Management Team

Willie Pang (CEO)

Prior to joining Amplify, Willie Pang Pang served as Yahoo! Search Marketing’s Managing Director for Australia and New Zealand, leading the business through a tremendous growth phase. Pang also served for six years as Vice President, Business Development for leading Australian publicly listed technology company Melbourne IT Limited.

Tom Petryshen (COO)

Tom is the Chief Operations Officer and Founder of Amplify and is regarded as one of the true gurus of search engine marketing and optimisation, having had over 12 years experience.

From his days as an Olympian wrestler and a member of the Canadian Wrestling Team, motivational speaker, his dedication, commitment and determination was unparalleled and he applies that same competitive determination in the field of digital marketing.

As a past speaker at Adtech, IABC, and Search Marketing Expo Tom has shared his online experience with peers in Australia, United States and Canada.

He writes regularly about Online Marketing and contributes to media articles and blogs on the benefits of effective targeted marketing in Australia and abroad. Tom is passionate about motivating business leaders to succeed online and believes Australia's leading brands need to be more proactive in this market.

When you combine Tom's steely competitive determination, leadership, knowledge, experience and expertise in online marketing, you truly have a partner on your team that will go the extra mile to ensure your success.

Outside of work and spending time with his family, Tom enjoys golf, snowboarding and exploring the hidden wonders of Australia with his Aussie born kids.

David Dale (Creative Director)

As Amplify's Creative Director, David offers a wealth of knowledge in web development and design, internet marketing, usability and web standards.

His 15 years of Internet experience includes three years at Optimad Media Systems in the United Kingdom, where he helped develop a booking system that now processes over £40 million worth of television advertisement bookings every month.

In Australia, he has developed large scale content managed sites for government agencies, financial organisations and corporations, while working with CyberBillboard, e-Access and CreativEngine (now BlueArc).

David is passionate about web standards and usability, and believes that a good site should not only look good but 'be good' - enhancing the client's business, creating efficiencies and improving the all important bottom line.Aside from keeping a close eye on emerging technologies and new ways to improve the user experience, David enjoys golf, tennis, surfing Sydney's northern beaches and snowboarding in Australia and France at every given opportunity.

David Cropley (General Manager, Products and Technology)

As a software engineer, David Cropley is responsible for Amplify's technology and product innovation. Holding degrees in both Software Engineering and Commerce from the University of Sydney, he has strong technical knowledge suited for tackling the challenging problems faced by many digital marketers today. With 10 years development experience, including 6 years in SEO and SEM, David has overseen projects across many areas of online marketing across all major platforms.

He has worked within a range of industries including travel, medicine and retail and is one of a handful of engineers able to break down the complex world of technology using language suited to the audience.

Previous to Amplify, David served as CTO for iMega overseeing and as General Manager for Search Forecast in Sydney.

Col Williamson (Chairman)

With over 40 years of experience across the travel and banking industries, Col brings a wealth of knowledge to the team.

He has held senior management positions with Jetset, as General Manager of their Retail and Corporate Travel Divisions and later headed up all Australasian Operations as Commercial Director, Ansett Business Travel as General Manager and Synergi Travel as the Executive Director.

In his spare time he plays golf, and enjoys flying regularly to Bali, where he has a consultancy business and enjoys the Balinese lifestyle and culture.