Who We Are

Where deep expertise meets breakthrough thinking.

From experience to impact

Your experience shapes everything. How your people work, how your customers engage, and how your organisation thrives.

At The Strategy Group, we partner with you to design and deliver meaningful change. Together, we create experiences that inspire, services that connect, and systems that support sustainable success.

Whether it’s building more human-centred services, improving employee engagement, or embedding AI responsibly, our role is to guide and enable your journey, always with your people at the centre, so you achieve better outcomes for those who matter most.

We believe exceptional experience is everything. Let's help create yours.

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About The Strategy Group

Founded by Dr Jeffrey Tobias in 2003, The Strategy Group has spent over two decades designing strategies that put people first. Based in Bondi Junction, we work across sectors that shape Australia, including local government, aged care, education, finance, and health.

Our belief is simple: strategy without empathy doesn’t stick. The most successful organisations are those that connect meaningfully with the people they serve.

That’s why we focus on customer experience strategies that build trust and loyalty, employee experience strategies that attract and retain top talent, and AI strategies that help organisations stay one step ahead.

With a team of experienced strategists, we help you solve complex challenges while delivering measurable results with purpose and clarity.

The Strategy Group Logo

Our logo is more than just a visual identity. It is inspired by the human brain and reflects how we think and work. Each of the three geometric icons featured in our logo represents a different part of the brain, aligned with the core strategic capabilities we bring to every project.

Cingulate Gyrus

‍This icon represents the cingulate gyrus, the part of the brain that links emotion with behaviour and creativity. It reflects our belief in the power of empathy to observe and uncover new opportunities. This mindset underpins our approach to consulting, helping organisations design solutions that connect deeply with people.

Frontal Lobe

The frontal lobe icon symbolises planning, reward, and motivation. These functions guide our work in shaping strategies that are purposeful, goal-oriented, and designed to deliver long-term value. Just as the frontal lobe drives intentional action, we help organisations commit to change with clarity and confidence.

Temporal Lobe

The temporal lobe icon represents information processing, comprehension, and decision-making. It reflects our use of feedback, iteration, and rapid testing to turn insights into real-world outcomes. This approach allows us to help organisations innovate in a way that is both practical and adaptive.

Meet the team

Discover how we've tackled real-world challenges and delivered measurable results for our clients.

Jeffrey Tobias

Managing Director

Jeffrey is an accomplished and prominent innovation thought leader and strategist.

Prior to founding The Strategy Group in 2003, Jeffrey’s corporate background includes engaging strategically with large corporates such as ANZ bank, Westpac, Telstra, Woolworths, Cisco, Baker McKenzie, Mirvac, Stryker, and Perpetual. He has extensive experience with both state and federal governments in Australia and overseas.

Pierre Schaupp

Director

Pierre is an experienced CX and innovation strategist. He has experience creating and embedding customer experience and innovation capabilities within organisations.

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.

Stacey Morava

Head of Operations

Stacey comes from an entrepreneurial background. Not only has she built many businesses from the ground up, she also can advise businesses to reach their full growth potential.

Stacey’s strength lies within growth and development. She builds strong relationships with her clients, while creating strategic partnerships. Stacey holds a credible reputation within the industry and amongst her peers.

Lindsey Rubin

Growth Marketer

Lindsey is a creative, commercially minded marketing professional who blends storytelling with strategy to fuel business growth. She develops compelling content and campaigns that capture attention, drive engagement, and convert interest into measurable results.
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Known for her collaborative approach, Lindsey partners across teams to deliver high-impact marketing initiatives, events, and digital experiences.

Liam Hoffman

Head of AI

Liam has an adaptive, analytical, and creative skillset that combines a deep understanding of human psychology with experience design and strategy.

As Head of AI, Liam focuses on leading and developing our AI practice internally, as well as developing client AI strategies and assessments.

Marcus Naoum

Senior Manager

Marcus has extensive experience in innovation, strategy, CX, and EX, which he utilises daily in his work with our clients.

Since he joined in 2021, Marcus is well-placed to develop creative solutions whilst maintaining a deeper business acumen by integrating an empathetic and deconstructive approach to problem solving.

Nikita Khan

Senior Strategist

Nikita brings a wealth of experience in customer experience consulting, having worked across a range of industries to shape end-to-end strategies.

She has led complex projects from research through to implementation.

Mandy Tandjung

Senior Strategist

Mandy brings extensive experience in innovation and strategy consulting for enterprise clients, specialising in crafting strategic solutions that drive meaningful change for customers.

With a strong foundation in managing complex projects, Mandy excels in facilitating workshops and collaborating with cross-functional teams to elevate customer experience.

Sabrina Thomas

Senior Strategist

Sabrina is an experienced human-centred designer dedicated to solving complex problems and creating meaningful, lasting change. She believes that design’s true value lies in its impact.

Her multidisciplinary background in architecture, entrepreneurship, and strategy enables her to bridge the gap between vision and execution, blending creativity with strategic rigour.

Alycia Wolf

Design Strategist

Alycia has experience in service design and consulting, bringing a creative and pragmatic approach to her role.

Alycia has a human-centric focus, which allows her to immerse herself in problem solving and to find value in diverse contexts. Alycia has a strong skillset in data analysis and transformation and a passion for innovation and consulting.

Jana Plumm

Design Strategist

Jana has significant experience customer-centric consulting, with a passion for co-design methodologies and service design.

With a strong sense for storytelling and visual communication, Jana applies these skills as a Design Strategist, combining narrative-guided thinking with human-centred design and strategy to craft meaningful, circular, and customer-centric opportunities.

Eliza Beatty

Design Strategist

Eliza is passionate about human-centred design and combines imaginative thinking with structured, strategic execution.

As a strategist, she believes good design should be simple, sustainable, and always centred around real people. Her practice is guided by curiosity, collaboration, and a commitment to designing for equity, adaptability, and long-term impact.

Teresa Savanis

Consulting Intern

As an intern, Tess is a valuable contributor who brings a fresh perspective, a strong work ethic, and a commitment to delivering results.

She takes pride in making a meaningful impact, no matter the scale, and is eager to continue learning, growing, and leading with purpose.

Our values

AMBITION

We relentlessly pursue what’s beyond the horizon

AUTHENTICITY

We have the courage to keep it real

EMPATHY

We deeply connect with others to ensure they are seen, heard and understood

CREATIVITY

We connect the dots differently to bring a fresh perspective

Our work environment

Operating out of Bondi Junction in Sydney, but with clients Australia-wide, our team has a space that allows creativity to thrive and ideas to flourish.

We know how to have fun.

One of the things we value most at The Strategy Group is our culture. We spend a lot of time outside of work hours having fun! Here are some of our most recent team events.