Leading Through Crisis

Anne-Marie Cox’s Legacy at Rocky Bay

After five years leading through crisis, change and growth, Rocky Bay’s Chief of Community, Anne-Marie Cox, is retiring and closing a career that has spanned banking, aged care and disability.

“It’s been an absolute privilege to hold this role within Rocky Bay and therefore the most difficult decision I’ve ever had to make. I’m not sure many people have the answer to when is the right time to retire, but it’s time for me now to explore new horizons,” she says.

When Anne-Marie joined disability services provider Rocky Bay in 2020, she expected a few months to settle into her new role. Instead, three weeks later, COVID-19 reached WA and Services across the sector were shutting their doors.

“There was no easing in, it was boots and all,” she recalls. “It was one of the best examples of rapid change I’ve seen in my career.”

While others closed, Anne-Marie championed a bold decision: keep community services running. Within weeks, Rocky Bay buses had been transformed into mobile studios, art packs were delivered to families, and staff found creative ways to stay connected with customers.

Reflecting on her time at Rocky Bay, Anne-Marie is most proud of the people she has worked with. “Our support workers are out there every day making big decisions in the moment. It takes a village, from workforce and training to finance and marketing, and I’m proud of that collaboration.”

She saw disability through a personal angle as her father was a double amputee. At the time, there wasn’t a lot of services available to help people live at home, and he was forced into a nursing home. “It broke my heart. I wanted to influence the sector so people could live and age where they wanted to. At Rocky Bay, we can offer that, the whole-of-life journey is what makes us unique.”

Anne-Marie has consistently pushed for disability to be part of the mainstream and be seen and heard. Rocky Bay became the first disability provider to participate in the Perth Fringe Festival, going on to win the 2023 People’s Choice Award. “That spoke volumes. People want us there, and we’ll continue to be.”

She has also overseen Rocky Bay’s strong presence in advocacy, with WA and national decision-makers regularly seeking the organisation’s input. “We’re proud to be listened to, and to influence a stronger, more inclusive sector.”

Her belief in innovation has shaped Rocky Bay’s future direction from investing in new systems and technology to the transformation of Lady Lawley Cottage, which she believes will become a landmark for children and youth services in WA.

Anne-Marie’s leadership style has been defined by humility, integrity and purpose. “It’s about walking a mile in someone’s shoes, taking time to listen, and never stopping the quest to make things better.”

Her advice for emerging leaders? “Jump in with your eyes wide open. Be open-minded, bring new ideas, and never stop challenging the norms. Tomorrow’s families will want to connect with us differently and we must be ready.”

As she embarks on this next stage, Anne-Marie looks forward to travelling and spending time with family and perhaps serving on not-for-profit boards after a well-earned break.

“I don’t know what life without work looks like. But for now, I want the gift of time.”

As she leaves Rocky Bay, she leaves more than achievements. She leaves a culture of bravery, compassion and collaboration.

“We do extraordinary things every day. And I am so proud of that.”