Fiona Jolly – Interim CEO
Fiona Jolly was appointed Interim CEO of CHOICE in February 2026, to cover the vacancy during the search for a permanent CEO. She was previously a Board Director of CHOICE, being elected to the CHOICE Board in November 2020 and appointed to Co-Chair in March 2025, but has stepped down from the Board in order to take on this role.
Fiona is a Non Executive Director and former CEO and lawyer who works with boards and businesses undergoing change and growth and operating in highly regulated areas. She brings government experience along with expertise in communications, traditional and digital media advertising and marketing, stakeholder engagement and international trade. Fiona’s executive career spans significant work on regulation reform with both the government and private sector.
Fiona is Vice Chair of Goodwin Aged Care Services, Deputy Chair of the ACT Cemeteries and Crematoria Authority, Rural Financial Counselling Service (NSW), a Director of the Australian Institute of Building Surveyors and Freshmark Fresh Produce, and is an elected Councillor for HCF. Fiona has previously served as president of the YWCA of Australia and the chair of Australian Business Volunteers.
Louise Austin – Director, Operations
Louise joined CHOICE in 2023 and manages the Operations function. Louise is responsible for the management of Finance, People and Culture, Strategy and Risk and WHS. Louise is a qualified accountant (CIMA) with over 20 years of accounting and people management experience in a range of industries in both Australia and the United Kingdom.
Prior to CHOICE, Louise was head of finance at the Black Dog Institute and has also worked as an outsourced CFO, consulting and providing support to new and rapidly growing SMEs. She has also worked in the Media sector for Newscorp, 20th Century Fox and CX Lavender during her 10 years in Australia.
Mark Blackburn – Director, Commercial & Marketing
Mark joined CHOICE in November 2024 and manages the newly merged Commercial & Marketing functions. Mark has over 20 years of cross-functional, end-to-end brand, media, digital and eCommerce leadership success (and failure) in brands/organisations as diverse as Apple, UK Government, Carnival Corporation and LEGO during start-up, high-growth and turnaround situations in Australia, Singapore, Hong Kong and the UK.
Mark brings experience and passion for supporting and driving transformational organisation-wide culture change through genuine customer centricity and delivering a unique, differentiated and bespoke customer experience. He will help to build on the momentum that CHOICE has achieved in recent years.
Mark has an MBA in Marketing from University of Technology, Sydney and a BA in Economics from the University of Manchester.
Tony Harrison – Chief Technology Officer
Tony joined CHOICE in July 2023 and heads the technology area. Tony arrived at CHOICE with over 30 years experience in IT, much of it for not for profit organisations, such as The Smith Family and NPS MedicineWise. He has implemented many technically complex projects including customer relationship management (CRM), enterprise resource planning (ERP), and content management systems (CMS).
With a strong focus on security, integration and bringing the human touch to technology, Tony revels in ensuring technology is there to support the organisation and follows a strategic roadmap.
He has a Masters in Business Management and a passion for bringing humour to the workplace.
Mark Serrels – Editorial Director
Joining CHOICE in 2023, Mark helps develop and execute on content that engages readers in CHOICE’s mission and helps increase its broader impact. He is responsible for reaching new audiences, driving the direction of CHOICE magazine and leading CHOICE’s legendary investigations team.
He brings with him decades of editorial experience, bringing out the best in world class teams both in Australia and the US. Most recently he worked as a Senior Editorial Director at CNET and as a Publisher for the Australian editions of Gizmodo, Lifehacker and Kotaku. He has a Masters of Media Research from the University of Stirling.
Matthew Steen – Director, Reviews & Testing
Matthew leads the services, testing labs, content, and facilities support teams, which produce all reviews and testing for CHOICE and also the Test Research development areas.
Originally joining CHOICE in 2003 as a consumer services employee, Matthew had previously worked for 12 years in information, communications and technology around the world for various corporate sectors, including banking, accounting and computer hardware manufacturers.
Andy Kelly – Director, Campaigns & Communications
Andy leads CHOICE’s Campaigns and Communications department, which fights to keep industry and government accountable and achieve real change for Australian consumers.
Andy has worked in advocacy roles at CHOICE since 2019. He previously worked in mobilisation and campaigning roles at Greenpeace Australia Pacific.
Andy is particularly passionate about empowering people to take action to make positive change. He holds a Bachelor of Laws from the University of Wollongong.
Sarah Coombs – Head of Strategy, Business Operations and Company Secretary
Sarah has been with CHOICE since 2016 and held various positions during her tenure with the organisation. Sarah was appointed by the Board as Company Secretary in 2019, a role she holds in conjunction with her position as Head of Strategy and Business Operations within the organisation. As Company Secretary, Sarah is responsible for overseeing, managing and advising the Board on best practice governance and compliance, in addition to other administrative responsibilities.
Sarah is an Affiliate member of Governance Institute of Australia. Sarah started her career in the UK, where she qualified as a solicitor, having completed her LLB at Hull University and LPC at The College of Law. She also holds a Diploma of Sustainability and a Masters of Social Entrepreneurship from Macquarie Graduate School of Management.