Kellie Northwood is the Chief Executive Officer of the Visual Media Association (VMA), Australia's peak body representing the print, paper, packaging, publishing, and distribution sectors. VMA now represents the large print groups and major customer groups across New Zealand, building research metrics and programs to promote the sustainability and effectiveness of print and visual media channels across the region.

With over two decades of industry experience, she has held leadership roles across strategic sales, sustainability, and governance, including positions at Moore Business Systems, Finsbury Green, and GEON. Northwood's association leadership includes serving as CEO of Two Sides Australia, the Australasian Catalogue Association, the Australasian Paper Industry Association, and The Real Media Collective. In 2022, she became the first female CEO in the 141-year history of the Print & Visual Communication Association, which later merged into the VMA.

Under her leadership, Northwood has spearheaded initiatives such as the VoPP (Value of Paper and Print) campaign, secured a challenge to Packaging Guidelines and advocates for fibre-based packaging to be separated from other sectors, secured Australia Post Business Mail discounts to businesses, and reinstated the Sustainable Green Print standard. She has also been instrumental in lobbying efforts, including consultations on paper billing fees and advocating for fibre-based packaging sustainability.