Joel McDonald joins Brooke

Brooke is proud to announce that Mr Joel McDonald has joined Brooke as Partner, NSW Government. Joel will be based in Sydney and will have contact with both state and local governments across NSW.

Joel has spent the best part of two decades driving and executing digital change for government, both locally and abroad. Joel joined the NSW Department of Customer Service in 2017 to help reorganise the ICT investment portfolio supporting commerce regulation.

He went on to establish the Customer Platforms Practice to drive the strategy and services for the wider department’s key platforms. This involved a delicate balance of capability uplift and cost-down measures to ensure that new digital experiences for SafeWork NSW, NSW Fair Trading, State Insurance Regulatory Authority, Property NSW, and Revenue NSW customers were effective, sustainable and continuously improving.

Joel also played a key role across the broader NSW government to facilitate the exchange of ideas, knowledge and best practices in the adoption and use of Salesforce to deliver impactful customer experiences.

Joel said: “Brooke are passionate about solving real problems at scale, and helping people think differently to put the customer at the centre of everything they do. I’m thrilled to be part of such an innovative and experienced team and look forward to helping government deliver on their exciting digital strategy for NSW”.

Prior to joining the NSW Dept of Customer Service, Joel established the customer service and service management functions for Transport Shared Services (within Transport for NSW). He has also worked for the NSW Dept of Family and Community Services (now Dept of Communities and Justice), Australian Dept of Immigration and Border Protection, and consulted to the Australian Taxation Office, Civil Aviation Safety Authority, Indonesian National Family Planning Coordinating Board (BKKBN) and the Vietnamese Government.

Brooke has considerable government expertise in helping design and implement customer experience transformation programmes particularly with agencies in NSW, Victoria and Queensland. The Brooke team is excited to be able to combine its unique capabilities with Joel’s undoubted ability to lead digital transformation across government.

Brooke Managing Partner, Customer Experience Transformation, Bruce McGregor, said: “We are known for helping our clients to think differently about designing and transforming complex digital experiences and to embed change in a long-lasting manner. Joel will add another layer of leadership and knowledge to our existing capabilities and we are looking forward to helping even more clients to achieve the outcomes they desire”.

For further information on Brooke contact Bruce McGregor, Managing Partner, on or phone 02 8221 8885.