Former Visit Victoria marketing strategist lands role with Saudi Arabian cultural site

Experienced Australian marketer to become executive director of marketing for the AlUla heritage and cultural site

Melanie De Souza
Melanie De Souza

Former Visit Victoria general manager of digital, marketing services and strategy, Melanie De Souza, is relocating to Saudi Arabia to take up an executive marketing role at one of the world’s most significant forthcoming destinations.  

The experienced tourism and hospitality industry marketing and strategy leader spent 20 years with Tourism Victoria, which rebranded to Visit Victoria in July 2017, holding several roles including general manager of international marketing and director of marketing and airline services. It was De Souza’s work on helping the tourism entity define its new position and approach that saw her listed in the 2018 edition of the CMO50.  

Prior to this, she was director of sales and marketing for Oberoi Hotels and Resorts in Melbourne.  

De Souza now takes up the role of executive director of marketing with the Saudi Royal Commission of the forthcoming AlUla heritage and cultural site, based in Riyadh.   

The significant 6th century BC walled city site will be unveiled in October 2020 and at more than 29,000 square kilometres, represents the size of Belgium. As De Souza explained it, the site features dramatic landscapes and traces from civilisations past going back to the Nabateans with some relics dating back to the Bronze age, and corresponds to the old incense route.  

The AlUla project is worth $6 billion and represents one of three significant initiatives associated with Saudi's vision 2030 and the push to diversify the economy away from oil.    

De Souza told CMO she had been “truly blown away” by the site on a recent trip.  

“I feel truly privileged to be joining a classy outfit, with several expats on-board and a big job ahead on many fronts,” she said, adding there’s hefty marketing budget involved.  

“On my recent trip I gained first-hand appreciation of what working in Saudi as an expat woman would be like and a gauge on the living and working conditions. I am also conscious the Kingdom of Saudi Arabia country brand is challenged and we will need to address this as security, safety and human rights weigh heavily on people's minds in destination decision-making.”  

Currently, visas are largely restricted to the kingdom. But with 30 countries soon to be granted access to e-tourist visas, the opportunities are huge, De Souza said.  

“Overall, I’m excited about the opportunity and feel it's a once in the lifetime chance to shape a significant new global tourism experience - that should more than rival the likes of Machu Pichhu and Petra - and affect its marketing fortunes,” she said.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

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
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in