Who is Empirics?

Empirics is a leading data solutions provider specialising in building integrated data platforms and tailored analytics solutions for our clients across a wide range of sectors. Founded in 2004, Empirics became part of Link Group in 2012 and is part of the Retirement & Superannuation Solutions Division.

We provide innovative, flexible and cost effective solutions to meet the unique requirements of each of our clients - using a range of cloud technologies, data integration techniques and best of breed tools, applications and data science to extract the maximum value from your data.

We deliver guidance and hands-on expertise in your transition to a data-optimised business. We work closely with our clients to develop a tailored roadmap and solution that ensures you fully leverage all your available data assets and address critical gaps, setting you up to drive growth, provide better service to customers and continually improve operational efficiency.

Who is Link GroupOpens in new window?

Link GroupOpens in new window connects millions of people with their assets including equities, pension and superannuation, investments, property and other financial assets. We do this by partnering with thousands of financial market participants to deliver services, solutions and technology platforms that enhance the user experience and make scaled administration simple.

We help manage regulatory complexity, improve data management and provide tools to help people connect to their assets, leveraging analysis, insight and technology. Our core businesses are complemented by our expertise in digital solutions and data analytics, and enable us to provide a complete service to our global network of clients and partners, across the following divisions:

  • Retirement & Superannuation Solutions
  • Corporate Markets
  • Fund Solutions
  • Banking & Credit Management
Darrel Ludowyke

Darrell Ludowyke

Chief Executive Officer

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Darrell has worked with some of Australia’s and the world’s largest data-driven organisations, and before starting Empirics in 2004, was Global CRM Manager at the world’s largest direct marketing company, driving the data analytics and DM strategy for over 50 million customers in 25 countries. His vision is for Empirics to be regarded as one of the world’s most highly respected and client-focused data, analytics and data science companies. Darrell is a fair weather cyclist and a starry eyed St.Kilda supporter, who believes that the Saints’ long-awaited premiership is just around the corner. And that Santa is real.

Bill Kelso

Bill Kelso

Director & Head of Operations EMEA

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Bill is a co-founders of Empirics and brings more than 20 years’ experience to data driven decision making and market insights. He has recently re-located from Melbourne, Australia to spread the Empirics vision in the UK and Europe. Bill’s mission is to help organisations derive the maximum ongoing value from all their available data to support the achievement of their business goals.

Shan Dawe

Shan Dawe

Head of Operations APAC


Shan has over 20 years’ experience in the data industry with a background in Computing, Accounting and Predictive Modelling. Skilled in Operations Management, Project Management, Problem Solving and Analytics, Shan manages the day-to-day operations of Empirics’ business and ensures our teams are enabled to provide high quality professional services to our clients.

Tim Denmead

Tim Denmead

General Manager Data and Analytics

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Tim is an accomplished data analytics professional with over 15 years’ experience across a variety of portfolios. Tim has been leading the data and analytics function at Empirics for the past 2 years and has extensive background in Business Intelligence. If he isn't walking his beloved corgi Monty, you'll find him out and about sampling the latest craft beers. Monty has been known to enjoy a tipple himself.

Martin Harris

Martin Harris

General Manager – Strategy, Sales & Partnerships

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Martin has over 20 years’ experience in leading teams in strategy, sales, project management, marketing and client account management across the telecommunications, finance, energy and environmental sectors. Martin is focused on delivering the Empirics Strategic Plan and international and domestic business development via our Sales Team. When he’s not out enjoying a motorbike ride, Martin “delights” his family and highly appreciative neighbourhood by playing his new drum kit.

Ashley McLellan

Ashley McLellan

Head of Data Architecture

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As the Head of Data Architecture, Ashley engages in the endless pursuit of achieving the utmost efficiency out of every process in the journey of creating a single customer view from disparate data sources. Working with data for over 15 years across a number of industries, Ashley is the go to guy for anything data process related. Ashley is also a mad Basketball fanatic, holding court in his local over 30's competition where his recall of his own performance may differ somewhat from reality.

Peter Mah

Peter Mah

Head of DevOps


Peter has 20 years’ experience in Data Warehousing, Data Integration, Business Intelligence & Programming and ensures Empirics solutions are operating effectively and efficiently. He facilitates technology and methodology decision making throughout teams, including standardisation of system architecture, reusable code base development, versions of software tools, best practice, source control and deployment processes.

Luke Smith

Luke Smith

Head of Enterprise Architecture

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Luke is an innovative and experienced IT professional offering over 20 years of experience in Enterprise Architecture, Project Management and Software Development. Luke drives high standards through effective planning and communication, with a focus on aligning IT with the overall business drivers

Jessica Beresford

Jessica Beresford

Head of Client Engagement

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Jessica, our resident Behavioural Economist, leads the team of Consultants and Account Managers to develop effective relationships with our clients. Working across several industries including finance, sport, travel and wellness, Jessica ensures our clients are leveraging their data, analytics and data science products to solve problems and maximise the value of their data assets.

Lincoln Holt

Lincoln Holt

Office Administrator


Lincoln plays an important role in the company by making sure everyone has a nice environment to work in and the tools they need to get their job done. Lincoln loves movies, pizza and the St Kilda Football Club and his mission is to make sure the Empirics team is always happy - and that they never forget to stop for lunch!

Empirics is proud to partner with WISE Employment who support Lincoln's success in this role.

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