Want to learn more about the people that make ۵ַ tick? Click the pictures below to read their profiles.


Craig Davison


As well as being Chair of SFM's Board, Craig Davison is the Chief Executive Officer of the ANZ region of global logistics player DB Schenker.  

His role involves management of the organisation’s operations across and 2,500 employees and 250 contractors in Australia and New Zealand, in 22 facilities totalling 324,000 square meters. 
Over the past 25 years Craig has led local regional and global organisations in Australia, Singapore and London, spanning the full value chain, his contribution centres on evolving existing strategies and models to build and future proof businesses, both organically and through merger and acquisition. With a proven track record of using insights across sales, marketing and operations to engineer programs of change that create and realise greater commercial value. Through fresh thinking, innovation and global best practice Craig has delivered turnarounds and long-term organisational transformations that have underpinned significant revenue and profit improvement. He traverses sectors through an outside-of-the-box approach to change that focuses firmly on ‘whole of business’ improvement.   
Craig is a graduate of The Australian Institute of Company Directors. Has a Masters in Management, a graduate of Strategy and Leadership in Supply Chain from Stanford Business School, a graduate of Advanced Management Program, MIT, Sloan School of Management.  

Kylie Fraser

Kylie is an experienced executive with an extensive career in freight and logistics, including multiple leadership roles at Linfox and as CEO of BevChain. Her current role as Area Managing Director, Oceania at Maersk sees her develop end-to-end supply chain solutions for some of the world’s best-known consumer brands and organisations in the Retail, Technology, Health and FMCG sectors. Kylie joined the ۵ַ Board in January 2022.

Keith Louie

Keith is an experienced retail CEO with a deep background in fresh food logistics and eCommerce. Keith was CEO of the Aussie Farmers Group for two years, led online shopping for Coles Supermarkets for six years, and has advised several leading retailers and wholesalers on supply chain logistics and digital transformation. Keith is currently the Chief Digital Officer at global jewellery retailer Michael Hill International, and joined the ۵ַ Board as an independent Director in December 2019.

Steven Everson

Steven Everson a fourth-generation commercial fisher from the Clarence River region and is involved in the estuary and offshore prawn trawl fisheries. He is a current director on the Catchers Trust and a sitting member on the Commercial Fishing NSW Advisory Council.  Steven was previously chairman and director of the Clarence River Fishermen’s Co-operative. Steven joined the ۵ַ board in February 2020.

George Apostolakis

George commenced employment with M&G Seafoods Wholesalers in 1992. At around the same time M&G purchased Marine Foods within the market auction hall. M&G Seafoods Wholesalers is a family business that was established in 1969. George was appointed to the Board of Directors on 19 April 2016.

Tony Lavalle

Tony Lavalle is a fourth-generation fisherman from Ulladulla and has been fishing since 1984. He is a director of Ulladulla Fishermens Co-Operative and is the Chairman of the Catchers Trust. Tony owns two large trawlers. Tony joined the ۵ַ board in February 2020.

John Jeffreson

John is the owner of a number of retail stores, including Nicholas Seafood Traders and Peter’s ۵ַ. John has helped his businesses build a loyal following within the local & international seafood community and is a strong advocate for sustainability and supporting Australian products, working exclusively with companies that align themselves to Australian fisheries regulations. He was appointed to the ۵ַ Board of Directors in April 2016.


Greg Dyer

Chief Executive Officer

Greg is a broadly experienced senior executive with focus on leadership, strategy, organizational change, community engagement and liaison.

He has an extensive background in high profile private and public enterprises, including ASX listed Mirvac Group, FKP Property and APN News and Media. Greg spent four years in the Local Government sector as the CEO of City of Parramatta Council, leading the development of Parramatta as the central city in the GSC’s three city model and successfully instigating the city-defining $2b Parramatta Square urban renewal project. 

Stephen Groom

Chief Financial Officer and Company Secretary


Stephen joined ۵ַ in 2012 having spent more than 20 years working in finance and accounting roles in both Australia and the United Kingdom. Prior to joining ۵ַ, Stephen worked as company accountant for a large medical company, head of management accounts for a large property company, and management and reporting accountant for Manchester Airport. Stephen was appointed company secretary in November 2012.

Lauren Drummond

Chief Marketing Officer

Lauren joined ۵ַ in 2020 and oversees the marketing and visitor experience portfolio including strategic communications, customer engagement, industry liaison and Sydney Seafood School.

Lauren has over 10 years of diverse brand and customer marketing experience, having delivered integrated campaigns and communications initiatives across the property, education, and travel sectors including roles at Abercrombie & Kent, Lendlease, and AAT Kings.

Michael Guilday

General Counsel and Head of Property

Michael is General Counsel at ۵ַ. In this capacity, Michael is responsible for providing legal support for significant transactions and supporting strategy for the business, including by providing legal advice and working collaboratively across the organisation. 

Prior to his current role, Michael held senior in-house legal positions with Lendlease Corporation, Cbus Super Fund, Commonwealth Bank and Goodman Group; where he has been responsible for leadership within high performing legal functions and providing high quality legal advice to operational businesses and Boards.

