New consumer marketing leader for Destination NSW

Former PwC and financial services marketer joins NSW government agency

Kathryn Illy
Kathryn Illy

Destination NSW has hired a new general manager of consumer marketing overseeing new brands delivery for Sydney and the wider premier state.

Kathryn Illy joins the state government agency from PwC Australia, where she was director of brand and marketing for just shy of four years. Prior to this, she worked as a director of ICON APAC. Over the course of her career, she’s also been tasked with delivering brand, marketing and partnership programs at several financial services organisations including Macquarie Group, CommSec and Kessler Financial Services Australia.

Destination NSW CEO, Steve Cox, said Illy’s track record in brand strategy and customer experience delivery made her a great asset on his team. Illy reports directly to Cox in the newly created role.

“As the custodian of new brands for Sydney and NSW, Kathryn will play a pivotal role in shaping the future of the state’s visitor economy,” Cox said in a statement. “In particular, her experience in consumer-centred campaign design and management and digital transformation programs will contribute great to NSW’s goal of becoming the premier visitor economy of the Asia-Pacific.”

Illy said she was looking forward to the challenge of helping the state rebuild after the last 12 months under the COVID-19 global pandemic.

“I feel especially privileged to be joining the Destination NSW team at this critical time in the recovery of the state’s visitor economy and look forward to working with industry, government and marketing agency partners to accelerate the growth momentum,” she said.

Destination NSW supports the state’s tourism and major events industry and is focused on programs and partnerships that help build the visitor economy.

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