Experience

• 

  Business Events Adelaide

  • Australia
  • Events Services
  • 1 - 100 Employee

  • Director International Bidding

    • Apr 2024 - Present

    As Director - International Bidding, I lead the International Business Development team to bid for and secure business events (association and corporate incentives) to South Australia that are aligned to key economic sectors and future industries. The role is also responsible for managing key industry destination showcase activities (site inspections, famils, showcases) and business development activities at trade events within Australia and overseas.

  • Manager Business Development

    • Mar 2023 - Apr 2024

• 

  South Australian Tourism Commission

  • Australia
  • Government Administration
  • 200 - 300 Employee

  • Business Manager, Product Development

    • Oct 2019 - Mar 2023

    This role is responsible for working with tourism operators and key industry stakeholders to develop new demand driving new tourism products and experiences for South Australia and support the business operators build their industry capabilities. The role also requires work on various sector specific projects that support the implementation of actions and strategies of the Destination Development Unit within the South Australian Tourism Commission. Product Development• Implementation of initiatives to generate significant new and refreshed tourism products and experiences that are catalysts to drive demand for visitors to visit South Australia• Develop and enhance products and experiences that are strategically aligned to the South Australian Tourism Plan 2020 and close the State’s experiences gaps through building industry capabilities.• Work in partnership with key commercial industry stakeholders, including tourism operators, state and local government authorities to deliver specific product development initiatives• Assist in the development of products and experiences in South Australia that are aligned to our target market with the State’s brand attributes• Provide advice to tourism operators to enhance their products and experiences with industry tools and resources. • Manage a range of regional major projects, products and experiences aligned with consumer demand research and product testing insights.• Proactively work with targeted tourism operators to develop new demand driving product and experiences for South Australia.Sector Specific Projects • Assist in the implementation of key actions items from the Destination Development Strategies, including sector areas of Aboriginal Tourism, Fishing, Nature Based Tourism and Recreation/ Trails. Assisted in the roll out of the $20m Tourism Industry Development Fund, in 2020-2022.

  • Business Manager, Aviation and Access

    • Dec 2015 - Oct 2019

    This role in the Destination Development unit saw me work on and deliver projects that enhance and facilitate regional access. This includes regional aviation projects such as infrastructure developments, regional route development and airline support activities.Working closely with Regional Tourism bodies and other Government Departments on other access issues including signage in general, mobile black spot issues, touring route developments and various transport access initiatives.This role has seen me lead a signage and Wi-Fi hotspot project that delivered significant signage for the states 6 key touring routes and a network of 60 free Wi-Fi hotspots across South Australia. Working with close to 100 stakeholders and undertaking procurement processes to deliver this project.The SATC along with Adelaide Airport Limited and Tourism Australia hosted the World Routes 2019 aviation industry conference, held in Adelaide in September 2019. This event attracted over 2,000 delegates 95% being international, to Adelaide. I assisted in the marketing and promotional activities to potential delegates leading up to this event including attending Regional Routes event in Europe, Direct Mail to delegates, social media messaging and print advertisements. I was also responsible for a variety of stakeholder engagements and activations including City of Adelaide, procurement of coach and VIP transport provider, city signage activations, pre/post touring partner, World Routes golf day, the SATC exhibition stand build and catering requirements for the event.

  • Regional Marketing Manager

    • Aug 2011 - Dec 2015

    A newly formed position after the organisation re-structured as part of a Regional Growth Plan.My overarching role was to support the Director of Marketing & Communications and responsible for marketing the best that SA has to offer. This included input into the strategic development and measurement of intrastate consumer campaigns, management of stakeholder reference groups, brand custodian of the Regional Visitor Guides, development of a regional PR engagement strategy (in conjunction with Publicity department), and the ongoing development of regional SA presence online. A key liaison or first point of contact for the regions and the marketing team, regarding anything to do with marketing – could be the region’s presence on SA.com, regional brands, visitor guides, marketing campaigns, imagery and ensure our marketing of regions is on brand for that region.Two of the key focus points in this role was the management of the Industry Cooperative Marketing Fund ($1m pool) and managing the production of 12 regional visitor guides.I was responsible for the SATC presence at various consumer events including Interstate Caravan and Camping expo's, Royal Adelaide Show, and the Adelaide Holiday Expo. This included working in partnership with external organisations including SA Parks and other SA Govt. Departments.I coordinated various regional workshops to deliver useful information and train regional operators on various activities the SATC undertakes, to foster greater knowledge, awareness, and collaboration with the regions and operators.I oversaw a number of large tender contracts including Visitor Guide production, as well as Storage and Distribution of SATC collateral.I managed the process of undertaking regional photo shoots to update the SATC media gallery with new images that align the region's tourism brand positioning with our marketing efforts.I worked in collaboration with other units of the SATC in relation to the marketing of our regions.

