On the Line’s executive team have a combined 75 years of experience between them and believe that the organisation’s core values of courage, curiosity and connection are not only a key aspect of On the Line but is essential to its success as a mental health organisation.
Chief Executive Officer
BSc(Hons), BA, MBA, GradDipPsych, GradDipProfPsych, MProfPsych, GAICD
Samantha Fredericks brings significant corporate expertise, commercial acumen and a proven record of transformative leadership to her role as On the Line’s Chief Executive Officer.
Informed by more than three decades of diverse business and consulting experience, Samantha operationalises On the Line’s strategic direction. Her focus on growth, technology and service performance drives On the Line’s emerging position as one of Australia’s leading social health enterprises.
Samantha’s varied career has seen her work within blue chip corporates such as Shell, Ford, Woolmark, Microsoft and Alcatel-Lucent, as well as with government bodies, SMEs and start-ups.
Known for her unique blend of critical and creative thinking, Samantha has significant expertise across key business functions. With her focus on coupling best-in-class clinical counselling practice with world-leading models of service delivery, Samantha is leading On the Line’s continual innovation through omnichannel technologies.
“We’re actively responding to the needs of our clients and our funders by providing high quality counselling, ‘anytime anywhere’ via seamless channel selection, supporting people how and when they need us most.”
Samantha’s extensive qualifications include higher degrees in science, arts, psychology and business. As well as leading On the Line through an important growth phase, Samantha contributes to the wider mental and social health conversation through active involvement in advisory groups focused on family and domestic violence, suicide prevention and support, and loneliness.
Head of Shared Services
BEc, PDAppFinInv, PDMgt, MBA, LLM (JD), GradDip PLT
With impressive business and leadership experience across diverse sectors, Fiona Dickson brings a client-focused perspective and a passion for technology and innovation to her role as Head of Shared Services.
Fiona leads the critical functions that support On the Line’s delivery of best practice counselling services including human resources, information technology, governance and risk, finance, legal and project management.
“With the right people, processes and systems across each of these areas, we can provide the optimal professional setting for our counsellors, improved outcomes for our funders and – most importantly – vital mental and social health support for more Australians.”
With significant corporate services experience, Fiona’s ability to lead and support innovation is among her key strengths. She complements broad expertise in marketing and customer experience management with proven capability across digital transformation, change and business growth. Her career spans both the private and not-for-profit sectors, with organisations including Kids Under Cover, Spotless Group, Coles Myer, Mazda Australian, Nylex and the University of Melbourne. Fiona’s extensive list of qualifications includes higher degrees in law, finance, business and management.
Head of Growth and Marketing
BBus (Accountancy), MBA
Through the customisation and branding of On the Line’s outsourced telephone and digital counselling solutions, Martin Foon drives our collaboration with funders to meet and anticipate the service needs of the Australian community. His robust and consultative leadership is crucial to On the Line’s sustainable growth and strategic transformation.
Martin is responsible for On the Line’s growth and business development, funder contracts and relationship management, marketing and communications, business insights and analytics. He leads a skilled team to engage key audiences and accelerate brand awareness for On the Line and its outsourced services.
“I leverage On the Line’s expertise to provide funding partners with customised solutions and a highly responsive relationship.”
Martin’s career spans multiple sectors, with transformative roles at John Wiley & Sons, Aegis Services Australia, Entity Solutions and Australia Post. His deep experience in service outsourcing, marketing and branding, business growth and client relationships strengthens every On the Line funder partnership.
Martin holds an MBA from Melbourne Business School, University of Melbourne and a Bachelor of Business and Accountancy from RMIT. He is a Fellow member of the Australian Marketing Institute (AMI) and a Certified Practicing Marketer (CPM). He is a mentor for the AMI Emerging Marketer Program and RMIT University Pride Mentoring Program.