People sat round an Executive Team table

Executive team

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.

Kim O'Neill

Chief Executive Officer

AssocDipWelStuds, BSW, MHServMgt, GAICD

Having worked in executive and leadership roles in the community services and not-for-profit sector for the past 26 years, Kim is known for her expertise as a transformational leader. She has extensive experience in implementing state wide policy reform and delivering large scale projects. Kim cares deeply about social justice and is passionate about finding ways to lead change and make a positive difference to people’s lives.

She has worked across several areas within community services, including residential and community aged care; disability; child, youth and family services; homelessness services; youth services; out of home care services; crisis and emergency relief services; mental health; family law; and counselling and case management services.

Kim has a strong understanding of online service delivery and the importance of capturing and using qualitative and quantitative data to influence business and service delivery models and a track record in developing and implementing new and innovative services.

She is committed to ensuring that On the Line is a sustainable organisation that offers clients access to the best possible support and services anywhere and anytime. On the Line’s telephone, online and video counselling services are designed to build resilience and self-care, and put the responsibility for care and recovery back into the hands of clients themselves; helping people to change their lives.


Executive Team: Samantha Fredericks
Samantha Fredericks

Head of Business Strategy and Innovation

BSc(Hons), BA, MBA, GradDipPsych, GradDipProfPsych, MProfPsych

Samantha is responsible for implementing On the Line’s strategic direction, growth and business development, marketing and communications, funder contract and relationship management, business intelligence and reporting, and service development and innovation.

Samantha is an experienced consultant and senior executive with over 28 years of commercial experience, and a track record in strategy development and implementation, and business growth management. She has guided change and achieved growth in many organisations across a range of industry sectors — blue chip corporates such as Shell, Ford, Woolmark, Microsoft and Alcatel-Lucent, government bodies, entrepreneurial ventures, small-medium organisations and start-ups – helping them devise and implement strategies to drive revenue, market share and growth.

Samantha holds Bachelor degrees in Science, Arts and Psychology; an MBA; and an Honours level degrees in Organic Chemistry and Psychology. She has completed a Masters in Psychology and is a registered psychologist (provisional).

Margaret Pettitt

Head of Operations

BA (Hons), MA

As Head of Operations, Margaret is accountable for sustainably delivering high quality counselling services on behalf of funders and their end-user clients. This includes providing leadership to the counselling team, and ensuring that all services are delivered in line with clinical governance standards.

Margaret is an experienced executive with a passion for making a difference in the community. She enjoys solving strategic problems and working with individuals and teams to achieve sustainable, transformational change. Margaret’s diverse background in consulting, operational management and leadership development enables her to draw on her expertise in the areas of operating model development, cultural change and workforce strategy.

In previous roles, Margaret served as an Executive General Manager of the People and Community division of Ambulance Victoria where she oversaw the organisation’s in-house counselling unit as well as a broad range of people-related functions. This involved overseeing an extensive workforce change process during the post merger integration of three ambulance services. Prior to this, Margaret held senior strategy consulting roles within global professional services firms; Accenture and Grant Thornton, where she worked on both large and smaller scale strategic initiatives in the communications and high technology sector. More recent experiences have included designing bespoke leadership coaching and culture and development programs to government and not-for-profit clients.

Margaret has a research Masters in cultural and social history from the University of Melbourne and currently serves as a non-Executive director on the Crime Stoppers (Victoria) Board.

Fiona Dickson Head of Shared Services at On the Line
Fiona Dickson

Head of Shared Services


Fiona has responsibility for the Shared Services function including Finance, Human Resources, Information Technology, Legal, Governance & Risk and the Project Management Office to deliver the transformation program as a strategic priority for On the Line.

Fiona draws on extensive experience in corporate services and related functions; including managing budgets and stakeholder relationships, and leading transformation and cultural change projects. She has very strong commercial business acumen and customer-focus. Fiona started her career at Coles Myer Limited as a Business and Financial Analyst. She has worked for Spotless Services Limited, Mazda Australia and Nylex Limited in General Management and Executive roles. Fiona has also worked in Executive roles at The University of Melbourne developing governance systems including finance and policy frameworks to support the university’s $500m philanthropic campaign. Fiona has transitioned to roles in the for-purpose sector with the most recent including time at Kids Under Cover leading the implementation of business development and commercialisation related projects.

Fiona holds a Bachelor of Economics, Postgraduate Diploma in Applied Finance and Investment, Postgraduate Diploma in Management, Masters of Business Administration, and Master of Laws (Juris Doctor) and a Graduate Diploma of Legal Practice.