Fractional Expert Melbourne, Australia

Carly - Commercial Growth Executive

At Maestro, we know there’s more to life than work. In fact, it’s the experiences, relationships and pursuits we have outside of work that can often give us an edge in what we do each day. We host an interview series called “Meet the Maestro” where we interview our Maestros and get an insight to who they really are and what makes them tick - beyond the CV.

Carly is the kind of person who can walk into a business, connect dots others have missed and spot where the next growth opportunity is hiding. She’s spent her career at the intersection of customers, commercial strategy and revenue, working across HSBC, Santander, Citi, Visa and MyState in roles spanning marketing, sales, customer growth and partnerships. She has a knack for seeing the whole picture, understanding what makes different parts of a business tick and bringing the right people together to make things happen. From helping global businesses find their feet in new markets to building partnerships that open up new revenue streams, Carly loves getting stuck into complex challenges and finding a smarter way forward. She brings sharp commercial instincts, curiosity and a healthy impatience for good ideas that never make it off the page. Most importantly, she knows that growth rarely comes from one function working harder. It comes from getting the whole machine working better.

1. Tell us about a career highlight to date…

My seven and a half years at Visa were the most formative of my career. I worked across different parts of the payments ecosystem, and my role kept evolving as I took on broader commercial challenges.

I started as head of client marketing, working with major banking, fintech and retail merchant clients, before moving into a marketing services lead role. I played a pivotal part in developing the local proposition and operating model from the ground up, creating services around what clients needed and helping build a new multi-million-dollar revenue stream for Visa. It was a different way of using Visa’s capabilities to create value for clients and the business.

I also worked on go-to-market strategies for fintechs entering and expanding in Australia.

In my final year, I moved into account management, leading Visa’s engagement with NAB’s business, corporate and institutional banking team. Much of the work involved understanding what NAB wanted to achieve for its business customers, then bringing together the right people from across Visa, including global product teams, to explore opportunities and develop new ideas, particularly in SMB banking and expense management.

What I enjoyed was being able to look beyond the immediate product or service, understand what the client was trying to achieve and find ways to create commercial value for both sides.

2. Talk us through an unusual career choice you’ve made along the way…

Moving from London to Australia was the biggest career gamble I’ve taken.

I’d worked in central London through the GFC and had moved into more specialist roles at Santander. I knew the traditional banking environment well. Coming to Australia was partly a life decision, but professionally it meant moving into a very different market and a different kind of opportunity.

I joined Citi at a time when it was operating as a challenger to Australia’s big four banks. It had a different approach, and my role started in marketing before the remit expanded into sales and distribution, including responsibility for sales teams.

That move changed the direction of my career. It took me out of a more specialist marketing path and gave me a much broader understanding of how a bank operates, how its channels work and what drives growth across the business.

3. When you were little, what did you want to be when you grew up?

An architect. I did work experience at an architectural practice and loved it. I still find myself looking up at buildings whenever I visit a new city. I’m fascinated by how they’re designed and how people use the spaces.

4. What are your passions outside of work and how do you make time for them?

Over the last couple of years, I’ve put a lot of focus into my health and fitness. I’ve made some significant changes, got much fitter and found that walking outdoors is one of the best ways for me to switch off and clear my head. I’ve also returned to tennis after years away and have been trying paddle and pickleball. I enjoy learning something new and meeting people along the way.

I’m also Director of Partnerships at TEDxMelbourne, which gives me the chance to connect with interesting people and ideas outside my usual professional world.

And I’m interested in AI and how businesses can put it to work. I’ve been experimenting with different tools and building agents, and through Maestro’s partnership with ACAM I’m undertaking the Accredited Advisor pathway.

5. If you could instantly master any skill or hobby, what would it be and why?

Behavioural science.

Data has always been a big part of my work, and I’m at my best when I’m finding the story in the numbers. What I’m most curious about is the why behind them: what drives people’s decisions and why they behave the way they do.

I’m also naturally good at reading people. Mastering behavioural science would bring those two sides together, so I could understand customers even more deeply and turn that into sharper commercial decisions.

6. What’s a personal value or belief that guides the way you live your life?

Openness. I value being open to different people, ideas and ways of doing things, and I try not to make assumptions about someone based on their background, job title or where they’ve come from.

Some of the most interesting opportunities and relationships in my career have come from people or situations I wouldn’t necessarily have expected. I think you have to be prepared to listen, question your own assumptions and sometimes back yourself when something feels right, even if it wasn’t part of the original plan.

7. What’s a challenge you’ve overcome outside of work that shaped you?

Moving to the other side of the world and building a life without family nearby was a big challenge. I’ve moved between the UK and Australia more than once, and each time meant starting again in some ways.

You learn to be independent, build your own network and get comfortable in unfamiliar environments. It’s made me adaptable and confident about finding my feet in new situations, both personally and professionally.

8. What do you think your job will look like in 10 years time?

I think the boundaries between functions and job titles will become less important. Businesses will need people who can understand the wider commercial picture, see how different parts of the organisation affect one another and bring the right expertise together.

AI will accelerate that change. It will take on more of the work that is currently tied to specific roles, but businesses will still need people who can exercise judgement, understand customers and make good decisions about where to focus.

My own career has evolved across different functions, so I find that shift interesting. I think the ability to adapt and see beyond your immediate area of responsibility will become more valuable.

9. If you could travel anywhere in the world tomorrow, where would you go and what would you do?

I’d head straight back to Europe. Having grown up in the UK, I miss how easy it is to travel around and spend a few days somewhere completely different. Italy and Croatia are two of my favourite countries. I love the food, the scenery and the pace of life, and I’d happily be on my way to either.

10. What does success look like to you?

I’ve had the opportunity to work in some fantastic global organisations, but some of my most rewarding experiences have been building something new within them.

I enjoy taking an idea and developing it into something the business can use, whether that’s a new proposition or a different way of working with a client. I like having room to shape things, being trusted to make decisions and seeing the work deliver a result.

Success also means having a life outside work. Being able to travel, spend time with people I care about and keep trying new things is important to me. I don’t see those things as separate from having a fulfilling career.

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