William AshfordChief Information Officer

William Ashford · Chief Information Officer · Australia

Thirty-three years of systems that move vehicles

Jan 2020 — Present

Chief information officer

Ninderbrook Bulk Logistics

Sector
Grain receival, storage, rail and road haulage and bulk export terminal services
Ownership
Private company; 55 per cent founding family, 45 per cent Australian infrastructure fund
Company scale
A$412 million revenue, year ended 30 June 2026
Employees
About 720 permanent, plus up to 450 seasonal harvest staff
Geography
Horsham headquarters; western Victoria, southern New South Wales and a Victorian export terminal
Reporting to
Chief executive; presents quarterly to the audit and risk committee
Team
38 technology staff in four teams, plus managed hosting, service desk and security partners
Financial scope
A$21 million annual technology operating budget and a capital programme averaging A$9 million a year

Mandate

Replace ageing receival and terminal systems without disrupting harvest, and bring cyber and access risk under board-level oversight.

Outcomes

  • Deferred receival-platform cutover to March 2024 at a disclosed cost of A$2.6 million
  • Introduced booking slots at six sites, cutting average peak queuing to 1 hour 5 minutes
  • Separated trading-subsidiary access from third-party vessel nominations in 2022
  • Established a harvest change freeze and an offline terminal recovery procedure

Decisions in context

Ninderbrook gave me the full chain from a grower's truck to a ship's hold. The mandate on arrival was to replace a receival system older than some of our site staff and to give the board a clearer view of technology risk. I report to the chief executive and present to the audit and risk committee each quarter. My team is organised around receival and grower systems, terminal and logistics systems, infrastructure and security, and data. The work that matters most happens in about ten weeks each year, so I have built the rest of the calendar around protecting them. I have also learnt the limits of my role. Booking slots, the receival deferral and the terminal access rebuild each required operational and commercial colleagues to accept a cost, and those decisions were the chief executive's and board's to make on our recommendation.

Reason for the move

Current appointment; seeking a first compatible non-executive role alongside it.

Jan 2015 — Dec 2019

Head of information technology

Kurrajine Coaches

Sector
Regional coach, charter and contracted school-bus services
Ownership
Family-owned private company
Company scale
About A$96 million revenue at period end
Employees
About 1,050, most of them drivers
Geography
Albury headquarters; southern New South Wales and northern Victoria
Reporting to
Chief financial officer; reported quarterly to the owners' risk committee
Team
Eleven staff
Financial scope
A$4.8 million annual technology budget

Mandate

Replace paper-based rostering and driver-hours records across nine depots and stabilise depot systems.

Outcomes

  • Moved nine depots to one rostering and driver-hours system by 2017
  • Cut roster changes made after a shift had started by about a third
  • Introduced quarterly technology-risk reporting to the owners' risk committee

Decisions in context

Kurrajine ran 410 buses and coaches from nine depots, with school contracts, regular regional routes and charter work. When I arrived, depots kept driver hours on paper and rostered in spreadsheets, and a late change often meant a telephone call to a driver already on the road. The fatigue rules under the Heavy Vehicle National Law apply to heavy buses as well as trucks, and the owners wanted confidence that their rosters complied. I worked with the operations manager to move all depots to a single rostering and driver-hours system over two years, with depot supervisors testing every screen before release. I reported quarterly to the owners' risk committee on system reliability and data quality. Those reports taught me to describe a risk in terms of what could happen on a road, not what could happen to a server.

Reason for the move

Joined Ninderbrook for a CIO role in the grain region where my wife's family farms.

Oct 2009 — Dec 2014

IT services and sourcing manager

Hallendry Removals and Storage

Sector
Household removals, self-storage and corporate relocation
Ownership
Founder-owned until 2011, then private equity-owned
Company scale
About A$240 million revenue at period end
Employees
About 1,600
Geography
Melbourne headquarters; branches in five states
Reporting to
Chief financial officer
Team
Nine internal staff, plus the outsourcer's account team from 2011
Financial scope
A$6.2 million annual outsourcing contract and a A$1.5 million internal budget

Mandate

Run IT services, then manage the transfer of infrastructure and service desk to an outsourcer after the 2011 ownership change.

Outcomes

  • Transferred infrastructure and service desk to an outsourcer in 2011 within budget
  • Reduced annual infrastructure cost by about 18 per cent over three years
  • Brought quoting-system support back in-house in 2014 after repeated pricing errors

Decisions in context

I joined Hallendry from Feltmoor after implementing its transport management system as a consultant. Two years later new private equity owners asked me to outsource infrastructure and the service desk. I ran the tender, negotiated the contract and managed the transition, and the savings came through as planned. What I had underestimated was knowledge. Two long-serving staff who understood how the quoting system priced difficult jobs left during the transition, and errors in quotes for apartment moves began reaching customers. I proposed bringing support for that one system back in-house while keeping the rest of the contract. The chief financial officer agreed after I showed the cost of the errors against the cost of two salaries. That experience shapes how I decide what Ninderbrook buys from partners and what it must always understand itself.

