Digital Marketing And Ecommerce Player, OpenDNA’s Management Summary

  • Sep 30, 2019 AEST
  • Team Kalkine
Digital Marketing And Ecommerce Player, OpenDNA’s Management Summary

OpenDNA Limited (ASX: OPN), based in Australia, is a technology sector player offering fully integrated digital marketing, eCommerce and customer acquisition services targeted at driving and improving online sales of services and products for the clients.

The company is particularly focused on helping businesses that have Australia and China-integrated sales operations, enabling them to sell directly to Chinese consumers through the Roolife online e-Commerce marketplace based on its hyper-personalisation Artificial Intelligence (AI) System and process payment via the WeChat and Alipay mobile payments gateways.

The AI system integrates Neural Networks and Natural Language Processing for creating in-depth user psychographic and behavioural maps.

Since December 2018, OpenDNA has been able to swiftly build a diverse, high-quality customer base with multiple revenue streams that are expected to drive growth and market presence of the company’s operations in both Australia and China.

The company is backed by a distinguished and experienced management team. The directors who held the office during or since the end of the year and until the release date of the annual report on 5 September 2019 are as follows.


  • Grant Pestell, Non-Executive Chairman (LL.B.)

Mr Pestell is an independent non-executive chairman in the company since July 2016. Moreover, since 2000, he is also the founding (Managing) director of Murcia Pestell Hillard solicitors, who act for the company. He is an expert with over 20 years of experience in commercial litigation, corporate and commercial law, whereby he advised both listed and private companies, specifically in the information & technology, energy resources and mining resources industries. Mr Pestell’s former engagements include around three years as a Director in ASG Group Limited from May 2014 to December 2016.

  • Bryan Carr, Managing Director and Chief Executive Officer (BSC.)

Mr Bryan Carr was appointed to the company’s Board in April 2019. He brought a wealth of experience of more than 20 years having worked with technology companies from both the private and public environment where he acquired proven business development skills and comprehensive corporate governance, finance, capital markets and risk management expertise.

In addition to his tenure with Australian corporate companies, Bryan also has a high level of understanding about Asia-based business operations which include 10 years of working in China, during which time he developed a thorough understanding of China and Hong Kong’s commercial, corporate and regulatory operating requirements.

His former listed directorship was at SmartTrans Holdings Limited from July 2016 to June 2018.

  • Warren Barry, Executive Director (BSC, MBA)

He joined OpenDNA in December 2018. Mr Barry has acquired extensive experience and expertise from working in the digital space for more than 22 years where he actively advanced and helped several companies to ASX listing. Formerly, he was the CEO of publicly listed company Gruden while he also had setup and sold various digital agencies over the years.

In addition, Mr Barry’s key areas of focus includes developing online strategies for companies while also working with them to develop ways for commercialisation and monetisation of their digital footprint. Over the course of his career, Mr Barry has worked with very high-profile clients including AFL, CUB, Betta, Sydney Airports, Telstra, Curves Gym, Shop a Docket, Adelaide Airports, Sealink and The Agency, amongst many others.

  • Evan Cross, Non-Executive Director (B. Bus, FAICD)

Mr E Cross B. Bus is an expert career corporate adviser with more than 30 years’ experience in corporate finance, investment banking and mergers and acquisitions, and is engaged with OpenDNA as the independent non-executive director since July 2016. Over the years, Mr Cross has worked with and held executive director positions in various private and ASX-listed firms from across distinct sectors including healthcare, mining, technology, and food & beverage.

Mr Cross is also a director at Dreamscape Networks Limited (ASX: DN8), since April 2016. His former listed directorships in the last 3 years include MyFiziq Limited (ASX: MYQ) from October 2014 to October 2016, Activistic Limited from July 2015 to April 2017 and Ephraim Resources Limited (ASX: EPA) from January 2017 to June 2017.


The company’s management team include Bryan Carr (MD and CEO), Warren Barry (Executive Director of Sales) and the following personnel.

  • George Irwin, Chief Technical Officer

A lifelong coder and technologist by profession, Mr Irwin is the co-founder, co-inventor and technical architect who brought the patented OpenDNA algorithms to life and developed the OpenDNA platform.

  • Jacqueline Gray, Chief Financial Officer

Ms Gray has more than 20 years’ experience acquired from serving senior finance leadership roles across a range of start-up businesses and established global brands.

  • Ben Backx, Head of Product

Mr Backx is an innovative product architect, with experience in implementing advanced intelligence systems within the financial services industry.

P Torre, Company Secretary (CA, AGIA, MAICD)

Mr Torre was appointed to the position of company secretary in March 2017. Currently, he is the principal of Torre Corporate, which is a specialist corporate advisory firm that is engaged in serving a range of listed companies with corporate secretarial services.

Stock Performance

OpenDNA’s market capitalisation is around AUD 8.78 million with ~ 258.26 million shares outstanding. On 30 September 2019, the OPN stock closed the day’s trading at AUD 0.034 with ~ 41,458 shares traded.


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