MYOB delivering on next phase of growth, announces 5 new executive appointments

18 Dec 2020

Marking 15 months as CEO, Greg Ellis has re-shaped MYOB to enable a new phase of delivery and growth

Since taking the helm in September 2019, Mr. Ellis has overseen a number of key changes within the organisation including improving product delivery timelines, restructuring the organisation to drive greater customer-focus, and delivering a range of new product developments and enhancements within cloud-based accounting and practice management software.

Despite market-wide challenges relating to COVID-19, MYOB continued to execute acquisition plans and key product roll-outs in 2020, announcing major product upgrades to the MYOB Practice and MYOB Essentials product suite, as well as a browser-based interface for MYOB AccountRight.

Mr. Ellis said that the year provided significant challenges for businesses and customers, however it also provided a clear takeaway: digitisation was a business imperative.

"Technology businesses need to act quickly; this year has proved that more than ever before. It’s important our customers are getting frequent updates and enhancements – whether that be improving reporting functionality or further simplifying repetitive tasks – to ensure their product is delivering the most benefit.”

Significant investments were made this year to expand MYOB’s product offering. These include a majority shareholding in workforce management platform Roubler, which will see MYOB become the first vendor in the ANZ mid-market to offer enterprise resource planning, payroll software and workforce management in a single integrated platform.

An investment in workplace technology startup Flare will also give MYOB access to integrate market-leading digital workplace solutions including onboarding, benefits and employee engagement.

“We have had to adapt our thinking to meet the measure of an innovative product company, and we’re starting to see some strong outcomes as a result of those changes. We have positive momentum and a clear vision to take us into the next phase of growth,” said Mr. Ellis.

In addition, five new appointments have been made to the MYOB executive team since April 2020, including Chief Financial Officer, Chief Technology Officer, General Manager Enterprise, General Manager Financial Services and Chief Sales and Support Officer.

The appointments come as part of MYOB’s plans to further expand their mid-market Enterprise product suite, deliver a range of new software solutions, including payment and lending services, and increasing functionality within its core cloud accounting and practice management software.

Mr. Ellis said the executive appointments demonstrated MYOB’s focus on shaping a culture of innovation and operational excellence, with a commitment to improved product delivery and high-value customer experiences.

“This team has the expertise and global perspective which will enable us to build on MYOB’s strong foundations and help us deliver on our purpose to help more businesses start, survive and succeed.

“We are singularly focused on our mission to deliver market-leading experiences for customers across Australia and New Zealand, and I look forward to working together to accelerate the delivery of our plans,” Mr. Ellis said.

MYOB's Executive Leadership Team includes:

  • Greg Ellis, Chief Executive Officer
  • Helen Lea, Chief Employee Experience Officer
  • Caroline Rawlinson, Chief Financial Officer
  • Darren Smith, Chief Technology Officer
  • Daniel West, Chief Sales and Support Officer
  • Kim Clarke, General Manager for Enterprise
  • Andrew Baines, General Manager for Financial Services


*With these appointments, the composition of the MYOB Executive is 40% women, demonstrating the ongoing focus on Diversity & Inclusiveness progress and commitment to inclusive leadership by MYOB.

For further comment or other information please contact:


Selina Ife, Communications Consultant

New Zealand

Janelle Ericksen, PR Specialist 

About MYOB

MYOB is a leading business platform with a core purpose of helping more businesses in Australia and New Zealand start, survive and succeed. At the heart of MYOB is a customer base of 1.2 million businesses and a network of more than 40,000 accountants, bookkeepers and consultants, for whom MYOB delivers end-to-end business and accounting solutions. MYOB operates across four key segments: Small and Medium Enterprises (SME), Enterprise, Financial Services and Practice. For more information visit or follow @MYOB on Twitter.


