Selin Lanzaframe has over 15 years of experience in strategy and CX, applying design thinking, and traditional problem solving to drive meaningful change across industries. She was an early member of NAB’s innovation function, NAB Labs, and a key contributor to the development of McKinsey’s Customer Journey Transformation approach. Currently, Selin is the Group Head of Strategy for Carlton & United Breweries at Asahi, where she leads the long-term strategy for the Oceania alcohol portfolio.

 Throughout her diverse career, Selin has built a reputation for identifying data-driven opportunities and influencing even the most change-resistant decision-makers. Her efforts have consistently delivered commercial growth, strengthened brand loyalty, and enhanced workplace culture. Known for guiding even the most traditional executives through change, Selin focuses on shifting perspectives towards long-term, sustainable improvements over short-term outcomes.