Chief Data Officers from Nine, Macquarie, and NBN reveal how embedded governance, strategic alignment, and early AI exploration drive real value at Data & AI Edge.
In this panel discussion, Suzie Cardwell – Chief Data, Product and Technology, Enterprise at Nine, Damian Brennan – Division Director, AI and Data Analytics at Macquarie Group, and Sonia Boije – Chief Data Officer at NBN) share how they are building data-driven organisations and embedding meaningful AI across complex environments.
Sonia explains how simplifying and modernising data systems must go hand in hand with AI integration. Embedding data governance into the business, rather than treating it as an IT function, is essential.
By introducing data product owners and a federated model supported by active data councils, NBN shifted accountability into business units, which accelerated adoption and delivered greater value.
Sonia emphasises the importance of aligning governance with business priorities and taking a practical, outcome-focused approach to standards.
Suzie brings a commercial lens, stating that data strategy must be anchored in organisational strategy.
At Nine, she uses data to drive customer understanding across both consumer and advertiser audiences, with measurable outcomes such as engagement and targeted advertising.
She describes overcoming siloed data challenges by consolidating warehouses and implementing a customer data platform, resulting in a single customer view and cross-business insights.
This helped build executive appetite for data-driven initiatives.
With the media landscape undergoing continuous change, Suzie notes that leaders must embrace transformation or risk falling behind.
Damian highlights Agentic AI as a platform shift on par with mobile and cloud.
Though still emerging, its potential lies in enhancing employee experience and, in turn, customer outcomes.
Agentic AI helps reduce friction in inconsistent or undocumented processes.
At Macquarie Group, success depends on both grassroots innovation and executive alignment.
Investments should align with strategic business goals rather than chasing novelty.
Trust, communication, and business relevance are critical for embedding AI at scale.
Key takeaways
- Embed governance inside the business – Shifting ownership from IT to business functions through data product owners and federated models enables faster adoption and stronger alignment.
- Tie data and AI to outcomes – Aligning data initiatives with business and customer metrics builds credibility and drives executive-level support in fast-moving sectors.
- Approach Agentic AI with purpose – Start with early exploration that improves employee and customer experience. Prioritise trust and strategic relevance over hype.
Suzie Cardwell
Chief Data, Product & Technology, Enterprise at Nine
Suzie has a proven track record in leading digital transformation strategies and new data-led digital products for media organisations. With long experience in digital and data platform development, she has worked for some of Australia’s largest media organisations including Foxtel, News Corp and Nine Entertainment.
In her roles with Foxtel and News Corp, Suzie was responsible for developing new commercial data-driven digital products. At News Corp she launched the industry-first audience segmentation and intelligence platform, Intent Connect.
Currently, in her role as Chief Data, Product & Technology Officer, Enterprise for Nine Entertainment, Suzie is leading the development and implementation of Nine’s data strategy, focusing on building value from Nine’s scaled audience and first party data asset. She is also responsible for developing and implementing Nine’s AI strategy. She leads a team of data technologists, product managers and data scientists.
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Damian Brennan
Division Director of AI and Data Analytics at Macquarie
Dr. Damian Brennan is Head of AI at Macquarie Group. He leads Macquarie’s enterprise Generative AI approach, including AI strategy, governance, platforms, solutions, practitioner community, training and adoption. He joined Macquarie in their London Office 6 years ago from IBM, and moved over to Sydney in 2021. He has expertise in AI and Analytics and is the inventor of several patents.
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Sonia Boije
Chief Data Officer at NBN
Sonia Boije serves as the Chief Data Officer at nbn® Australia since December 2022, where the focus is on driving an enterprise-wide data and AI strategy to enhance competitive advantage. Additionally, Sonia is a Guest Lecturer at Cambridge Judge Business School, imparting knowledge on AI implementation and data strategy to executives and MBA students.
Previously, Sonia held the role of Global Chief Data Officer at Ericsson from September 2015 to June 2022, successfully building the global data function and overseeing brand transformation initiatives.
Additional experience includes positions at J.P. Morgan and Essen International AB, as well as guest lecturing roles at the University of California, San Diego, and the University of Arts, Crafts and Design.
Sonia holds an MBA from the University of Cambridge and a Bachelor’s degree in Graphic Design from Swinburne University of Technology, along with an exchange degree in Graphic Design and Illustration from Konstfack.
Peter Hind
Principal Research Analyst at ADAPT
One of the ICT industry’s foremost analysts and commentators, Peter Hind has spent over 25 years advising and talking on topics across the technology industry. His primary areas of interest are the potential of technology to transform the way organisations operate, the change management obstacles executives encounter in realising this potential, as well as the tactics and techniques leaders have deployed to overcome these difficulties.
With roles across IDC, Unisys, NCR, Sigma Data, and others, Peter now takes on multiple roles within ADAPT including the moderation of private events and roundtables, interviewing business executives about the strategies they are pursuing and assisting with the structuring of delegate surveys.
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