acquire  |  understand  |  convert

The OpenDNA Group of Companies

The OpenDNA Group of companies provides fully integrated digital marketing and customer acquisition services focusing on driving online sales of products and services for its clients.

Powered by the OpenDNA hyper personalisation and profiling Artificial Intelligence System, OpenDNA provides personalised real-time, targeted marketing. With a key focus on driving sales in Australia and China the Company’s RooLife online e-Commerce marketplace assists businesses to sell directly to Chinese consumers and accept payment via the Wechat and Alipay mobile payments platforms.

RooLife’s key positioning is about knowing and remaining connected with Chinese consumers, allowing brands to continually sell products to Chinese Consumers based on their profiles and purchasing behaviours.

CHOOSE Digital focuses on strategy development and growing business, we know which practices are proven to deliver impressive results time and time again. By offering full transparency on which channels work best, depending on campaign objectives, target market and budget, we drive the results our clients want, without compromising on messaging and creative execution.

We Acquire (CHOOSE Digital), Understand (OpenDNA) and Convert (RooLife) customers.

Meet the Team

Management Team

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Bryan Carr

Chief Executive Officer

Bryan is an experienced ASX public company Chief Executive Officer with extensive operating experience in Australia and China.

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Grant Pestell


Grant is a founding director of Murcia Pestell Hillard and has 20 years’ experience in commercial litigation and corporate and commercial law.

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Warren Barry

Executive Director of Sales

Warren has been involved in the digital space for over 20 years and has setup and sold several digital agencies, working with high-profile clients across Australia.

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George Irwin

Chief Technical Officer

George is the co-founder, co-inventor and technical architect who brought the patented OpenDNA algorithms to life and built the OpenDNA platform. A lifelong coder and technologist.

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Jacqueline Gray

Chief Financial Officer

Jacqueline has over twenty years’ experience gained in senior finance leadership roles for a range of start up businesses and established global brands.

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Ben Backx

Head of Product

Ben is an innovative product architect, with experience implementing advanced intelligence systems within the Financial Services industry.

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Evan Cross

Non-executive Director

Evan has over 30 years’ experience in the accounting, finance and investment banking industries and as a business founder.