I caught up with Ashley Heslop, a digital and product leader at Barwon Water, whose career spans UX, e-commerce, digital marketing, technology and community leadership. From shaping Barwon Water’s shift toward product-centric digital delivery to serving on the Geelong Chamber board and supporting young professionals, Ashley brings a rare blend of creativity, strategy and people-focused leadership. Over coffee, we explored how those threads come together in today’s digital world.
📍Q: You’ve led UX, digital marketing, and e-commerce. How do you see these disciplines converging today?
Ashley: “For me, they’ve always converged naturally because of the roles I’ve held. Communication, people skills, and a genuine interest in technology have made it feel like a natural progression. On top of that sits strategy, that’s the layer that ties everything together. I’m a big advocate for not boxing yourself into one industry or department if you want to explore other opportunities. Your past skills don’t disappear, they stack. I’ve moved across roles and industries, and each time I’ve used what I learned before. That skill-stacking mindset has helped me more than anything.”
📍Q: In your role with Geelong Young Professionals, what gaps do you think young leaders need help closing early in their careers?
Ashley: “GYP is about creating a succession culture, building future leaders. I don’t think young professionals have gaps in ability; what they need is support. The Geelong Chamber of Commerce does an amazing job for established leaders, but we also need community for the in-between, the emerging ones. Many young professionals still find it hard to attend in-person events, introduce themselves to strangers, and build connections. GYP creates a space where they feel they belong, where networking doesn’t feel intimidating. That sense of community is everything.”
📍Q: With AI and automation changing digital roles, what skills will matter most for future product and digital leaders?
Ashley: “People skills, without question. Even in tech, you need to embrace new tools, advocate for them, and help others understand the change. Look at the last 5–10 years; the landscape has shifted massively. The leaders who thrive are the ones who lean into that change with openness and agility. Tech will keep evolving, AI is just one example, but at the end of the day, we’re nothing without people.”
📍Q: One message for the world
Ashley: “Build meaningful connections. Support others. Create comfortable environments for people to be themselves. And try to be the best version of you.”
✨Key Takeaway:
Ashley’s journey shows that digital leadership isn’t just about tools or strategy, it’s about people, adaptability, and community. Whether you’re growing in your career or shaping the next generation of leaders, the skills that matter most are the ones that connect us.
