Results-driven commercial strategist with a passion for optimizing customer lifetime value (CLTV) and delivering sustainable growth. As the Head of Commercial Strategy at Vista ANZS, I lead cross-functional teams across pricing, shipping, and promotions, leveraging my deep knowledge of the ANZS market to navigate its unique dynamics. I’m committed to uncovering strategic opportunities, overcoming challenges, and driving long-term success through innovative, data-driven solutions.

As a Non-Executive Board Director at Squash NSW, I contribute to the strategic leadership and governance of the organization, supporting the growth and development of Squash across New South Wales. In this capacity, I work closely with fellow board members and the executive team to shape the long-term vision and ensure the delivery of key initiatives that promote the sport.Key responsibilities include:Providing strategic oversight to drive sustainable growth and increase participation in Squash at all levels.Collaborating on governance matters to ensure transparency, compliance, and effective risk management.Contributing to the development of strategic partnerships with key stakeholders, sponsors, and community organizations to enhance the profile and reach of squash.Leveraging insights and expertise to guide decisions on funding, infrastructure, and grassroots programs.Supporting the executive team in delivering impactful programs, tournaments, and community engagement initiatives.My role is focused on fostering a thriving Squash ecosystem in NSW, ensuring the sport continues to grow while maintaining high standards of integrity, governance, and community engagement.

As part of the Pricing Centre of Excellence, I played a key role in shaping and executing the group pricing strategy for leading brands Rebel Sports, Supercheap Auto, BCF, and Macpac. My responsibilities involved collaborating with cross-functional teams to drive pricing initiatives that optimized profitability, enhanced customer value, and maintained competitiveness across diverse markets.Key contributions:Developing and implementing pricing frameworks that align with the unique needs and market positions of each brand.Analyzing market trends, competitor pricing, and consumer behavior to inform strategic pricing decisions.Supporting continuous improvement in pricing processes, tools, and methodologies to ensure efficiency and scalability.

Led the formulation and execution of Ampol's commercial pricing strategy for fuel and lubricants in the B2B sector. In this role, I drove strategic pricing initiatives that enhanced profitability, competitiveness, and customer value across Ampol’s diverse business portfolio. By leveraging deep market insights and advanced data analytics, I developed dynamic pricing frameworks that aligned with Ampol's commercial goals and long-term growth strategy.Key responsibilities included:Developing and managing pricing strategies for fuel and lubricants, tailored to the specific needs of B2B customers across various industries.Analyzing market dynamics, competitor pricing, and customer behavior to create agile pricing models that optimized revenue and market share.Collaborating closely with sales, finance, and operations teams to integrate pricing strategies seamlessly into the broader commercial and operational plans.Ensuring that pricing frameworks adapted to fluctuations in supply chains, market conditions, and regulatory changes.My work supported Ampol’s leadership in the B2B fuel and lubricants space, driving sustainable growth and delivering exceptional value to partners.

• Led the Pricing Transformation program from start to finish with focus on achieving value-driven Pricing framework.• Elements of Pricing Transformation included strategy workshops, documentation, Price Modelling, ERP Pricing solution design, training, go-to market approach and national training rollout.• Owner of the CRM strategy including CVP, Segmentation and Opportunity-to-Cash workflows.

• Member of the Business Transformation team with focus on pricing architecture design and business strategy enablement using JD Edwards software.• Member of the National Pricing team with key responsibilities around pricing governance setup, pricing strategy review, competitor price benchmarking, new product pricing, sales trends analysis, pricing process mapping and documentation, driving capability enhancement and liaison with key stakeholders.

• Domain Expertise in Telecom (Service Fulfilment) and Financial Services• Pre-sales, RFPs/RFIs, Business Development• CRM Consulting , Business Process Re-engineering, FIT GAP Analysis• Requirements elicitation and Use Case modelling• Project and Stakeholder management• Leading global cross-functional teams consisting of business and technical analysts through the complete SDLC• Leading migration and technology upgrade projects• CRM best-practices documentation

• Domain expertise in Telecom Service Fulfilment space• CRM Consulting, Requirements Elicitation, IT Alignment, Solution Design, Test Planning, Costing• AS IS and TO BE business analysis• Managing technology upgrade, migration and international software support projects• Project and Stakeholder Management• Hiring, training and mentoring• SLA Management and client status reporting