Toby Potter, Chief Transformation Officer – TV and Audio

Chief Transformation Officer – TV and Audio

Appointed: February 2026

Toby Potter was appointed Chief Transformation Officer – TV and Audio of Southern Cross Media Group in February 2026.

A commercially astute and results-driven executive, Toby brings more than 20 years’ experience across finance, commercial strategy and operations within the media, financial services and professional services sectors in Australia, Canada and Europe. He is recognised for leading complex transformations, strengthening financial performance and delivering strategic initiatives that unlock long-term company value.

Toby joined Southern Cross Austereo (SCA) in 2011 and has held a number of senior finance and commercial roles, including Group Management Accountant, Finance Manager – Commercial Operations, Head of Commercial Finance, Head of Business Transformation, and Interim Chief Financial Officer during the company’s post-merger integration with Seven. In these roles, he led portfolio optimisation, asset divestments, M&A, and company-wide initiatives focused on operational efficiency, cost optimisation and long-term sustainability.

Outside of SCA, Toby held senior commercial leadership roles including Commercial Director and Head of Business Operations at Magentus, and Financial Advisor at GXE, broadening his experience in strategy, business operations and advisory.

In his current role as Chief Transformation Officer – TV and Audio, Toby leads Southern Cross Media Group’s transformation agenda across its television and audio businesses, focusing on operational excellence, performance acceleration and sustainable growth.