Merivale appoints new marketing director and head of content

Entertainment property group looks to build better customer engagement by building out a strategic content marketing practice

Andrew El-Bayeh
Andrew El-Bayeh

Merivale has appointed a new executive-level marketing director as well as its first head of content.

Andrew El-Bayeh has been promoted to marketing director after spending the past 12 months as commercial development manager, a role created for him to help build his business credentials across new ventures, commercial partnerships and operations. He initially joined Merivale in 2011 as group venue marketing manager.

El-Bayeh is replacing Deanna Marrocco, who leaves the property group after less than a year in the position, and will report to both Merivale’s chief operating officer, Brett Seargant, as well as CEO, Justin Hemmes.

The new role sees El-Bayeh taking charge of leading the marketing, creative and production departments, with a specific focus on developing Merivale’s customer experience, data strategy and content publishing initiatives.

Prior to joining Merivale, El-Bayeh spent 10 years in the hospitality industry, working in marketing roles across restaurants, bars, hotels, music venues and music festivals at the Keystone Group and The Palace Group.

“I have an innate passion for the hospitality industry and am thrilled to be leading brand strategy during what is undoubtedly the most exciting period of growth for the group,” El-Bayeh said in a statement. “I am constantly inspired by the evolving landscape of digital and content marketing; and look forward to working alongside my passionate colleagues to engage our audiences in new and innovative ways.”

One of El-Bayeh’s first initiatives has been to appoint Sarah Ranawake as Merivale’s inaugural head of content, leading a new division within the marketing function. She will be responsible for overseeing content strategy and execution encompassing online, social and video and is tasked with building a team of content specialists.

Ranawake has spent the past 10 years working in a number of editorial roles, including partner and editorial director at Sporteluxe.com, features director at Cleo, entertainment editor at InStyle and editor of Vacations & Travel Magazine.

“Merivale has such a wealth of passionate and talented experts from chefs and sommeliers to stylists, DJs and even gardeners. I cannot wait to tell their stories and create innovative lifestyle content that excites and engages our guests,” she said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

he decision to limit the initial version of the code to two US companies is discriminatory and will inevitably give an unfair advantage t...

Azeem Sohail

Google hits out at ACCC draft code of conduct for news media negotiations

Read more

You’re a warrior woman from way back. Just let the muscle memory take over!

Hannah Sturrock

Why fear trumps marketing theory - Marketing edge - CMO Australia

Read more

What an inspiring piece of writing, Hannah, thank you so much for sharing! All right, team jersey out of the locker, brains on, eye of th...

Myriam Conrie

Why fear trumps marketing theory - Marketing edge - CMO Australia

Read more

Thanks for the post

Ashirwad Towers

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Blog Posts

Creating a culture club builds ownership of teamwork

Workplace cultures are the sum of everyone’s beliefs, behaviours, attitudes and skills. This means that no single person is responsible for culture, it belongs to the team.

Colin D Ellis

Culture change expert, author

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Sign in