Troy is the Executive Director and a co-founder of The Pistol. An entrepreneur at heart, Troy jumps in head-first to solve problems that often seem too hard or complex.

With a unique ability to spot opportunities years before they become obvious to others, his career has spanned Europe, North America, and Australasia, building technology that enhances the impact of advertising, promotions, digital media, and most recently, retail media.

Troy started The Pistol in 2011, then called Tiger Pistol, with founding partner, Steve Hibberd, with the mission of helping small businesses achieve real-world success in the digital world. The technology was quick to emerge as a leader in the MarTech landscape and before long, was acquired by US-based private equity firm, Next Sparc.

Meanwhile, the Melbourne-based professional services business that evolved around the tech was fast becoming the go-to for best-practice digital media, was retained by Troy and Steve, and rebranded The Pistol. With Troy as CEO, the agency racked up recognition from every leading digital media platform for its unique strength in combining technology and digital media savvy, to deliver exceptional results for clients.

Troy’s next technology pursuit wasn’t far off. Incubated within The Pistol, what started as a tool created to help Meta and Google scale their Supplier-Funded Marketing offering, quickly evolved into the full-scale retail media SaaS platform Zitcha is today. In early 2022, Zitcha was spun out as its own business, and while Troy left the day-to-day of The Pistol to take on its CEO role, he remains a steadfast contributor to the leadership and culture of The Pistol today.

He is a loving husband to Jess, and a devoted father to Finn, Sully, and Maisie. When he’s not at work, Troy is tinkering away at one of his numerous ongoing DIY efforts, or enjoying the spoils of the family’s recent move to Noosa, soaking up the sun or taking his boat out for a spin.