Penny Webb-Smart
Executive Director Service Reform
Department of Finance, Services & Innovation, NSW

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Penny Webb-Smart is Executive Director, Service Reform for the Department of Finance, Services and Innovation in the NSW Government. The Service Reform team was established in February 2015 to facilitate digital and service innovation on a cross-agency basis that puts customer at the heart of NSW government.
The key drivers for service reform are:
• Accelerating digital government
• Customer centric transformation
• Joined up government services
Penny’s has deep experience in digital transformation, service design and development, building customer-centric cultures, and developing strategic partnerships.
Prior to NSW Government, Penny spent twenty years in financial services, consulting and telecommunications in Australia and New Zealand.

Speaking On:
KEYNOTE: Whole of Government approach to innovating NSW public services
Adam Malone
Senior Solutions Architect

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Adam is the Senior Solutions Architect for Acquia, responsible for Asia Pacific and Japan regions. Since joining Acquia in 2013, Adam has worked with some of the largest and most heavily trafficked websites in the World across every geography and industry to re-architect entire platforms as part of their business and online transformation journey. As the lead technical architect for the govCMS platform, Adam has deep experience in introducing open source and a best in class continuous delivery approach to the Australian Government.

Speaking On:
The Future is Open: Digital Transformation in Government
Darren Whitelaw
Assistant Director, Service Victoria
Department of Premier and Cabinet, VIC

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Darren Whitelaw, Department of Premier and Cabinet, Victoria
Darren Whitelaw has spent 20 years in marketing and communications, working in both in the public and private sectors.
After more than a decade dealing with traditional news media, Darren later turned his attention to helping organisations deal with the explosion of modern communication technologies.
After heading up communications for a large department, and serving under two premiers, Darren became the government’s first Chief Experience Officer — working for Service Victoria, and helping put the “service” back into the public service.

Speaking On:
PANEL DISCUSSION: What is next for Government Service Delivery?
Principles of citizen centric service design
John Dardo
Assistant Commissioner Digital Strategy & Design
Australian Taxation Office

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John Dardo joined the ATO in 1997 and has spent more than 15 years working as a senior executive in a range of areas including Compliance and Service Delivery.


Currently the Assistant Commissioner Digital Strategy and Design, John leads a range of digital projects aligned to broader Whole-of-Government outcomes, including:
• Identity & Security
• Digital by Default
• Embedding digital experiences in natural systems


John holds an MBA and a range of tertiary qualifications in Science and Technology, Human Resources, Change Management and is a Fellow of The Australia and New Zealand School of Government (ANZSOG).

Speaking On:
KEYNOTE: Truly invisible service delivery
PANEL DISCUSSION: What is next for Government Service Delivery?
Sharyn Clarkson
Assistant Secretary, Online Services Branch
Department of Finance

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Sharyn is Assistant Secretary of the Online Services Branch in the Department of Finance responsible for GovSpace, Directory (Gold), govDex and govCMS.  Sharyn has over 15 years experience in digital government,  leading  significant digital transformation programs, and implementing Service Design and Agile in public sector agencies across Australia and New Zealand.

Speaking On:
KEYNOTE: How government can adopt a truly Agile approach to service delivery
PANEL DISCUSSION: How to understand your user needs when designing future digital services

Implementing Agile practices into Government
Patrick Nesbitt
Head of Channel Optimisation
Australia Post

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An experienced contact centre executive and recognized industry contributor throughout a 15+ year career spanning public & private sectors across multiple industries and regions, Patrick most recently led the successful delivery of Australia Post’s $20M Simplification program which encompassed migration to cloud communications, CRM and Insights. Prior to Australia Post, Patrick has worked with global organizations including Barclay Cards, The London Metropolitan Police, Vodafone, Bank of America as well as TNT Italy, Spain & Netherlands.

Speaking On:
Bringing our customers and people along on the digital journey
Belinda Hayes
Senior Program Manager, Digital Strategy & Engagement
Department of Environment, Land, Water & Planning, VIC

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Belinda Hayes is Senior Manager, Digital First Program at the Department of Environment, Land, Water and Planning. The digital transformation strategy will build the department to a fully operational digital organisation and touch on all aspects of the business. The large scale transformation program aims to build a high performing organisation with a focus on the customer and ensure the department is seen as a leader in the digital space. 

Speaking On:
Gaining executive support to reinforce the digital strategy transformation
Tim Bostock
Director of Services
Service NSW

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Tim brings more than 25 years’ experience in the financial services sector leading large Retail and Business banking distribution networks for some of the largest institutions in Australia and Europe.
After a successful career with the National Australia Group Tim is now a senior executive at SNSW a new government agency which has been designed to deliver a new era of government transactional services to the residents and businesses of NSW through a network of physical “one stop shops”,contact centres and a single digital channel. Tim brings a strong leadership culture and a customer first ethos in the service centres in delivering what will be transformational change in the delivery of government services to the citizens of NSW.

Speaking On:
Building & maintaining a culture of change & high performance
PANEL DISCUSSION: What is next for Government Service Delivery?
Gerardine O’Sullivan
Customer Experience Digital Design Lead
City of Boroondara, VIC

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Gerardine is an experienced digital strategist who is passionate about making a difference through technology.

She has substantial public sector digital transformation expertise gained over 16 years leading a range of Victorian state government initiatives that have broken new ground and won national and international recognition for their service design innovations and have resulted in significant service improvements and engagement for citizens through the use of digital and mobile platforms.

