the Rebellion starts
with rebels

FRACTIONAL CHIEF EXECUTIVE & MARKETING OFFICER

Patrick Guerrera is a proven transformation leader who helps businesses unlock enduring value—commercially, culturally, and reputationally. With over two decades at the helm of brand and business reinvention, Patrick has shaped the fortunes of some of Australia’s most recognisable companies. His leadership has seen brands like Commonwealth Bank and Optus rise to become the strongest in the country—not through superficial campaigns, but by embedding brand at the core of business strategy.

His 14-year partnership with Optus is a case in point: from strategic advisor to architect of a full-scale marketing transformation. Patrick led the creation of Yes Agency—Optus’s high-performance internal agency—delivering over $10M in annual value through AI-powered automation, structural efficiency, and tighter integration across marketing functions.

As APAC Lead for M&C Saatchi Consulting, Patrick has driven similarly ambitious change across global organisations, consistently converting 85% of new business opportunities and scaling operations across five international markets.

A member of the D&AD Global Advisory Board and a creative industry advocate, Patrick has built and led a $25M+ global business by combining design thinking with commercial acumen. At Rebellion Consulting, he works with leaders who don’t just want incremental gains—they want to rewire how their organisations create value for customers, employees, and shareholders alike.

FRACTIONAL CHIEF TECHNOLOGY & INNOVATION OFFICER

James Bush is a seasoned innovation and technology leader with over 20 years of experience driving digital transformation across retail, finance, and creative industries. His work blends technical depth with a human-centred approach to solving business challenges, making him a proven partner for brands seeking to scale direct-to-consumer excellence through smart, integrated technology.

As Head of Innovation within the Emerging Technology team at CommBank, James led enterprise-wide innovation efforts, including designing and delivering AI-powered customer experiences, guiding platform transformation programs, and building roadmaps that balanced creative ambition with regulatory rigour. He partnered closely with product, marketing, and engineering leaders to bring new digital services to life at scale, embedding innovation directly into business as usual.

While at Accenture, James spearheaded the rollout of the Connected Mine solution for Rio Tinto, architecting and implementing a cross-functional tech stack that modernised frontline operations. The project enhanced performance and demonstrated James's ability to work across complex stakeholder ecosystems to land transformative, global technology platforms.

At Dentsu, James consulted with leading DTC and retail brands, helping them optimise eCommerce platforms, evaluate MarTech stacks, and localise CRM systems to support more precise segmentation, targeting, and automation. His experience covers Salesforce, Shopify Plus, and a range of marketing automation tools used to deliver consistent performance across multiple brands and markets.

Most recently, James has been leading the development of AI-driven tools in the health and education sectors, focused on speech recognition, CRM-integrated learning systems, and responsive digital products for autistic and neurodiverse users, work that mirrors the kind of personalisation and insight-driven engagement now expected by modern consumers.

James thrives at the intersection of technology and creativity. He brings an entrepreneurial mindset, a proven track record in platform innovation, and the leadership capability to rally teams around a shared digital vision. He is ideally placed to help brands lead the next wave of digital transformation.

FRACTIONAL CHIEF FINANCIAL OFFICER

Jeff Krug is one of Australia's leading and most experienced Chief Financial Officers who will ensure that our exacting standards at Rebellion extend to our financial and governance practises. Jeff has 40+ years financial experience, both as an auditor and a CFO in the media, marketing and communications industry, having helped lead one of Australia's most successful independent agency groups for 15 years and now a Board member across a number of blue-chip clients.

FRACTIONAL CHIEF PEOPLE OFFICER

Sarah Jones Palmer is a people strategist and co-founder of The Human Co, working at the intersection of organisational design, leadership, and culture within creative and marketing-led businesses. With over two decades of experience across Australia’s leading agencies, Sarah partners with executive teams navigating growth, transformation, and the pressures that come with both. She specialises in helping teams realign structure, culture and ways of working so people can thrive, connect and have more fun at work.