Executive General Manager, Strategy & Research

The Strategy and Research division incorporates four functions: Data and Research (ensuring that relevant insights inform our initiatives), Strategy (defining and communicating our organisational objectives), and Planning and Reporting (implementing our strategies and objectives through annual planning and monitoring our performance).

Rob’s role is to work with the Executive Leadership Team to make Tourism Australia a more effective organisation for the Australian tourism industry. Since starting at Tourism Australia in 2019, Rob has written and delivered strategies for the 2019/20 Black Summer Bushfires and helped navigate the organisation through the COVID-19 Pandemic.

Prior to working at Tourism Australia, Rob had a 15-year career in advertising that included leading the strategy for Tourism Australia’s key campaigns produced by Clemenger, including Restaurant Australia, Aquatic and Coastal and Undiscovered, amongst others.