The Australian Competition and Consumer Commission (ACCC) has named Sarah Proudfoot as its new chief executive officer following an open recruitment process.
This marks a key leadership transition as the regulator implements major changes to its merger review framework.
Proudfoot’s appointment follows nearly two decades at the ACCC and the Australian Energy Regulator (AER). She began her career with the agency in 2005 and has since taken on several leadership roles, including her most recent post as executive general manager of the National Anti-Scam Centre. She has served as acting CEO since February 2025.
Her previous roles include heading the ACCC’s Infrastructure Division between 2020 and 2024, where she managed regulatory oversight in industries such as energy, transport, and communications, as well as leading the ACCC’s inquiry into the childcare sector in 2023.
ACCC chair Gina Cass-Gottlieb acknowledged Proudfoot’s tenure and experience.
“During her career Sarah has consistently demonstrated her ability as an outstanding strategic leader with personal drive, credibility, and integrity and a strong commitment to public service,” she said. “I am confident that with Sarah’s contribution as CEO leading our capable people, our agency will continue to deliver important outcomes for the Australian economy and community.”
In a statement following her appointment, Proudfoot said she welcomed the opportunity to lead the organisation.
“One of the many things I’ve loved in my time at the ACCC is the fact our work makes a difference to people’s lives every day. It is a significant responsibility and privilege to take on the role of CEO and to work with commissioners and our talented, dedicated team in the interests of consumers and protecting competition across our economy,” she said.
The leadership change comes as commissioner Liza Carver concludes her term. Appointed in 2022, Carver has played a central role in the agency’s enforcement strategy, particularly in relation to mergers and the regulation of digital platforms.
Reflecting on her departure, Carver noted the role the ACCC plays in maintaining market fairness.
“It has been an absolute privilege to serve as a commissioner with the ACCC under the leadership of Gina Cass-Gottlieb. The importance of the agency to the welfare of consumers and the competitiveness of the Australian economy cannot be overstated, nor can the diligence and commitment of its staff and commissioners. I look forward to watching its successes in the future,” she said.
The leadership changes come amid regulatory changes set to affect corporate consolidation in Australia.
In March, the ACCC issued a draft framework detailing how it will assess mergers under updated laws that take effect in January 2026.
Under the new process, the ACCC will continue to evaluate whether a proposed merger would substantially reduce competition. However, the revised approach broadens its review to include the impact of serial acquisitions over a rolling three-year period and transactions that may reinforce dominant market positions.
