Our team

SKUvantage was founded in 2012. We have since grown to a team of over 30 committed, conscientious and customer focused colleagues. Our reviews speak to our team’s dedication to customer satisfaction.

Our skills encompass photography (obviously), production management, sales, customer service, data analysis, copywriting, editing, technology development, and making tea. Our services cover SKUvantage, SKUlibrary and SKUcapture, delivering a full suite of solutions to retailers, suppliers and their business partners. We are the only one stop shop for what we do, in Australia and possibly the world (really!).

Interested in joining the SKUVANTAGE team?


Daniel Roberts

Founder & CEO, SKUvantage

Daniel has been dealing with product data since his time working in the oil and gas business in the 1990’s, where poor data has enormous cost and risk consequences. Since 2003 he gained further experience of the challenges of product content working in online retail. Daniel held senior positions at Tesco.com in the UK and when heading up the development and implementation of Woolworths multi-channel strategy across all their non-food brands. In both of these roles, Daniel was intimately involved in the strategy, implementation, and execution of the product content capture teams and processes. He has seen the pain that poor product content causes for businesses and their bottom line, but also how a well run process can make significant improvement to conversion rate and costs.


Angie O'Rielly

Head of Sales

Angie is a seasoned sales professional, manager, facilitator, and trainer with 20+ years of experience in business development, marketing and operations. She developed her skills within high performing industry groups with accomplishments in direct marketing, advertising strategy, sales training and employee development.

Angie is passionate about people and embraces core values of service, integrity and innovation and values her relationships with clients.

As Head of Sales, Angie is the key contact for SKUlibrary demonstrations, onboarding and training for new clients and account management for existing clients.

Skuvantage Team



We know the only way to create great things is with great people. Our SKUvantage team is made up of a passionate group of individuals with a diverse range of industry experience, from photographers, videographers, editors, designers as well as our operational and IT teams who all work together to create the best outcomes for our clients.