About Me

Customer Centred Growth & Innovation

Designing experiences grounded in behavioural insight and human-centred thinking. Focused on translating deep customer understanding into distinctive value propositions and digital products that unlock growth and long-term engagement. I’ve worked across startups and enterprises to embed design as a strategic growth lever.

Operational Excellence in Design & Research

Well-versed in embedding DesignOps, ResearchOps, and ContentOps practices that streamline delivery, uplift quality, and enable scale. Experienced in aligning creative craft with agile workflows, tooling, and governance to increase efficiency and collaboration across cross-functional teams.

Inclusive, Scalable Digital Ecosystems

Led the development of global enterprise design systems, accessibility standards, and content architectures across multi-brand, multi-platform environments. Emphasis on consistency, clarity, and inclusion to ensure user experience remains intuitive and equitable, no matter the scale or complexity.

Capability Building & Organisational Maturity

Built and scaled high-performing design, research, and content teams through intentional hiring, coaching, and strong EVP-driven culture. Deep experience in growing specialist capability, fostering retention, and embedding design maturity across organisations.

Strategic Vision, Orientation & Market Responsiveness

Shaping strategic vision and aligning cross-functional teams around bold, customer-aligned missions. Applying systems thinking, co-design, and innovation frameworks to reframe challenges and identify opportunity. Comfortable navigating ambiguity and attuned to macro trends, market forces, and future-facing strategy.

Apr 2022 to Present

bupa.com.au

General Manager Experience Design

I lead the end-to-end digital experience capability across Bupa APAC, accountable for shaping and delivering an integrated strategy across research, strategic design, content design and architecture, experience design, accessibility, and design systems. I oversee a multidisciplinary team of ~160 practitioners and operations, with a mandate to drive customer-centred innovation, narrative consistency, and enterprise value through scalable, human-centred experiences. My role is grounded in creating world-class digital experiences that are inclusive, cohesive, and strategically aligned, balancing creative ambition with operational excellence and delivering meaningful, measurable outcomes for both customers and the business.

• Research & Insight: Lead behavioural science and design research, usability benchmarking, and insights delivery through a centralised Insights Hub. Embed a mature ResearchOps model to scale insight generation and decision-making.

• Strategic Design & Experience Architecture: Oversee proposition design, service design, and end-to-end journey mapping. Guide experience architecture and design system governance to ensure a consistent, seamless, and scalable digital ecosystem.

• Experience Design: Lead UX and UI design across multiple platforms and touchpoints. Establish DesignOps practices for workflow optimisation, delivery efficiency, and tooling. Embed design standards and elevate craft quality across teams.

• Content Design & Architecture: Drive content strategy, design, and architecture in alignment with customer needs, performance, and compliance. Integrate content practitioners into product teams and champion operational models like ContentOps to support scalable, high-quality content delivery.

• Digital Accessibility: Govern accessibility strategy, standards, and performance. Partner across Legal, Risk, and Technology to ensure inclusive design is embedded into every stage of the digital product lifecycle and aligned to regulatory requirements.

Apr 2022 to May 2024

Head of Digital Experience & Design

Led the Digital Experience & Engagement function for Bupa Health Insurance, driving customer-centric design across content, UX, and digital platforms. Accountable for experience strategy, information architecture, and aligning with the design system to improve engagement, lead generation, and operational efficiency. Partnered across digital, content, and analytics teams to embed personalisation, test-and-learn practices, and uplift conversion. Built and matured a high-performing team while streamlining content delivery and improving customer journeys end to end.

Jan 2020 to Apr 2022

agl.com.au

Experience Design & Research Manager

Responsible for AGL’s digital user experience design and research of all customer-facing and internal assets. Responsible for the value realisation of cohesive experiences through customer relationships, journeys and interaction level usability metrics across web, mobile, AR, VR and IoT platforms. Promote human-centered design and design thinking ways of working across the enterprise to ensure AGL creates digital products and services that users love. Orchestrate and continually optimise experience design and research operations to amplify design value and impact at scale.

• Implement Design & Research Ops cadence and ceremonies, resulting in significant sentiment improvements to ways of working (+30%), breaking down silos (+50%), team recognition (+20%), talent nurture & training (+20%), delivery quality (+50%) and team engagement (+40%).

• Develop AGL’s Design System business case delivering 178% improvements in design team cycle times and 47% in adopting team velocity.

• Rebuild design and research ops workflows, procuring new integrated tooling to automate operations (including Figma, Zeplin, Zeroheight, Askable, Maze & Dovetail).

• Implement AGL’s first Research Repository with atomic research practices, avoiding duplicate studies and providing accessible insights to the entire organisation.

• Lead WCAG2.1 AA endorsement, gaining executive approval for accessible digital experiences criteria.

• Won  - Gold Award - Digital Innovation - DrivenXDesign.

