Management team

Bernard Wilson

Chief Executive Officer

Bernard Wilson was appointed Chief Executive Officer of Cashrewards in July 2020.

Bernard has over seven years’ experience leveraging data assets and marketing technology to drive competitive advantage for businesses through marketing and digital transformation, loyalty proposition optimisation, and data and media commercialisation.

Prior to joining Cashrewards, Bernard was an executive at Quantium, a leading data science and artificial intelligence company, heading Quantium’s Open Banking and FinTech business.

Bernard has also held senior management positions at Myer and Woolworths. At Myer, Bernard led Australia’s third most popular loyalty program,87 Myer one, as General Manager, Loyalty, Data, Marketplace and Media. Previously, Bernard was General Manager, Customer Data, Media & Commercialisation at WooliesX where he was responsible for overseeing the commercial and partnerships division of the loyalty program, customer data and analytics, and the targeted media business units.

Bernard was also a Vice President at Investment Bank Credit Suisse, and a lawyer at King & Wood Mallesons.

Bernard holds a Bachelor of Arts/Law (First Class Honours) from Sydney University and is a member of the Australian Institute of Company Directors.

Zelma Van Woerkom

Chief Financial Officer and Deputy Chief Executive Officer

Zelma was appointed Chief Financial Officer in August 2021. Zelma brings substantial financial services experience, having worked and partnered across all levels of management within Westpac Group, where she worked for just over 11 years in a variety of finance roles. Her last position with Westpac was that of Finance Director, acting as finance business partner to the Retail Chief Operating Officer. During her time at Westpac, she also held group finance and financial controller roles across multiple divisions where she was responsible for all control and reporting requirements for the Group, Divisions and subsidiaries.

Before joining Cashrewards, Zelma was a group finance senior leader of EG Group, supporting the UK and Europe operations. In that role, in addition to managing financial performance and reporting, she designed, implemented and delivered finance post-acquisition integration following multiple acquisitions across the US, UK and Germany.

Steve Cuda

Chief Product & Marketing Officer

Steve will commence his full-time position in December 2020. Most recently, Mr Cuda was General Manager, Digital Media & Data at WooliesX, Woolworths’ digital, e-commerce, customer loyalty and customer services division, where he spearheaded the creation and commercialisation of Woolworths’ digital marketing and digital media capabilities, and introduced machine learning (AI) based personalisation for Woolworths supermarkets, BWS and Big W.

Mr Cuda also presided over the growth of Woolworths’ loyalty program, Everyday Rewards, taking it from Australia’s number three to Australia’s largest loyalty program, with more than 12 million members. In his time at Woolworths he led product innovation to deliver personalised customer interactions at scale leading to five consecutive years of CAGR above 20%.

Mr Cuda was previously Head of Membership and Marketing at the NRMA, taking the Membership business from seven years of negative growth prior to double-digit growth every year of his tenure. Mr Cuda also founded Zonk, a successful data-driven digital marketing automation business.