New Aim’s rapid rise in Australia’s e-commerce sector isn’t just a story of scale—it’s a masterclass in using data as a strategic growth engine. In this interview, Corinium’s Vanessa Jalleh speaks with New Aim’s Head of Data & Analytics, Nader Chmait, about building a high-impact function, embedding AI into decision-making, and redefining what business value truly means.
What does it really take to turn data into a business advantage in a fast-paced, hyper-competitive market like e-commerce? At New Aim, data isn’t just a support function - it’s a strategic driver woven into the company’s operating model. In this conversation, Nader Chmait from New Aim talks about uncovering how their data team built an intelligent, AI-activated ecosystem that drives agility, automation, and measurable impact. From developing real-time analytics tools to reshaping enterprise-wide prioritisation frameworks, they explore the deliberate decisions behind New Aim’s analytics edge—and what other data leaders can learn from it.
The Data Differentiator: How New Aim's analytics edge propelled its ascent in Australian e-commerce?
Leading the Data & Analytics function at New Aim over the past three years has been a truly rewarding journey. My dedication throughout has been to fundamentally redefine our operational paradigm by embedding data-driven decision-making into every touchpoint of our supply chain. Our rapid growth isn’t merely the result of having data, but of a deliberate, well-planned strategy to embed intelligence into our DNA. Let me share a few examples of how we’ve turned data into a true business differentiator.
We’ve moved well beyond static dashboards. Today, our analytics function now delivers real-time data products and prescriptive models that directly inform (and increasingly automate) critical decisions. Whether it’s dynamic pricing driven by competitor activity, optimising last-mile carrier selection, or forecasting demand fluctuations to fine-tune our supply chain, our data intelligence doesn’t just describe the past—it shapes New Aim’s next move. This level of intelligent action and automation is only possible because we rigorously ground everything in measurable evidence (as I often say, you can’t improve what you cannot measure). This evidence-led approach has significantly reduced our operational costs and improved agility across the business.
But here’s a truth every data leader eventually learns: we simply can’t do it all. The real question is: what should we do? After nearly two decades in analytics, I still see this as one of the biggest challenges in our field. If data leadership is about making strategic choices, then it’s equally about knowing what NOT to pursue. Saying no to the noise is often the smartest and most overlooked decision every data leader can make.
Which brings me to what sets us apart at New Aim. Many organizations struggle to define, demonstrate or quantify what it truly means to focus on ‘high business value’. As part of our data and analytics roadmap, we developed an enterprise-wide planning framework that objectively evaluates initiatives based on delivery complexity, risk, and potential impact—whether that’s cost savings, revenue uplift, efficiency gain, etc. This unified scoring system empowers us to confidently prioritise what matters most, align cross-functional teams, and plan for scalable, measurable growth.
How do you think about the relationship between data and AI at New Aim—how does one power the other in your ecosystem?
In the Data & Analytics function at New Aim, we don’t treat AI as an isolated layer—it’s a natural extension of our data maturity. Data is the foundation; AI is how we activate it. As mentioned earlier, AI already enhances daily decision-making across key areas like dynamic pricing and demand forecasting—even for cold-start scenarios where historical data is limited. We've also deployed conversational AI tools that now autonomously resolve over 30% of customer queries, significantly reducing response times and improving customer satisfaction at scale. To extend the impact further, we’ve focused on democratizing access to insights. Our AI-powered self-serve analytics tools enable internal teams to make faster, smarter decisions—without always needing to rely on our analysts and resources.
A flagship example is AirOxy, our in-house AI-powered analytics platform. Developed through close collaboration across data, engineering, and commercial teams, it brings AI-driven intelligence directly to the frontlines of our operations. This ecosystem ensures that AI doesn’t sit in a lab—it actively shapes how we plan, execute, and evolve the business every day. Airoxy empowers commercial teams to monitor performance metrics, detect and measure competitor movements, identify emerging product opportunities, and make rapid, high-impact decisions in a fast-moving ecommerce landscape. It’s a clear example of how we’ve transformed raw data into a scalable, strategic growth lever using AI.
Beyond the technical expertise and strategic roadmaps, what core philosophy truly underpins your leadership in data and analytics, and how has this unique approach demonstrably redefined the impact of data within New Aim?
If I were to describe myself, I’d say I’m a curiosity-driven problem solver at heart. With a PhD in AI and a background in computer science, I bring an R&D mindset to data and analytics—constantly questioning assumptions, experimenting with ideas, and pushing boundaries to unlock value in new ways.
But beyond the technical, I see my role as a connector. I operate with a wide lens that cuts across departments—whether it's supply chain, marketing, product, or finance—to ensure our data initiatives are not just technically sound but strategically aligned with the broader business goals. I think horizontally, not just vertically—because true impact comes from building solutions that fit seamlessly into the end-to-end ecosystem.
I also believe that high-performing teams don’t emerge by accident. They're shaped by intentional leadership. I make it a priority to understand each team member’s unique strengths, doubling down on those, while supporting growth in areas needing development. Creating a culture of trust, ownership, and continuous learning has been key to scaling my team’s impact. Along the way, I strive to make the complex simple and the work genuinely enjoyable for the people I work with. This approach has not only transformed how data drives value at New Aim but also shaped a culture of partnership and innovation. I welcome fellow data leaders and peers to connect, share ideas, and explore how together we can push the boundaries of what analytics can achieve in ecommerce and beyond.
Nader Chmait is a speaker at CDAO Melbourne 2025. Interested in learning more about Data? Join us at CDAO Melbourne this September!
Also don't miss Data Architecture Melbourne 2025 and Enterprise AI Melbourne 2025, happening in the same space as CDAO Melbourne!
Main Photo by John on Unsplash
