Ellipsis Levels Up Senior Talent, with Raft of New Hires and Promotions

New Principal appointment, two senior promotions and three new hires extend Ellipsis's loyalty consulting leadership pedigree Sydney, 1st September 2026 — Ellipsis & Co, The Loyalty Experts®, today announced a round of senior talent moves headlined by Simon Wickson joining as Principal. The moves also include commercial finance leader Craig Stangroom joining from ANZ Bank, the promotion of Nicholas Bills and Ana Popovic to Principal Consultants, and three new roles: Bec Maxted in a newly created Growth role, Mabel Tu and Ru Samson-Nanu in dedicated Project Management roles. The hires come as many professional services and consulting firms hold headcount flat, and were announced by David Parsons, CEO and Co-Founder of Ellipsis & Co. Parsons said: 'We're seeing heightened demand for our services despite the challenging environment many industries are facing. Companies are putting loyalty front and centre now. One of the biggest drivers is understanding the true incrementality loyalty can generate; this is where we are truly unique. Our benchmarks show that at least 50% of loyalty investments are either losing money or lucky to break even. Many operators still can't answer the question – is my loyalty program working? That's the question Return on Loyalty® was built to answer, and it's why we keep investing in new data products, IP and specialist talent to help more clients generate superior loyalty returns.' Simon Wickson joins as Principal Wickson joins Ellipsis with more than 20 years of loyalty, marketing, CRM and commercial leadership experience across some of Australia's biggest blue-chip brands. He most recently held a Senior Product role at Wesfarmers OneDigital, spanning its AI Accelerator & Innovation Lab and Digital Trust teams, and takes up his new role as Principal within Ellipsis's core consulting team. He spent almost a decade at Woolworths Group, including leading the WooliesX launch and later serving as Head of Marketing Advisory and Head of Strategy & Data across Australia's largest loyalty ecosystem. At Wesfarmers OneDigital he led Agentic Commerce exploration across Bunnings, Kmart, Target, Priceline, Officeworks and OnePass, working with Google, OpenAI and Accenture. Wickson said: 'Ellipsis's reputation for turning loyalty data into real commercial outcomes is exactly why I made the move. I'm looking forward to bringing my experience in AI and digital transformation to help clients get more value from their loyalty investment.' Two promotions to Principal Consultant Nicholas Bills has been promoted to Principal Consultant after four years at Ellipsis, progressing from Strategy Consultant to Senior Consultant to Manager. He has led end-to-end delivery across more than 40 client engagements in retail, travel, financial services, mobility, insurance and automotive, and drives business development across retail, financial services and airline clients. Nic is Chair of the Vic Committee for the Pinnacle Foundation and is soon to be awarded his MBA at Melbourne Business School. Ana Popovic, Ph.D., has been promoted to Principal - Data & Product, after more than five years with Ellipsis. She progressed from Data Analyst to Data Scientist to Manager – Data Science & Analytics, and has been central to advancing Ellipsis's proprietary Customer Science® frameworks and the data science behind Return on Loyalty®. New hires add commercial finance, marketing and project management depth Craig Stangroom joins as a commercial finance leader after close to 18 years at ANZ Bank across FP&A, business transformation and executive advisory, including leading finance for major restructuring and digital transformation programmes and delivering over $100 million in productivity gains. He holds an MBA from Monash University and is a Chartered Accountant. Bec has joined as Senior Manager – Growth, a newly created role split across marketing and business development. She brings over a decade of advertising and account leadership across agency networks including WPP, Publicis Groupe and Capgemini, having led client and campaign work for brands including Qantas, Nestlé Purina and GSK (now Haleon), with more recent experience in customer lifecycle marketing spanning both brand and CRM. Mabel Tu joins Ellipsis as a dedicated Project Manager, bringing over 15 years' experience as a strategic project and client manager, having started her career at Aimia before spending a decade at some of Australia's leading advertising, branding and experiential agencies, leading projects for brands across Australia, Malaysia, Thailand and the US. Ru Samson-Nanu joins Ellipsis in a dedicated Project Management role, bringing senior account and brand strategy leadership from frog (part of Capgemini Invent) and Raiffeisen Bank, including experience building a bank's digital loyalty ecosystem as a Product Manager. Ellipsis continues to expand its wider bench of consultants across loyalty strategy, data and analytics to meet growing client demand. About Ellipsis & Co Ellipsis is The Loyalty Experts®, specialising in Customer Science® to help businesses understand, manage and grow customer loyalty. Through its Return on Loyalty® capability, Ellipsis helps clients find and unlock the incremental revenue and margin hidden in their loyalty programs, value that conventional measurement simply cannot see. Ellipsis services a global client portfolio covering 40 markets. With offices in Sydney, Auckland, Manila, Singapore, Hong Kong, Brisbane and Melbourne, Ellipsis serves clients across the globe. Media Contact David Parsons, CEO, Ellipsis & Co, 0417 879 923, david.parsons@ellipsisandco.com