is the Director of E-Commerce for Lenovo Australia and New Zealand. He is responsible for driving the Digital Demand Generation across multiple media platforms along with running the Lenovo E-Commerce website.

Over the past decade he has built E-Commerce strategies and operating models across multiple industries along with driving innovation in the go to market strategy via an audience first approach. As a senior leader, his focus has been on driving unprecedented growth through relentless innovation and managing high performance teams.

Prior to joining Lenovo, Kirat led the Online business for Samsung Electronics where he was responsible to setting up the business ground up in Australia. Based out of Sydney, he is passionate about building a consumer first approach and occasionally speaks and writes about the why and how on the paradigm shift in digital E-Commerce.



GM, Customer Experience Applications, AUNZ at Oracle

Deb O’Sullivan has recently joined Oracle to lead our CX Business across Australia. With over 20 years’ experience with companies such as Microsoft, Google and LiveRamp across the UK and Australia, Deb is a true Digital Native. She understands the importance of Enterprises having a strong data strategy to underpin marketing and wider business outcomes. She is looking forward to partnering with you.

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*View Prize Terms & Conditions.

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Early Bird

$220 per person

Buy 3, receive 10% off

$594 for 3 tickets

Full Price

$242 per person

Table of 8


All pricing includes GST and booking fees. 

Ticket Inclusions

3 course dinner & 4 hour beverage package
Networking opportunities throughout
Live audience engagement with key note speaker

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