Expertise

  • Customer Experience (CX) Strategy & Design
  • Private Health Insurance Sales & Marketing
  • Member Acquisition & Retention
  • Brand & Communications Strategy
  • Data-driven product development
  • Member behaviour & lifecycle optimisation

Education

Customer Experience Stategy & Design – RMIT

Achievements

  • Led major acquisition and retention initiatives across multiple not-for-profit health funds
  • Led the design and implementation of Phoenix Health’s integrated online sales funnel, transforming the digital experience and improving conversion pathways for new members
  • Developed a PHI Product Landscape Analysis tool to improve product competitiveness insights
  • Delivered CX programs that enhanced member satisfaction
  • Oversaw multi-channel marketing and product campaigns across PHI customer lifecycles
  • Designed and delivered CX improvements that reduced friction and enhanced the member experience

Personal Statement

I’m passionate about simplifying private health insurance and creating experiences that genuinely serve members. My work has always centred on understanding what matters most to people and designing products, services and communications that feel clear, fair and personal. I believe every interaction with a health fund should build confidence, not confusion, and I’m committed to helping Phoenix Health deliver member-first experiences that raise the standard across the industry.