Lisa Minchin

Executive Assistant to the CEO

Lisa is highly experienced and accomplished Executive Assistant, having worked with C-suite executives for several years. 

She has an extensive background in the healthcare sector, including Bupa, Private Healthcare Australia, and RSL Lifecare. Lisa has also worked for KPMG and Ernst & Young. 


Gus Dannoun

New Building Operations and Quota Management


Before joining the NSW Fish Marketing Authority in 1981, Gus planned for a career in IT, a vocation that would ultimately involve him in transitioning the Authority’s voice auctions to its first Dutch Auction clock system and front-end support network.  Gus was IT Manager from 1992 until his appointment to his current role 1997.  Gus is primarily responsible for the management of the SFM redevelopment operations and the organisation’s fish quota portfolio. Gus is the chair of the Australian Fish Names Committee and the NSW Fishing Industry Training Committee and is also the treasurer for the South East Trawl Fishing Industry Association.

Erik Poole

Innovation and Technical Manager

Erik took up a role in quality assurance with ۵ַ in 2005. Prior to this, he worked as a qualified skipper, operating fishing vessels in Papua New Guinea and the Northern Territory, and completed a fisheries science degree at AMC in Tasmania.

Erik is now responsible for overseeing SFM’s QA, food safety, and engagement with stakeholders in the seafood industry, particularly related to quality standards, grading, and technical projects. 

Sally Webb

Sydney Seafood School Manager

Sally has worked in food, hospitality, media and publishing in Sydney for more than 20 years. She had an extensive editorial career in lifestyle magazines before joining Murdoch Books as food publisher in 2011. In her freelance career she’s been a journalist, restaurant critic, recipe writer, food editor, travel writer and publisher.

Most recently, Sally was content director at PR and marketing agency The Cru, working on content strategy, creation and implementation for food, hospitality and wine clients. She’s also a passionate cook, and fortunately loves seafood.  

Stephanie Margrain

Communications Manager

Bachelor of Communication Studies, GAICD

Stephanie joined ۵ַ in 2013 having previously worked in public relations agencies specialising in travel and tourism.  

Stephanie is responsible for overseeing all internal and external communications efforts at ۵ַ including stakeholder relations, media engagement, and industry liaison.

Stephanie holds a Bachelor of Communication Studies majoring in public relations and a diploma of leadership and management. In 2020, she became a graduate of the Australian Institute of Company Directors.

Adam Wood

General Manager, Operations and Logistics

Adam joined ۵ַ in 2022 in the role of General Manager Operations and Logistics.

He is responsible for leading the team that delivers SFM's daily auction and developing strategic supply chain partnerships.

Adam holds a Bachelor of Applied Science (Fisheries) and has over 20 years’ experience within the Seafood Industry, specialising in manufacturing and supply chain of seafood.

Jenitt Thomas

QHSE & Risk Manager

B.Tech, Master of Engineering, MBA

Jenitt is responsible for overseeing organisation’s operational risks and the implementation of an effective safety and environment management system. He has demonstrated expertise in risk management in the FMCG sector in the Middle East and in Australia prior to joining ۵ַ. He is adept at developing and delivering safety strategies to diverse teams and committed to reducing workplace injuries. With a background in engineering, he leverages on innovative solutions and industry-safe practices to maintain high levels of safety standards at SFM.

Will Sessions

Head of IT

Rod Gaete

Facilities Manager

With more than 20 years of experience within the corporate business sector, Rod’s role is focused upon leading and supporting the strategy of Facility Management Services for his ۵ַ. Rod was employed as Associate Director across various accounts with CBRE. His experience also extends to corporate real estate and portfolio management also holding roles with Westfield (Chatswood and North Rocks) and JLL managing the ANZ commercial portfolio.


In 2021/22, SFM represented its stakeholders through membership with representation on the following bodies:

  • Australian Fish Names Committee
  • Agriculture Minister’s Advisory Group
  • Committee for Sydney
  • Commonwealth Fisheries Association
  • FRDC/NSW DPI Seafood Innovation Steering Committee
  • Impacts of COVID-19 on the Australian Seafood Industry Steering Group (FRDC Project)
  • Magnificent 7 Market Alliance
  • Mud Crab Project Steering Committee
  • National Aquaculture Council
  • National Seafood Industry Leadership Program
  • NSW Fishing Industry Training Committee
  • NSW Food Authority Seafood Industry Forum
  • NSW Seafood Industry Council
  • SAFEFISH Partnership
  • Seafood Industry Australia
  • Seafood Innovation Steering Committee (NSW DPI/FRDC)
  • South East Trawl Fishing Industry Association
  • Sydney Business Chamber
  • Tourism and Transport Forum
  • New Sydney Waterfront Company (previously Western Harbour Alliance)
  • White Flesh Fish Aquaculture Advisory Committee (CSIRO Project)
  • Women in Seafood Australasia
  • World Union of Wholesale Markets

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