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.


Rawinia Newton

Head of Operations


Rawinia has over 19 years experience in Sales and Marketing having led the Sky Media team as Director of Sales and Marketing. She left Sky in 2019 to pursue her Executive MBA with Massey University while working for non-profit Look Good Feel Better as Programme Operations Manager. 

Joining the Cartology Team as Head of Operations in July 2022, Rawinia is looking forward to working with some of New Zealand’s leading FMCG brands and being a part of the exciting growth Cartology is achieving in the retail media landscape.


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.


Mike Khalil

Head of Product & Platform


Having spent the last 15 years working in media across publisher and agency side across Australia & New Zealand, Mike strives to create data led solutions to grow client & partner businesses.

Joining the Cartology business late in 2021, Mike is passionate about all things data and creating meaningful connections between customers and suppliers to deliver outcomes

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