Our Team

Simon Ford

Managing Director - Australia & New Zealand

Simon leads the team across Australia and New Zealand in Grocery, Convenience, Liquor and Pharmacy channels.
He has over 20 years’ experience in retail and shopper insights-based strategic planning. Prior to this, he was head of Market Research for Tesco UK where he learnt the importance of putting shoppers at the heart of manufacturer and retail strategy, measuring, benchmarking and hardwiring this into joint operational planning.
Using this experience, he co-developed Shopper Tracker, now consulting to suppliers and retailers in Australia since 2006, ensuring the shopper drives the very first steps of strategic planning in addition to tactical execution.
Simon is a keen supporter of proper football (with the round ball) and can sometimes be spotted trying to actually play the game for his local club.

Mitesh Khatri

Program Director - New Zealand

Mitesh heads up Shopper Strategy and Insights across Grocery, Liquor, Petrol and Convenience channels for New Zealand, helping clients with their shopper marketing and category plans.
He has a background in marketing communication and consumer with Colmar Brunton and TNS, which he now uses to build actionable insights that drive retail strategies. This provides him with a brand lens on understanding the shopper mindset, helping clients in creating value from the opportunities and embedding the shopper at the heart of the solution.
Creating value continues on a different scale for Mitesh on weekends where he dives into DIY home improvements for his new place.

Nancy Truscott

Program Director - Australia

Over 20 years’ experience in FMCG and Pharma with Procter & Gamble, PepsiCo and Danone in commercial strategy roles and heading up Category and Shopper strategy. Expertise in bringing shopper insights to life and building shopper led retailer relationships to deliver category and brand growth.
She has an extensive background in building shopper led strategies utilising research and executing channel leading commercial plans.
When not working Nancy can often be found charging around the country side on the back of her horse hoping to stay on top for as long as possible.

Oliver Cast

Senior Insights Director - Liquor

A passionate and creative strategist, category developer and shopper marketing leader with over 20 years’ experience in blue chip FMCG and Liquor companies including Pernod Ricard, Allied Domecq, McWilliams and BATA. A dynamic communicator with expertise in developing insight led strategies and shopper solutions that unlock growth in collaboration with major retailers.
When not working Oliver can often be found up a ladder painting, drilling and sanding as he continues his home renovations, or in his music studio mixing up a storm on the decks.

Helen Chady

Insights Director - Grocery

Helen has a wealth of experience in shopper insights and retail marketing, having lead insights teams in Australia at Woolworths, Kellogg’s and Nielsen. Prior to that, Helen spent the early days of her career travelling the world, developing insights for many of the world’s leading tech firms.
At Shopper Tracker, Helen manages the Grocery program in Australia, working with clients to develop category strategies and guide shopper marketing plans.
In her spare time, Helen can be found trawling supermarkets, taking photos of new displays and analysing new retail strategies. When she tires of this, Helen can be found planning her next trip to Fiji, Europe or wherever the weather lends itself to!

Brooke Hankison

Insights Director - Petrol & Convenience

Brooke is a key leader of the reporting and insight generation across the Grocery, Petrol & Convenience and Liquor programs, with a specific focus on developing insight led strategies and shopper solutions for both suppliers and retailers in the Petrol & Convenience channel.
With the drive to do great things and make a real impact, she is motivated by being an enabler of commercial results as represented by ten years’ experience in category management, shopper marketing and account management, working across the Grocery and Convenience channels for Red Bull Australia, Snackbrands Australia and Coca-Cola Amatil. The shopper is at the heart of everything she does, a passionate communicator with a talent for making data digestible, entertaining and relevant to facilitate insight into category and shopper led actions.
Brooke favours positivity and possibility and her approach is considered and balanced, an outcome of her love for health and wellbeing. A coffee and fashion aficionado, she believes life’s too short to drink bad wine and food is best shared.

Rachael Kirby

Insights Director

Rachael is a passionate shopper marketing expert with 15 years in the industry. Her previous roles include Aztec, Shopperpedia and Roy Morgan Research, experienced in turning not only shopper data; but also consumer, scan, panel and loyalty data into actionable insights.

Health and fitness play a big role in Rachael’s life outside of work. She loves walking with her family and dog on the beach in summer, and eagerly watches the snow report in winter to hit the slopes.

Ixla Diaz

Insights Manager

Ixia manages and delivers Shopper Tracker Programs and leads external client relationships. She helps our clients to build confidence and credibility in our programs across Grocery, Liquor and Petrol and Convenience channels.
Ixia is a skilful Marketing Researcher with extensive experience within the FMCG and Liquor Industries in Latin America and Australia, with equal exposure to quantitative and qualitative research projects. She focusses on building insightful analysis for a better understanding of consumer and shopper behaviour as well as market dynamics. She is expert in overseeing and managing the analysis of multiple data sources to identify key insights and translate them into creative and innovative reports that are easier to understand.
When not working, you can find Ixia near the beach with her family or exercising in a hot yoga room or at the gym.

Angela Carter

Operations Director

With 20 years’ experience in market, social and economic research, Angela is an experienced quantitative and qualitative researcher. She has worked on both the supply and client sides of market research in Australia and the UK covering many industries including FMCG. Angela uses this experience to manage, develop and optimise all Shopper Tracker research programs in Australia and NZ.
In her time off, Angela uses her heightened organisational skills to run a busy house of 3 young boys (and husband).

Felicity Skehan

Operations Manager

Experience in operations and project management spanning 20 years, Felicity brings a diverse range of skills to the Shopper Tracker Team, including but not limited to, panel management, database builds, panel recruitment, client service as well as a smattering of public relations.
Combining all these skills, Felicity is responsible for the planning, execution and evaluation of projects to predetermined timelines, as well as managing the program development from initiation to closure, ensuring quality control throughout the program life cycle.
An eternal optimist and natural problem solver, Felicity believes there is always a way through, we just have to find it! This certainly helps when running her household containing no less than 4 teenagers.