Reason for the move

Moved to lead a technology function with direct exposure to heavy-vehicle operations.

Jul 2004 — Sept 2009

Principal consultant, later practice manager

Feltmoor Transport Systems

Sector
Transport-software implementation consultancy
Ownership
Partner-owned private firm
Company scale
About A$11 million revenue at period end
Employees
58
Geography
Melbourne; clients in Victoria, New South Wales and South Australia
Reporting to
Managing partner
Team
Twelve implementation consultants as practice manager
Financial scope
Practice revenue of about A$3.4 million a year

Mandate

Lead transport management system implementations for road carriers and logistics clients.

Outcomes

  • Led eleven transport management system implementations
  • Introduced a depot-observation week before configuration on every project
  • Grew the practice from five to twelve consultants

Decisions in context

Consulting showed me many transport businesses in a short time. I led eleven implementations, mostly for road carriers moving general freight and one removals company. The pattern that stayed with me was that clients often bought software hoping it would settle an argument between sales, dispatch and finance. It seldom did. The projects that went well began with a week in the depot watching how work actually moved, before anyone configured a screen. I made that week standard when I became practice manager, and it cost us some bids where clients wanted a faster start. I managed twelve consultants, set their project assignments and was accountable for the practice's results to the managing partner. The role also taught me to write a statement of work that a client's operations manager could read, a skill I still use with our own partners.

Reason for the move

Accepted an in-house role at a former client, Hallendry Removals and Storage.

Jan 1998 — Jun 2004

Systems engineer, later operations systems manager

Brindlemoor Rail Freight

Sector
Regional rail freight: grain and containers
Ownership
Privately owned
Company scale
About A$70 million revenue at period end
Employees
About 380
Geography
Victoria and southern New South Wales
Reporting to
General manager, operations
Team
Six staff as operations systems manager
Financial scope
Operations systems budget of about A$900,000 a year

Mandate

Maintain and replace the wagon-tracking and crew-rostering systems used by train planning.

Outcomes

  • Replaced the wagon-tracking system in 2001 without a missed harvest train
  • Built crew-roster checks against rest requirements into the planning tool
  • Cut manual wagon-location queries to the control room by about half

Decisions in context

Brindlemoor hauled grain from country sidings to port and containers between regional terminals and Melbourne. I joined as a systems engineer maintaining the wagon-tracking system and became operations systems manager in 2001. My first harvest showed me how seasonal rail freight is. For half the year the timetable held; from November, trains ran to whatever the receival sites and the port could take, and the train planners needed answers within minutes. I led the replacement of the wagon-tracking system in 2001, timing the cutover for winter so that no harvest train depended on an untested system. I also worked with crew managers to build rest requirements into the rostering tool, so that a plan breaking them could not be published. That idea of putting the rule inside the system, rather than in a manual, has shaped my work since.

Reason for the move

Moved into consulting to work across a wider range of transport businesses.

Feb 1993 — Dec 1997

Graduate engineer, later installation engineer

Pelorvane Communications

Sector
Two-way radio and vehicle-tracking installation
Ownership
Privately owned
Company scale
About A$14 million revenue at period end
Employees
85
Geography
Melbourne; clients across Victoria
Reporting to
Engineering manager
Team
No direct reports; led two-person installation crews
Financial scope
Assigned installation projects for transport fleets

Mandate

Install and commission radio and early satellite-tracking equipment in commercial vehicle fleets.

Outcomes

  • Commissioned tracking units across fourteen carrier fleets
  • Wrote the installation and testing checklist adopted for all fleet projects
  • Ran driver briefings on radio and tracking use at client depots

Decisions in context

I joined Pelorvane straight from my engineering degree. The work was practical: fitting radios and, from 1995, some of the first satellite-tracking units bought by Victorian carriers, then testing them in the yard and on the road. I learnt quickly that equipment which worked perfectly could still fail in use. A driver who was called every twenty minutes unplugged his radio; an owner who received hourly positions had no idea what to do with them. I began running short briefings at client depots on what the equipment was for and when dispatch should and should not call. Those briefings were not in my job description, but the engineering manager adopted them after complaints fell. I left wanting to understand the systems that decided where vehicles should go, which led me to rail scheduling.

Reason for the move

Joined a rail freight operator to work on the systems that planned movements, not just the equipment that reported them.

What I am looking for next

I am looking for a first non-executive directorship on an Australian board responsible for physical operations: an agribusiness, a freight or port business, a member-owned cooperative or a regional infrastructure organisation. I would want to join an audit and risk committee, or a safety or technology committee if the board has one, and learn from an experienced chair before taking any chair role myself. About twenty-two days a year is realistic alongside my executive role, and my chief executive has agreed in principle subject to a conflicts review. I would expect a board to have asked for operational technology and cyber experience deliberately and to be clear about why. I am not seeking to become an unpaid adviser to management, nor a board that expects one director to carry its understanding of technology. I want to contribute to decisions about plant, safety and capital where systems are part of the risk, and to be held to account for those decisions alongside the other directors.