Kristy Richards joined Guide Dogs Victoria in March 2025, bringing over 20 years of experience in brand strategy, marketing, and communications across the health, community services, government, and education sectors. Her background includes senior roles at Vision Australia, leading strategy consultancies and advertising agencies, where she delivered award-winning campaigns and audience-first strategies that created both social impact and commercial value.
With deep expertise in brand architecture, audience engagement, and data-informed storytelling, Kristy brings an innovative and inclusive approach to communication. Her blend of agency and client-side experience gives her a unique ability to unify strategy and creativity, driving effective, emotionally resonant campaigns that build trust and connection.
As General Manager, Marketing and Communications, Kristy leads a team dedicated to amplifying Guide Dogs Victoria’s mission. She is passionate about helping more people access life-changing services through stronger storytelling, modern marketing technologies, and an unwavering focus on community needs.