Executive Team

Executive Team

Kim O'Neill

Chief Executive Officer

Kim O'Neill

Kim O'Neill leads On the Line in an exciting new chapter, developing the organisation into a sustainable social enterprise to ensure more Australians have access to professional counselling support 24/7 whenever they need it – regardless of geography or circumstance.

Kim is an accomplished leader with a track record in developing new and innovative services. She has a strong understanding of online service delivery and the importance of capturing and using qualitative and quantitative data to influence business and service delivery models.

Kim brings to On the Line over 20 years' experience in the not-for-profit sector at executive and senior leadership levels.

Peta Gillies

Head of Innovation and Operations


Peta is a very experienced senior executive and brings extensive leadership, change management and commercial experience to the role of Head of Operations and Innovation. With over a decade of experience as an executive leader driving business transformation and growth in the private, not-for-profit and community care sectors, Peta is passionate about empowering individuals and developing cultures conducive to achieving excellence in service and stakeholder outcomes.

In her most recent role as CEO for Girl Guides NSW and ACT, Peta has been responsible for the leadership of 2000+ volunteers and staff in transforming the organisation and repositioning the brand to ensure its ongoing relevance and sustainability. Prior to this, Peta's roles have included leadership in the health sector, where she has led large, multidisciplinary teams of clinical, allied health and corporate staff in achieving their objectives across geographically diverse areas. Throughout each of her roles, Peta has demonstrated a deep understanding of the challenges inherent in community based services, with proven success in realising system, process and people efficiencies in complex environments.

Currently completing her MBA, Peta holds postgraduate qualifications in business and a range of certifications in change management, quality and team management systems.

Samantha Fredericks

Head of Brand, Marketing and Growth

BSc(Hons), BA, MBA, GradDipProfPsych

Samantha is responsible for On the Line’s strategic brand and marketing approach, commercial market growth and business development activities.

Samantha is an experienced consultant and senior executive with over 28 years of commercial experience, and a track record in brand, marketing and communications strategy development and implementation, and business growth management. She has guided change and achieved growth in many organisations across a range of industry sectors — blue chip corporates such as Shell, Ford, Woolmark, Microsoft and Alcatel-Lucent, government bodies, entrepreneurial ventures, small-medium organisations and start-ups - helping them devise and implement strategies to drive revenue, market share and growth.

Samantha holds Bachelor degrees in Science and Arts; an MBA (Marketing); and an Honours level degree in Psychology. She is currently studying a Masters in Psychology.

Sasha Cottman

Head of Corporate Services

BBus, MBA, GradDipeComm, CA

As Head of Corporate Services, Sasha is responsible for supporting the business; overseeing People and Culture, ICT, Finance and Big Data Analytics.

Sasha is an MBA qualified, Chartered Accountant with extensive senior experience leading finance and corporate services teams. She has worked across diverse industries including social enterprise, aged care, media, recruitment, aviation and professional services.

Sasha’s most recent role was Financial Controller of an ASX 200 listed aged care group, Regis Aged Care. She has also worked at Robert Walters Recruitment, Ansett International Airlines, Text Media Group, and Price Waterhouse Coopers in senior financial roles.