Management Team

Our team come from a variety of backgrounds, including technology, communications, marketing and finance. Our experience and skill sets allow us to deliver highly effective, tangible online marketing results.

• Tom Petryshen, Founder & CEO
• David Dale, Creative Director
• Col Williamson, Corporate Adviser

Tom Petryshen (Founder & CEO)

Tom is the Chief Executive Officer and Founder of Amplify and is regarded as one of the true gurus of search engine marketing and optimisation, having had over 11 years experience.

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

After studying communications and marketing at Simon Fraser University in Canada, Tom caught the online bug early and began writing and designing online documentation in the early nineties. As the web exploded he expanded his skills to include usability, web design, and display marketing.

In 1996 he set out on his own helping companies and governments communicate more effectively online and later discovered the art of Search Engine Optimisation after helping a Canadian satellite company sell the first of many $US 1500 plus satellite phones to global customers as early as 1998.

His focus on results has produced outstanding online marketing ROI for some of Australia's most successful online businesses including Huggies, Webjet, Deals Direct, Europcar and Six Senses Resorts.

Tom is recognised as one of the foremost speakers on search marketing and is regularly asked by industry leaders to speak at their conferences. Recent engagements have covered topics such as SEO and usability, SEO and Stakeholder Management and Online Marketing in a Down Economy at events such as Adtech, Search Marketing Expo, and the Australian Association of Convention Bureaus.

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

His company is dedicated to providing results, research, and leading edge technology solutions that enable online success. Their new Content Management System, Boost Optimiser was recently named as a finalist in the ZDNet Australia & CeBIT 2008 Emerging Innovation Awards.

When you combine Tom's steely competitive determination, leadership, knowledge, experience and expertise in online marketing (that is passed on to all his staff), 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 14 years of Internet experience includes four 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.

Col Williamson (Corporate Adviser, Sydney)

Amplify has a very experienced Corporate Adviser in Col Williamson - who has more than 40 years of experience across the travel and banking industries.

Col held senior management positions with Jetset over 10 years, initially as General Manager of their Retail and Corporate Travel Divisions and later headed up all Australasian Operations as Commercial Director. In 1996 was appointed General Manager of Ansett Business Travel. In 2001 Col accepted the position as Executive Director at Synergi Travel for three years, a major corporate travel management company.

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.