Our Team

We are a team of strategists who relish a challenge. Our sharp-minded team utilises innovation, customer-centricity and business model strategies to help support you and deliver value to your organisation. Founded by Dr. Jeffrey Tobias, our team has a combined total of more than 100 years of industry experience. Feel free to contact us and keep reading to find out more about the Principals who make up The Strategy Group.

This image is a headshot of Dr Jeffrey Tobias, an expert in innovation, design thinking, customer centricity, customer experience, entrepreneurship, lean startup and more.

Dr. Jeffrey Tobias

Managing Director

Jeffrey is an accomplished innovation thought leader and strategist, drawing expertise from the academic, government, entrepreneurial and corporate worlds. Jeffrey’s experience includes growing and leading major Australian corporation, seven years spearheading innovation globally in Cisco’s thought-leadership team and leading The Strategy Group since 2003. Jeffrey is one of Australia’s most prominent experts in the field of Innovation, customer-centricity and business model transformation, regularly presenting to boards and leadership teams across the country.

Jeffrey is also Adjunct Professor and Fellow at the Australian Graduate School of Business at the University of New South Wales. An active angel investor, Jeffrey Tobias is on the boards of various well-known startups.

Jeffrey’s corporate background includes engaging strategically with large corporates such as ANZ bank, Westpac, Telstra, Woolworths, Baker McKenzie, Mirvac, Stryker and Perpetual. He has extensive experience with both state and federal governments in Australia and overseas.

Jeffrey holds a B.Sc (Hons), University Medal and Ph.D from the University of New South Wales.

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Marcus Naoum


Marcus has a background in Strategy, Service Design, Employee Experience and Experience Design having worked within both the technology sector and financial services. He also has an entrepreneurial flair having co-founded a clothing brand.

Marcus has a deep passion for strategic thinking, exploring customer goals and needs, and working with others to solve complex problems through the adoption of a human-centred approach, ensuring all stakeholders involved have a voice in order to create easy, effortless experiences.

With a diverse educational background, having graduated from the University of New South Wales with both an Architecture and Commerce degree, he is well-placed to develop creative solutions whilst maintaining a deeper business acumen by integrating an empathetic and deconstructive approach to problem solving.

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This image is a headshot of Dr Jeffrey Tobias, an expert in innovation, design thinking, customer centricity, customer experience, entrepreneurship, lean startup and more.

Pierre SCHaupp

Senior Manager

Pierre is a senior strategy, CX & innovation manager. His main area of expertise lies in leveraging customer & market insights to help build better products, services and experiences for organisations. He has in-depth experience creating and embedding customer experience and innovation capabilities within organisations, including new frameworks, tools, talent, governance & funding mechanisms.

Pierre has more than 10 years of experience in business strategy, customer experience and innovation working for major Australian and international organisations in financial services, utilities, the public sector and media.

Pierre is passionate about managing cross-functional teams of people with different backgrounds (researchers, UX/UI designers, engineers, strategists, business consultants, etc.) and reconciling customer desirability with technical feasibility and commercial viability.

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Gidon Goodman

Assistant Consultant

Gidon has a deep passion for both tactical and strategic problem solving, with a unique ability to provide an ‘outside-in’ perspective into organisations. He brings to bear a deep understanding of customer experience, employee experience and innovation principles and he excels at crafting innovative and creative solutions to unique problems.

Gidon has a diverse background in not-for-profits, health advocacy and working with Federal and State Governments in those capacities. These endeavours have showcased his ability to solve problems and bring on board and persuade a large swathe of stakeholders, including at the highest levels of Government. His broad educational background studying Bachelors of Laws and Economics allows for unique insights into the challenges facing organisations and the path to long-term improvement. 


This image is a headshot of Pratima Kalmadi, an expert in innovation, design thinking, customer centricity, customer experience, entrepreneurship, lean startup and more.

Pratima Kalmadi

Senior Manager

Pratima is an expert in User Research, Design Strategy, Innovation Management & Service Design with industry experience of over 12 years.

As a design practitioner, thinker and doer, Pratima develops design and customer-centric strategies, directing the creation of concepts through a deep understanding of insight generation. Her work is driven by strategic thinking and systems diagnostics aided by her intuitive and empathetic nature.

As a Manager in The Strategy Group, Pratima has a process-driven approach to Innovation with a holistic view on the relationship between human, design and business needs.

Before joining The Strategy Group, Pratima was Senior Advisor to the POP Group, a London-based firm. She was Creative Director for an Indian-based firm, and for three years was Innovation and Service Designer for the Royal College of Arts in London. Pratima was also co-founder and researcher at Urban Green Line and was Innovation Manager and Project Lead at The London Creative and Digital Fusion.

Pratima hold a MA in Innovation Management from Central Saint Martins, University of Arts, London as well as BA in Communication Design from Srishti Institute of Art, Design and Technology, India.

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This image is a headshot of Yvonne Brennan, an expert in innovation, design thinking, customer centricity, customer experience, entrepreneurship, lean startup and more.

Liam Hoffman


Liam has an adaptive, analytical and creative skillset. He excels at solving complex problems and creatively communicating strategies that output useful, usable, and desirable experiences for customers and more efficient and effective processes for organisations. Liam has worked with several diverse organisations of varying size and has always produced the highest quality of work for clients.

Specialised in human-centred design, and with an expertise in innovation, design and strategy, Liam leverages his deep understanding of human behaviour to deliver lasting value through evidence-based, empathy-driven research, an immersive and iterative approach to data analysis and insight generation, a strong focus on creatively conveying ideas, and a co-creative approach to deliver complex projects.

As a designer and systems thinker, Liam’s motivation is to deliver valuable experiences and innovative strategies that align customer needs with organisational aspirations in a way that’s easily translatable, sustainable, scalable, and memorable for all parties.

Liam has an academic background in Psychology and also holds a Certificate in Service Design, and a Certificate in Entrepreneurship in Emerging Economies.

Contact Liam

This image is a headshot of Karen Goodman, Chief Financial Officer of the Strategy Group and an experienced financial expert in corporate growth strategies, planning and more.

Karen Goodman

Chief Financial Officer

Karen is a Chartered Accountant with over 25 years of experience in tax & management accounting. She brings a wealth of experience from both a commercial and tax perspective, providing strategic leadership in all aspects of financial and business management.

Karen’s strength comes from her ability to apply provide insight, driving key strategies and decisions that maximise company values. She operates as a collaborative partner with the executive team in planning, refining & implementing corporate growth strategies & policies.

Karen has a Bachelor of Commerce (Accounting) from the University of New South Wales.

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This image is a headshot of Stacey Morava, who has intimate knowledge of innovation, design thinking, customer centricity, customer experience, entrepreneurship, lean startup and more.

Stacey Morava

Operations Manager

Stacey comes from a family of entrepreneurs and has been involved in the start-up and the successful selling of many businesses she has created in different industries together with assisting a number of businesses reach their full potential.

Stacey’s strength lies within growth and development and building solid relationships with all her clients together with her ability to manage strategic partnerships whilst building a strong and credible reputation within the industry and amongst her peers.

Stacey holds her Cert IV in Small Business Management, Diploma in Business Real Estate Management and a Certificate IV in Marketing Essentials and Public Relations.

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