Digital Alchemy | About Us
Take on the future of marketing with our scalable solutions.
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While we were helping clients with their data driven marketing strategies and processes, we noticed something curious: Customers simply don’t put up with irrelevant interactions anymore. The days of blasting out the same marketing communications to your entire database are over.

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We found that automating the execution aspect of marketing is relatively simple, but the decisions around targeting specific customers and presenting them individually tailored content, products, and offers is the actual challenging part. AI is key in unlocking the ability to comprehend large volumes of data and manage one-to-one interactions with customers.


Relationships are about real people, about making an effort in getting to know and understand the person we’re talking to. It’s time to make the marketing process more human again and, most of all, use technology and data as an enabler to get us there.


At DA, we call this ‘Dynamic Decisioning’.














DA is made up of a team that consistently works with you every step of the way. Implementing a marketing technology is relatively simple, but making it work to meet your objectives is particularly challenging. That’s why a lot of organisations are left stranded with a martech stack that they have little clue how to operate or manage.


Not when you work with DA, with us you get a partner who works alongside you and puts your success first. We just can’t afford to let you implement a tool before creating a clear customer strategy, move forward when you don’t understand what you’re implementing, or sell you a tool you don’t actually need. We want to make it a success as much as you do. To start out right with a marketing solution that helps you move forward.


Back in 2003, there was no real market for what we do today. Regan and Julian founded DA with a vision to drive customer-centric transformation by automating a frictionless synergy between data intelligence and dynamic decisioning. With this in mind we have invested heavily in areas that have helped answer the biggest pain points of our clients and the industry.


By establishing a trusted partner relationship with each of our clients, we continue on a mission to achieve shared goals through customer-centric decisioning and transforming their communications.


At the core of DA’s strengths, it is the people.

Our people’s unique attributes are further nurtured and guided by a highly experienced leadership team, ensuring that our clients receive the full benefit of a unique and innovative approach for their marketing.

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``Every great journey
begins with a single step.``

Regan Yan

Managing Director

Since establishing Digital Alchemy in 2003 as Australia’s first dedicated Database Marketing Service Provider, Regan has expanded the business into Asia Pacific, building the company into what it is today.

His passion for data efficiency and data-driven marketing is as strong as ever, leading to his recognition as a respected thought-leader. He is also a subject-matter expert in Analytical Database Marketing

and Customer Relationship Marketing, as well as an in-demand presenter and keynote speaker at national and international events. Prior to DA, Regan led two other pioneering companies, as CEO of Persona Asia –

a permission-based online infomediary, and MD of Multinet System – a leader in data mining and database marketing. Apart from work, Regan’s secret to staying young is… extreme sports!

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``Do unto others
as you would have them do unto you.``

Julian Lee

Technical Director

Julian has built his experience and strong reputation over 20 years as a marketing database specialist. Our head boffin is happiest when developing breakthrough solutions in response to fresh new challenges:

whether they involve data, database design, analytical support or any of the other myriad technical ‘curve balls’ we regularly throw at him.

After cutting his teeth on computing and maths studies at University of Technology Sydney, he extended his skills working for Multinet, Clemenger Proximity and Acxiom.

Many consider Julian to be DA’s best kept secret – he’s certainly our quiet achiever!

In his leisure time Julian enjoys being outdoors, fishing or playing golf.

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``Opportunities don’t happen,
you create them.``
– Chris Grosser

Basel Eltarifi

Head of Sales and Marketing

Wide ranging experience with Campaign Management, end-to-end Marketing Automation and Business Intelligence across various industries, gives Basel a deep knowledge of Customer Relationship Management and Business Development, from the inside out.

With more than ten years on the client side, he has first-hand understanding and appreciation of clients’ needs. These practical and technical skills are ideal for his current role leading DA’s Business Development and Marketing Division.

Basel’s prime focus is client satisfaction, based on DA’s performance and ability to achieve each client’s strategic targets and growth goals. In his spare time he likes to score other goals… on the soccer field!

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``When someone does something wrong, don’t forget all the things they did right.``

Helena Woo

Head of Client Services

Ask Helena anything about campaign management or data driven marketing solutions and chances are she’s been there, done that! With over 20 years experience working in this field with blue chip companies,

including banking, insurance and retail, there’s not much she hasn’t come across, which means she knows what clients want and better still, she speaks their ‘language’.

Helena has developed a reputation as a pragmatic leader who cuts through clutter and drives results. She aptly demonstrates this in her current role, overseeing the DA teams responsible for delivering

innovative marketing automation solutions in Asia Pacific. Helena’s interests outside work include a love of documentaries, ballet and of course – good coffee!

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``Be the change you wish to see in the world.``
– Mahatma Gandhi

Adrian Pratama

Head of Operations and Support

Among Adrian’s many strengths is his ability to comprehend every conceivable facet of a project. His exceptional skills were recognised soon after joining the DA Development Team,

with a promotion to Team Leader responsible for key database implementations. Further advancement continued when he restructured the reporting team and enhanced their technical capabilities.

Then, following a secondment as Service Delivery Manager, he was promoted to his current leadership position managing Operations and Support Division.

When not at work Adrian loves to travel and plans his trips with the same detailed precision.


“It's not what you do, but how you do it!”

Ryan McHutchon

Head of Clients and People

When Ryan’s not busy developing the DA team, coaching individual performance, building success factors or managing people processes in DA’s offices through Australia and Asia, you’ll find him rattling down steep tracks on his favourite mountain bike.

He’s also into rugby, roots music and really good coffee. With a degree in Behavioural Science, Applied Psychology and Change Management from Griffith University, Brisbane,

Ryan’s previous roles included Training Manager and AVP Learning & Development with Allianz, Thailand.


We’re hiring!


Making a difference is also our outlook on life.
That’s why we established DA Care along with our employees, to actively narrow the opportunity gap for the underprivileged. DA Care provides ongoing support for Baan Saan Rak, an orphanage in Thailand. Baan Saan Rak provides care and support for children at social risk, with many of them being orphans or coming from poor, single-parent or dysfunctional families.


“With DA Family working together on this, our goal is to give these kids a safe and happy childhood, a good education, and a real chance to excel as tomorrow’s adults.”
– Regan Yan