We’re right here with you.
Our multilingual global team is spread across the world to serve over 1,000 clients in four continents. Along with our headquarters in Melbourne, Australia, we are also actively present in many of the countries where we do business, including major hubs – Dubai and Singapore.
Chief Executive Officer
Richard Webb joined the Board of Effective Measure in 2008 and became the Chairman/CEO of the company in 2012.
Richard was the CEO of Red Sheriff, a world leader and innovator in Internet audience measurement technology, from 1999 till it was sold to Nielsen in 2004. Under Richard’s leadership Red Sheriff grew its revenue thirty-fold, raised product development and geographic expansion capital in New York and London, expanded its global presence from a start up in Australia to become the world’s largest web analytics and market intelligence vendor servicing over 1,200 clients in 52 countries, and developed and launched a suite of patented software and technology application services. Post the sale of Red Sheriff to Nielsen; Richard assumed the role of President for Nielsen for the Asia Pacific and Latin American regions.
Founder & Senior Vice President – Market Development
James Robertson co-founded Effective Measure in 2008 after working extensively with prolific Internet Audience Measurement and Research businesses across Europe, Middle East, Africa, South East Asia and Oceania. As Effective Measure’s Senior VP – Market Development, James converts over ten years of high-level experience in the Internet industry into opportunities for growth in new and emerging markets.
Chief Financial Officer
Mary is a dynamic professional with 15 years of experience in finance and corporate services roles, specializing in high growth organizations and start-up businesses, mainly across the IT and professional services space. She is CA qualified and is Fellow of the Tax Institute of Australia, Member of the Australian Institute of Management (AIM) and member of the Australian Human Resources Institute (AHRA). Mary’s achievements have been publicly recognized, being awarded the ICAA Australian President’s Prize for contribution to the profession in 2009.
Chief Marketing Officer
With a global pedigree launching market disrupting measurement solutions in the UK, Asia Pacific and the U.S.A, Lizzie Barbarczy is bringing 15 years of international marketing development experience to Effective Measure as CMO.
Lizzie was part of the core launch executives team at Hitwise, operating as Brand Manager as it was established in the Australian market and subsequently launched in the UK in 2001 and the United States in 2003. As Marketing Director of Hitwise in US, based in New York she led both domestic marketing and global product launch strategies.
Lizzie has also recently worked with EatNow.com.au (part of Scoopon group), Experian Asia Pacific and was an advisory board member for BuzzNumbers which was acquired by Sentia Media.
She holds a Bachelor of Business Marketing from Monash University, Melbourne, Australia.
Chief Technology Officer
Armed with twenty years of technology and measurement experience John Griffin joined the Effective Measure management team in September 2013.
John brings a comprehensive depth of understanding of the digital measurement ecosystem and has held senior roles across the technology and R&D fields including most recently as CTO at Nielsen. Based in Effective Measure’s Melbourne office, John is driving innovations and leading the global software engineering, data application and infrastructure technology teams.
In addition to his extensive Nielsen experience, Griffin played an integral development role at Australian digital measurement startup RedSheriff where he was the CTO and R&D Manager. RedSheriff was successfully sold to Nielsen and fully integrated in the Nielsen product offering in 2004. Across his twenty year career Griffin has also enjoyed a variety of senior software engineering roles in the sectors of online banking with S1 Corporation and defence with Adelaide’s Defence Science Technology Organization (DSTO).
John holds a Bachelor’s degree in Electrical and Electronics Engineering, Computer Science, from the University of Adelaide.
Group Director – Brand Insights
Michael Roberton has worked at the nexus of Media and Technology for the last 15 years. From beginnings producing and editing content for radio and press, Michael’s life changed with the advent of the Internet, and shortly after he joined cutting-edge digital audience measurement business, Red Sheriff. During his career at Red Sheriff, Michael spent time on the technical, sales & account management side of the business in Australia, South East Asia, and the United KIngdom. Michael also spent four years working in New York and Los Angeles building and supporting business growth before returning to Australia as Director of Operations for Asia Pacific and Latin America after RedSheriff’s acquisition by Nielsen Online.
Group Director – Media
Tony Eustace joined Effective Measure in 2012. In his role heading the Media team, Tony oversees the development of features specific to the needs of publishers, networks and agencies, whilst also having ultimate responsibility for ensuring the source of EM’s profiles & data are methodologically sound. In 1997 Tony co-founded Internet audience measurement company, IMR Worldwide, later rebranded as Red Sheriff. Tony was the primary driving force behind the development and global roll out of the world-first RedMeasure product. With a background in market research, Tony has developed, implemented and refined a range of unique new qualitative and quantitative research products and methodologies designed to take full advantage of the emerging digital media.
Regional MD – Oceania
After working for 5 years in London in the research space, Dinesh Arasaratnam joined Effective Measure’s Middle East operations to launch the brand in it’s first market globally. After this successful launch and brand growth, Dinesh relocated to Singapore to launch this market as part of the South East Asia business. Dinesh is currently based in Melbourne Australia running the Oceania business for Effective Measure. His goal is to bring a fresh perspective from his relevant experience from other markets to the local business in Oceania to drive new insights and growth in digital.
Regional MD – Middle East & Africa
Brendon Ogilvy joined Effective Measure in 2009 and became the Regional Director of Middle East and Africa in 2010. He has over 15 years experience in the market research industry, focused almost exclusively during this time on online research methodologies. Brendon began his working life as a researcher in Auckland, New Zealand as a Project Manager for Phoenix Research, then as a Senior Research Manager at TNS and continued on as a Researcher for Emirates Airline and a Research Director for the first online research panel company in the Middle East, YouGov – where he was part of a management team that led a team of researchers from an early stage business to a well known and respected online research business within 2 years of operation.
Regional MD – SE Asia
Aaron has worked in and managed sales teams across multiple verticals over the last 10 years, ranging from Tourism, marketing services, hospitality and most recently publishing, specialising in trade marketing titles for the last 5 years. Aaron has also been involved in managing and running his own businesses. Beginning his career in Melbourne he was transferred to Seattle, US and after returning to Melbourne for 5 years he relocated to Kuala Lumpur, Malaysia. He brings a fresh perspective and great understanding of the overall marketing landscape across multiple regions.
Regional MD – India
Abhimanyu Sareen joined Effective Measure in 2012 as Regional MD – India, to launch the company into India. After completing a BEng in Computer Science and an MBA from Imperial College, University of London, Abhimanyu spent the first decade of his career as an Investment Banker at ABN Amro in London. At ABN Amro, Abhimanyu specialised in advising Institutional Clients on the Indian Stock Market and emerging market IT companies. Abhimanyu then relocated to Melbourne, where he ran his own import house for the next decade and worked closely with Indian suppliers. With his cumulative experience building solid relationships with Indian businesses and influencers, Abhimanyu uses his extensive business networks to accelerate growth of Effective Measure in India.