Resume

Head of Strategy @ equ, October 2024 - Present

As Head of Strategy, I lead the vision, development, and execution of digital strategy, product innovation, and customer experience initiatives across complex industries including mining, government, tourism, and finance. I play a central role in aligning business objectives with digital capability - balancing innovation, operational delivery, and commercial outcomes.

• Defined and executed strategic roadmaps for digital transformation programs, aligning executive vision with market opportunities and delivery capability.

• Scoped and structured enterprise-level product and service design initiatives, ensuring strong problem framing, commercial viability, and stakeholder alignment.

• Championed innovation through experimentation frameworks, customer insight, and data-led optimisation - driving improvements in adoption, engagement, and market responsiveness.

• Led and mentored a multidisciplinary team of strategists, UX practitioners, and analysts - building future leaders and strengthening organisational capability.

• Partnered with C-suite and senior stakeholders to align product and platform strategies, define new value propositions, and guide investment decisions.

• Developed reusable toolkits and operational models to support scalable, high-quality delivery across multi-stream portfolios.

• Played a key role in business development - shaping go-to-market strategies, leading pitches, and designing offerings aligned to market demand and business growth.

Principal Consultant @ Telstra Purple, Dec 2019 - Oct 2024

Led the Strategy & Design and Data teams, with responsibility for hiring, mentoring, and building national capability. Delivered large-scale service and product transformation across sectors including insurance, health, finance, mining, and government.

• Designed and executed human-centred service strategies aligned to both user needs and commercial objectives.

• Led cross-functional teams through end-to-end programs, spanning research, journey mapping, service modelling, and implementation.

• Embedded agile ways of working and experience frameworks to ensure repeatable, high-quality delivery at scale.

• Co-designed and rolled out culture and capability initiatives including ‘Initiative’, ‘Fri-Yay’ and ‘Design Jamamlamdingdong’ to uplift team performance and engagement.

• Advocated for the value of design and CX within complex environments, supporting stakeholder engagement, presales, and change programs.

• Conducted qualitative and quantitative research to uncover pain points, inform prioritisation, and drive measurable service improvements.

• Created tools and toolkits to support scalable service design, capability uplift, and team member self-sufficiency.

• Maintained strong, trust-based relationships with senior clients and business leaders, often acting as a strategic advisor on transformation programs and experience innovation.

• Supported business development through opportunity framing, proposal development, and shaping statements of work.

(Acting) National Data & AI Practice Lead @ Telstra Purple, July 2023 - October 2023

Seconded to lead the national Data & AI practice, providing interim leadership across strategy, capability development, and cross-functional alignment. Worked closely with design and engineering leads to strengthen the connection between data, design, and delivery.

• United a dispersed national team by establishing consistent collaboration cadences, knowledge-sharing rituals, and inclusive communication practices

• Mapped the breadth of skills across data science, analytics, engineering, and AI—identifying overlaps, gaps, and opportunities to align roles and career pathways

• Defined go-to-market offerings that bridged design, data, and emerging technologies—tailored to client needs and scalable for delivery

• Designed and delivered national roadshows to introduce new offerings and uplift internal understanding of the Data & AI value proposition

• Collaborated with the sales team to embed Data & AI into presales conversations, proposals, and strategic planning

• Championed stronger alignment between Data & Design, ensuring human-centred and ethically responsible data practices were embedded into product strategy

Lead Design Consultant @ Readify, Aug 2017 - Dec 2019

Led the strategy and design efforts across a multitude of projects encompassing strategic initiatives, mobile applications, PWAs, and various web platforms (both internal and external).

Led numerous cross-functional teams, employing agile methodologies with a particular focus on dual-track delivery.

Identified opportunities through Organisational Framing, Experimentation, Product Discovery, Product Delivery, and Value Measurement, driving project success and client satisfaction.

Supported the sales team in acquiring new customers and projects by leveraging expertise in solution ideation and proposal development.

Established and cultivated the growth of the design team, implementing a robust design framework to ensure consistency and quality.

Provided mentorship and training to team members, nurturing their development into skilled and innovative designers.

Spearheaded the establishment of the graduate program, attracting and developing emerging talent to fuel the team's growth and success.

Honourable mentions:

July - October 2023 (Acting)
National Practice Lead Data and AI @ Telstra

Aug 2014 - Jul 2017
Senior UX Consultant @ Insight

Aug 2012 - Aug 2014
Product Manager @ Longtail

Oct 2010 - Mar 2011
Product Manager @ Sumo

Nov 2005 - Oct 2010
Online Communications @ Western Power

Mar 2002 - Aug 2005
Senior Web Developer / UX @ Telus Canada

May 2000 - Nov 2002
Web Developer @ Pretzel Logic

Thought Leadership:

Speaker:
UX Camp, Friends of Figma, WiTWA
Judge:
WiTWA Awards, PADC Digital Experience Brief
Mentor:
Ashdale STEM Program, Purple Design Graduates
Creator:
Design Jamamlamdingdong, Strategy Advent Calendar, and other team-building rituals