We operate in an open and honest environment, void of bureaucratic hierarchies and titles.

We’re fiercely protective of the core values that define us, and proudly live by them daily.

Our cross-functional team operate across a range of capabilities and skillsets, ultimately ensuring we can deliver projects in high velocity. We maintain an agile, small team mindset whilst delivering to our matured frameworks and models.

We put relationships at the absolute forefront of what we do, over and above arbitrary priorities such as scope, commercials, or contractual limits. We live in the real world where growth and success of our customer is our binding measure.


Determined to make a difference for our customers, Dan’s passion is bringing true customer-centricity to the way organisations think and operate. His unique skill set combines technical expertise and depth of understanding of modern marketing concepts.

JOEL NICHOLSON - Director/LemonTree Founder

Joel is a data and technology crusader who has a passion to help build a more customer/donor centric future. The speed of change and the convergence of data and technology has an enormous influence on the way we all live. The ability to harness and leverage both these forces to empower marketers towards customer centricity is what excites him.

Joel has been leading the data-driven services company, Marketsoft, for the past 12 years across commercial organisations including the big four banks, publishers, retailers, and in recent years a focus on Non-Profit.

Joel was instrumental in launching Australia’s first donor centric data collaborative in late 2014, called LemonTree, with a vision to create sustainable fundraising practices through collaborative thinking, technology, data, and by ultimately putting the donor first.

MICHAEL MOCATTA - Strategic Solutions Director

Michael is Marketsoft’s Solution director who is driving much of our innovation and technology direction specifically around supporting marketing strategies which have helped generate real and long lasting customer connections by leveraging our client’s most important asset. “Their Customer Data”. Mike has over 26+ years of experience working with data and has been involved in pioneering projects in data management, digital and data driven marketing. You can say Mike has been helping businesses leverage data for marketing before it was coined a phase. He was previously a Senior Manager at Acxiom where he worked for over 14 years and prior to Acxiom, helped pioneer data warehousing and single view of customer in the finance industry; He brings an enormous amount of industry knowledge and experience having worked with many Australian and International brands across multiple verticals such as Telecommunications, Banking, Insurance, Super, Health, Retail, Travel, Gaming and Not for profit.

“In today’s world there are more channels, devices and connections than any other time. We are seeing businesses struggling with compliance, governance and the fear of when, how and what to communicate to their customers. So much choice has resulted in uncertainty and confusion with greater measurability and accountability. There is hope and a path for businesses to put in place a framework, my job is help businesses leverage what they have and build a strong foundation”.

HAMISH MARTIN - Senior Account Manager

Hamish has over 17 years of experience in the Data Services industry as an account manager. As an account manager, he provides a hands-on service to clients large and small, offering timely, creative solutions to meet their needs.

Hamish is also a keen runner who is still striving to break the 3 hour barrier for the marathon!

TODD FISHER - Director Business Development

Todd has worked in the data marketing industry for over 18 years and in that time he has strategically partnered with clients from the majority of industry sectors, in a local and global capacity. Todd has experience working with his customers on all facets of data driven marketing solutions, everything from helping clients identify and select a targeted marketing list, right through to game changing, organisational wide multi-channel, multi-partner, integrated marketing solutions. From traditional direct mail projects, to strategic digital solutions, he has been actively involved throughout his marketing career. Todd initiates and guides organisations along the journey towards data driven, marketing focused outcomes.

Todd understands the value of collaborating closely with clients and partners and has a passion for helping them realise their marketing objectives. He believes that it is imperative that all marketing communication is customer centric and that your customers rate talking to you (sometimes screaming!), they expect you to listen, and they demand that you act and communicate accordingly. Todd is very pleased that Marketsoft shares these views.

ALISON FEUERSTEIN - Digital Marketing Coordinator

8 years ago Alison (Ali) came on board as our office manager and has since expanded her many talents into the creative force behind both Marketsoft and LemonTree brands.

Her open personality and fresh energy passes easily to those around her as she keeps a team of clever people all running smoothly behind the scenes.

Alison enjoys being able to work broadly across the company and is always keen to take on new and challenging projects.

Ali enjoys camping, mountain bike riding, the Hamish and Andy podcast, Harry Potter and she is our resident virtual reality arena MVP!

NIHARIKA SINGH - LemonTree Fulfilment Manager

Niharika joined the LemonTree team, late last year and has been busy familiarising herself with the world of LemonTree and its wonderful member charities.

Determined to make a difference and be the ‘go-to’ for project planning, Niharika is looking forward to getting to know the LemonTree members and assisting with their fundraising needs and enquires.

“Each day not-for-profits, strive to make a change in this world. I aim to collaborate diligently, to help charities achieve their goals. Together with their righteous intentions and our world-class data-science technology we will create a better world for tomorrow.”

ALONSO ARRARTE - Development Operations Manager
With over 12 years of experience dealing with marketing data and a degree in game design Alonso’s passion is to solve complex issues and business problems by thinking outside the box and providing valuable insight and innovative solutions. He enjoys pushing the boundaries and dabbling with cutting-edge technologies within our industry. He is a passionate Parramatta Eels supporter and has learned that the stats do not always add up and there’s always a bigger picture at play when dealing with solutions.
Alonso brings flair and exuberance to every project and works with dedication to get the results that clients need.
PETER NAVEA - Data Analyst

Peter is an experienced data analyst working in the industry for 10 years. He loves working with the team and is dedicated in ensuring the complex and ever changing data and business requirements and problems faced by our clients basis are met with innovative practical solutions and advice.

Peter is an avid photographer and enjoys tackling the hills around St Leonards with the Marketsoft Run Club.

TODD SEKLI - Junior Data Analyst

Todd is one of the newest addition to the analytics team of Marketsoft. Having a genuine enthusiasm to learn, Todd has familiarized himself with the analytics world fairly quickly.

In his free time, Todd loves to impersonate and mimic television characters. He is also the regular commentator at all pool competitions of the company making those fun and lively!

ALEX LARORCIA - Junior Data Analyst

Alex is the data science wonder who joined the Marketsoft team recently. Pursuing a degree in the same, Alex has been busy applying his knowledge to the current jobs and developing new product capabilities for LemonTree.

In his free time, Alex loves to play table tennis and have his share of fun at trivia nights!


We help businesses make the most of their data assets, and execute on it through effective (and practical!) marketing. We've been doing it in the Asia Pacific market since 1988 and reckon we've learnt a little bit about data-driven marketing along the way.