Alyce Wilson says winning the Changemaker Award at Mediaweek’s Next of the Best 2025 was both “humbling” and “energising”.
As Head of Audience Experience for Southern Cross Austereo (SCA), she leads teams across product, UX, CX, retention and loyalty, and says the recognition affirms the value of work that often happens behind the scenes.
The judges praised her for delivering major lifts in digital revenue, retention and satisfaction, crediting her thoughtful, insight-driven approach and a work ethic that “shows up in every detail.”
A week on from the win, Wilson shared what the recognition means to her, her achievements and successes, and meaningful career advice that continues to inspire her.
MW: An all-star line-up has judged the awards. What does it mean to you to be recognised by this group?
Alyce Wilson: It’s incredibly humbling to be recognised by such a respected panel of industry leaders, many of whom have shaped the media landscape in Australia. It’s validation not just of the outcomes, but of the bold thinking, risk-taking, and collaboration it takes to drive change. To be seen by this group as someone pushing the industry forward is a real honour.
MW: The idea of a ‘changemaker’ can conjure up so many different descriptions – how do you define what a ‘changemaker’ is?
AW: To me, a changemaker is someone who drives meaningful, lasting impact and sees opportunity where others see process, or dismiss ideas as “too hard” or impossible.
It’s about challenging the status quo with empathy, courage, and conviction, backed by data and driven by impact. It is also about humility.
Sometimes, being a true changemaker means admitting when you’re wrong, listening deeply, and learning fast. Change isn’t about ego, it’s about evolving, adapting, and staying committed to what’s right for the audience, the team, and the bigger picture.
A true changemaker doesn’t just generate ideas; they influence, galvanise teams, and turn strategy into outcomes that matter to audiences and the business.
MW: What has been your proudest moment since beginning your media career?
AW: There have been quite a few moments I’m proud of, so it’s hard to pick just one.
Being trusted to lead a high-performing team and drive significant digital change without a long tenure in the media industry has been incredibly rewarding.
When I first started, I thought not being as well-versed in the industry as my peers might be a disadvantage, and I definitely felt moments of imposter syndrome. But sometimes, bringing in someone with fresh eyes, who deeply understands audience behaviour and the digital medium, but isn’t bound by legacy thinking can be the catalyst for real change.
MW: The judges described your approach to your remit “as showing huge growth in digital revenue, retention and satisfaction scores – all linked to her initiative, which were full of insight, depth and sheer hard work”. What kind of process do you go through when coming up with a new initiative?
AW: It always starts with listening and having a ‘seek to understand first’ mentality, whether that’s user data, customer feedback, my team, or cross-functional teams.
From there, I look for the tension: what’s not working, or what’s being overlooked. I interrogate the problem deeply before shaping the solution.
I’m big on hypothesis-driven testing and I always try to balance creative ambition with commercial intent. Then it’s about galvanising the team and bringing the right people on the journey and iterating quickly.
MW: What does the next 12 months look like for you in terms of how you’re thinking about your career?
AW: The next 12 months are about doubling down on impact, deepening my focus on creating digital experiences that deliver both audience value and commercial outcomes.
I’m approaching things more systemically, focusing on scaling strengths, addressing gaps, and helping shape more forward-thinking, sustainable models.
At the same time, I’m thinking more intentionally about the kind of leader I want to be. It’s not just about delivering results, it’s about creating the conditions for others to thrive.
I want to invest in high-performing, purpose-led teams, mentor emerging talent, and build momentum around bold, audience-first thinking. I’m excited to stay at the intersection of innovation and impact, while lifting others as I go.