• 

  Yarra Valley & The Dandenongs Marketing

  • Marketing Manager

    • May 2010 - Mar 2011

    Yarra Ranges Regional Marketing is the Regional Tourism Office for the Yarra Valley & The Dandenongs. The role of Yarra Ranges Regional Marketing is to promote and market the region to increase visitation to the area from domestic and international markets.My key responsibilities in this role were:- Providing strategic input and leadership in planning and organisational development- Working with operators to develop effective cooperative Marketing campaigns online and offline including PR- Coordinating activity with Tourism Victoria, neighbouring regions and Destination Melbourne to maximise exposure for the region and operators including media and trade famils to the region- Participate in the development of the annual YRRML marketing prospectus and associated strategic and marketing planning- Develop and coordinate region wide campaigns and activities - Actively visit and sell marketing opportunities / solutions to operators on a seasonal basis- Work with operators in the Yarra Valley and Dandenong’s to develop appealing product and packages for domestic and international promotion and sale – provide marketing advice as needed- Contribute content for online publication - Lead the development of collateral for operators – including International Product Planner and Conference Network Planner- Represent YRRML and operators at selected trade and consumer shows both domestically and internationally as required- Work with key stakeholders including Tourism Victoria and Destination Melbourne develop and lead regional advertising and PR campaigns- Manage the relationship with Tourism Victoria’s famils and media departments in relation to Food, Wine and Produce – seek to maximise exposure for the region and operators

• 

  Sita Coaches

  • Director of Sales & Marketing

    • Aug 2004 - Apr 2010

    Sita Coaches is one of the largest coach charter operators in Australia having operations in Melbourne and up until October 2007 in Sydney. Sita also until recently operated Sunbus, which is a seat-in-coach airport transfer service. Successfully targeted more high-end business to capitalise on the company's investment in new luxury coaches. Handled all sales and marketing enquiries, from Domestic, Inbound, Wholesale, MICE, school and corporate markets. Including rate negotiation and quoting for ad-hoc and series tours.Successfully manage key relationships particularly in the inbound & wholesale sector Successfully maintain and extend excellent working relationships with key clients both domestically and internationallyAppointed to build brand awareness in the Melbourne marketplace across MICE marketsSet business segmentation targets by sector based on market trends and industry knowledgeDesign and implement annual and individual sales plans across all sectorsDeveloped brochure and marketing collateral for distribution and use at trade shows.Personally introduce the group to Melbourne Tourism and Convention bodies, Government and MICE networks Client entertainment, functions & eventsUndertook sales calls to key clients within AUS, NZ, Asia and USA.Handled all advertising and branding opportunities for the company, which included getting involved with television productions such as Nerds FC and arts festival, Big West.Represented company at major trade events including ATE, OZ Talk events in New Zealand, USA and Asia, Corroboree UK and USA, ATEC Symposium and Workshops, MCVB Asian Roadshow, AIME & PAICE for the conference and incentive markets.Achievements:Developed the Sita Coaches and Sunbus website from a very basic and not user friendly site to the current site which is much more attractive and practical attracting many bookings online.Developed significant new business through targetted sales activities.

• 

  Carlton Crest Hotel Melbourne

  • Business Development Executive

    • Aug 2003 - Aug 2004

    A four ½ star, 374 room hotel featuring 30 meeting rooms accommodating up to 2000 people, 3 ballrooms, lounge and restaurant. Now known as the Citigate; Report directly to Director of Sales Responsibilities:Develop and maintain client relations with Inbound & Wholesale accounts nationallyPerform site inspections, host Corporate Cocktails and F1 Grand Prix Entertainment on site.Monitoring of account production and implementing strategies to increase production from accounts. Rate negotiation for Inbound Tour Operators, domestic and overseas Wholesale programs, packages and special promotional activities.Developed and implemented Convention Action Plan for the hotel targeting business from large Conference and sporting events held at venues around Melbourne.Identify and develop new business opportunities inline with targeted sectors New and existing account maintenance and management Conduct site inspections of the hotel, Face to face Sales meetings and telesales Meet target room nights for the sectorPreparation, management and handover to coordinators of new business contractsResearch and analyse competitor activityResearch market sector trends Achievements:Exceeded target KPI'sRepresented the property at OZ Talk New Zealand, ATEC AGM Workshops, Tourism Victoria / ATEC Mega Famil Workshops with ITO's.Represented the property at ATE 2004 and for the Carlton Group of Hotels at the ATEC Symposium 2004.

• 

  Pacific Hotels Corporation

  • Business Development Executive

    • Jul 2002 - Jun 2003

    A new Australian hotel group owned by South Australian developers Urban Construct. Looking after their two 5 star apartment style hotels in Adelaide's prime CBD and beachside locations (these properties are now part of the Oaks Hotels & Resorts group); Develop and maintain client relations with Inbound & Leisure accounts nationally.Seek and develop new business opportunities with domestic and overseas Wholesalers, Inbound Tour Operators, Retail Travel Agents and other businesses.Liaising with Retail Travel Agents, Inbound Tour Operators and Wholesalers to keep them abreast of the latest product updates for our properties.Performing site inspections of both properties for interested parties.Undertake sales trips, regionally and interstate.Represent the company at domestic and international trade shows including OZ Talk NZ, Talk SA, Qantas/Advertiser Travel ExpoLiaise with the South Australian Tourism Commission and Australian Tourism Commission for participation in media and trade famil programs.Host national clients at hotels with site inspections and entertainmentManage client contracts at hotel level, with respect to special requirements, queries and potential issues

• 

  Encounter Australia

  • Operations Executive

    • Sep 1996 - Jun 2002

    Encounter Australia is a leading national Inbound Tour Operator established in 1989.Rate negotiation with suppliers - including International hotel chains, B&B Association, Coach Operators, Day Tour operators, restaurants.Market and Product Development - development of tour packages for our key agents throughout Asia, the US, Europe, Africa, & India. Niche tourism product development in the areas of Wine, Adventure, Education, Health & Relaxation.Company representative at many key international and domestic travel trade events including, ATE, TABS, ATEC Symposium, SATEX, NATAS.