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.
“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
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
