carla-bridge-head-shot_hi-resCARLA BRIDGE

General Manager, POPAI ANZ

Ph: (02) 9281 2630
M: 0412 727 774

Carla Bridge has close to 15 years experience in the Australian retail industry, having served as Managing Editor of Inside Retail magazine for more than six years, and most recently as Head of Media and Communications at the Australian Retailers Association (ARA). She has spent has spent more than a decade reporting and commentating on the retail and FMCG industries and issues including fashion, e-commerce, acquisitions, lifestyle, and retail and shopper trends.

Carla is also experienced in public relations and marketing, having worked on corporate communications, experiential, business to business, and consumer campaigns for a number of high profile retail and FMCG brands at both boutique PR and international advertising companies.


POPAI Australia & New Zealand is managed by a Board of Directors elected by member companies every two (2) years. Our current Directors are:

Janet Bailey - Chairperson

Head of Partnerships, Qantas Loyalty

Janet is a passionate business builder and leader in the shopper marketing and brand activation space. Janet spent the last 25 years as founder and CEO of Evocatif, a communications agency that delivered integrated retail and shopper programs across a range of market sectors. Having sold the business to STW, Janet took up the role as Business Director, Shopper Marketing STW Group in 2014/15, building group wide shopper principles, capabilities and thought leadership. Janet has served as MD of Shopitize Pty Ltd, part of a global mobile marketing business that connects brands to shoppers online, driving them in store to purchase, and is currently Head of Partnerships at Qantas Loyalty. Having an association with POPAI spanning almost 20 years, Janet was a foundation member of the Shopper Marketing Industry Council and picked up the inaugural POPAI Innovation award. Janet has served on the POPAI Board since 2012, most recently as Vice Chairperson, providing strategic guidance and forging partnerships that have helped steer the evolution of the industry association.

Zita Watkin - Company Secretary

Marketing Manager, Active Display Group

Zita Watkin is a leader in the Australian POP industry with over 18 years of marketing, design and manufacturing experience and countless creative and industry awards and accolades. As Marketing Manager at Active Display Group, one of Australia’s largest and most diverse designers, manufacturers and distributors of POP Display, Zita regularly travels internationally to gather Global Insights and case studies, which she has generously shared with the membership, at POPAI events. Zita and her team at ADG are tireless industry advocates and supporters of POPAI. In 2015 ADG are POPAI’s Creative and Human Resources Partners providing all Graphic Design and HR services, as well as Event Series Sponsorship of the 2015 PDS events, and Creative Design Services for POPAI’s Awards Exhibition. A POPAI Board Member for the past 2 years, Zita is key in driving the Associations’ direction, as well as bringing many hours of ‘hands on’ support to POPAI each month.

Norrelle Goldring - Vice Chairperson

Head of Shopper Experience & Retail Performance, GfK Australia

A shopper, channel and category specialist and shopper marketing thought leader with 20 years’ experience in FMCG and retail across manufacturer, retailer and agency roles, Norrelle has been key driver behind POPAI’s expansion into shopper marketing. She has worked closely with POPAI for 6 years, including:

·      Pioneering and running the Shopper Marketing Industry Benchmark Survey since its inception in 2010
·         Chairing the POPAI Shopper Marketing Industry Council
·         Developing and running shopper marketing training on behalf of POPAI 2010-2014
·         Judging the POPAI Marketing at Retail Awards for the past 5 years
·         Current service on the POPAI Executive and Awards Steering Committees
·       A frequent and longstanding speaker and sharer of shopper and industry insights at POPAI PDS, conference and masterclass events.
Norrelle is a regular and well known contributor to the retail industry trade press.

Richard Dumas

Head of Shopper Marketing, Pernod Ricard Australia

Richard has almost 20 years’ experience in the liquor industry in Australia, UK and various European markets.  With a background that includes sales, category and shopper marketing roles, he has a thorough understanding of shopper behaviour and how best to build engaging campaigns.  A member of POPAI’s steering committee since early 2015, Richard is deeply interested in all things shopper-related.  What really gets him out of bed in the morning, however, is the challenge of getting to grips with the constantly changing dynamics of the retail channel;  in particular the revolution in mobile and digital, and coming up with new and innovative solutions to inspire shoppers to buy.

Danny Lattouf

Managing Director, Ideaworks

Danny has more than fifteen years of extensive experience across retail channel, advertising, online, account management, retail sales, merchandising, through  to the management of large retail teams and projects. Danny has worked with brands like Microsoft (Xbox, Surface, Windows, Office, Phone), Sony Ericsson,  Adidas, Dell, Meritus Hotels, Sony Pictures, Rebel, Dick Smith, Payless Shoes and more across several marketing disciplines. Danny has a passion for creating memorable and impactful retail shopper and customer experiences – both in store, online and essentially anywhere brands can be engaged and transactions can be influenced or made.  Danny also serves on the POPAI Awards Steering Committee.

Bryn Marriott

Head of Category and Trade Marketing, Red Bull Australia

Bryn is Head of Category & Trade Marketing for Red Bull Australia. A highly motivated and enthusiastic shopper marketer, category manager and commercial professional, Bryn holds more than nine years of combined FMCG experience spanning the UK and Australian retail landscape. He provides a variety of shopper marketing, category management and trade marketing perspectives having worked across a variety of categories including Beverages, Health & Beauty, Pharmaceuticals and Confectionery. Bryn is passionate about bringing a shopper focus to activating above-the-line campaigns through various marketing mix tools and shopper solutions, with experience bringing some of most famous brands and branded properties to life in-store.

Gary Parsons

General Manager, Exposure Creative


Gary has 17 years of Retail experience and 10 years of Category and National Account Experience with brands in the UK prior to moving to Australia. Since arriving in Australia Gary has worked for both Retailers and Brands in developing in-store solutions to maximise brand engagement with the Shopper. This led to a natural progression of becoming an active member of POPAI ANZ which champions Shopper Marketing and POS both locally and through its global network.

Simon Skidmore

Founder & Managing Director, Onepartners

Simon is Co-founder & Managing Partner of Onepartners, with  more than 20 years agency experience in integrated consumer, shopper and brand experience communication. Since launching Onepartners 10 years ago the agency has attracted some of the world’s largest FMCG companies and brands as clients, and was recently awarded Winner Gold and Silver (consumer & shopper marketing) at the MAA Worldwide Globes, along with Gold and two Silvers at the POPAI Marketing at Retail Awards 2014.

Brad Whatmough

General Manager Advertising, The Good Guys

Well-travelled international retailer with extensive experience gained at Dixons Retail (UK), Coles and The Good Guys (Australia), and with Dell across Middle East Africa (Dubai.) Insights driven strategies have been the common factor in achieving success across all these markets. I’m proud to call Australia home, and to be part of the exciting retail industry here, as we all strive to deliver the TOTAL RETAIL experience that Australians now expect. Finding the right path has never been so important for our industry.