Profile
Design leader with 18+ years of experience driving design excellence and innovation across consumer digital products. Proven track record leading multidisciplinary teams of 20+ designers, transforming design practices at scale, and delivering measurable business outcomes for audiences of millions. Expert in building high-performing, engaged design cultures whilst championing user-centred, accessible design principles that drive strategic impact
KEY Achievements
Team Transformation: Elevated team engagement score from 5.6 to 8.4 and eNPS from -55 to +45 ('Excellent' classification) through strategic leadership and cultural change initiatives
Strategic Innovation: Pioneered CX Think Tank initiative generating hundreds of innovative concepts, with multiple ideas progressing to business case submission and committed delivery
Product Impact: Led development of AI-driven TasteBud feature resulting in 30% increase in page views, 10% increase in engagement time, and 70,000+ user conversations
Organisational Leadership: Successfully merged UX and Product Design teams whilst maintaining productivity (12 CAPEX projects, 586 BAU/CI tickets delivered in 2024)
Industry Recognition: Finalist for B&T Women Leading Tech Awards 2025 (Design category); Nominated for Women in Tech Awards 2025 (Innovator & Mentor categories)
2024-Present
Professional experience
HEAD OF DIGITAL PRODUCT CONSUMER EXPERIENCE -
News Corp Australia
Key Responsibilities
Lead team of 20+ across Product Design and UX Research disciplines, delivering consumer web and app products for Australia's leading news and lifestyle brands.
Drive strategic design direction and future vision for digital products reaching millions of daily users across news.com.au, The Australian, Herald Sun, Daily Telegraph, and lifestyle brands including Taste and Escape .
Partner with Executive Leadership to translate business strategy into product strategy, establishing design as a strategic partner and influencing product roadmaps across the organisation.
Led organisational transformation merging Design and UX Research disciplines into unified Consumer Experience function, redesigning processes, implementing tiered talent structure, and establishing clear career progression pathways.
Pioneered Think Tank initiative - collaborative innovation sessions generating strategic design concepts with demonstrable business outcomes.
Championed accessibility and inclusive design principles across all digital products.
Implemented quarterly engagement surveys, structured feedback sessions, and recognition frameworks that transformed team culture and performance.
Managed team budgets, resource allocation, and vendor partnerships to optimise delivery efficiency and maintain design excellence.
2021-2024
HEAD OF DESIGN - News Corp Australia
Key Responsibilities
Led team of 20 designers across product, digital, and motion design disciplines, facilitating delivery for key business partners.
Drove future design directions with Executive Leadership, fostering collaboration with engineering, product, operations, sales, and marketing teams.
Developed and led scalable design strategies, processes, budgets, and schedules for key deliverables and projects
Advocated for design through implementation of regular newsletters and quarterly showcases, significantly increasing team profile and stakeholder engagement
Consulted with external vendors and agencies to deliver CODE Sports, and news.com.au’s eCommerce product, Checkout.
Implemented tiered talent structure enabling clear professional trajectory, skill sharing, peer to-peer reviews, and mentoring
2018-2021
DESIGN LEAD - News Corp Australia
Key Responsibilities
Co-led development and implementation of News Corp Digital Design Language System, establishing framework, defining cross-functional workflow, and implementing support systems to improve scalability and consistency.
Proactively hosted brand workshops with key stakeholders across editorial, product, marketing, and sales to define brand values, tone of voice, and digital content strategy.
Redesigned news.com.au mobile website resulting in 15% increase in user engagement and 24% increase in unique audience.
Mentored team members through structured feedback reviews and 1:1 coaching sessions to aid skill development and professional growth.
2015-2018
CREATIVE DIRECTOR - JOE BANANAS
Key Responsibilities
Increased online sales by 32.4% through management of brand digital presence via content strategy, marketing, and design of digital assets.
Developed and executed creative strategy for customer experience across retail spaces and digital channels, resulting in 31% uplift in digital engagement and 7.6% average social media engagement.
Positioned brand for international market, organising US and European trunk shows that facilitated successful New York flagship store opening.
2014-2015
PRODUCT DESIGN TEAM LEAD - YAHOO7
Key Responsibilities
Owned and defined design language for the Yahoo7 content network, improving network scalability and usability. Decreasing site production time from 12 months to 2 months, resulting in significant gains in performance and revenue.
Increased digital user engagement for Pacific Magazine brands by 1837%.
Managed workflow of project team of 4-6 designers and was responsible for their output.
Oversaw the implementation of design language and subsequent delivery of 14 projects.