Vida is a pragmatic, impact-oriented design leader with deep roots across product, UX, UI, service, and strategy. She has built and scaled design teams from the ground up, led through transformation, and now focuses on optimising ways of working to embed design as a strategic business enabler. At Medibank, she leads a multidisciplinary team connecting customer insight with digital performance—grounded in craft, clarity, and purpose.

A proud mum and advocate for inclusive, diverse design cultures, Vida is passionate about creating space for emerging talent and shaping the next generation of design leaders. She believes in design’s power to cut through complexity, drive business outcomes, and build experiences that truly matter.