ABOUT US
Our Story
Retail Outreach Initiative (ROI) began with a moment that couldn’t be ignored.
After meeting our sister organisation in the United States, founder Phil Leahy travelled to Haiti to witness firsthand the realities facing vulnerable children. What he saw was confronting — deep poverty, limited access to education, and the very real risk of children being trafficked or exploited. But alongside that devastation, Phil also saw hope: local, “feet on the street” charities doing extraordinary work with limited resources, including the construction of a school that offered children safety, education, and a future.
That experience changed everything.
Phil returned to Australia determined to share what he had witnessed with the retail community — not to shock, but to unite people around practical action. By bringing retail professionals together through industry events, ROI Australia was born: a platform to connect generosity, leadership, and resources with children who needed them most.
As global circumstances evolved, so did ROI. With rising cost-of-living pressures pushing more Australian families into hardship, Phil made a deliberate shift — from a foreign aid focus to supporting vulnerable children here at home. Today, ROI operates as a Public Ancillary Fund, committed to strengthening local communities across Australia.
Meet OUR BOARD - Retail-Led. Purpose-Driven.
ROI is led by a board of experienced retail professionals who believe in doing good with intention and accountability.
Our Board includes Phil Leahy - Founder, Alita Harvey-Rodriguez -Board President, Jen Geale - Vice President, and Alice Keupper - Partnerships Director. Leaders who bring deep industry knowledge, governance expertise, and a shared commitment to protecting children.
Through partnerships and retail-led industry events, ROI Australia has raised over $500,000 to date, funding projects that have changed lives and helped keep children safe.
PHIL LEAHY
Phil has a deep passion for creating connections. That’s why he founded two major annual conferences for digital retailers on opposite sides of the world, Australia’s Retail Global and the United States’ Retail Global conference. Allowing him to bring creative minds from around the world together to share their stories.
JEN GEALE
Jen is an entrepreneur, speaker, and mentor with a proven track record across commercial and not-for-profit leadership, best known as co-founder and CEO of MTB Direct, which was successfully sold to private equity in 2023 after earning multiple national business awards.
Alice Kuepper
Alice is an authentic business leader and strategist who believes in the shared value approach and the power of business as a catalyst for positive societal change and sustainable growth.
ALITA HARVEY-RODRIGUEZ
Alita is a multi-award-winning entrepreneur and founder, known for building, scaling, and exiting successful businesses across eCommerce, customer experience, and digital marketing. She brings this strategic and commercial expertise to guide the organisation in creating meaningful impact.
Every decision we make is shaped by a clear sense of purpose.
Our Values
Dignity — Children and families are never defined by disadvantage.
Accountability — Every dollar is stewarded with care and responsibility.
Collaboration — We work alongside charities, not above them.
Long-term outcomes — We invest in solutions that prevent harm, not just respond to crisis.
OUR FEET ON THE STREET APPROACH
ROI exists to support organisations doing real, measurable work in their communities.
We carefully vet all of our charity partners to ensure:
Funds are directed where they are needed most
Overheads are kept low
Transparency and accountability are non-negotiable
Impact can be clearly demonstrated on the ground
These “feet on the street” charities are often small, local, and deeply embedded in the communities they serve — and they are the ones best placed to create lasting change.
Contact us
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