Management Team


John Pitman
Co-founder and CEO

Armed with a degree in Biological Anthropology from Cambridge University, UK, John turned his back on primatology and instead spent six years with The Dow Chemical Company, before completing an MBA at IMD in Switzerland.  In 1996, seeking more sunshine, he joined Coca-Cola Amatil in Sydney, Australia, where he spent four years as Head of Commercial Planning. In 2000, he joined the Sydney based News Corporation- Softbank vehicle, “e-Ventures”, as Chief Operating Officer.

Eschewing the corporate world, John then took on the role of Managing Director at a privately owned accessories wholesale business, where he remained for 12 years. It was during this time that he and his business partner first conceived the concept of utilising Point of Sale data to drive incremental growth in a wholesale business, and the krunchbox model was born.

John is passionate about data visualisation and collaboration.

When he is not krunching data, John has an alter ego as a professional musician, and has been a Board Member of a number of prominent Australian Arts companies.



Andrew Isles

After graduating from Sydney University with a Bachelor of Economics, Andrew worked in investment banking for a number of years with both Bankers Trust and Elders Finance,  before joining his family’s business of neck tie manufacturing.
Over time A.Royale grew to become a successful wholesaler of Women’s, Men’s & Children’s accessories, as well as a broad range of Homeware products.

Andrew has served on a number of public company boards, including FAI and HWW Ltd., as well as a wide variety of charitable and social enterprises.

Aside from a period as Managing Director of eVentures, a News International/Softbank company, Andrew has always enjoyed the challenges and freedoms of being a self-employed businessman.

Andrew enjoys sailing, skiing, and learning about what he can do better from his children.



Lynette O'Grady
General Manager, Australia

Lynette’s career started at Palmer Corporation (JAG) where she worked in each facet of the business, culminating as the financial manager for the retail division.  During her tenure she implemented OTB principles and retail financial management to develop the flagship stores and factory outlets processes.  Lynette subsequently moved to Telstra Retail Stores as a merchandise planning and buyer, where she was also a project manager for the implementation of the Arthur buying and reporting system and facilitated Telstra Licensee store communications.

In her 10 years with A.Royale & Co, Lynette reshaped the buying and planning roles through implementation and management of an OTB that focused on customer needs to achieve smarter supply processes and more effective planning procedures.  Her subsequent role as Operations Manager enabled the business to significantly enhance logistics and focus on value add tasks. 

Part of the team since inception, Lynette’s 25 years of industry experience helped develop Krunchbox’s comprehensive reporting facilities and user interface requirements.  Her expertise enables her to relate to a varied range of clients and their data management needs and facilitate their growth through simplification of data intensive business processes.


Edwin Choi
Technology and Information Manager

Edwin Choi has been working in the Information Technology and Consulting industry for over 18 years.  During his career, he has worked with a number of the top tier consulting firms, including Andersen Consulting, Sapient and CSC.  He then successfully headed up the Software and Business Consulting arm of Tango Technology for eight years before joining Krunchbox.  Edwin’s significant professional experience includes working with various industries including Retail, Insurance, Telecommunications, Banking and Finance, Advertising and Agriculture. Edwin also holds a Master of Management from MGSM.