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.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also 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  




Join the newsletter!


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

More Videos

Canva's mission is to empower people with the ability to design anything they want. To do this, They've had to balance experimentation an...

Digital Davaoena

xx - CMO Australia

Read more

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.


15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in