Head of Custom Plates – Personalised Plate Portfolio

At VicRoads the work you do has real impact. Our work connects people and communities. We keep Victorians moving safely and smoothly today and help them be ready for tomorrow.

VicRoads empowers our people to learn and grow focusing on impact and innovation. We reflect the diversity of Victoria and foster clever thinking to keep you and the community moving.

VicRoads is progressing August 2022 we started on a new chapter when the Victorian State Government partnered with Aware Super Australian Retirement Trust and Macquarie Asset Management to operate registration and licensing services on its behalf.

We work collaboratively with the Victorian State Government to ensure we fulfill regulatory requirements deliver State projects and safeguard customer data. The Victorian State Government retains sole responsibility for road access infrastructure and safety.

• Annual salary range: Commensurate with experience
• Employment type: Full Time / Permanent
• Usual work location: 180 Lonsdale Street Melbourne / Work from Home

About the opportunity

This is a transformative opportunity to lead the evolution of Victorias personalised plates portfolio through bold digital innovation and customercentred design. As the Head of Custom Plates Personalised Plate Portfolio you will drive strategic growth by reimagining how customers discover purchase and stay connected to their plates powered by research advancing our digital commerce capabilities and modernising customer journeys.

You will oversee the endtoend lifecycle of personalised plate products delivering new concepts enhanced styles and continuous optimisation while championing the reinvention of our digital ecosystem. Central to your impact will be embedding Custom Plates seamlessly within the Registration and Licensing experience ensuring digital touchpoints across registrations renewals and vehicle transactions convert interest into lasting customer value.

Operating where physical product meets digital transformation you will shape new pricing models accelerate customer acquisition and loyalty and lead an integrated strategy that drives ambitious sustained revenue growth across all plate categories and channels.

About you

You are a strategic and commercially minded leader with deep experience in driving highgrowth product or digital commerce portfolios. You bring a strong blend of commercial acumen transformation leadership and customercentric thinking supported by proven success in retail digital ecosystem uplift pricing strategy and lifecycledriven customer engagement.

You thrive in environments undergoing transformation and excel at shaping dataled strategies that deliver revenue margin and longterm customer value. Youre comfortable navigating transformation guiding teams through change and embedding agile iterative ways of working to achieve both shortterm wins and longterm strategic value.

With an ability to balance innovation operational discipline and strong financial governance you lead with integrity collaboration and a commitment to ethical decisionmaking. Your exceptional stakeholder engagement skills enable you to influence align and accelerate outcomes across complex environments.

You will bring:

• Tertiary qualifications in Business Commerce Marketing Product or a related field
• Proven commercial leadership with P&L accountability
• Demonstrated success in digital commerce or highgrowth consumer product environments
• Strong capability in pricing retention and customer value model design
• Experience delivering digital and cultural transformation using Agile or SAFe
• Deep understanding of customer acquisition funnel optimisation and loyalty
• Exceptional communication and stakeholder engagement skills

Our culture

Innovation powers progress but it doesnt come without support. To attract retain and develop talented people we reward initiative and ingenuity foster collaboration and offer dynamic career development. At VicRoads we embrace diversity and inclusion and were proud our workforce reflects the community we work for.

What we offer

• Salary packaging Fitness Passport & discounts to hundreds of retailers
• Opportunities for professional and personal development
• Flexible working arrangements and family-friendly practices including 16 weeks paid parental leave

How to apply

We encourage applications from people of all genders backgrounds and communities.

If you need any adjustments to our recruitment process or the role itself please let us know when applying.

Please submit your application via the Apply button. Please note applications close Monday 26th January 2026.

For a copy of the Position Description please email

Unfortunately applications cannot be accepted via this email.

VicRoads is required to evidence your right to work in Australia and may ask for your consent to check records maintained by the Department of Immigration and Border Protection as well as records maintained by Victoria Police and VicRoads as part of the selection process. Information provided to VicRoads will be treated in the strictest confidence. Please note that due to legal requirements you must be predominantly located in Australia and for certain roles predominantly located in Melbourne or Victoria.