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Our Team

Our Team

BDA prides itself on its consultants who have over 30 years of experience working within the franchise space and business development:

Mark Fernandez
Director, BDA
A little bit about Mark

Mark brings over 25 years of senior management experience in franchising and strategic thinking to our team and to your business. This valuable experience ranges across many business models including multi international companies and local Western Australian systems.

Mark has been influential across a number of key industry sectors, including Retail, Manufacturing, Transportation, Childcare, Shipping and Hospitality.

As a growth strategist, Mark specialises in delivering solutionsthat perhaps haven’t been considered or given enough attention to. He brings clarity in determining the way forward and as a natural problem solver, he takes a keen interest in teaching clients how to focus on solutions rather than getting caught up in the many day to day challenges that they face. His passion lies ininstilling of a strong culture of best practice and service excellence with all his clients and stakeholders.

Mark is a Lean and 6 Sigma Practitioner and an Accredited Consultant/Facilitator of DISC Advanced Psychometrics.

Mark is a Keynote speaker, MC, Motivational Presenter and Panel Facilitator. He has presented at industry / corporate conferences and various expos and aims to not only educate through speech but to entertain as well. 

Mark is a committee member of the West Australian Chapter of the Franchise Council of Australia and has served for many years.

In summary, Mark brings many valuable lessons and skills to the table- all of which are available to assist you to grow and improve your organisation’s leadership and profitability.


Dean McAskil
CSMA, Retail Property Consultant
A little bit about Dean

Dean has nearly 30 years' experience in shopping centre and retail property management, marketing and the leasing industry in Western Australia and Australia.

Starting as an onsite hands-on Shopping Centre Manager, by the year 2000 Dean was the Director Retail Property Services for Knight Frank, responsible for the management, marketing and leasing of what was the largest shopping centre portfolio that has possibly ever existed in Western Australia. This role included regional and sub-regional shopping centres such as Lakeside Joondalup, Belmont Forum and Midland Gate, as well as more than 30 neighbourhood convenience centres. Dean was responsible for reporting to large corporate institutional owners, as well as many private investors. In that position he managed more than 50 professional staff and approximately 100 technical and contract staff, this often included more than 10 direct reports.

At the beginning of the 2000's Dean started his own consultancy practice providing advice to retail property users, including major brands like RAC, Zamels Jewellers and Price Attack. He stopped counting long ago, but Dean estimates in his career he has administered, negotiated or documented in excess of 3,000 retail leases.

This unparalleled depth of market experience, from representing the small retailer at the coal face to asset management of major retail properties, gives Dean an extraordinary perspective of every aspect of the retail leasing transaction, making his advice invaluable to any user of retail property.


Jon Bilson
People & Performance
A little bit about Jon

Jon has been involved in the business sector for almost 30 years and has personally worked across a huge range of industries including retail, wholesaling, health, manufacturing, agriculture and technology, both across WA and interstate.

As a business psychologist (with an MBA), Jon’s expertise lies in managing both people and performance across organisations ranging in size from 1 to 1000+ people.

Having personally run and managed an SME, Jon has first-hand experience with the challenges business owners and managers face when managing staff to get the best performance from them.

His experience as a commercialisation advisor to AusIndustry has proven very useful in assisting start-ups and existing business owners manage their innovation. Given his background with Human Resources and staff development, Jon has demonstrated that it's people who drive innovation, and ultimately, business success.

As a Business Psychologist, Jon is accredited and experienced in a wide range of tools, including DISC Advanced, R2 Strengths Profiler and many team development and change programs.

Jon is a Certified Management Consultant (CMC) and has served as Vice President on the Institute of Management Consultants, WA Committee. He is a Fellow of the Australian Institute of Management and is currently serving as President of the Rotary Club of Bay View Claremont.

Ward Scarff
Digital Training System Specialist
A little bit about Ward

Ward Scarff is an experienced Human Resources and Learning and Development practitioner. With over 30 years’ experience in the Australian Finance and Insurance industry, Ward knows how to distil the key issues that may impact the successful implementation of your first, or next, Learning Management System (LMS) and its online courses.

Ward's involvement in online learning started in the mid-1990's when, as a Learning and Development professional, he completed a course on ‘multimedia computing’, a forerunner to web-based delivery of learning content. Then, when Australian Federal legislation changed the learning landscape in the Finance and Insurance industry in 2003, Ward was the lead contact with his employer’s first LMS vendor, while also turning his hand to developing online courses.

Having implemented a number of LMSs for both national and international organisations, Ward is still enthusiastic about the benefits of online learning and rapid, learner-focused training. He has implemented systems for both large and small organisations – the largest having 17,000 learners and the smallest 11! Ward's clients include QBE Insurance, Lend Lease Corporation, Arrow Energy, AIG, Ad-Hippo and the NSW Government.

Ward brings a wealth of experience to BDA, as well as a consistently high standard of practice, making his advice indispensable to any business looking to maximise their training systems.