About Us

The Lens10 Story

Lens10 was founded in 2010 by digital experts with a passion for data. As our team has grown, this passion has remained central to the way we do business, enabling us to play a critical role in discovering the power of analytics across industries, and designing and implementing digital strategies.

Our team’s extensive digital experience and technical expertise can help businesses grow by making the right decisions based on actionable data. It has also allowed us to help clients maintain lasting competitive advantages in the era of digital disruption through strategic optimisation, effective reporting and analysis, and data assurance.

We’re delighted to say that our business has grown almost entirely through referrals from satisfied clients. We are recommended for our leading-edge technical capabilities, our solid methodological approach, our wide-ranging expertise and our ability to execute projects across various businesses in a tool-agnostic way. Our multidisciplinary team of developers, business analysts and statisticians works collectively on our clients’ business cases to ensure the success of every project.

We have offices in Melbourne and Sydney and work with clients across Australasia.

Lens10 People

Chum Darvall


Chum Darvall is a non-executive director for a range of companies, government and not for profit organisations. He had a successful executive career in financial markets and banking for 30 years from 1981-2011. Chum is a member of the Council of Macquarie University. Chum was the Chairman of TransGrid from 2012 – 2015. Transgrid is the owner, operator and manager of the high voltage network connecting generators in NSW and ACT. His role with TransGrid concluded on 16 December 2015 with the successful sale of the business via a 99-year lease by the State Government of New South Wales for $10.26 Billion. From 2002 – March 2011 Chum was Chief Executive Officer of Deutsche Bank in Australia and New Zealand. During this period Deutsche Bank business expanded and consolidated as one of the leading investment banks in Australia and New Zealand. In September 1994 Chum joined Deutsche Bank as Director Treasury managing the money market, swaps and foreign exchange units and group funding. In early 1998, he became Head of Global Markets responsible for all debt market related activities. He was part of the management group responsible for the merger and integration of the New Zealand operation of Bankers Trust with Deutsche Bank in 1999.

Robin Jowett

​Director. Technical Lead.

Robin has unique experience in the Australian market, having worked across a range of digital businesses including digital media, finance and online retailing. He has more than 20 years of technical leadership roles, including seven years as the CTO of Fairfax Digital. He has hands-on experience in the implementation and optimisation of digital advertising delivery systems, web analytics applications, ecommerce systems, content management systems and user experience design.

Michelle McGrath


​Michelle has 20 years of experience in product management, business analysis, online marketing, consulting and training. Her marketing career spans managing multi-million dollar marketing budgets in one of Australia's largest companies and running a marketing consulting and training practice. As a founding partner of Lens10, Michelle is an experienced Digital Analyst, certified in both Google Analytics and Adobe Analytics and highly knowledgable across all digital analytics tools.

Edith Cheng

Edith Cheng

Head of Digital Marketing and Analytics. 

Edith has a background in digital marketing and creating bespoke data-driven marketing solutions to enable real-time optimisation. Specialising in digital transformation, she has developed analytics and marketing integrations for clients across a wide range of industries, including sports, media and entertainment, automotive, energy, superannuation, finance and insurance. Passionate about using data in digital marketing, prior to joining the Lens10, she led a team at a tier 1 digital performance agency working across iconic clients such as Toyota, Rabobank and News Corp. She now leads Lens10's analyst team to deliver excellent client services to help clients achieve digital maturity.

Dean Gingell

Principal. Strategy Lead.​

Dean has extensive experience in managing ecommerce and digital businesses in Australia. Prior to joining Lens10, Dean was General Manager Digital Business at Westfield, where he was responsible for the group’s global digital strategy. Previously, he helped create the BigPond ISP and launched web businesses including domain.com.au. Dean has also developed digital strategy and business plans for digital and 4G mobile businesses including for Lend Lease and LEK Consulting.

Find Us

We service clients across Australasia from our Melbourne and Sydney offices.


49 Dove St


Vic 3121

Ph: 03 9998 7474

email: info@lens10.com.au


5/249-251 Pitt St


NSW 2000

Ph: 02 9099 4460

email: info@lens10.com.au

To find out more about how we can help you

Contact us