Melbourne, Australia – 28th November 2025 - Giftbee, Australia’s newest market entrant and challenger in the digital gifting and rewards sector, today announced the appointment of Sergey Meshkov as its Chief Technology Officer (CTO). Sergey brings more than two decades of deep technical experience spanning startups, high-growth scale-ups, and global enterprise environments — including nearly ten years at Atlassian, one of Australia’s most successful software companies.
Sergey joins Giftbee at a pivotal stage as the company expands product development, modernises its platform architecture, and strengthens the foundations required for rapid scale. Based in Sydney, he will oversee engineering, architecture, security, DevOps, infrastructure, and technology operations.
A Technologist with Rare Depth — From High-Scale Systems to Greenfield Innovation
Across his 20-plus-year career, Sergey has built and led complex systems across cloud infrastructure, platform engineering, and enterprise-grade reliability. His experience spans both mature high-scale products and greenfield innovation - including developing new products inside Atlassian, where he contributed to technical strategy, architectural decisions, and the evolution of systems operating at massive global scale.
Sergey is widely respected for his strong engineering rigor, curiosity about emerging technologies, and ability to bridge big-picture thinking with practical technical execution. His broad experience across environments gives him a unique ability to design solutions that are innovative, resilient, and built for long-term scale.
His appointment marks a significant milestone for Giftbee, strengthening its technical leadership as the company continues to grow its presence as a challenger brand reshaping the gifting and rewards landscape.
Driving Engineering Quality, Platform Reliability & Customer-Centric Innovation
Giftbee CEO Mark Singer said Sergey’s appointment will accelerate the company’s ambition to build a global, customer-first gifting platform.
“Sergey brings a rare combination of deep technical capability and large-scale platform experience, paired with a forward-looking curiosity about where technology is heading. His background across architecture, high-scale systems, and greenfield product development gives us the confidence that we can move faster while also exploring new ideas that push our industry forward. We’re thrilled to have him join Giftbee.”
Singer added:
“The gifting and rewards space is ready for reinvention. As we scale, we need leaders who can strengthen our foundations while also imagining what modern, customer-centric solutions look like in an industry that hasn’t evolved in years. Sergey’s track record shows he can help us deliver technology that is not only robust, but meaningfully better for customers.”
Commenting on his appointment, Sergey said:
“Giftbee has an ambitious vision and a meaningful opportunity to build a best-in-class, customer-centric gifting platform. I’m excited to contribute my experience across high-scale systems, greenfield product development, and technical leadership to help shape the next stage of the product and platform.”
About Giftbee
Giftbee is a next-generation digital gifting and rewards platform helping businesses engage customers, reward staff, and build loyalty through secure, seamless, and personalised gifting experiences. Built with a challenger mindset and a strong focus on technology, automation, and customer delight, Giftbee is redefining the future of digital gifting for organisations of all sizes.
