Edwina Olver is a dynamic CX leader with over 15 years of experience in the customer experience space, wearing many hats as a CX strategist, insights manager, product designer, digital technology consultant, and agile coach. She brings a unique blend of strategic thinking and practical delivery that helps organisations unlock meaningful change.
As Experience Director at global strategy studio Untangld, Edwina spearheads the Australian Experience practice — guiding businesses from fast-paced startups to established enterprises in crafting innovative CX strategies that deliver lasting business impact. Her work is characterised by fusing human intelligence with technology to design bold, future-ready experiences.
Edwina has led transformative CX strategy programs, delivered digital transformation masterclasses, and driven product strategy enhancements across industries including government, insurance, finance, and retail. She is a strong advocate for aligning technology investment with CX strategy, empowering employees through education, and using prototypes to bring future-state experiences to life.
Prior to Untangld, Edwina led the Product Design team at WorkSafe Victoria and headed the Insights team at Asahi Lifestyle Beverages, where she placed the consumer at the heart of decision-making using insights intelligence.
Based on the Victorian Bellarine Peninsula, Edwina is a regular voice on LinkedIn — sharing her mission to empower the CX community, champion human-centred transformation, and build a better world through meaningful conversations. She is also a regular panellist on the ACXPA CX Roundtables, where she shares insights, challenges ideas, and helps shape the future of CX in Australia. Her decision to join the ACXPA Victoria Advisory Board reflects her passion for advancing the profession and building stronger connections within the industry.
ACXPA Advisory Board Members generously volunteer their time alongside their professional roles.
We believe it’s important to recognise the organisations they represent — the ones that enable them to share their expertise and insights with our community.
By bringing their real-world experience to ACXPA, they help strengthen the industry, foster meaningful connections, and raise standards across the board. We encourage you to consider working with these organisations if their services align with your needs.
Edwina Olver
Experience Director
Untangld is a global strategy studio that helps organisations decode complexity, influence at scale, and turn strategy into action.
By connecting fragmented data into a single source of truth, designing strategies that influence people and businesses, and shaping solutions into real-world artefacts and tools, Untangld partners with clients to deliver evidence-led, transformational outcomes. Their mission is to help modern businesses thrive through clarity, influence, and action-oriented strategy.
