Simone Carroll

Simone Carroll - Executive General Manager Digital, Marketing, People & Culture , Vicinity Centres

Simone Carroll has close to 20 years’ experience in major business transformations, with a strong commercial background that spans across human resources, marketing and commercial and digital strategy. Simone specialises in leading businesses through all stages of the business lifecycle, from start up through to market shaping leadership and became chief of Digital, Marketing, People and Culture at Vicinity Centres in November 2015. Vicinity is a top 50 ASX company that owns and manages almost 100 shopping malls, including consumer brands such as Chadstone, Emporium, Chatswood Chase and DFO across Australia with over 500 million customers every year.

Simone has held executive leadership positions and advisor roles for numerous online domestic and international businesses. Most recently Simone was Executive General Manager of People and Marketing functions at REA Group where she introduced purpose, systems and operating principles which drove it’s renowned engagement scores and agile culture during a six year growth period in over $5Billion in Market Capitalisation.

Simone has a proven track record in establishing cultures which produce innovation and product and service delivery methods such as Agile and Lean Systems thinking. In 2013, Simone was recognised as Australian HR Director of the Year, she has ‘start up’ nature with ‘sustainability’ skills and expertise in navigating the volatility of a disrupted marketplace for both private and public companies. Simone has led the companies she’s has worked for to recognition as great places to work. She believes that people are the brand and puts a company’s purpose at the centre of all commercial guidance and decision making, ensuring ‘best in breed’ customer and consumer experiences.


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