Our story

Founded in 2012 by Managing Director Alice Hodgson, TrainTheCrowd emerged from her experience as an IT Consultant implementing CRM applications, notably Salesforce. Recognising a gap in the market, she observed companies heavily investing in new technology but failing to upskill their teams.

To address this, Alice assembled a team of certified professionals with a shared passion for teaching. Rather than generic courses, they delivered training that was tailored to a company’s people, processes, and platform.

Ongoing skills maintenance was still an issue, so Alice and her team developed the Digital Effectiveness Program. This innovative program empowers teams to achieve long-term effectiveness with technology.

Meet the team

Martin Dunn

General Manager

Martin has taught 2000+ people in 7 countries since becoming a certified Salesforce instructor in 2013. Over that time he has specialised in end-user, Administrator, reporting and Einstein Analytics training. He has been named “Australia’s Biggest Def Leppard Fan”– he likes Def Leppard.

Stacey Swanton

Business Development Manager

Stacey has 7+ years experience as a Salesforce consultant and instructor specialising in custom end-user training. On her largest project with TrainTheCrowd she helped deliver 7 courses to 350 users in 5 locations. When Stacey’s not in the classroom, you can find her planning her next adventure abroad.

Karen Lam

Marketing and Program Manager

Karen has 12+ years experience leading marketing and high-impact technology  projects. She’s passionate about delivering business value and improving team efficiency. When she’s not running after her three boys, you can find her indulging in a few episodes of Amazing Race and planning her next adventure.

Iona Yeung

Marketing and Program Manager

Iona has more than 10 years of marketing experience. A certified Salesforce instructor, she loves helping others make the most out of their marketing tools, especially Email Studio. She’s constantly looking for new ways to automate her marketing and has dozens of marketing funnels that continue to run themselves.

Adrianne Becker

Office Manager

Adrianne has been TrainTheCrowd’s Office Manager since 2012. She has supported the growing team from 1 instructor to 20+ team members and kept the books balanced. She is an impressive cook and grandmother to 8 grandchildren.

Jodie Bryan

Training Consultant

Since 2014, Jodie has been working in operations and as an end-user trainer. She has coordinated instructors for 570+ Salesforce courses across 10 countries and trained across Salesforce and Microsoft. Her perfect day starts with a Bondi to Bronte run followed by quick dip and breaky at North Bondi.

Daniel Repaci

Training Consultant

Daniel joined the TrainTheCrowd team in 2016 with over 3 years experience as a Salesforce admin having previously developed solutions in legacy CRM systems. You’re most likely to meet Daniel in a standard Salesforce class of which he has taught 120+ in 12 cities across APAC. He loves card games – anyone for UNO?

Anna Durbin

Training Consultant

Anna has over 20 years experience in corporate and small businesses. Her corporate experience within strategy & commercial teams was diverse with a focus on customer relationships, system change and training. Anna loves taking her Border Collie to the beach, reading and listening to podcasts.


Lisa Taylor

Training Consultant

Lisa is a creative learning expert with over 10 years’ experience in video, audio and website content production. Her skills have helped clients define and share their stories and products in meaningful ways. Lisa loves helping clients use technology in creative ways to encourage positive user-experience and engagement.

Faisal Muhammad

Training Consultant

A Trailblazer mentor and passionate facilitator, Faisal has 28 years of technology experience working with a blend of startups and multinationals. He shares his experience with the aim to empower youth and IT Professionals to take their career to the next level. He has a sense of adventure is a proud father to his four daughters.  

Ash Karimi

Training Consultant

Ash has 6+ years experience as a Salesforce administrator, product manager and consultant. With that he brings a vast array of skills to help clients get the most out of their solution. When he’s not training, you’ll find him watching or attending a Formula One race somewhere in the world.




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