Sarah is an experienced and results-focused strategic leader. She is known for helping businesses and communities to innovate and grow. Her strong commercial understanding, strategic thinking, global brand management experience and ability to harness consumer insights for growth means that she can help any client improve business performance.
With over 20 years in the food, wine and tourism industries, Sarah has a strong understanding of market conditions and challenges, industry best practice and can identify opportunities that build brands and revenue.
Sarah has worked extensively in south-eastern Australia’s visitor economy including with Visit Ballarat, Grampians Tourism and Ballarat Regional Tourism, where she served as CEO. Sarah has launched award-winning destination marketing campaigns, developed destination strategies, worked alongside industry to curate new tourism experiences, and delivered a program of industry growth initiatives. In undertaking these activities, Sarah worked with a wide range of stakeholders, built alliances between industry and local and state government partners and developed strong networks.
Additional strategic tourism projects delivered by Sarah include strategies for the City of Ballarat to attract investment to drive future economic growth; Pyrenees Shire Council to develop their visitor economy; and Ararat Shire Council to launch an online portal to support Grampians wineries. Sarah also had a lead role on a cross-regional project to develop cycle tourism in Western Victoria.
As a proud regional Victorian, Sarah is passionate about growing the economy, the opportunities and the liveability of regional Australia.