Our leadership team


Chief Executive Officer

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Since founding the company with one store in 1995, Maxine has guided the growth and evolution of the groupShe leads the group leadership team and is responsible for the strategic direction of the business, including operational leadership of the group’s skin health and wellness channel.  

Prior to forming Vita Group in 1995, Maxine gained significant global telecommunications experience in sales, customer service, leadership and operational roles in the UK and Australia.  

Maxine was named QBR Business Woman of the Year, Retail in 2006; received the 2014 Entrepreneur of the Year award for the industry category, Northern region; was inducted into the Businesswoman’s Hall of Fame, and released her biography, Think Smart, Run Hard in 2016; and in 2019 was honoured to receive The Courier-Mail Award for Business Person of the Year. 

Maxine is also a member of Chief Executive Women and an ambassador for Vita Group’s hero charity Act for Kids.  


Chief Operating Officer

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Pete leads operations across Vita Group’s network of brands, which includes Artisan Aesthetic Clinics, Sprout accessories and Vita Enterprise Solutions, as well as 104+ Telstra retail stores and Telstra Business Technology Centres. Pete is responsible for leading these teams to deliver the very best customer experience.

Prior to joining Vita Group in 2008, Pete held various general management roles in global manufacturing and product development organisations. His previous roles include General Manager Residential at ASSA ABLOY Australia, General Manager Industrial Division at EGR, General Manager Domestic and International Marketing and Product Development at GWA Caroma.

Pete holds a Bachelor of Commerce from the University of Melbourne. 


Chief Financial Officer

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Andrew leads the finance, property and facilities division which includes property and support services, management reporting, planning, treasury and financial accounting, tax, accounts payable, accounts receivable, banking, and investor relations functions.  

Prior to joining Vita Group in 2012 in the role of Financial Controller, Andrew worked in several senior leadership positions spanning the retail, financial services, manufacturing and insurance sectors in companies across Australia and the United Kingdom. Previous roles included Finance Manager at Credit Union Australia and Financial Controller at The Fresh Olive Company in the UK.  

Andrew holds a Bachelor of Commerce, Accounting from Griffith University and is a member of CPA Australia.


Chief People Officer

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Kendra leads the People and Performance division, which includes human resources, people operations, and learning and organisational effectiveness. The division is integral in driving Vita’s strategy to create and enable high-performing teams, which underpins the group’s strategy.   

Prior to joining Vita Group in 2007, Kendra held several leadership positions in human resources within the banking sector, including Organisational Development Advisor at Suncorp and HR Business Partner at National Australia Bank. Kendra also held various leadership roles at Vita Group prior to being appointed Chief People Officer in 2011 including human resources management, organisational development and project management for the group. 

Kendra holds a Bachelor of Commerce from the University of Wollongong. 

Justin Maskey

Chief Technology Officer

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Justin leads the IT division which includes IT operations, business intelligence, enterprise solutions and medical tech solutions.  

With a 19 year tenure at Vita Group, Justin has and continues to drive the evolution of the group IT function to support business outcomes, including the establishment of core analytics capability, the use of data as a competitive advantage and several key group-wide initiatives.  

Justin’s key achievements in his time at Vita include the early adoption of BI analytics capability, ERP upgrade and enhancement initiatives and leading Vita’s digital transformation program with the deployment of Salesforce and Office 365 across the group.

Rebecca McLeod

Chief Strategy and Communications Officer

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Rebecca leads the Strategy and Communications division, which includes strategic planning, group projects, internal communications, public relations, marketing, procurement, sustainability and philanthropy.  

Prior to joining Vita Group in 2011, Rebecca held several senior leadership and management consulting roles in industries including banking, insurance, mining and transport, with a focus on project management, organisational effectiveness, leadership development and learning. Previous roles include Principal Advisor at Rio Tinto and Manager Leadership and Organisational Capability at Suncorp. 

Rebecca holds a Bachelor of Arts (double major in Psychology) and a Graduate Certificate in Business Administration and is currently completing a Master of Business Administration. 

