Meet the team


Led by Samantha Osborne the Cartology leadership team brings together a wide range of experience from the media industry as well as a deep understanding of the retail environment.


Samantha Osborne

General Manager


After 20+ years in the media industry Samantha joined Woolworths NZ in October 2020 to bring the Cartology business to the Countdown brand. 

During her career Samantha has had leadership roles both here in New Zealand and the UK most recently as Managing Director of Mindshare NZ,  a global media agency. She has worked extensively across the retail category including both FMCG and Supermarkets.

Samantha has a true passion for the advertising and media industry including being the Chair of the Media board for the Communications Council of NZ across a number of years.


Liam Crause

Marketing Manager


Having worked across multiple marketing disciplines, Liam brings over 13 years of experience having worked in South Africa, UK and New Zealand for global organisations such as Diageo, GSK and more recently, Lion.  

Liam is really excited about using his brand and client-side knowledge to lead the Cartology brand in NZ and ensure Cartology delivers great solutions for brands.


Jodie Sinclair

Operations Manager


Jodie has over 18 years experience of sales, marketing, and operations across retail, media and publishing industries in the UK, Australia and NZ.  She joined the Woolworths Group in September 2018 as Operations Manager for the Media Hub at Countdown and has been instrumental in the transition and set up of operations for Cartology New Zealand.  

She is looking forward to bringing her client-side and media knowledge and experience to enable Cartology to deliver best in class campaign management and delivery, while developing processes, systems and platforms for Cartology's media canvas.


Simon Cockburn

Head of Client Partnerships & Sales


Having held senior leadership positions across a number of global agency networks in the UK, Australia and New Zealand, Simon brings over 17 years of media, advertising and shopper marketing experience to Cartology.

During his career, Simon has worked in partnership with multiple grocery retail businesses, including Asda (Walmart), Ocado and Woolworths, as well as numerous global FMCG organisations and media agency groups. 

Passionate about media, and the role it can play in driving better, more personalised interactions between brands and shoppers, Simon is responsible for providing our supplier and agency partners with data-led, result driven marketing solutions that enable them to more effectively engage with customers.


Hannah Wallace

Finance Manager


Hannah is a commercially focused finance professional with experience working across the Retail, Hospitality and FMCG sectors. She has held various finance roles in both Australia and the UK, including a number of roles within the Woolworths Group. Prior to joining Cartology in December 2020, Hannah was the Commercial Finance Manager at George Weston Foods.



Chris Gin

Sales Enablement Manager


Christopher’s  extensive media career encompasses senior leadership roles across a range of media organisations (AU and NZ) and their respective platforms - out of home, commercial print & distribution, publishing, radio and digital & data.  Chris's passion lies in driving revenue growth through new product development, insight and continuous improvement.   

The capability to utilise robust customer and data insight to build quantifiable shopper campaigns, delivers a compelling solution for Cartology business partners.


Matt Jackson

Culture & People Partner


Matt has cut his HR career in reputable NZ and Australian business and is an experienced HR professional across a diverse range of Industries.

An engaging storyteller with a wealth of “real life” stories. Matt is an extroverted, kind and empathetic leader with a passion for diversity, inclusion and belonging and helping team achieve their potential. Matt is dedicated to helping drive engagement, building great people leaders, team wellbeing and shifting the dial. Matt enjoys seeing team achieve their potential and those “ah-huh” moments. 

Outside of work, Matt is a registered NZ Marriage Celebrant,  a current Board member for Camp Quality – A charitable trust dedicated to running camps where fun, friendship and a can-do culture inspire children living with cancer to overcome the challenges cancer brings.


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