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Wade HextellWH
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Wade Hextell

@wadehextell

Digital Product Owner at Master Electricians Australia who led a six-system CRM migration and delivered a unified member experience.

Australia
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At Master Electricians Australia, I led a CRM migration with integrations across six vendor systems and a new security SSO, alongside an in-house unified member experience. I also introduced Agile product delivery practices and an Information Management System to improve delivery reporting, documentation and collaboration.

At Great Southern Bank, I developed a business banking onboarding experience that improved completion by 9.8%. At Suncorp, I led the Product Owner team for the Digital Motor Claims initiative and helped increase digital claims adoption by 6%; at NewsCorp, I integrated Facebook Instant Articles and Google AMP and built API-based reporting that cut monthly data collection from three days to minutes. I also work on PixlForge.cloud, an AI and design project focused on agentic AI platforms, dashboards and automations.

Experience

Work history, roles, and key accomplishments

MA

Lead Digital Product Owner

Master Electricians Australia

Aug 2023 - Apr 2026 (2 years 8 months)

Led a CRM migration with integrations across six vendor systems and a new security SSO, complemented by a unified member experience developed in-house. Introduced Agile product development methodologies and delivered a major architecture upgrade on time and on budget, maintaining 99.99% annual uptime.

AS

Business Analyst / Web Developer

Alkira Software

Nov 2017 - Feb 2019 (1 year 3 months)

Worked as a Business Analyst and Web Developer, contributing to software development and analysis tasks.

QT

Web Developer

QUT - Queensland University of Technology

Sep 2013 - Oct 2017 (4 years 1 month)

Worked as a Web Developer, developing and maintaining web applications.

AU

Web Developer

AUS-MEAT

Apr 2011 - Sep 2013 (2 years 5 months)

Worked as a Web Developer, developing and maintaining web applications.

VG

Web Developer

Vuetec Gaming

Apr 2007 - Mar 2011 (3 years 11 months)

Worked as a Web Developer, developing and maintaining web applications.

WE

Technical Support Officer (Level 2)

WebCentral

Feb 2003 - Mar 2007 (4 years 1 month)

Provided technical support at Level 2, assisting customers with technical issues.

Education

Degrees, certifications, and relevant coursework

University of California - Davis logoUD

University of California - Davis

AI Agents: From Prompts to Multi-Agent Systems, Artificial Intelligence

Completed a course on AI Agents: From Prompts to Multi-Agent Systems in October 2026.

Vanderbilt University logoVU

Vanderbilt University

Agentic AI and AI Agents for Leaders Specialisation, Artificial Intelligence

Completed a specialisation on Agentic AI and AI Agents for Leaders in October 2026.

Scrum Alliance logoSA

Scrum Alliance

Certified Scrum Product Owner (CSPO), Agile

Earned the Certified Scrum Product Owner (CSPO) certification in September 2025.

Australian Institute of Management logoAM

Australian Institute of Management

Coaching for High Performance, Management

Completed a course on Coaching for High Performance in October 2023.

ICAgile logoIC

ICAgile

Agile Product Ownership (ICP-APO), Agile

Earned the Agile Product Ownership (ICP-APO) certification in August 2023.

TA

TAFE

Diploma in Information Technology, Information Technology

Completed a Diploma in Information Technology in November 2001.

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