George Southgate

Chief Legal and Risk Officer

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George leads the Legal and Risk division, which includes legal, group assurance, risk and compliance. George is also the group’s Company Secretary and leads the group’s corporate governance function.

Prior to joining Vita in 2018, George worked in private practice acting for various clients in the government and private sector specialising in litigation with a focus on commercial disputes and health regulation. His most recent appointment was as a Senior Associate at national Australian law firm, Lander & Rogers.

George holds a Bachelor of Laws (Honours), a Graduate Diploma in Legal Practice (Distinction), a Master of Laws (Health Law), and a Bachelor of Nursing from the Queensland University of Technology, as well as a Graduate Diploma of Applied Corporate Governance from the Governance Institute of Australia.



Sprout reaches its goal of planting 10,000 trees for One Tree Planted

Vita Group couldn’t be more proud of its technology accessories brand Sprout, who have reached their goal of planting 10,000 trees for environmental not-for-profit One Tree Planted.

Since the end of March, Sprout has been funding the planting of 10 trees for every product sold online to help reforestation efforts following the devastating 2019/2020 Australian bushfires. According to One Tree Planted, young, healthy forests can help to prevent bushfires from spreading catastrophically by suppressing future fires and reducing the impact of smoke on public health and native ecosystems.

Sprout’s campaign has also supported One Tree Planted to conserve Australia’s unique wildlife and limit global warming, with a mature forest of 10,000 trees sequestering as much as 240 tonnes of carbon dioxide to provide for a cleaner, healthier climate.

“One Tree Planted wouldn’t be able to do the work that we do without our amazing donors,” said Cassandra Vitiello, Greenhouse Manager at One Tree Planted. “Thanks to companies like Sprout, who have contributed 10,000 trees to our project in Australia, which will help with climate change mitigation, create lasting community impact, rebuild habitat for wildlife, and so much more.”

General Manager at Sprout, Ben Caddy said he was thrilled to see Sprout reach its goal of funding the planting of 10,000 trees for One Tree Planted and looks forward to continuing to work with the organisation to create a more sustainable future.

“We love the work that One Tree Planted does and are really proud to have played a small role in helping them to rebuild following Australia’s recent bushfires,” he said. “Thank you to all our customers who supported Sprout and One Tree Planted throughout this campaign and helped us achieve our 10,000 trees target.”

This partnership forms just one pillar of Sprout’s commitment to sustainable business practices. The brand has a ten-year sustainability action plan underpinning its commitment to sustainability and creating technology that enhances its customers’ worlds, not just today, but into the future.

“Reducing our carbon impact is a major focus for Sprout,” said Mr Caddy. “We are constantly measuring and tracking our results to ensure that we are always improving and meeting our environmental objectives.”

Sprout will continue to work with One Tree Planted when it launches its new range of biodegradable phone cases in August, with the brand planting one tree for every case sold in-store or online.

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Artisan Aesthetic Clinics adds Euphoria Cosmedic Clinic

Vita Group (ASX: VTG) has acquired Euphoria Cosmedic Clinic on the Gold Coast under its Artisan Aesthetic Clinics brand. Founder of Euphoria and highly skilled registered nurseRachel Gregory will join the team at Hope Island Road on Tuesday 4 Maybringing her significant cosmetic injectables expertise to the clinic. 

With more than 24 years of medical experience including 15 years in aesthetic treatments, Rachel has established herself as one of the Gold Coast’s most respected cosmetic injectors, known for delivering natural looking results in a professional, friendly and caring wayThe clinic has a particular focus on delivering premium cosmetic injectable treatments including anti-wrinkle, dermal filler and PDO threads.

Maxine HorneVita Group’s Chief Executive Officer, said: “We are very pleased to welcome Rachel to the Artisan teamShe will add significant value to our Hope Island Road clinic, expanding the clinic’s capability in the field of cosmetic injectables and further reinforcing the premium, personalised experience we provide to our clients.”

Artisan Aesthetic Clinics launched in 2018 with the opening of Artisan Racecourse Road in Brisbane, Queensland. Through its focus on appointing a team of highly-skilled clinicians to deliver holistic treatments and technologies in a premium environment, the brand has quickly established itself as one of Australia’s leading cosmetic clinic networks.

