Which-50 Executive Insights

The Trust Dividend - How Trust Helps Brands Build Better Customer Experiences

Melbourne: 17th October, 2019

featuring speakers from:

Event Overview

Trust is the new competitive advantage. It is the bedrock on which brands build the most solid and trusting relationships.

But consumer trust operates at different levels and brands need to excel at all of these.

The first level is foundational trust. Consumers expect businesses to be able to collect, manage, and protect their data at both a technical level and at a policy level. 

The second layer is experiential. Consumers provide brands with information about themselves either explicitly or implicitly through their interactions and in return they expect seamless and easy to use products and services that meet their needs.

Finally, there’s reputational trust. Consumers need to trust brands to have their interests at heart and act accordingly.

To excel in all these levels, companies leaders need to align their organisational culture around the best outcome for the customer - and to support decision making with the right technologies and capabilities to execute strategy.

Which-50 and SAP CX will jointly host The Trust Dividend: How Brands Can Build The Best Customer Experience & Relationships

Key Takeaways

Our senior executive panel will discuss;

  • How their own companies build trusted relationships
  • The key stakeholders and accountabilities
  • The impediments to building trust
  • And the benefits that accrue to brands who lead their industry peers on these issue

Event Agenda


Registration and breakfast


Opening remarks

Andrew Birmingham

Editor-in-Chief, Which-50 Media


Presentation - The Trust Dividend

Aarron Spinley

Researcher & Growth Strategist



Panel discussion moderated by Andrew Birmingham

Camilla Cooke

Co-Founder & CMO


Luke Shaw 

Head of eCommerce 

Sigma Healthcare

Paul Wallace

Head of Digital Innovation


Aarron Spinley

Researcher & Growth Strategist



Event close

Event Speakers

Camilla Cooke

​Co-Founder & CMO

Camille Cooke is the CMO of Xinja, the trial blazing Australian digital bank which in September 2019 secured its full banking licence when the Australian Prudential Regulation Authority approved it as an authorised deposit-taking institution(ADI). She has over 25 years experience in marketing, specialising in digital & data-driven areas. She has worked in London & Sydney as a digital strategist for start-ups, not for profits and blue-chip clients and from 2013-15 was Marketing Director at Cure Brain Cancer.

Luke Shaw                            

Head of eCommerce

Luke Shaw is the head of ecommerce for Sigma Healthcare a leading Australian pharmacy wholesale and distribution business with the largest pharmacy network in Australia, at over 1,200 branded and independent stores. These include some of Australia’s best-known pharmacy retail brands: Amcal, Guardian, PharmaSave, Chemist King and Discount Drug Stores. In addition to his ecomerce experience, Luke's earlier career at Betfair has also gave him experience with CRM and marketing operations.

Paul Wallace

​Head of Digital Innovation

Paul has over 10 years marketing and digital communications experience within Australia and Europe in both agency and client side roles. Excited by data driven insights and how digital is transforming the customer experience for brands both online and in the physical space. Paul is currently leading the Customer Digital Transformation at 7-Eleven Australia as Head of Digital Innovation.

Aarron Spinley

Researcher & Growth Strategist

Aarron Spinley is widely regarded as a leading growth strategist. A student of both digital provenance and the social sciences, his work draws on the fields of futurism, psychology, neuroscience, and behavioural economics. In applying this very human lens to the fields of strategy, growth, and leadership - his work has recently been coined “Experience Anthropology”.  

Event Details

Date & Time

Thursday 17th October, 2019
8.00am to 10.00am

Venue & Location

Arc One Gallery

45 Flinders Ln,

Melbourne VIC 3000

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