Responsible for the strategic management of the Destination Communications function, leading a staff of five to develop and implement communication strategies and activities to maximise exposure of Melbourne and regional Victoria across all media channels. Develop and lead communication initiatives to support Tourism Victoria's marketing campaigns including Play Melbourne and the multi-award winning Melbourne Remote Control Tourist initiative. Key role in identifying and develop innovative opportunities to promote Victoria's destinations, tourism product and events, including the Melbourne Insights media briefings series. Provide strategic public relations advice and support to major stakeholders and key tourism industry partners. Strategic influencing role with major TV and media partnerships including MasterChef Australia, The Amazing Race Australia vs New Zealand, Coast Australia and Postcards. Oversee the team's network of media contacts in Australia to maximise earned media exposure.Editor-in-chief of Pieces of Victoria online content portal, an interactive media resource providing story ideas and content for domestic and international media. Prepare high level Ministerial briefs, media materials, reports and presentations.Manage staffing, recruitment and financial resources of the Destination Communications unit.

Manage media relations strategy and team responsible for promoting Melbourne and Victoria as a travel/tourism destination to the domestic market.

A growth focused role responsible for staff development, strategic development of key accounts, account management and implementation of integrated campaigns (clients: Firstlight International, Salta Properties, Stockland, Costco, Origin and Kathmandu).

Working collaboration to deliver creative, integrated communication, marketing and public relations solutions to the design and architectural industries, with a particular focus on sustainability. Co-managed Eat Green Design 2008, a sustainable temporary exhibition and restaurant, hosting diners, guest speakers, and the latest ‘green’ products to provide a springboard for awareness and active change. Other clients included: Tait, ISM Objects, Cunsolo Architects and Etiko.

Responsible for internal and external communications, and assisting with new business development, to increase awareness, affiliations and sales within The Ranger Production Company, a socially-responsible company that develops and supplies innovative transport solutions and products for humanitarian/aid programmes in developing world countries and communities.