Paula Mitchell


Head of Digital
Freedom Australia

With over 20 years’ experience across some of Australia’s leading retail brands, Paula has pioneered digital and e-commerce strategies while building a solid track record through the development of e-commerce strategy, the delivery of omnichannel projects, developing and engaging high-performance teams, building strong relationships and most importantly driving e-commerce growth and delivering results.

As the former Chief Digital Officer for the General Pants Group, she was responsible for managing the global e-commerce strategy, omnichannel strategy, website UI/UX, eCommerce operations and fulfillment, digital marketing, CRM, and customer service functions.

Paula is an energetic leader who has a passion for developing and mentoring talent. The opportunity to continually learn and develop new skills within the e-commerce landscape globally motivates and inspires her every day.