Monday, 05 September 2022 13:42

Sonder expands leadership team with strategic appointments

By Sonder
Sonder chief product officer Mindy Eiermann Sonder chief product officer Mindy Eiermann

COMPANY NEWS: Sonder, the award-winning Australian wellbeing and safety company, today announced the appointment of Mindy Eiermann (ex Intuit) as chief product officer and Brad Newton (ex DocuSign APAC GM) as chief sales officer.

Trusted by well-known brands such as Woolworths, Commonwealth Bank, Allianz, Toll Global Express, PwC Australia, Commonwealth Bank, NRMA, TFE Hotels, and the University of Sydney, Sonder provides safety, medical, and mental health support for more than 400,000 members.

Founded in 2017 by Craig Cowdrey, Christopher Marr and Peter Burnheim, Sonder's solution is a technology platform providing a single entry point for employee and student care. Described as an "angel in your pocket", Sonder's app is backed by a 24/7 team of safety, medical, and mental health experts, plus a physical responder network that can be onsite quickly for complex scenarios.

As chief product officer, Mindy Eiermann leads Sonder's product management, design and member engagement teams. She has almost 20 years of experience leading product teams in a startup environment, as well as in a multinational corporation across multiple continents and product suites. Mindy most recently worked at Intuit as director of product management for the QuickBooks International business. She is passionate about customer-driven innovation, servant leadership, and diversity and inclusion in the workplace.

"I'm so inspired to join Sonder. The team has built a solid foundation over the last few years. Every single day I hear moving stories from members, but I only hear about these things because we are helping. People pick up their phone, open the Sonder app, and ask for help. There is so much more that we can do to continue to drive this early help-seeking behaviour through the combination of our digital products and human support," she said.


Brad Newton brings more than 20 years of sales leadership experience across Australia, New Zealand, and the broader Asia Pacific region. Brad joins Sonder as chief sales officer and will lead the company's sales team in scaling its wellbeing and safety solution across the corporate, government, and higher education sectors. Brad's broad sales experience includes six years as vice president for APAC at DocuSign. Prior to that, he was chief operating officer at Hills, and has held senior enterprise sales positions at technology companies such as Symantec and Citrix.

"Joining Sonder is a unique opportunity and the company has enormous potential. I look forward to working with the Sonder team, knowing that every day we get to make a meaningful difference in people's lives," he said.

Sonder co-founder and CEO Craig Cowdrey said the company had grown rapidly over the past five years.

"As we expand operations, it's crucial that we are strategic in building an executive team with the capabilities and talent to meet and exceed our ambitious performance and growth targets," he said.

"We are delighted to welcome Mindy and Brad to the Sonder executive team. They each bring extensive leadership experience from technology companies at scale, which we are excited to leverage as we pursue our vision of providing global access to on-demand and personalised safety, medical, and mental health support."

About Sonder

Sonder is a leading Australian wellbeing and safety company accredited by the Australian Council on Healthcare Standards (ACHS). Our solution is a technology-driven platform supported by 24/7 safety, medical, and mental health experts. This is backed up by a physical responder network that can be onsite for complex scenarios, plus a capability to deliver unique and timely data insights which drive meaningful business decisions. For more information, visit

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