Our Management
Justin James
Chief Executive Officer
Justin James is Chief Executive Officer of Vitura and an experienced healthcare executive with more than 20 years of leadership experience across health insurance, healthcare services and emerging therapies. Prior to joining Vitura, Justin served as Chief Executive Officer of Health Insurance Fund of Australia (HIF), where he led a successful business transformation that strengthened financial performance, enhanced operational discipline and delivered sustainable organisational growth. During his tenure, he championed innovation in healthcare, pioneering member access and rebates for medicinal cannabis while supporting the development of coverage for emerging therapies.
Earlier in his career, Justin held senior leadership roles at Bupa, where he was responsible for sales and retention across one of Australia's largest health insurance portfolios. He also brings extensive experience in strategy, governance, organisational culture and commercial leadership. In addition to his executive leadership experience, Justin serves as Chair of Allevia and as a Non-Executive Director and Audit & Risk Chair of the Australian Medical Association WA. He is also a sessional academic, supporting the development of future healthcare and business leaders. Justin is passionate about responsible innovation, strong governance and expanding patient access to safe, evidence-based healthcare solutions. His leadership approach focuses on building high-performing teams, delivering sustainable growth and improving health outcomes for Australians.
Justin James is Chief Executive Officer of Vitura and an experienced healthcare executive with more than 20 years of leadership experience across health insurance, healthcare services and emerging therapies. Prior to joining Vitura, Justin served as Chief Executive Officer of Health Insurance Fund of Australia (HIF), where he led a successful business transformation that strengthened financial performance, enhanced operational discipline and delivered sustainable organisational growth. During his tenure, he championed innovation in healthcare, pioneering member access and rebates for medicinal cannabis while supporting the development of coverage for emerging therapies.
Earlier in his career, Justin held senior leadership roles at Bupa, where he was responsible for sales and retention across one of Australia's largest health insurance portfolios. He also brings extensive experience in strategy, governance, organisational culture and commercial leadership. In addition to his executive leadership experience, Justin serves as Chair of Allevia and as a Non-Executive Director and Audit & Risk Chair of the Australian Medical Association WA. He is also a sessional academic, supporting the development of future healthcare and business leaders. Justin is passionate about responsible innovation, strong governance and expanding patient access to safe, evidence-based healthcare solutions. His leadership approach focuses on building high-performing teams, delivering sustainable growth and improving health outcomes for Australians.
Nicola Swarbrick
Chief Executive Officer, Doctors on Demand
Nicola joined Vitura in August 2024. She is a seasoned professional with over 30 years experience in a variety of senior commercial leadership roles across hospitality, multi-site retail, sales, leasing and strategic planning and delivery. Her roles have included National Business Improvement Manager Bunnings, General Manager Telstra WA, General Manager Tabcorp for NSW Lotteries and Golden Casket, Head Of Growth RFG and most recently COO of NightOwl Convenience.
She has had State, National and International accountabilities that rely heavily on the establishment, maintenance and improvement of governance connected to strict regulatory environments and the high performance teams that deliver strategy and execute operational outcomes.
Nicola joined Vitura in August 2024. She is a seasoned professional with over 30 years experience in a variety of senior commercial leadership roles across hospitality, multi-site retail, sales, leasing and strategic planning and delivery. Her roles have included National Business Improvement Manager Bunnings, General Manager Telstra WA, General Manager Tabcorp for NSW Lotteries and Golden Casket, Head Of Growth RFG and most recently COO of NightOwl Convenience.
She has had State, National and International accountabilities that rely heavily on the establishment, maintenance and improvement of governance connected to strict regulatory environments and the high performance teams that deliver strategy and execute operational outcomes.
Dr. Stefan Schmidt
Chief Technology Officer
Dr Schmidt was appointed as Chief Technology Officer of Vitura in September 2024. Stefan brings over 20 years of experience in the field of software engineering and product management, having led the design and architecture for a variety of companies. Prior to joining Vitura, Stefan was Chief Product and Technology officer of HealthyLife / Woolworths Group (ASX:WOW). In this role, he established and led the digital team from inception of a new platform which is made up of e-Commerce, ERP, CRM, analytics and logistics components. In this role Stefan also established the HealthyLife Food Tracker. Prior to HealthyLife, Stefan established the digital team and platform for a new digital native business - Felix mobile - for Vodafone / TPG (ASX:TPG). Stefan has obtained extensive start-up and scale-up experience and enjoys highly collaborative, fast-paced environments to produce innovative solutions to market problems.
Stefan holds a BSc in Software Systems Engineering, MS in IT and a PhD in Computing Science.
Dr Schmidt was appointed as Chief Technology Officer of Vitura in September 2024. Stefan brings over 20 years of experience in the field of software engineering and product management, having led the design and architecture for a variety of companies. Prior to joining Vitura, Stefan was Chief Product and Technology officer of HealthyLife / Woolworths Group (ASX:WOW). In this role, he established and led the digital team from inception of a new platform which is made up of e-Commerce, ERP, CRM, analytics and logistics components. In this role Stefan also established the HealthyLife Food Tracker. Prior to HealthyLife, Stefan established the digital team and platform for a new digital native business - Felix mobile - for Vodafone / TPG (ASX:TPG). Stefan has obtained extensive start-up and scale-up experience and enjoys highly collaborative, fast-paced environments to produce innovative solutions to market problems.
Stefan holds a BSc in Software Systems Engineering, MS in IT and a PhD in Computing Science.
Toni Cohen
Chief Marketing Officer
Toni was appointed as Chief Marketing Officer of Vitura in January 2025. With over 20 years of experience in Marketing, Innovation & Strategy, Toni brings a proven track record of driving exceptional commercial outcomes for market-leading brands across diverse industries, including food, beverage, supplement and pharmaceutical segments. Known for her entrepreneurial mindset, Toni combines creative vision with a sharp business acumen to deliver business, category and portfolio growth both in Australia and international markets. Toni is an engaging leader who thrives on empowering teams to exceed expectations, while also being hands-on when needed to ensure success. Her strategic and results-driven approach has earned her a reputation for consistently delivering outcomes, that create lasting value. What truly motivates Toni is the opportunity to 'make a difference,' and she’s known for her passion and relentless drive to get things done.
Toni was appointed as Chief Marketing Officer of Vitura in January 2025. With over 20 years of experience in Marketing, Innovation & Strategy, Toni brings a proven track record of driving exceptional commercial outcomes for market-leading brands across diverse industries, including food, beverage, supplement and pharmaceutical segments. Known for her entrepreneurial mindset, Toni combines creative vision with a sharp business acumen to deliver business, category and portfolio growth both in Australia and international markets. Toni is an engaging leader who thrives on empowering teams to exceed expectations, while also being hands-on when needed to ensure success. Her strategic and results-driven approach has earned her a reputation for consistently delivering outcomes, that create lasting value. What truly motivates Toni is the opportunity to 'make a difference,' and she’s known for her passion and relentless drive to get things done.