Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.
Tourism Australia’s former CMO, Nick Baker, has become the new CEO for Australian online gifting site, RedBalloon.
Baker spent the past seven years at Tourism Australia before leaving in January. He was awarded AMI Marketer of the Year in 2014 and is also well respected for his work on Restaurant Australia, and the Best Jobs in the World campaign.
In a statement, Baker said he was attracted to the role because of its focus on experiences. RedBalloon offers more than 3000 unique experiences from more than 1000 providers across Australia and New Zealand.
Baker replaces Kristie Buchanan as CEO.
“I considered a lot of interesting roles after Tourism Australia, but RedBalloon was the one that I could not turn down,” Baker said.
“The company ethos – recognition of its employees as the key to its success – and customer experience as its main purpose played a significant part in my decision. At RedBalloon, there is a definite sense of people being part of something bigger than themselves, and I am really excited about leading and working with its fantastic team.
“The importance of experiences in people’s lives and the tremendous value they can bring in employee performance, as well RedBalloon’s recognition of its own employees as key to its success, appealed to me most.”
RedBalloon also brought on former Tourism Australia managing director, Ken Boundy, as its new chair on 1 February. Boundy is currently chair of the Royal Botanic Gardens & Domain Trust, and is a professional independent director and businessman, with experience in small and big businesses and startups.
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