G'Day Group looks for CMO to support growth ambitions

Holiday park operator goes on recruitment spree for a trio of new executives including a chief marketing officer

Regional accommodation provider, G’Day Group, is on the hunt for a chief marketing officer as one of three new executive-level roles being created across the group.

Founder and CEO, Grant Wilckens, made the recruitment announcement today on LinkedIn, saying the appointment of a CMO, as well as CFO and chief strategy officer, are vital to G’Day’s ambitious growth plans to become a $2 billion business in coming years.

The decision to recruit the new roles follows the recent appointment of chief investment officer to the leadership team. It also comes as Australian continues to open up following state-by-state lockdowns and restrictions as a result of the Covid-19 global pandemic.

G’Day Group has its foundations in a number of caravan and holiday parks. The South Australia-based G’Day Group established the Discovery Parks brand in 2004 and now has 300 locations under the G’Day and Discovery Park monikers across the country. It also runs a member-based customer loyalty program.

“We have experienced significant growth through Covid, with exciting acquisitions to diversify our product including iconic properties such as El Questro and Kings Canyon Resort,” Wilckens stated in his blog post. G’Day acquired the two properties in February this year alongside Lane Cove Holiday Park as part of a $60 million acquisition strategy.

“Our sector is facing unprecedented demand and the opportunities ahead are incredibly exciting. It’s critical that we build a strong, talented and cohesive executive team that is ready to lead the business to new heights, expanding and capitalising on our position as the largest regional tourism provider in Australia,” Wilckens continued.

“Personally, I’m excited to see the high calibre people that come through for these roles and working with them to take our business even further.”

According to the advertisement, the CMO will report directly to the CEO and can be either Adelaide-based or hired based on a fly in, fly out option. Key priorities will include working to build a more sophisticated digital ecosystems, personalisation across customer journeys and overseeing marketing strategy, brand marketing, customer engagement, loyalty, analytics, digital marketing, content and the network. The company has also flagged the need to support growing sales and integration of new brands.  

“This is a transformative role that will set the industry standard, build the next generation of marketing talent and will be remunerated exceptionally well,” the post stated.

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