Hi, I'm Viola, a digital transformation leader with 20+ years of experience turning digital challenges into measurable outcomes.
Based in Sydney, I've led digital products across public and private sector, but what's always driven me is the same thing: making digital experiences that move people to act.
I'm currently open to in-person, hybrid or remote roles where I can optimise the digital experience to deliver commercial outcomes, with the customer at the heart.
Expertise
What I Bring
Impact
Results Delivered
2×
wins at the 2025 Australian Access Awards
+1800%
user growth on nsw.gov.au, 2016–2026
100%
staff satisfaction at Customer Experience Chapters Day
75%
employee engagement — 12% above industry average
Experience
Career Journey
Director, Customer Experience
Manager, Strategy and Delivery
Director, Publishing & Marketing
Manager, Content Strategy
Social Media Lead, TV Marketing
Digital Production Manager
In-life Product Manager
Digital Managing Editor, marie claire magazine
Let's work together
I'm the right fit
I'm drawn to environments where digital is a growth lever. Education, health tech, energy, or high-growth businesses where experience strategy directly influences conversion and customer outcomes: that's where I want to be. I bring enterprise rigour, a bias for action, and a genuine track record of digital firsts.
Most recently, I led the team behind NSW.gov.au, overseeing end-to-end strategy and delivery across a 50 person multidisciplinary team spanning UX, content, product, analytics, and engineering. We are consolidating 400+ government websites into a single platform, have productionised AI-powered search and personalisation tools using Google Vertex AI and Adobe Target, and built dashboards that delivered insights for decision making. The results were real: users up 1,370%, session duration up 131%, bounce rate down 39%.
If you're building something where digital experience matters, I'd love to talk.