Every single day, Sonya Smart is deeply inspired by her work and the people around her.

“I’m proud to lead an organization that doesn’t just measure success by numbers, but rather by the people we help and the communities we support,” the CEO of VMCH explains.

Smart, who has been with VMCH since 2017, is now being recognized for her ongoing dedication and passion as Not-for-Profit Executive of the Year at the 2025 Executive of the Year Awards. It’s also served as a pertinent reminder of the benefit of taking stock of and reflecting on the monumental achievements that she’s achieved over the course of her eight years with VMCH.

“Whether it’s starting businesses that provide jobs for people with disability, providing specialized dementia support, or delivering compassionate and respectful end-of-life care, I’m proud that we always act with purpose,” she notes.

“Every achievement, big or small, reflects our values of love, joy, hospitality and courage. And it’s our fabulous staff and volunteers who live those values every day.

“We don’t innovate for innovation’s sake – we take bold steps and calculated risks because we know the return is far greater than profit. It’s about purpose. Every dollar we generate is reinvested into projects that uplift the most vulnerable in our community.”

VMCH’s reach extends far beyond their immediate mission of providing aged care, disability, retirement living and education. Its work also encompasses social enterprise cafes that employ people with disabilities, building affordable housing for older Australians on low incomes, and creating intergenerational programs that combat loneliness and form connections.

Exceeding expectations

As the aged care and community services sector experiences a monumental shift due to major reforms and rising pressures, with the impending Aged Care Act and Support at Home programs driving increased transparency and consumer co-contribution, Smart says many providers are struggling to meet mandated care minutes and compliance standards.

For VMCH however, these parameters are an opportunity to exceed industry expectations, and to continue the quest of constant improvement.

“We welcome the Support at Home program, having long recognized that older Australians should be supported to live at home for as long as they wish and can do so safely,” Smart says.

“We also support, and have long advocated for, reforms around the ‘user pays’ system, believing that those with the means to, should contribute more to their care – if it helps create a more equitable and sustainable system for everyone.”

In terms of innovation, digital transformation has been accelerating at a rapid pace, requiring substantial investments and education. And in order to guarantee they remain at the forefront of the industry in other areas, VMCH also works to incorporate a global perspective – with senior leaders and board members participating in overseas study tours.

“We recognize staying ahead of aged care trends requires more than local insight – it demands a global perspective,” Smart enthuses.

“In February, we visited several innovative dementia and aged care residences, with a standout being the Village Landais by Henri Emmanuelli in Dax, France. Inspired by traditional Dutch architecture, this village-style care home for people with Alzheimer’s disease is designed to foster independence and community.

“We came back inspired and informed, ready to apply what we learned to better serve our communities here in Victoria.”

A culture of care

With more than 3,500 staff, and 440 volunteers dedicated to serving the 10,000-strong VMCH community, Smart emphasizes that cultivating a very specific culture has been of the utmost importance.

“I recognize that our people are VMCH’s most important asset, enabling us to bring our values to life,” she says. “Our values are a key driver of ensuring our staff feel empowered, supported, and aligned with our purpose. With this in mind, in 2024 we refreshed our organizational values to better reflect who VMCH is and what we stand for.

“These values – bringing love, creating joy, embracing hospitality and showing courage – are simple to understand and relatable. They hold our people to the highest account and translate to a workforce culture of collaboration, respect and unity.”

In turn, this flows into the way that Smart leads – with empathy, passion and an approach that sees her making frequent visits to the sites, to speak with customers and the wider team.

“That’s where the real purpose lives – that’s why we do what we do,” she says. “Leadership is about empowering others, clients, residents and staff alike, to make a positive difference in their communities. It isn’t about sitting at the top – it’s about earning trust, listening deeply, and showing up for people. It’s about helping them to be the best they can be.”

With the entire executive team practicing transparency, respect, accountability, good communication and a positive desire to improve the status quo, Smart believes that the organization will continue to positively impact not just the VMCH community, but wider society as well.

The team spans 75 cultural backgrounds, speaking 78 languages, with 61 percent fluent in a language other than English and six percent having a disability or being neurodivergent, while 26 percent of the workforce holds caring responsibilities. It’s clear that inclusion is far more than simply a buzzword or a box to be ticked at VMCH.

“It’s pivotal for the workforce in our sector to be representative of the community they serve,” she says. “It is essential for leaders to actively seek and champion diversity and inclusion at every opportunity.”

Furthermore, as a female CEO, Smart is, unsurprisingly, a strong advocate for gender equity.

“Around 80 percent of the workforce here at VMCH is female, including the majority component of our executive team,” she explains. “Offering flexible working and opportunities for career progression are just some of the ways we try to minimize barriers to success.

“I also feel fortunate to have had an incredibly wise and supportive female mentor early in my career. I think when we support each other, we get a better future for all women in the workforce.”

A bold new chapter

As VMCH prepares to embark on a bold new chapter that sets the course for the next three-to-five years, it is also reevaluating its purpose and examining how it can continue to improve the industry standard across the board.

“Leaders have a role in boldly championing models that generate significant and sustainable financial returns for the benefit of vulnerable communities – in my view, it is these qualities that shape an exceptional leader, while simultaneously transforming lives in the most lasting, and positively impactful, ways,” Smart says.

“Communities are the heart of social connection, they are where people live, work, learn, play and age.

“It is critical that my fellow colleagues across our industry diligently and compassionately continue to work toward ensuring our older and vulnerable people have every opportunity to thrive and live meaningful and purposeful lives in their community.”

Ultimately, Smart is determined to keep spreading her message far and wide – above all else, she is immensely proud to be part of an organization that is enhancing the lives of thousands of people in myriad different ways.

“Aged care and disability services can – and should – be spaces of innovation, inclusion and impact,” she concludes. “VMCH is proving that with the right mindset and community spirit, even small initiatives can create big change.

“We’re not just caring for people; we’re empowering them to care for each other and the world around them.”