Belinda Lloyd, Customer Success Lead at Amperity, joined the company due to its unwavering commitment to customer success and proven ability to deliver real-time business value.
Having previously worked at Servco, one of Amperity’s first customers in the region, Lloyd experienced firsthand how the platform transformed business operations and drove meaningful outcomes.
Equally compelling was the opportunity to work with incredible business leaders, including Billy Loizou, her APAC leader.
“Amperity is the best place I’ve ever worked, and it’s not just about what we do; it’s about how we do it. What motivates me is the freedom to be my authentic self, working alongside exceptional people who share a commitment to excellence,” said Lloyd.
“Our company values resonate deeply with me: we play for each other, build for durability, and focus on making something better today. These aren’t just words on a wall; they’re evident in every interaction, from my first interview through onboarding and ongoing support.”
Lloyd has always been fascinated by the role technology has played in the future of business and humanity at large.
She said that today’s brands face an overwhelming data challenge. While companies have access to vast amounts of customer data, there’s a critical gap between having data and deriving meaningful value from it.
Today’s multi-channel customer journeys have amplified that challenge. Modern customers interact across numerous touchpoints and platforms, requiring smarter architecture to make sense of fragmented data.
Traditional architectures simply can’t keep up with the volume of data and complexities. Brands need new AI-powered solutions that can standardise data, resolve customer identities, and activate insights across all their platforms and teams.
As the market matures and retail media networks expand, many organisations will start to face data challenges. Without a solid data foundation, even the most ambitious retail media network can’t prove actual sales.
Lloyd added that many retailers believe the challenge is about increasing advertiser demand. In reality, it’s about data. Most retailers sit on massive, fragmented datasets scattered across ecommerce, loyalty programs, and in-store transactions.
Without a unified identity layer to bring this data together at the customer level, even the most sophisticated media platforms struggle to deliver performance and results.
A significant obstacle to retail media network success is reliance on rented third-party data rather than owned first-party intelligence. For next-generation networks, a critical shift is underway that will help transition from impressions and clicks to measurable impact.
A recent career highlight for Lloyd was being part of an exceptional retail media partnership with MixIn (part of Endeavour Group), Criteo and Vinarchy Wines. It was a first-of-its-kind in Australia, connecting in-store sales with digital campaigns at scale and providing brands with proof of effectiveness.
“I am so proud to be part of a solution that’s setting a new standard in speed to value and measurement for the entire retail media industry in Australia. Amperity’s ability to unify complex customer data is the key to unlocking this new measurement opportunity.”
Lloyd is passionate about being at the forefront of business transformation, and her goal is to shape how brands build authentic connections with their customers, leaving a lasting impact on the industry.
This commitment extended beyond her core role of actively mentoring and facilitating programs to bring more women into technology careers. Through speaking engagements and advocacy projects, Lloyd has championed diversity in tech, sharing insights and experiences at industry events.
“Being able to educate and advocate for women in tech has been one of my most rewarding professional experiences. I believe diverse perspectives are crucial for innovation, and I’m excited to contribute to building a more inclusive tech industry.”
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