Artisan currently operates 20 clinics across Australia, three of which are on the Gold Coasta high-demand location for non-invasive cosmetic treatments in Australia.

Artisan Aesthetics Group – clinic network


  • Artisan Racecourse Road, Hamilton 
  • Artisan Gasworks, Newstead
  • Artisan Rosalie Village, Rosalie
  • Artisan Fortitude Valley
  • Artisan Bulimba
  • Artisan Maroochydore
  • Artisan Hope Island Rd
  • Artisan Kenmore
  • Emetheni, Burleigh Heads 
  • The Bradford Clinic, Toowoomba
  • Face Today Mediclinic, Cairns
  • HC Medical, Robina

New South Wales

  • Artisan Balmain
  • Artisan Mosman  
  • Lily Room, Chatswood 
  • Coco Skin Laser Health, Newcastle

Australian Capital Territory

  • Artisan Bruce  
  • Artisan Woden 
  • Artisan Gungahlin


  • Pamper Medical Skin Clinic, Geelong 
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Sprout accessories achieves ISO certification

Vita Group’s Sprout accessories brand has been awarded two Best Practice ISO certifications, strengthening its reputation as a best-in-class manufacturer and leading provider of technology accessories in Australia.

The certifications – Best Practice Quality Management System (ISO9001) certification and Best Practice Environment Management System (ISO14001) certification – are based off international standards set by the International Organisation for Standardization. They demonstrate that an organisation’s product or service meet the expectations of its customers and reflect Sprout’s commitment to sustainability and creating technology that enhances the world not just today, but into the future.

To achieve ISO9001 and ISO14001, the business met a comprehensive set of requirements which it must now continue to meet to maintain certification. ISO certification delivers significant business benefits including improved customer satisfaction, cost reduction, improved legal compliance and risk management, and importantly, environmental benefits for Sprout and for its suppliers.

For Sprout General Manager, Ben Caddy, achieving ISO certification was an important step in the brand delivering its ten-year sustainability action plan which aims to address key elements across the end-to-end product value chain.

“At Sprout we are always aiming to improve our customer experience and quality standards, and ISO ensures we do that,” he said. “ISO9001 enables us to demonstrate our ability to provide products and services that consistently meet regulatory requirements, whilst ensuring the smooth operation of our business and exceeding our customers’ expectations. Another major focus for Sprout is to reduce our carbon impact,” Mr Caddy continued. “The standards in ISO14001 help us to define the right targets and measure and track our results to ensure that the business is constantly improving and meeting our environmental objectives.”

Sprout’s ten-year sustainability action plan involves implementing key initiatives including sourcing recyclable materials for packaging and product development, continuing to drive ethical and socially responsible supply chains, reducing carbon emissions, and designing more sustainable multi-use and eco-friendly products.

The brand is already underway in implementing these initiatives, recently launching a campaign in partnership with One Tree Planted that will see it fund the planting of ten trees for every product sold online from 21 March to 29 June. To date, Sprout has funded the planting of nearly 2,600 trees and is aiming for 10,000 trees planted by the end of June to help One Tree Planted’s reforestation efforts following the 2019/20 Australian bushfires.

Sprout is also set to move to 100% recyclable packaging towards the middle of 2021 which will include switching from foam to recycled pressed cardboard, removing non-recyclable plastic windows, and extensive use of bamboo pulp in packaging.

Compostable phone cases are also in development and due to launch later in the year. These cases will see 90% biodegradation of plastic material within 12 weeks in commercial compost systems or 12 months if composted at home.

Mr Caddy said ISO certification will ensure Sprout is held accountable for these environmental initiatives as well as its sustainability targets. It will also ensure the business is continuously improving its manufacturing and environmental management systems to the benefit of its customers and the world around it.

“ISO certification is extremely important to the business as it ensures we have the tools, processes and systems to meet our business targets,” he said. “ISO certification also places the business in a constant state of improvements so that we can not only show improvement year-on-year, but also regularly monitor our important sustainability objectives and put the processes in place to achieve them.”

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