Shane Sinnott

Background

About Shane Sinnott

As Chief Customer Officer at The Behavioural Architects, the focus is on partnering with insights, marketing, brand, and CX leaders to uncover what drives behaviour, and translating that understanding into strategies and campaigns that accelerate growth.With 25+ years’ leadership experience across top creative agencies (DDB, TBWA, 303MullenLowe) and senior client-side roles (Cancer Institute NSW, Bank of Queensland, Ella Baché), the role bridges behavioural science, brand and marketing strategy, customer experience, and commercial performance.At TBA, the team applies behavioural science, human-centred design, and evidence via innovative qualitative and quantitative research to- Customer & market segmentation that pinpoints high-value audiences and their behavioural triggers and barriers- Brand positioning and value proposition development to drive consideration, acquisition, retention, and customer value- End-to-end marketing campaigns spanning ATL, BTL, and digital channels, grounded in behavioural insights and market evidence- Actionable playbooks that enable marketing and customer, creative, and media teams to execute with clarity and confidence.Experience spans behaviour change strategies for social, government, and commercial contexts, including award-winning public health, financial services and FMCG campaigns, high-performing acquisition and retention programs, and sustainable customer growth strategies. This includes work across transport, health, energy, sustainability, education, financial services, FMCG, and technology sectors.Recognised for aligning diverse stakeholders around evidence-led strategies, delivering campaigns that connect brand, customer, behaviour change and commercial goals, and enabling teams to act on insights that deliver measurable results.Specialties:Behavioural science • Behaviour change (social, government, commercial) • Insights strategy • Brand and Marketing strategy • Customer experience design • End-to-end marketing campaigns • ATL, BTL, digital • Customer segmentation • Value proposition development • Stakeholder engagement • Data-led decision making