From dispensing to national operations, George & Matilda Eyecare offers structured pathways for career progression across its network, supported by training, mobility and internal opportunity.
Career pathways in independent optometry are often shaped by the size and structure of individual practices. Within George & Matilda Eyecare, those pathways have expanded alongside the organisation’s national growth.
Rochelle Middleton’s progression from optical dispenser assistant to national operations support manager reflects that evolution.
She began working as an optical dispenser assistant in Canberra in early 2010, shortly after the industry was deregulated. The role proved to be broader than anticipated, she says, and the blend of practical and interpersonal skills suited her.
Over the next several years, Middleton built experience as a dispenser and later stepped into management with a smaller company. While that business offered hands-on responsibility, she says opportunities for advancement were limited.
“There wasn’t a great deal of opportunity for growth,” she says. “After about six or seven years, I got itchy feet.”
She explored a different direction, studying Auslan and working in a school supporting a student with hearing needs, while continuing to dispense on weekends and during school holidays. The experience broadened her skillset, but eyecare remained her primary focus.
When she relocated to Sydney in 2021, she joined G&M Eyecare as practice manager of its Maroubra practice.
From practice floor to state training
After about a year, Middleton transferred to G&M Eyecare’s Leichhardt practice, closer to home. The two locations operated under the same network but served different patient bases.
“Maroubra served a much bigger demographic spread,” she says. “In Leichhardt, it was more concentrated – higher income earners attending the practice, and frames at a higher price point.”
In Leichhardt, she primarily worked alongside the optometrist, with limited additional staff support. Alongside dispensing, she managed reporting, communications and implementation of company policies within the practice.
It was during her time as the practice manager at Leichhardt that Middleton formalised her industry experience. With G&M’s support, she enrolled in and completed her Certificate IV in Optical Dispensing through the Australasian College of Optical Dispensing (ACOD).
“This was a great move for me, as at that stage I had about 14 years of industry experience and knowledge, but had never backed this up with a qualification,” she says.
“If it wasn’t for G&M’s support I might never have gone through with it.”
After several years in management, Middleton approached her regional manager to plan her career growth.
“I’d been discussing my interest in looking into a capacity as a trainer,” she says, “and helping train other practice managers and other dispensers across the company.”
Her timing aligned with the creation of training coordinator roles within G&M. In April 2025, she commenced as New South Wales training coordinator.
“It was quite a drastic change,” she says of the move. “There was a fair bit of time on the road, travelling to different practices to provide support.”
The role involved travel across metropolitan Sydney and regional New South Wales. Her focus was largely on training practice managers, equipping them to cascade training within their teams.
“I would focus on providing the managers with the training experience, because then they can pass it on to their dispensers,” she explains.
The scope extended beyond dispensing technique to customer service and the broader patient journey.
“We were covering the scope of dispensing training, but also looking at how to focus on improving customer service and sales experiences,” she says, “and the patient journey when they come into a G&M practice.”
Training coordinators from other states were inducted together at the Support Office in Sydney and later met again at the organisation’s inaugural conference in 2025. Day-to-day collaboration was largely online.
Middleton held the training role for eight months before stepping into her current secondment as national operations support manager at the start of 2026.
National operations and ongoing development
The current role, which she is undertaking as 10-month maternity leave cover, has broadened her view of the business.
The function supports more than 100 practices nationally, as part of one of the fastest growing optometry networks in Australia. A significant component involves responding to operational queries and directing practices to appropriate training or procedural guidance.
“We have practices who have been with the company for varying timeframes,” she explains. “Some of them are quite recent acquisitions, and some have been with G&M for years.”
Part of her responsibility is ensuring policies and procedures remain current and accessible.
“Things change within a company, so part of my role is keeping on top of what the procedures are and making sure that they’re relevant and understandable.”
That can include reflecting changes in health fund claiming requirements or Medicare processes within company documentation.
The role also supports newly acquired practices transitioning to G&M systems.
“When we do have new practices come on board, operations support helps with some of the set-up,” Middleton says. “If they’re changing from one practice management system to the one that we use, I’ll help support the set-up.”
The position is hybrid, split between the North Sydney Support Office and remote work. Travel is considered where required, although remote coordination is often preferred.
For Middleton, the secondment represents both responsibility and exposure to new skills and experience.
“It’s exciting to have an opportunity to stretch yourself,” she says, “and to learn more about not just how the company functions, but how the industry functions as well.”
Her progression within G&M, from practice manager to state trainer to national operations support, has taken place in less than five years.
“I made sure to speak up and let them know that that was something I was keen on,” she says.
“In less than five years, I’ve had quite a rapid progression, which has been really lovely that’s been recognised and supported.”
