Tourism Tasmania’s Emma Terry joins CMO to C-Suite pipeline, appointed SATC CEO

Emma Terry has become the latest to join the CMO to C Suite club, being appointed as the new chief executive of the South Australian Tourism Commission.

Terry is currently the chief marketing officer for Tourism Tasmania, with her team winning Travel Marketing Team of the Year last night at Mumbrella’s Travel Awards. She will take on her new role in the new year on 3 January.

Terry bags the CEO gig at SATC

She joins an exclusive, but growing club of marketers that have been appointed into the top job, shortly after Stephanie Tully became Jetstar CEO last month.

She joins other current CEOs including Nicky Sparshott at Unilever, ME Bank chief executive Martine Jager, former Tourism Australia CMO, Nick Baker at Reflections Holiday Parks (his third CEO role), Nandos CEO Amanda Banfield, and Anthony Heraghty at Super Retail Group, as well as former SATC marketing boss Brent Hill who took up the CEO job at Tourism Fiji last year.

The SATC said Terry joins with more than 20 years of experience in strategic planning, brand development, communications and marketing, and that her strong suite of skills will help promote SA as a key tourism destination.

“South Australia is an exceptional tourism destination that has it all, from incredible produce to diverse landscapes, unique experiences and amazing arts, culture and events,” Terry said.

“I understand the challenges and advantages of being a jurisdiction that competes against much larger states and I am looking forward to working closely with industry to continue the post COVID-19 recovery and unlocking future opportunities in what will be a dynamic and increasingly competitive environment.”

Joining in 2017, two years later Terry’s Tasmanian Tourism board poked fun at an infamous campaign from the SATC, ‘Old Mate’, with its own version of the controversial ad.

The Tasmanian version shows their own elderly man downing a mountain of fresh oysters, with the voiceover stating “Don’t feel sorry for old mate, he’s been coming to Tassie for years”.

Minister for Tourism, Zoe Bettison said: “Emma has a thorough understanding of where South Australia sits in the global tourism market and knows what is required for our state to compete for market share and to get the attention of consumers, drive business and build a successful brand,” she said.

“With more than $45 million committed to tourism marketing and $40 million towards major events, our state is well positioned to recover strongly from the pandemic with a tourism industry that provides thousands of jobs to South Australians.

“During the recruitment process my goal was to ensure South Australia attracts the best talent available to lead tourism into the future.

Tourism Tasmania was approached for comment.


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