The Australian Ballet appoints ex-Sydney Opera house marketer

Penny Rowland

Penny Rowland

The Australian Ballet has appointed former Sydney Opera House marketer Penny Rowland as its sales and marketing director.

Rowland will be responsible for revenue streams associated with The Australian Ballet’s performance activities, and provide leadership to the company’s marketing, media relations, customer relationship, digital communications, box office and customer services functions.

She will relocate to Melbourne from Sydney to take up the position.

In a statement she said: “I’ve long admired The Australian Ballet for its progressive approach, artistic vision and reputation as a world-class company. I look forward to leading the sales and marketing team as we explore a new world of opportunities to engage more people in the art form.”

Most recently Rowland was the head of marketing at Sydney Opera House. She finished up in the role in May last year after two-and-a-half years.

During her time at Sydney Opera House, Rowland was involved with The Ship Song Project, which saw the Sydney Opera House marketing team team named Mumbrella Marketing Team of the Year in 2012.

Prior to the Opera House, she worked for nearly two years at EMI Music Australia as the general manager, marketing and promotions, two years as EMI’s head of digital and seven years as Virgin Music Australia’s head of marketing.

Rowland is also currently a board member of the not-for-profit organisation Weave Youth & Family Services.

The Australian Ballet’s executive director Libby Christie said in a statement: “We are delighted to welcome Penny to The Australian Ballet. Her creativity and extensive experience in large-scale marketing campaigns, digital and new media, along with brand and reputation development, will be of significant value to the company as we embark on a new five-year strategic plan.”


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