Tourism Tasmania replaces top-ranking CMO

The appointment of Emma Terry as Tourism Tasmania's CMO replaces Guy Taylor, who left to join the Tasmanian Brand Project

Tourism Tasmania has appointed Emma Terry as its new CMO, and the pressure is on to deliver impressive results and fill the void her predecessor Guy Taylor, left when going to lead the Tasmanian Brand Project.

Taylor was listed in the inaugural 2015 CMO50, which recognised his strategic aim as CMO of Tourism Tasmania to offer refreshed and creative thinking and a nuanced cultural offering where the brand is as much about the people as it is about place.

Tourism Tasmania’s CEO, John Fitzgerald, said Terry‘s 17-year career in the marketing strategy, brand and communications area, coupled with her broader business and management background, made her an ideal candidate for this role.

“We have an important job to do in helping the State Government and tourism industry reach their goal of attracting 1.5 million visitors a year to Tasmania by 2020," he said. “Our role is to create demand for travel to the state by connecting people culturally and emotionally to Tasmania through our domestic and international marketing programs.

“Although we’re currently seeing a record number of visitors coming to the state from interstate and overseas, we still need to grow to reach our goal. Emma will play an important role in delivering this growth."

Terry was the former group manager for strategy and customer for the Federal Group, and led the brand development, customer segmentation and marketing strategy for the Group’s tourism properties, including the soon to be opened MACq01 on Hobart’s waterfront. She has also held marketing strategy roles for Hydro Tasmania, Eurora Energy and Ashmore Foods.

Terry said that it was a great privilege to be given the opportunity to build on the state‘s significant tourism achievements.

“It is an exciting time to be joining the Tourism Tasmania team and I feel very privileged to have the opportunity to work alongside the tourism industry to promote our amazing State to national and international visitors," she said. "Tourism Tasmania is well-known for its innovative marketing approach and while Tasmania has well and truly proven itself as a world-class destination, its important that we continue to leverage this success to grow our visitor numbers and sustain this growth into the future."

In announcing the new appointment, Fitzgerald also acknowledged the fantastic work undertaken by Tourism Tasmania’s marketing staff over the past 5 months while recruiting was underway to replace Taylor.

“I want to acknowledge the commitment and professionalism of our existing market team, who stepped up to fill the void and successfully deliver our marketing plans," he said.

Emma Terry will begin her role as CMO on 2 May.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu


Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Online brands are increasingly becoming important. It’s essential that all your digital assets have brand values that are in sync with th...

R6S Marketing Agency

Predictions: 16 digital marketing trends for 2016

Read more

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Latest Podcast

More podcasts

Sign in