Diana Pitts

CEO at Coviu | Non Executive Director | I build, scale, and transform teams and businesses to deliver results

Greater Sydney Area

About

I've built my career around solving hard problems - the kind where the opportunity is bigger than the current reality, and the path to unlocking it isn't obvious yet. A strategy-trained operator, I’ve spent my career combining the structured problem-solving skills honed at BCG with the realities of building and scaling ambitious tech companies. I’ve led across strategy, product, go to market, and operations, and bring a whole of business perspective on where the real leverage is, what to say no to, and which capabilities are needed to capture it. I've helped lead companies through multiple stages of growth - from taking Cogito to market and converting early pilots into multi-million dollar Fortune 100 contracts, to helping scale Mable from 80 to 300 people while more than doubling revenue through Covid and supporting a $100 million capital raise. As CEO of Coviu, I've reshaped the business by sharpening our market focus, rebuilding the commercial engine, and repositioning our product strategy for an AI-enabled healthcare market. Today, we're delivering record ARR and user growth while laying the foundations for our next phase of growth. What motivates me is simple: hard problems, real impact, and working with talented people who are also good humans. I love bringing people together around ambitious goals, building teams that thrive on trust and accountability, and creating an environment where people achieve more together than they ever could alone.

Experience

  • Chief Executive Officer at Coviu Global
    2024 - Present · 2 yrs 7 mos

    Coviu helps healthcare organisations reimagine what's possible with hybrid and virtual care, building seamless end-to-end workflows that simplify how practices run. Key achievements: • Led a strategic repositioning of the business, sharpening our market focus and rebuilding the commercial engine to drive record ARR and user growth • Reshaped our product strategy to move beyond point-in-time virtual consultations toward the broader, end-to-end workflows healthcare organisations rely on • Transformed a siloed organisation into a high-trust, high-performing team - rebuilding leadership, culture, and ways of working across the business

  • Chief Operating Officer at Safewill
    2023 - 2024 · 1 yr

    Safewill is Australia's leading online Will-writing platform backed by investors such as Westpac’s Reinventure Fund, Carthona Capital and Flying Fox Ventures. Key achievements: • Developed and executed a company-wide strategy to refocus the business on core lines, reset teams and KPIs, and deliver against Board growth targets • Transformed our B2B sales and success teams to increase sales, reduce churn, and grow upsell and cross-sell • Built new operational and foundational capabilities from scratch, including OKRs and goal-setting, and our people and culture function • Supported the founder and CEO with investor relations and a successful capital raise

  • Head Of Operations at Mable
    2020 - 2022 · 2 yrs

    Mable is a PE-backed online care marketplace and one of Australia's fastest growing tech scaleups. Key achievements: • Developed and executed company strategy to deliver against key business goals - sales, retention, customer satisfaction, operational efficiency, trust and safety, and regulatory adherence • Scaled my department from <30 to 80+ people, enabling the business to more than double revenue within two years • Oversaw day-to-day operations across all Customer Operations teams, consistently achieving engagement scores significantly above company average • Part of the leadership team that raised $100m from General Atlantic Private Equity

  • Director at Social Ventures Australia
    2015 - 2020 · 5 yrs

    SVA is Australia’s leading for purpose advisory. Key achievements: • Built and grew new markets and offerings to ~25% of business unit revenue • Led teams to advise boards and executives of leading Australian companies on strategy, growth, M&A, and organisational transformation • As Director (equivalent of Partner), shared accountability for the performance of our business unit and a team of ~45 people across Australia • Held company and departmental leadership roles, including leading customer and product verticals and chairing the Consulting department's Performance and Remuneration Committee

  • Client Services at Cogito Corp
    2013 - 2014 · 1 yr

    Cogito is a VC-backed B2B SaaS company offering AI analytics for applications such as health and customer engagement. I joined pre-product as employee #15. Key achievements include: • Led the first product deployments for Fortune 100 customers, converting initial pilots into multi-million dollar enterprise contracts • Built our product deployment, customer onboarding, and customer success functions from the ground up, and shaped product direction through direct customer engagement • Led cross-functional teams - engineering, design, data science, and sales - to prioritise, build, and ship new product features • Used customer research and data analysis to inform product direction and sharpen the roadmap