Meet the team
Our leadership teamAt Lexer, we believe in leading by example. Our leadership style is hands-on, caring, playful, and proactive—and we expect the same from our all-star team. We’re committed to building a welcoming culture where our people can pursue their passions, meet friends and mentors, and build innovative products that help our customers grow.
Abby Borden believes that at the heart of great marketing is deep human connection. Over the last decade she has worked directly with retailers like REVOLVE, Nike, CVS Health, 1-800 Contacts, Best Buy, and J.Crew, helping them find human connection with their customers at scale. Prior to joining Lexer, Abby has held roles and led teams in Marketing, Client Experience, Corporate Strategy, and Client Success at Cordial and Monetate.
Outside of work, she enjoys spending her days at the beach with her husband and their pups Franklin and Diego, harvesting vegetables from her garden, exploring new hobbies, and being active. Her favorite meal is pizza and wine, with ice cream for dessert.
Chris is a passionate finance professional with 30 years experience across a wide variety of industries. As CFO of Lexer, Chris gets involved in all manner of things, including numbers, facilities, information security, HR, legal and privacy. But what he enjoys most is helping the commercial team work with clients and prospects.
Chris is lucky enough to have worked for extended periods in Melbourne, London, Chicago, Milwaukee, Vancouver and Riyadh. Business is done differently in each of those cities, and a little bit of each is imprinted into Chris’ corporate DNA.
Chris spent 12-years with PwC before accepting a COO role with Tarsus plc, and so began his love of working with technology businesses. Relocating back to Melbourne in 2003, Chris joined Hitwise and experienced the highs of taking a small Aussie business to a $250m trade sale. Chris transitioned the Hitwise business to the acquirer before joining Lexer in 2012.
Chris loves golf, wine, cheese, the Brisbane Lions and his family (not in that order). Weekend priority is given to standing in the drizzle at netball and teenage birthday party transportation.
David has spent his career leading data and technology businesses in both mature and emerging markets. He joined Lexer in 2015 as the General Manager where he helped to scale the Australian business over a two year period. David then founded Lexer’s North American business, he is based in Los Angeles and has responsibility for global marketing, sales and success.
His career in data and technology started at Experian where he worked for 10 years. During this time he launched Experian’s retail analytics business FootFall in ANZ and then grew this business throughout China, Japan & the South East Asia region while living in Hong Kong. In his last role at Experian as the General Manager of the ANZ Consumer Insights & Targeting division, he spearheaded the turnaround strategy that transformed Experian from an offline data business into a digital targeting powerhouse.
Despite living on foreign soil David still has Aussie tastes; beer, bbq’s, surfing and the great outdoors. He’s currently building the ultimate adventure vehicle – a sprinter van.
VP, Legal & Operations
Rachel has worked for over ten years as an in-house corporate lawyer at Telstra and Aurecon prior to joining Lexer in 2021 (and private practice before that). She has always been keen on technology and continuous improvement in the practice of law, when most lawyers are not keen to adapt and change. Joining Lexer, she has also added Operations to her portfolio as well.
Before growing up and becoming a lawyer, she went to drama school. She has been known to still tread the boards in amateur circles, and sat on the board of a not-for-profit arts company for the legal profession for three years. She enjoys theatre, film, painting and learning French. She has two adorable kids, Olivia and Jack.
Heather has over 20 years experience in marketing and analytics, leveraging and interpreting consumer insights to drive client strategy and execution in North America. She is a specialist in CRM, segmentation and digital and direct marketing.
Before joining Lexer she was Head of Professional Services at Resonate, where she helped clients understand how to leverage their customer data combined with additional sources to drive more relevant and actionable insights for targeted campaigns. Heather also spent nearly 7 years at Experian designing client deliverables across multiple sources of data to provide competitive assessments, customer acquisition and retention strategies, and search marketing and optimization.
Her clients have spanned a wide range of industries, including Retail, Travel, Financial Services, Education, Technology and Politics. Regardless of industry, they have all shared a common goal of understanding their data to achieve their goals and objectives.
GM of Product
Glyn loves building products and experiences that makes customers lives easier. He’s spent most of his career leading teams to do this at digital B2C and SaaS B2B businesses in Europe and Australia. Most recently in FinTech at MYOB where he lead product teams focused on the digital experience including ecommerce and personalisation .
He believes that great products are born from a deep empathy with the customer and built by cross-functional teams that share this empathy.
Outside of work he enjoys hanging out with his family telling terrible jokes, dreaming of adventure races whilst cycling or running on Melbourne streets and an occasional trek in the backcountry.
Prior to joining Lexer, Nick Hinsley worked in retail for well-known menswear companies, Gazman and Gant, and then in traditional media for over 15 years. Throughout his career, he’s always wondered why campaign results lacked transparency, driving his passion for data and technology as enablers of high performance.
