Deb Portughes, chief executive officer of the Women and Infants Research Foundation (WIRF), is redefining what it means to lead with purpose.
In a world where leadership is often measured by financial success, Deb Portughes, chief executive officer of the Women and Infants Research Foundation (WIRF), is redefining what it means to lead with purpose.
Since joining WIRF in 2016 as its inaugural chief operations director and stepping into the CEO role in 2022, Ms Portughes has demonstrated that leadership extends beyond strategic direction. It’s about fostering a culture of authenticity, care, and purpose.
Under her leadership, the foundation has flourished, achieving milestones that have significantly shaped the landscape of maternal and infant health in Australia.
A pivotal achievement came in 2022 when WIRF secured Commonwealth government funding for the national rollout of the Preterm Birth Prevention Initiative. This program, in collaboration with the Preterm Birth Alliance, has played a critical role in reducing preterm birth rates across the country. It stands as a testament to WIRF’s commitment to ensuring healthier futures for women, babies, and families.
Beyond program expansion, Ms Portughes’ financial stewardship has strengthened WIRF’s financial position, ensuring the sustainability of its vital research work and support programs for women and babies in crisis.
Ms Portughes believes that external impact is only possible through fostering a strong internal culture.
Her leadership philosophy emphasises supporting her team’s personal and professional aspirations - whether that’s pursuing leadership roles, returning to work after maternity leave, or balancing the demands of parenthood.
“I aim to embed this philosophy in our workplace. We are all about supporting women and families, so it’s important that we live by this at work too,” she said.
“I check in with my team regularly – not just about their workload, but about how they’re managing life. I want to know how I can support them in achieving their goals, both professionally and personally.”
This commitment to authenticity and care has resulted in remarkable staff retention.
“Our people tend to stay with us. We work together, support each other, and genuinely care about our cause. That’s what motivates us to come to work every day, and that’s why we’re able to make such a big impact.”
Ms Portughes’ leadership style, together with her expertise in stakeholder management, fundraising, and business development, has made her a formidable force in the not-for-profit sector.
Before joining WIRF, she was instrumental in the Australian Wildlife Conservancy’s national expansion, helping grow the number of protected sanctuaries from five to 25. Her leadership in scaling and sustaining impactful initiatives highlights her commitment to driving meaningful change.
Ms Portughes’ expertise has been widely recognised. In 2022, she was one of two recipients of the prestigious Harvard Club of Australia Ferris Family Fellowship, allowing her to attend the Strategic Perspectives in Nonprofit Management course at Harvard Business School.
In 2023, she was appointed to the expert advisory panel for WA’s first Health and Medical Research Strategy, further cementing her influence in the medical research sector. She also serves on the Board of Freeze Frame Opera and The Raine Study Unincorporated Joint Venture.
Despite her demanding professional commitments, Ms Portughes prioritises work–life balance. As a mother to a 15-year-old son and wife to a supportive partner, she understands firsthand the challenges of juggling career ambitions with family responsibilities.
“Time with my family is non-negotiable. I want to lead by example, not just in my professional life but in my personal one too. Work-life balance isn’t just a corporate buzzword, it’s something we need to actively cultivate. I’m by no means perfect at getting this balance right, but I continue to try to master it.”
Through her commitment to her team and WIRF’s mission, Ms Portughes is not just leading an organisation - she is setting a new standard for leadership.
As WIRF continues to expand its impact, Ms Portughes remains focused on its core mission: ensuring healthier futures for women, babies, and families across Australia. And in doing so, she is proving that leadership, at its best, is about authenticity, compassion, and a relentless commitment to making a difference.