Greg Ellis – Chief Executive Officer

Greg joined MYOB in September 2019 and has over 30 years’ business experience, including 10 as a CEO, within the online industry across digital advertising, e-commerce, telecommunications and software. He has worked in Australia, Asia and Europe running both public and private companies and most recently served as CEO of Scout 24 AG, where he was responsible for the commercial operations of the company and was instrumental in its public listing on the DAX in 2015.

From 2008-2014 Greg was CEO of Australian online real estate company REA Group and has also held roles as Marketing Director Asia Online Services at Microsoft, Managing Director of the Online division for Truvo BV as well as Managing Director of Sensis Interactive and Group Manager of Marketing for Telstra Corporation.

Caroline Rawlinson, Chief Financial Officer

Caroline joined MYOB in June 2020 as Chief Financial Officer. Caroline is a strategic and commercial leader with experience in leading international businesses with global brands. She has worked in New Zealand and across Asia at a senior management level, most recently having been the CFO at Trade Me Group in New Zealand.  

Prior to this, Caroline’s experience includes roles at Fletcher Building in Group Strategy and Corporate Development, followed by three years in Shanghai as CFO for Formica.  Caroline has a Bachelor of Law and Commerce (Economics) and has been admitted to the High Court of NZ as a Barrister and a Solicitor. In 2018 she was awarded the Deloitte and Eagle Technology Young Executive of the Year.

Helen Lea, Chief Employee Experience Officer 

Helen joined MYOB in June 2017 as Chief Employee Experience Officer, where she has accountability for all employee facing teams and processes (including People & Performance, Organisational Development, Internal Communications and Community, Workplace Experience and Digital Experience).  Helen’s experience includes roles in Human Resources, Talent and Performance, Organisational Culture and Transformation advisory.

Helen has lived and worked across Africa, Asia and Europe with a career spanning variety of sectors, including banking, telecommunications, industrial and consumer goods, with roles at organisations including British American Tobacco, UGL and Telstra.  Helen is a registered Organisational Psychologist and a Fellow of the Australian Human Resources Institute.

Darren Smith, Chief Technology Officer

Darren joined MYOB in March 2020 as Chief Technology Officer. As a senior executive, Darren has held roles across the entire ThoughtWorks business and with their global clients as the organisation grew five-fold. Darren’s expertise as a trusted technology strategist has seen him deliver critical projects to drive technology capability, changes in ways of working and productivity.  

Darren has held senior roles with a range of technology and professional services organisations including NBN, CBA, MYOB, Sears, Suncorp and many others.

Daniel West, Chief Sales & Support Officer

Daniel West joined MYOB in September 2020 as the Chief Sales & Support Officer. Daniel previously worked for Oracle where he was responsible for defining, building the operational foundation and executing the go-to-market strategy while scaling the global partner ecosystem. He was also responsible for creating market awareness and pipeline, developing new opportunities to enable customers and improving customer retention.

Prior to his role at Oracle, he built and led go-to-market, sales operations, enablement and channel functions at companies like, Infoblox, Mercury Interactive, HP Software and Informatica.

Kim Clarke, General Manager Enterprise

Kim joined MYOB in February 2020 as General Manager Enterprise. With international experience gained from more than 25 years in the software, telecommunications and energy sectors, Kim is adept in B2B and B2C environments, with a solid performance record from complex multinationals to start-ups.

With two start-ups of her own which were successfully deployed and acquired, Kim has a passion for entrepreneurship. Her strong commercial experience, marketing leadership and passion for the customer has seen her hold senior leadership positions at Vodafone, Salesforce and Energy Australia.  

Andrew Baines, General Manager Financial Services

Andrew joined MYOB in June 2020 as General Manager Financial Services. Previously, Andrew was the General Manager of Credit Australia for PayPal. This involved developing a relevant proposition for both merchants and customers that differentiated in the digital market, working with both the PayPal capabilities and partners to deliver.

Previously, Andrew had extensive experience with ANZ in a variety of roles including National Head of Sales for Small Business, General Manager Commercial Cards and Payments, Director of BPay, and General Manager Specialist Channels amongst others. His early work experience is deep within the Credit and Risk arenas.