Outside of work, Nick loves spending time with his wife Fiona, his son Gus, his daughter Bella, and his dog Lenno. Every year, he enjoys challenging himself with a significant sporting endeavour and has participated in Ironman, Marathon, Oxfam Trailwalkers, Victorian Heads Swim, and more.
Alex brings over 15 years experience in providing sustainable commercial outcomes for innovative, early stage technology and retail businesses.
Alex joined Lexer in 2014 as the company’s first Commercial Director with a mandate for business and commercial development. He now leads the strategic sales whilst overseeing Lexer’s expansion plans in emerging markets including Asia.
In the decade preceding joining Lexer, Alex lead a number of early stage businesses. As Co-founder and APAC Director of Athro Kinetics Plc he oversaw capital initiatives, supply chain and revenue growth, culminating in a successful UK IPO. More recently he was the COO of Rockwood Management Group, a NY based apparel and retail professional services firm and was the founding GM of menswear label MJ Bale.
Whether it is on a boat, a bike, a trail, up a mountain or simply in his garden, when not working, you will find Alex somewhere outside. Ideally with his family.
Aaron joined the Lexer team in 2018. He has worked in sales for the past 20 years for both small tech start-ups to large Saas companies such as Adobe and Oracle. His clients have spanned industries including Retail, Health & Beauty, Financial Services and Pharma. He has a passion for helping businesses leverage data to achieve their desired outcomes.
Outside of work, Aaron enjoys spending time with his family, is always in search of the next great craft beer and next great novel, is a big sports fan, and loves hiking and skiing. He also volunteers his time and is an avid supporter of the American Brain Tumor Association.
Before joining Lexer, Kristy was General Manager at Mark/M&C Saatchi and has over 20 years experience across advertising, digital marketing and CRM. She was responsible for strategy and delivery across clients that spanned Telco, Finance, Consumer Retail, Entertainment and Government.
Data-led creativity has always been a passion for Kristy. This passion inspired her move to Lexer where she is responsible for helping our customers achieve ROI with Lexer’s products and tools.
When she’s not scanning Instagram for new creative ideas, Kristy is learning to sew her own wardrobe, dotes on her fur child Barkley (the cutest Spoodle in town) and loves to get her hiking boots on for a wander of Australia’s beautiful National Parks. Oh, and she does love a bit of Trash TV… Summer House anyone?
CTO & Founder
Throughout his career, Aaron has always found himself to be either the most creative person in the technical team or the most technical person in the creative team. During his 12 years of experience in industries spanning advertising, design, publishing, startups, and consulting, he ran into a challenge: There was no way to gain real-time insights on the advertising campaigns he was working on with his clients.
Pairing creative vision with technical chops to overcome this challenge, Aaron built and founded Lexer, the Customer Data & Experience Platform helping brands and retailers drive incremental sales through improved customer experiences. Since Lexer’s formation in 2010, he’s built a passionate, dependable team spanning Australia and North America while leading the continued development of both Lexer’s products and culture.
Looking ahead, Aaron’s excited to work with his rapidly-growing team on improving Lexer’s existing solution and exploring the future of data-powered customer experiences. Outside of his work, Aaron is an avid LEGO builder, dedicated dog dad, adventurous cook, and karaoke enthusiast.
Dave has spent his career applying a passion for creativity, data and technology to drive transformative growth in companies he loves. Since mid 2014, David has been the CEO of Lexer, led the exponential growth and attracted an innovative team including M&C Saatchi and Experian alumni who deliver the creative approach to data that sets Lexer apart.
In addition to Lexer, David became the youngest ASX 200 Non-Executive Director when he joined the board of Australia’s largest department store in late 2015. Prior to Lexer, David spent a decade with M&C Saatchi, locally and globally building the digital practice, starting new agencies and ultimately as Managing Director of M&C Saatchi Group in Australia.
Dave loves skiing down mountains and cycling up them. He’s often running near the beach or swimming at one. When he’s not growing the team, he’s growing veggies. And whenever he wakes up in a new bed he takes a photo of it.
Cheyne brings 15 years of experience building data teams across the globe, while working across a wide variety of industries from SMB right up to enterprise. Cheyne joined Lexer after 9 years at Hitwise, and later their acquirer, Experian, focusing on the practice of data management and process.
Cheyne joined Lexer in 2015 and enjoys spreading his focus across a number of areas of the business, from the commercial side, customer data on-boarding, right through to the intricate detail of a customer’s data set and how Lexer can use this to help them to achieve their strategy.
Outside of work, Cheyne’s passion lies in the unusual combination of wine collecting (and drinking), art history (French Neoclassicism & Impressionism) and following sports (every sport).