Rowan works for the Westpac Group and is the Divisional Design Lead – DXE (Digital Experience – Establish Journey Owner) She helps create exceptional customer and employee experiences; and then articulates the roadmap of how to get there. Rowan designs with empathy, through deeply understanding user’s needs, desires and expectations. Rowan applies Agile, Lean, Enterprise Design Thinking & Human Centred Design techniques.Rowan has over 25 year’s experience applying human centred design principles to global business challenges. She commenced her career when the internet was invented and was one of the first in the world to develop global digital media strategies, which attempted to understand and predict omni channel human behaviour. She then transitioned into the ‘Creative Agency’ industry and focused on understanding consumers emotional behaviour. Here, Rowan built her skills in the emerging field of programmatic advertising, using data analytics to identify and predict behaviour and then develop content strategies to serve hyper-tailored communication. As ‘Social’ emerged, Rowan built out the ‘Social’ offering for the agency and provided clients insights into the emerging trends of ‘social’ behaviourHer career has taken her around the world (Europe, Asia & Growth Markets). Rowan has led the global digital requirements for clients such as Ford Motor group, Rolex, HSBC, Cisco, IBM, CBA & Telstra, 2009: Rowan moved to Singapore to become the Regional Digital Director at Ogilvy looking after the digital needs of IBM across Asia. A key program highlight was creating IBM’s B2B social marketing platform where markets could discuss how to create a ‘Smarter City’ 2011: Rowan became Head of Digital Planning/Partner at DDB. Here she provided clients omni channel communication strategies and developed DDB’ social & digital content marketing capability. 2017 - 2020: She worked for IBM IX managing the Human Centred Design needs for a portfolio of financial clients. Rowan invented a new service offering called EnvisionX which helped clients; Envision their future, determine how to respond to disruption and decide on what future state offerings they needed to create. This work led her to be awarded: IBM IX -Global 2020 Essential Awards: "Pan Asia Innovation that matter for our company and the world”2020+: Rowan has been working at Westpac Group, helping to imbed and develop 'Human Centred Design' capability across the group
