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This year, The GovTech Summit brings you an incredible series of workshops from our partners and sponsors. Free to attend (as part of your GovTech Summit pass), these online discussions provide an unmissable opportunity to hear the thoughts and learnings of industry leaders as they share their experiences.  

Redefining Government Experiences through Tailored Citizen Journeys

13:30 - 14:30

Brought to you by Gold Sponsor


Get inspired by hearing how the Australian government is supporting its citizens through a challenging year from bushfires to the pandemic. Join us for a panel discussion with Anna Mascarello, Head of Public Sector for Adobe, Carmen Michael and Gareth Macdonald to hear how the Australian government is delivering results to citizens and fast.


During COVID-19, traffic to government websites increased by 230%. In times of crisis, it’s important that government communications are easy to understand, simple to navigate and full of empathy. While the private sector has already pivoted to focus on personalised experiences, it is now time for the public sector to follow suit to create relevant and impactful citizen experiences.


In this session, explore:

  • The importance of showing empathy across every channel 

  • Enhancing government capabilities through personalised communication and journey orchestration

  • How to tailor the citizen experience to support citizens throughout hardships

  • How tailoring citizen experiences can drive jobs growth and the digital reskilling of government workers



  • Carmen Michael, Director, Content and Digital Transformation, New South Wales Department of Education Australia 

  • Anna Mascarello, Head of Public Sector Experience Cloud ANZ, Adobe

  • Moderator: Edward Elliott, Head of Growth, PUBLIC

Carmen Michael

Director, Content & Digital Transformation

New South Wales Department of Education, Australia

Anna Mascarello

Head of Public Sector Experience Cloud ANZ


Edward Elliot

Head of Growth

Unbound Innovations Ltd

Tel: +65 6950 0203 

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