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Senior management

The day-to-day management of CHOICE is handled by the CEO and the senior management team.

  • Alan Kirkland

    Alan Kirkland CEO

    Alan has been CEO of CHOICE since 2012, where he has led our fight to make markets fair, safe and just for Australian consumers.

    His early career was in the social services sector, where he led campaigns for increased funding for child protection, homelessness and disability services.

    In the decade before joining CHOICE, Alan worked in access to justice as Executive Director of the Australian Law Reform Commission, as CEO of Legal Aid New South Wales, and as Chair of the National Legal Assistance Advisory Body.

    Alan has degrees in Arts & Law from UNSW and an Executive MBA from the Australian Graduate School of Management.

  • Ashwin Sridhar

    Ashwin Sridhar Chief Data & Technology Officer

    Ashwin leads the data and technology practice at CHOICE. His team is responsible for making sure our digital and data capabilities continue to advance to meet the evolving expectations of our members.

    Ashwin joined CHOICE in 2021. He has more than 20 years' international experience in senior leadership roles within global media organisations. He has managed and delivered complex transformational projects that have both reshaped these organisations for a sustainable future and also reinvigorated them by fostering cultures of innovation and data-driven decisioning.

    Ashwin has an MBA from London Business School. Sitting at the crossroads of product, technology and strategy, he is passionate about helping organisations harness the transformative power of digital.

  • Maria Mermelas

    Maria Mermelas Director, People & Culture

    Maria brings over 15 years' experience delivering people and culture initiatives across several industries in the public, private and nonprofit sectors.

    She is a firm believer that people are key to organisational success, and delivering strategic intent. With a focus on improving employee wellbeing, she aims to promote enhanced organisational effectiveness and cohesion, as well as improve levels of employee engagement.

    Her academic qualifications include a Masters degree in Industrial Relations & Human Resource Management and a Bachelor degree, majoring in Organisational Psychology and Economics, both from the University of Sydney. She also holds a Certificate IV in Training and Assessment and is a professional member of the Australian Human Resources Institute (AHRI).

  • Margaret Rafferty

    Margaret Rafferty Editorial Director

    Margaret has been creating content for Australian audiences for more than 20 years. Across the course of her career she has written for digital and print audiences on a range of subjects from modern car safety to the benefits of meditation and almost everything in-between.

    After spending the bulk of her career in commercial media she joined CHOICE as a content editor in 2018, drawn by the organisation's purpose and a belief in the need to protect the rights of consumers.

    Margaret leads the editorial and investigations team which, as well as producing CHOICE magazine each month, also creates in-depth investigative content.

  • Jessica Kirby

    Jessica Kirby Director, Campaigns & Communications

    Jessica leads CHOICE's Campaigns and Communications Department, which fights to keep industry and government accountable and achieve real change for Australian consumers.

    Jessica joined CHOICE in 2017, initially as the Head of Supporter Engagement to help grow our community of over 230,000 passionate campaign supporters. She has worked in campaigning, organising and creative roles for a range of nonprofit organisations, including Greenpeace Australia Pacific and Australian Progress.

  • Ian Morgan

    Ian Morgan Director, Growth & Experience

    Ian joined CHOICE in 2011 and his team is responsible for making sure our digital products and services continue to evolve and meet the high standards the membership expect. His team is also responsible for the membership program and for ensuring as many Australian consumers as possible know about CHOICE and our work. Ian also leads the development and delivery of CHOICE's strategy.

    Ian arrived at CHOICE after a 15-year career in commercial publishing in London, working as a writer, sub-editor and editor in industries as varied film, food, government, health, fashion and travel.

    He has a joint honours in History and Politics from Keele University and a Graduate Diploma in Business Administration from Macquarie Graduate School of Management, and is currently studying for his MBA.

  • Matthew Steen

    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.

  • Tristan Ye

    Tristan Ye Director, Commercial & Finance

    Tristan, a CPA, has an M Comm in Professional Accounting from UNSW. Tristan was appointed as the Director of Commercial and Finance in 2018. He leads the transformation and elevation of CHOICE's Finance function to support the organisation's rapid growth trajectory. He also leads the commercial partnerships with organisations and brands who are passionate about delivering expert, unbiased consumer information that consumers can trust.

    Before joining CHOICE, Tristan spent 10 years working for a number of leading Australian and British publishing brands, including News.com.au, Woolworths Fresh Magazine, Sunday Style Magazine, Weatherzone.com.au and Dailymail.co.uk.