I am the founder and principal consultant of Amplify Me, a strategy and communications consultancy I established in 2011 to help businesses and destinations thrive. Over the past two decades, my career has focused on the visitor economy and destination strategy, supporting councils, operators and regional destinations to unlock their tourism potential through strategy development, market positioning, activations and events.
As Chair of Destination Country & Outback NSW, I oversee strategic initiatives across 40% of the state of NSW in Australia, and I have worked across aviation, cruise, accommodation, events and technology sectors. My leadership extends beyond consulting: I’ve served as National President of Women Chiefs of Enterprises International (WCEI) Australia, led the successful delivery of the 71st FCEM World Congress in Sydney in 2024, and contributed to international programs such as the ASEAN-Australia Women Leaders’ Exchange and Business Without Borders. In 2025, I was named FCEM Regional Commissioner for Southeast Asia.
At the heart of my work is a passion for cross-cultural collaboration, mentoring, and creating opportunities for growth. Whether helping a small regional destination prepare for international visitors or guiding a tech startup into a new market, my goal is the same: to amplify potential and deliver meaningful impact.