Hi! I’m Dr. Lena Belin.
Fractional Strategy Partner |
CX, Product, Service & Brand Innovation
I help organisations grow through smarter customer insight, faster innovation, and more human product and service design.
With two decades of award-winning experience in strategy, research, design, and leadership, I work with bold teams and founders navigating growth, change, or reinvention.
What I Do:
I offer two ways to work together:
1. Deliver Strategic Outcomes
High-impact sprints and fractional leadership to drive clarity, innovation, and growth—fast.
2. Build internal Capability
Scalable systems, tools, and coaching to grow your team’s CX, innovation, and insight practice from the inside out.
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Outcome: Actionable customer journeys, personas, and decision insight maps.
For: CX, Research, Marketing, and Product leaders who need clarity fast.
Modules: Discovery Research · Journey Mapping · Jobs-To-Be-Done · Activation Roadmap
Delivery Options:
Fractional CX/Insights Lead
Team Sprints + Coaching + Playbooks
1:1 Practitioner Coaching
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Outcome: 1–3 validated product or service concepts with a clear go/no-go strategy.
For: Product, Design, Innovation and Strategy teams under pressure to deliver what's next.
Modules: Problem Framing · Hypothesis Design · Testing & Validation
Delivery Options:
Fractional Innovation Lead
Innovation Sprints
1:1 Coaching for Product Leaders
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Outcome: A focused strategic POV and 90-day roadmap.
Best for: Founders, Execs, Heads of Product, Marketing or CX.
Variants: Insight Strategy · Innovation Strategy · CX Strategy · Brand/Product Positioning
Delivery:
4–6 week sprint with research, facilitation & investment logic
Team-ready outputs
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Outcome: A working insights capability, integrated with your roadmap and rituals.
For: CMOs, COOs, Heads of Product or Service building capability from scratch.
Modules: Insight Strategy · Research Systems · Team Capability · Storytelling & Ops
Delivery Options:
Fractional Head of Insights or Strategy
30-Day Sprints to build team rituals
Coaching for Insights or CX Leads
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Outcome: Embedded test-and-learn cycles and concept delivery confidence.
Best for: Heads of Product, Strategy, or Design.
Modules: Innovation Culture · Opportunity Sizing · Prototyping · Launch Readiness
Delivery:
Fractional Innovation Lead
Innovation Capability Sprint Series
1:1 Coaching for Innovation Leads
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Outcome: Aligned journeys, feedback loops, and delivery rituals.
Best for: COOs, Heads of CX, Customer or Service Ops.
Modules: CX Strategy · Journey Prioritisation · VoC · Service Rituals · Ops Enablement
Delivery:
Fractional CX Lead
Capability Sprints + Team Playbooks
1:1 Coaching for CX or Ops Leaders
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Select up to 3 capability streams across CX, Innovation, and Insights.
Each includes tailored sprints, rituals, and team coaching.
With a 18+ year track record, I’ve advised over 100 leaders and teams - from Atlassian and Qantas to Kids Helpline - across some of the world’s most iconic and high-impact organisations.
Atlassian
Red Cross
ANZ Bank
Australian Federal Government
Accenture
Kids Helpline
yourtown
Victorian Aboriginal Child Agency
Baptist Care
InfoXchange
ahm
Suncorp
Queensland University of Technology
RMIT
NSW TAFE
NSW Trains
Australian Super
Mercy Health
Australian Government Ombudsman
Unilever
Telstra Health
Qantas
Griffith University
Atlassian Red Cross ANZ Bank Australian Federal Government Accenture Kids Helpline yourtown Victorian Aboriginal Child Agency Baptist Care InfoXchange ahm Suncorp Queensland University of Technology RMIT NSW TAFE NSW Trains Australian Super Mercy Health Australian Government Ombudsman Unilever Telstra Health Qantas Griffith University
Curious about how I can help?
Let’s set up a free strategy call.
Who I work with:
I work with teams who want to:
Translate customer insight into business momentum
Design experiences people return for
Build internal capability that lasts
Past clients include:
How I work
You choose the mode. I deliver the outcome.
Done-For-You
Fractional leadership across 2-3 days/week
Priced per month
Done-With-You
Sprint-based team delivery.
Each module is a 4-week sprint that delivers clear assets, repeatable systems, and capability uplift.
Priced per module
1:1 Coaching
Practitioner capability building
Each module is a 4-week sprint that delivers clear assets, repeatable systems, and capability uplift.
Priced per module block
Here’s what clients say about working with me:
Robert Setter,
Chief Executive at Queensland Public Service Commission
Lena is an exceptional strategist and leader who is highly skilled in leading human-centred transformation and change processes. In our time working together she led several complex and sensitive projects in a challenging policy environment and succeeded with acclaim, including winning several awards for her and her team’s work. Her work goes deep and challenges assumptions, which ultimately leads to transformational outcomes. She is authentic, direct, and fun to work with and establishes trust quickly with leaders, her team, and stakeholders. I recommend Lena highly if you are seeking to embark on human-centred design, community and customer engagement or applied innovation projects.
Alex Thorneycroft,
Head of Service Design, Australian Super
Lena was a wonderful collaborator. Her contributions to the project in all aspects (thinking, doing, relating, leading etc.) were valuable and commendable. She goes about it in the right way (open minded, adaptable and fun). An experienced complex systems thinker that we can't wait to have back!
Helen, CIO,
National NGO
Amazing. Thank you. What incredible work this is. It’s amazing to think how this will shape an incredible service offering for young people in Australia.
Juror,
Good Design Awards
This work is a stunning example of design applied to a service and should be awarded at the highest level.
Client,
Department of Education
The way that you worked with our youngest students and the community in the whole strategic process was just amazing. It has been such a valuable experience of learning for them, and all of us, really.
Christina, Program Lead,
Department of Premier and Cabinet
The way that you approached the research for this project, it has led us to fundamentally rethink how we engage with communities going forward.
Chris, Business Owner,
Children’s Health Queensland
Your approach was so thorough and surprising to us, and highly effective. We’ve now hired two qualitative researchers on the back of it, to keep the good work going!
Helen, Client,
Executive Director, Department of Environment