Mobecom has a dedicated leadership team with extensive experience in mobile, digital technology, ecommerce, retail and customer service.


They are responsible for driving Mobecom’s dynamic innovation of disruptive technology.

Patrick PitcherDirector Asia

Patrick Pitcher

Director, Asia

Patrick Pitcher invested in Mobecom  in December 2011 and is responsible for leading the Asia region. Previously a Worldwide Board Director of Saatchi & Saatchi, and CEO Asia Pacific & Africa, Patrick was at Saatchi & Saatchi for a total of 21 years.

Patrick brings strong director level experience and expertise to lead the Asia region and has a strong track record of turning around companies and delivering above market profit margins.

Patrick is currently Chairman of MitonOptimal Asia Pacific, and a board director of Mount Faber Leisure group (one of the Sentosa Development Corporation companies).

Patrick was also a director of the Singapore Tourism board  from 2007 to 2011.

Chris JosephDirector Africa


Director, Africa

Chris Joseph (Bachelor of Commerce) leads Mobecom’s business operations in the Africa Region and has recently relocated to South Africa after successfully establishing Mobecom’s Asia operations. Chris has more than 20 years’ experience in senior management across the banking, financial services, food & beverage industries, customer relationship management and loyalty industries.

Chris’ key strengths lie in building strong customer relationships, leading and motivating teams and delivering bespoke solutions to meet client defined objectives. The experience he brings from years in the corporate environment is enhanced by a keen entrepreneurial spirit. Chris has played an instrumental role in developing the customer relationship management business in Asia and South Africa and a key focus is to actively seek out new opportunities within these markets.

Sean SmithCEO – airBux


Director, airBux

Sean Smith (Hons. Bachelor of Commerce (MA), Certified Practicing Accountant, Associated Chartered Management Accountant, Chartered Global Management Accountant) is responsible for both Mobecom’s mobile customer engagement product and execution strategy and airBux, Mobecom’s direct-to-consumer mobile rewards engagement offering, for which he is co-founder and Chief Executive Officer.

Sean is a serial mobile software and internet entrepreneur with over 20 years’ experience developing and provisioning disruptive software-as-a-service and value added digital services. He has won and serviced prominent global blue-chip industry leading clients including News Corp, Vodafone, Nokia and Cable & Wireless. Sean is an Associate of the Chartered Institute of Management Accountants (ACMA) with an Honours Degree in Accountancy (cum laude) from the University of Stellenbosch, South Africa. Sean founded Onit Media Pty Ltd (now wholly owned by Mobecom) in February 2011.

Aubrey SonnenbergCEO – LifeIQ

Aubrey Sonnenberg

Director, LifeIQ

Aubrey Sonnenberg (Bachelor of Commerce) is one of Mobecom’s senior leadership members. He is responsible for the overall business strategy and development of  LifeIQ, which he founded in 2012. LifeIQ is the group’s behavioural health division includes the insurance, employer, healthcare and direct-to-consumer segments.

LifeIQ Pty Ltd  acquired the The SeventeenHundred business division in 2016 to fast-track the employer segment in Oceania, Asia and Africa and services a range of Corporate Blue Chip clients including Qantas, Virgin, Google and several high profile employers across diverse sectors.

Previously, Aubrey was a founder of a joint venture with Ernst & Young in South Africa that was acquired in 1996 by AON, a global leader in health risk, insurance and employee benefits. Aubrey also founded Healthlogix Australia in 2003, an innovator in digital and online content management and engagement to leading insurers, health providers and employers across 3 continents, for which he was also CEO.

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Company Secretary and Finance

Anne Adaley is a qualified accountant and brings over a decade of experience in Company Secretary roles for several listed public companies. Anne is principal of Australian Mining Corporate and Administrative Services Pty Ltd (AMCAS) which provides Chief Financial Officer and Company Secretarial functions and support including accounting, financial management and administrative services on a consulting basis to public listed and private companies as well as unlisted and pre-IPO companies.

Anne has extensive experience in the resources sector, having held senior management roles with a number of listed public Australian exploration and mining companies over the last 25 years.



Commercial Director, Asia

Georgina Halabi (Bachelor of Communications and French) returned recently to work at Mobecom. Based in Singapore, Georgina brings a valuable mix of channel marketing experience and disciplines, having worked in both business development and client services roles across Asia and UK.

Georgina has experience in digital, social media, mobile and customer relationship management. For the last 6 years, Georgina has focused her energy on Mobile Marketing Technology space and has spearheaded sales and operational initiatives for Riverview Mobility Solutions and Archer Mobile.


Dr Roy Sugarman

Head User Experience and Behavioural Change

Dr Roy Sugarman (Doctor of Philosophy Neuropsychology, Bachelor or Arts, Bachelor of Arts (Honours), Master of Clinical Psychology) is a Clinical Neuropsychologist and Clinical Psychologist and a Senior Conjoint Lecturer in Psychiatry, Medical School UNSW.

His Neuroscience of Engagement model underpins the LifeIQ and SeventeenHundred platforms. As Head of User Experience and Behavioural Change, he is a senior leader of the LifeIQ product development and sales teams and he is responsible for the overall engagement strategy and action content of our platforms.

Roy is also the Director of Applied Neuroscience for the EXOS performance innovation team in Arizona USA, and in this capacity, he has served as a mindset coach with the USA National Men’s Soccer Team, and various Olympic, National, College and club level athletes. His consultancies include Mind Experts International USA, FC11 Australia and GoGo

Jenny Robinson

Jenny Robinson

Group Marketing

Jenny Robinson (Bachelor of Business Science Marketing (Honours)) has been responsible for the successful management of Mobecom’s new project implementations globally and the operationalisation of development teams and third party suppliers to support these projects.

Jenny has gained extensive product and marketing management experience with companies such as Bristol Myers Squibb, Protea Pharmaceutical, Greenfield Property Services and Hunt Leuchars and Hepburn.

In addition to her corporate roles, Jenny is a successful entrepreneur with extensive experience running her own marketing, advertising and promotional goods companies.

From July 2017, Jenny will be responsible for Group Marketing.

Leanne New


Business Development, Africa

Leanne Oosthuizen is an experienced marketing, client services and business development manager having gained experience in many industries including Safety and Environment (Sturrock & Robson), in customer relationship management and marketing with through-the-line advertising agency, Stratitude, in South Africa.

Leanne gained significant experience across marketing and CRM for the RCI group focusing on tourism and hospitality.

Leanne joined Mobecom in April 2017 and will add significant business development capability & support in the Africa Region.