We have digital directors in senior leadership positions who are not directed with a strategic vision for that organisation and how they will continually transform. Hence, they become ineffective and are thrown into a subsect of marketing.

Fi Bendall

Fi is Westpac / AFR 2015 100 Women of Influence, described by CEO Magazine as the CEO's Secret Weapon she is one of Australia's most respected thought leaders in the digital space. As an expert and pioneer in digital strategy and with over 23 years experience in the digital / tech sector over three continents, Europe, USA and Oceania; Fi has a depth of understanding unique to Australia.

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