MEET THE MAESTRO: Fractional Expert Sydney

Vicki - Customer Marketing Expert

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 are kicking off 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.

Vicki has spent over 15 years helping organisations like Woolworths, Bupa and Dan Murphy’s cut through the complexity and overwhelm that CEOs and brand leaders face today. Whether it’s simplifying tangled customer programs, streamlining outdated systems and processes, or navigating the fast-evolving world of AI with limited internal capacity, she’s seen it all and knows how to turn challenge into opportunity. She led Woolworths’ Everyday Rewards to grow to 7 million members and drove multi-million-dollar sales growth, scaled Dan Murphy’s loyalty program to 2 million members while embedding it deeply into the brand and helped Bupa unlock customer engagement through smarter martech and better-aligned teams. Known for her calm and collaborative style paired with infectious energy, Vicki brings clarity and momentum by designing customer propositions that truly resonate, creating practical transformation roadmaps, and lifting internal capabilities so teams can confidently scale and deliver sustainable growth; turning big ambition into real results.

1. Tell us about a career highlight to date…

A standout career highlight was launching the Everyday Rewards program at Woolworths.

When I joined, it was an orange card that swapped paper fuel vouchers for electronic ones. I help to grow the program from its first member to over 7 million members and evolving the value proposition to include a points currency. 

Being part of a program that had such a positive impact on both the business and customers was incredibly rewarding. Today, it’s one of Australia’s most popular and successful rewards programs.

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

I’m not sure I’ve made any ‘unusual’ career choice, but people often ask why I left retail - a field I’d worked in since my very first job at 14 - to move into health insurance. 

Retail was familiar and comfortable, but I wanted to know if I could succeed in a completely different industry. Moving to a role in Health Insurance pushed me out of my comfort zone and helped me grow both professionally and personally. 

This experience also reinforced to me the significance of transferable skills - ranging from designing customer value propositions to managing stakeholders and solving problems - which proved highly applicable in my new position.

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

As a child, I wanted to be either a marine biologist or a graphic designer. When my parents recently downsized, they found a drawing I made at around age 8 or 10, mapping out my future career ambitions. It was a fun reminder of my early curiosity and creativity.

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

My passion and creative outlet is baking cakes, especially for my nieces and nephews - as they get older they are learning when to put in their requests! 

I make time for baking because I believe it’s important to have balance in my life, and creating cakes is my way to relax, have fun, and express my creativity. The best part is seeing their little faces light up when they see their cake - it brings me so much joy.

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

If I could instantly master any skill, it would be drawing. I love being creative and am a visual learner, and I’ve always admired how artists can bring ideas to life visually. This comes through in my work, as I’m always sketching up slides to creatively bring my messages to life - they’re not masterpieces, but they help me think creatively and communicate ideas in a visual way. 

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

A belief that guides me is: “I’ll never die wondering.” This mindset encourages me to always try new things, which helps me keep growing and learning.

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

The biggest personal challenge I’ve faced so far has been navigating Long Covid. This health issue made me rethink my priorities and the way I live my life. Through this experience, I’ve learned the importance of rest, taking breaks, and setting boundaries.

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

This is hard to predict! Ten years ago, AI wasn’t even on the radar, and technology keeps evolving rapidly. While the tools and platforms will undoubtedly change, I believe my role - helping businesses adapt to new technologies and deliver what customers expect will remain essential. Staying flexible and focused on customer needs will always be at the heart of what I do.

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

If I could go anywhere in the world, it wouldn’t be to a specific location but rather a place in time. I would go back and chat with my younger self, encouraging her to play, have fun, and enjoy being a kid for as long as possible. Sometimes, the best journey is reminding ourselves to embrace the simple joys and carefree moments of childhood before we have to deal with the pressures that come with being an adult.

10. What does success look like to you?

To me, success means having a lasting positive impact on the people I work with and the brands I support. It’s about helping teams grow, building strong relationships, and seeing the results of our work make a real difference - whether that’s launching a program that improves customer value or mentoring someone to achieve their goals. Knowing that my contributions help others succeed and leave a legacy for the business is what truly defines success for me.