Federal Group makes marketing exec redundant while on maternity leave
Danika Porter
Tasmania’s largest hospitality and casino operator, Federal Group, has parted ways with senior marketing leader Danika Porter, making her redundant while on maternity leave after four and a half years with the business.
Porter, who led brand and marketing across the group’s luxury hotel portfolio — including MACq 01 and The Henry Jones Art Hotel — announced her departure on Linkedin, citing a “new agency partnership and restructured leadership” as the reason for her role being made redundant.
Writing on Linkedin, Porter said the move meant she “will not be returning from maternity leave.”
“Reflecting on the past four years, what a ride it has been. Hands down, it’s been the most creative, strategic, challenging, impactful, rewarding, and bloody fun role of my career,” she wrote.
“Joining the executive leadership team for the tourism portfolio was a true career highlight. Learning from colleagues and contributing to challenges and opportunities from top to bottom demonstrated the impact brand can have when given a seat at the table. I’ve never worked alongside a team so passionate about their brands.”
She also highlighted her marketing campaign for MACq 01, the launch of an accessibility program, and a national campaign that drove critical occupancy uplift for Saffire Freycinet’s winter low season among her Federal Group achievements.
Federal Group was contacted by Mumbrella while Porter was unable to comment further.
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Porter joined Federal Group in 2021 from Are Media, formerly Bauer Media, where she had led communications for two years. Before that, she spent four years leading Mumbrella’s marketing.
As Porter noted, her departure comes amid an ongoing wave of redundancies across Australia’s marketing sector.
As covered recently by Mumbrella, the cuts have affected senior marketers including Nine CMO Liana Dubois, Cashrewards CMO Zara Cobb, Katie Dally, former GM of marketing, creative and operations at Endeavour Group, and Ed Steiner, former managing director at Hall & Partners, among many others.
Reflecting on that coverage, Porter added:
“It’s an honest, almost therapeutic reflection. I resonate with the sentiment that redundancy is an emotional response — it mirrors the grief cycle. But the article also shares a powerful message that redundancy does not equal failure. It’s proof that the ground shifted, not that you weren’t good enough.”
Porter will be speaking at Mumbrella Compass in Hobart on 18 November.
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