Paul Fitzgerald


Lumaten’s co-founder and co-creator of SHOPPER360, Paul is an industry-respected expert in commercial strategy and how to drive FMCG growth. His career has taken him around Australia and New Zealand and into Asia as a senior executive and strategy consultant.

Paul spent more than 20 years with the world’s biggest brand, Coca-Cola. He led commercial and sales teams in Australia, New Zealand and the Pacific Islands, enjoying a track record of generating sustainable value growth in every role. He has an MBA from the University of Sydney and wishes SHOPPER360 had been around when he was a General Manager.

Troy Sugrue


Troy’s fascination with anthropology and cognitive psychology stems from his 20-year career as a Creative Director. Working primarily in video, digital and experiential disciplines, the science of human behaviour has always been central to his work. Troy will tell you that “influencing attitudes and behaviour is the core task of a commercial creative.”
Troy is a founding partner in Uno Loco (formerly Madant Productions), a B2B creative agency based in New Zealand. Uno Loco has developed breakthrough VR products for the exhibition sector and this work planted the seed for the fully immersive experience of SHOPPER360.

Sean Cunial

President: Asia-Pacific

Sean is an expert in brand marketing and commercial strategy, with a proven track record of delivering accretive value for manufacturers and their retail partners through innovation.

Sean is a former senior executive with The Coca-Cola Company (TCCC) whose career spans 20 years across Australia, S.E. Asia and Japan. Sean has unprecedented contacts in the FMCG community through Asia, US and Europe. He was a member of the TCCC Global Retail Council and the TCCC Customer Council. Both Councils developed collaborative commercial thought leadership across a tight community of FMCG suppliers and leading retailers. Sean is currently leading our business development efforts in Asia.

Dr Maher Hatab

Chief Technical Officer

With a doctorate in VR and a track record of technology innovation, Maher has been a passionate advocate and enabler for the technology’s commercial possibilities since its early days.

After studying computer engineering in Lebanon, France and America, Maher returned to France to complete his PhD, contributing to large European VR research projects and driving innovation in the field.

Now living in New Zealand, he is an Executive Board member of the New Zealand VR/AR Association and as a consultant, he has shared his VR/AR, Computer Vision and Artificial Intelligence skills with Kiwi start-ups, corporations, development labs and new media agencies.

Maher was the lead designer on the original prototype of SHOPPER360 and, as Lumaten’s CTO, will ensure we are always one step ahead as VR research becomes the global standard.

Fiona Maggs

Managing Director: Australia

Fiona is a senior sales and strategy executive with more than 20 years’ experience in grocery, out of home and retail.

Having held senior leadership roles at Unilever, Retail Food Group, Pizza Hut, Coca-Cola Amatil and global strategy consultants L.E.K., she has unique insights into the consumer goods and retail sectors to share with Lumaten’s clients.

Fiona is expert at identifying key shopper insights and translating them into innovative commercial strategies and initiatives that drive shopper engagement and deliver top line growth.

Drawing on her background in sales management, trade marketing and shopper insights, she combines commercial acumen with an analytical approach to consumer goods challenges.

Before gaining an MBA, Fiona was a research scientist, and retains her passion for scientific methods and the biology of behaviour.

Ready To Talk?

Contact Us