Jan 2019 to Jan 2020

racv.com.au

Head of Product & Experience

Responsible for driving growth within the digital channel across the diverse enterprise portfolio resulting in material outcomes. Shaped and delivered both portfolio and organisational vision reflecting the strategic roadmap. Lead key stakeholders and teams on the journey with digital expertise and new ways of working. Promoted Design Thinking, HCD and matured Design & Research Ops practices.

• Delivered enterprise first ‘headless’ Design System supporting Adobe, Magento, Salesforce & native iOS/Android stacks.

• Delivered enterprise first end-to-end cross-functional delivery model supported by all business divisions. From inception, validating delivery, supported optimisation.

• Launched conversational experience capability (chatbot)

• Utilised the Adobe marketing cloud platform and COPE (Create, Once, Publish Everywhere) strategy to enable distributed authoring, content production at scale, SEO and accessibility content benefits.

May 2017 to Jan 2019

courseloop.com

Head of Product & Experience

Lead an early growth stage startup responsible for product development and experience. Translated market and customer opportunities into vision and orientation setting with leadership and story-telling. Promoted divergent and convergent thinking to reframing to create and catalyse delivery. Built relationships and connected parties to deliver and continue the journey of optimisation and growth collaboratively.

• Scaled from early seed fund of $90K to an evaluated $8M business in 18 months with over 50% market share in the higher education SaaS space.

• Built a team from 4 to over 55 in 12 months, defined workflows and processes to create a high performing team. 

• Translated qualitative and quantitative insights to determine opportunity points across the value chain.

• Introduced Value Proposition Design, Business Model Generation, Design Thinking and multiple prioritisation mechanics.

• CES of 8.8/10 average across platform digital experience & performance.

Mar 2015 to May 2017

auspost.com.au

Enterprise Delivery Coach

Digital Channels of Innovation go-to expert and coach in delivery. Matured discovery and ideation ways of working within strategy and CX streams to ensure confident delivery in the market. Created a flow of cross-functional scaled delivery teams within release trains. Enabled optimisation, campaign and BAU activities, improved solution offerings in the market. Nourished a culture of data-driven delivery and experimentation across the teams. Utilised industry standards, frameworks and methodologies, predominantly scaled agile delivery, design thinking, service design, hypothesis-driven development and growth marketing. Created leaders and acted as a strategic advisor for senior leadership teams to support effective workflow and organisational evolutions.

• Transformed an ideation backlog of 3 months behind target lag into 3 months ahead of schedule.

• After that, transformed siloed centralised production teams into distributed cross-functional teams (increasing average project velocity by 215% for all related programs).

• Initiated Australia Post living style guide FeF (Front end framework).

• Introduced the ‘Google - Design Sprints’ reducing ideation cycle-time of an average 2 months into 2 weeks.

Aug 2013 to May 2015

rmit.edu.au

Lead Digital Consultant

Lead digital transformation inside a SAFe (Scaled agile framework for enterprise) environment. Supported the re-alignment of siloed craft teams into cross-functional delivery teams and built digital platform solutions utilised across the enterprise to deliver consistency and ensure efficiency across an international digital space.

• Transformed siloed craft production into cross-functional teams, increasing capacity funded team velocity by 70%.

• Initiated and led responsive design and development.

• Initiated RMIT FeF (Front end Framework) to ensure consistent brand and development initiatives across the enterprise.

• Assisted in implementing ‘Cost of Delay’ prioritisation

• Introduced DevOps practices via digital supporting ICT activities.

• REOI. RFP, RFT for multiple digital platforms including Adobe Marketing Cloud, Salesforce Marketing cloud and ServiceNow.

• Consolidated over 100,000 pieces of unique content into a modelled suite of 26 content types, supporting a publishing engine across all channels.

• 2015 Webby Award honoree

Feb 2011 to Aug 2013

salsadigital.com.au

Creative Director

Drove Salsa’s pipeline and sales activities. Lead client-facing activities including pre-sales, facilitation of workshops to understand business requirements, pitched high-level concepts and presented creative solutions. Ensured delivery was aesthetically engaging, technologically considered and within client budget. Determined optimal solutions for clients to evolve their digital presence conceptually and bring it to fruition.

Feb 2011 to Aug 2013

Creative Director

Co-Founder/Creative Director involved across all aspects of digital agency activity that allowed for some experimentation (typically unavailable from other agencies) due to its startup culture and methods. I iterated our processes and delivery, resulting in strategic commercial improvements for client- facing activities.

Jun 2008 to Jul 2011

clickcreative.com.au

Lead Designer & Web Developer

Responsible for quoting, design, develop, testing and delivery of significant projects for the boutique studio. Lead the design and front-end development team. Full-stack design, front-end development, tested and delivered digital campaigns, CMS integrations and eDM campaigns. A welcomed start to my digital career, truly getting my hands dirty in the ‘how’ early.