Under Gerardine’s leadership for seven years as Head of Digital Strategy and Services at the Victorian Department of Health, the department delivered a significant strategic transformation across its digital portfolio to increase consumer literacy, engagement levels and public access to quality health information and services for the Better Health Channel – which is now widely recognised as Australia’s most visited consumer health and medical website with more than 50 million visits each year.

Last year Gerardine recently made the move to local government to pursue an opportunity as principal digital strategist with the city of Boroondara.  In this role Gerardine has designed and is leading a council wide digital services improvement strategy incorporating a range of new web and mobile based services to ensure the customer experiences faster, more seamless, convenient and empowering services.  

Gerardine’s government experience is complimented by an earlier career in television as an ABC Executive Producer, Commissioning Editor and Managing Director of her own digital production company working with remote central and northern Australian indigenous communities.

Speaking On:
Implementing co-design practices for an evidence based approach to digital service transformation
Mid Conference Workshop B Commences

Thinking differently to redesign service delivery capability
Cybelle Ledez
The Design Studio Director
Department of Human Services

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Cybelle Ledez is the Director of the Design Studio within the Australian Government Department of Human Services. She is one of the key forces guiding the organisation towards discovering and practicing meaningful human-centred approaches to service design and delivery. Cybelle’s passion is to bring empathy into government projects so those involved better understand the behaviours, needs and motivations of users.
As part of the challenge to embed a human-centred design approach into the public sector, Cybelle has brought the voices of the most vulnerable citizen’s to the room with public servants in policy and service delivery areas, to ensure that outcomes are designed for the end-user. She actively brings together various agencies to work collaboratively to design and deliver solutions that are tangible, effective, meet user needs, and achieve better outcomes for government.
Cybelle has adopted a co-design approach to improve outcomes in government, social welfare, education, training and industry in Australia, London and Nepal. She holds a Masters in Professional Communication (USQ) and a Masters in Management (ANU). She is a classically trained pianist, 90% vegetarian, enjoys regular yoga and is known for taking her team on guided meditations to help visualise a better possible future.

Speaking On:
Keeping it real through human centred design
PANEL DISCUSSION: How to understand your user needs when designing future digital services
Peter Buckmaster
Director of Digital Services
Department of Education NSW

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Peter is a digital specialist in strategy and service design delivering sustainable customer experiences across retail, telco, finance industries and education.


He is currently the Director Digital, managing the Digital Services team, Department of Education (DoE) within the Communications and Engagement Directorate. The role includes delivering the “re-platforming and redevelop” of DoE websites onto a newly supported website publishing platform. This has also included delivery of a strategy, call the Global Experience Framework (Language), to achieve the velocity and speed needed to meet the short timeframes of website redevelopment. The DoE digital platform (website, intranet and portal) supports 2.75 million visits per month.


Most recently he has also been;

  • User Experience Manager, Woolworths Limited
  • Production Director, The White Agency

Peter has worked on digital initiatives for enterprise brands such as Commbank, Bluescope Steel, Lion, Lexus and Toyota.


Speaking On:
Undertaking research to create a seamless & frictionless customer experience
Marie Johnson
Head of Technology Authority
National Disability Insurance Agency

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Marie is the Managing Director and Chief Digital Officer of the Centre for Digital Business and has advised governments globally on technology and innovation. Marie is currently the Head of the Technology Authority for the National Disability Insurance Agency, overseeing the technology strategy and technology implementation for the NDIS in partnership with the Department of Human Services. The NDIS is the most significant social reform in Australia since the introduction of Medicare.
Marie has delivered significant technology, innovation and digital services transformation programs across taxation, business, social services, payments and immigration operations in the Australian Government. Marie was the Chief Technology Architect of the Australian Government Health and Human Services Access Card program. At Microsoft, Marie was the Worldwide Executive Director of Public Services and eGovernment based in Redmond USA.
In 2006-2007, Marie was named “Innovative CIO of the Year – Australia”.
In 2013, Marie was named one of Australia’s “100 Women of Influence”.
Marie is a Board Director of the Australian Information Industry Association (AIIA); and member of the NSW Digital Government Panel. An advocate of STEM and women’s empowerment, Marie is Co-Chair of the Digital Careers Program National Steering Committee.
Qualifications: MBA (Melbourne Business School); Bachelor of Arts; Harvard University Kennedy School of Government Senior Executive Fellows Program; and a Graduate of Australian Institute of Company Directors.
Marie is a contributor to CIO Online (Australia) and to The Mandarin

Speaking On:
Participant Driven Reimagination of What’s Possible
Sherrie Killiby
Product Manager
Transport for NSW

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Sherrie Killiby has five years digital product management experience at Transport for NSW, and a further 15 years’ experience in digital product management, digital communications and communications in the private and not-for-profit sectors. Sherrie currently product manages the state’s largest public transport customer information website,, and has product and project managed road real-time apps and a range of websites and digital marketing campaigns for Transport for NSW, Canon, Coca-Cola, ING DIRECT, Jaguar, Tourism Australia, and Cancer Council Australia. Sherrie provides customer experience subject matter expertise and best practice customer usability advice based on customer research and feedback, web analytics, market trends, business needs and strategies.

Speaking On:
Delivering improved customer experience through a whole of business transformation
Jacinta Hargan
Principal Manager, Digital Customer Information Services
Transport for NSW

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