Curriculum Vitae

E: sarah@selfdi.com   S: sarahmurray.me

Smart as a whip, creative and business-savvy, Sarah brought superb skills to our team, along with a positively forensic approach to the measurement of her initiatives. Above all, she is an excellent communicator and relationship-builder, maintains grace under pressure, and is well liked and respected by her peers.

Melissa Firth – Chief Digital Officer

      Sarah is able to operate on many levels, from blue sky strategy all the way to rolling up her sleeves and getting stuff done, all the while remaining engaging and enthusiastic… On the personal note, Sarah is a bit of an enigma, Entrepreneurial, Bold but generous, Eloquent and compelling, Brilliant yet humble. In short, Sarah is the real deal.

Stu Wood-Rich – Head of Innovation

      Sarah understands how to foster an engaging team dynamic, which has lead our team producing great work within tight deadlines. From running experiments on new ways of working to having ears around the business, her ability to be across everything leads to better products.

Eric Higashino – UX Design & CX Strategy

Employment History
dream.play.live / Founder – CX/UX / Service Design / Engineering

2017 – PRESENT

dream.play.live is a movement powered by like-minded people with a mission to provide affordable, customizable housing at a fraction of the cost using onsite 3D printing and a suite of digital design tools.

Functional Responsibilities:

  • Service design research and assessment of the domestic construction industry
  • Customer Co-creation Facilitation and Moderation
  • Blueprint creation
  • Persona Creation
  • Empathy Research
  • Innovation Hacking – design and development of smoke test prototypes for concept validation
TAL / Founder TAL Data Lab – CX / Facilitation / Research / Commercialization

2015 – 2016  

TAL is Australia’s largest life insurer, protecting in excess of 4 million Australians.

I managed the pipeline of disruptive innovation initiatives and founded the TAL Data Lab, whose competency sets TAL up to deliver faster, validated and profitable initiatives.

Functional Responsibilities:

  • Research & Analysis – including but not limited to in-home customer ethnographic research, focus groups and 1:1 depth interviews
  • Customer Journey Mapping
  • Persona Creation
  • Service Design
  • Workshop planning, facilitation, output consolidation and reporting
  • Group Ideation Co-ordination – Hack-Days

Organizational Responsibilities:

  • Budget Management
  • Resource analysis and recruitment
  • Organisational Design
  • Analyze business model architectures across industries and channels
  • Evaluate and compare new market opportunities
  • Analyze market size and unit economics
Telstra  / Founder Idea Accelerator – CX/ Design Thinking / Prototyping / Research

2014 – 2015

The Idea Accelerator team at Telstra Digital is an innovation hub/idea incubator that fosters an entrepreneurial corporate culture incubating ideas, allowing for a business hypothesis to be rapidly validated.

Functional Responsibilities:

  • Facilitation for a variety of design techniques, design sprints, service design, design thinking customer co-creation, platform design
  • Customer research including but not limited to gorilla user concept testing, 1:1 depth interviews, UX testing
  • Prototyping of physical and digital prototypes

Organizational Responsibilities:

  • Team Leadership / Coaching
  • Thought Leadership
  • Recruitment
  • Budget Management
  • Project Management
Telstra  / Product Owner

2013 – 2014

Leading the Telstra Apps Delivery team consisting of expert developers, as well as a product team consisting of user experience and business analysis experts. I manage the product backlog, complex stakeholder relationships, and pressing deadlines.

Functional Responsibilities:

  • Lead the releases for the native development teams and have responsibility for successful market releases
  • Manage stakeholders to secure buy-in and drive critical analysis to support decision making
  • Shape business requirements into solutions that address business needs while championing this highest quality of customer experience
  • Have ownership of delivering to support KPI’s
  • Actively identify new opportunities to increase engagement within the suite to drive purchasing, activation and/or servicing

Organizational Responsibilities:

  • Team Leadership
  • Coaching
ABC / Product Owner / UX/CX

2011 – 2013

Product Ownership & User Experience Design of ABC Commercial’s ever expanding mobile, tablet and web app portfolio including:

Responsible for new product development, UX research, and strategy in a lean agile software development environment.

RAS / Product Owner / UX/CX

2010 – 2011

Since it was founded in 1822, the Royal Agricultural Society of NSW (RAS) has been a powerful advocate for the development of agriculture in Australia by ensuring that agriculture is recognized and appreciated for the vital role it plays in the health and wealth of Australia.

Functional Responsibilities:

  • Product Management for all six key brands in the portfolio
  • Agile project management of site migration, native app development, and CRM systems update.
  • User Experience Design for first Sydney Royal Easter Show Native Application
Fairfax Media / Product Development / Commercialisation

2009 – 2010

BDM for Fairfax Enterprises, developing a new cross-platform, platform, and masthead agnostic products to deliver greater revenue.

Pioneered the delivery of a series of ‘mooks’ that went out with The Sydney Morning Herald & The Age and were available online, driving an increase in paper sales, increase in site traffic, direct uplift in advertiser revenue and consumer data collection.

Educational History

Stanford GSB – 2015 – 2016 Stanford LEAD (Learn. Engage. Accelerate. Disrupt.) Program – Certificate in Corporate Innovation. 

Australian Institute of Project Management – 2009 – Certificate of Project Management via Fairfax Media

Newcastle University – 2005 – Bachelor of Applied Science

Written references are available upon request.