Chief Executive Officer
With more than 19 years’ experience in the tourism industry, Catrin is the Chief Executive Officer of Australia’s South West, one of Western Australia’s five Regional Tourism Organisations. Catrin brings strong leadership, proven strategic implementation and effective stakeholder engagement skills to the organisation and region. Catrin’s industry representation includes Board Member of the South West Development Commission and Regional Development Australia South West, and significant involvement in key industry project areas such as product development, aviation and trails marketing as well as various collaborations with industry stakeholders in developing partnerships to increase co-operation in destination management. Catrin holds a Bachelor of Arts (Hons) in International Management and Business Administration and a Master of Business Administration.
Destination Marketing Manager
With over nine years of digital marketing and branding entrepreneurship, Jamie brings invaluable insights in the synergy of how various digital tools, platforms and practices all gel together to deliver measurable conversions. Jamie founded and operated lifestyle Journey Towel brand, Layday in 2015 and sold it to The Leisure Collective in 2022. Jamie’s subsequent consultancy offered comprehensive marketing and creative services, focused on guiding and adapting to the ever-evolving digital landscape. Jamie applies a modern and rejuvenating approach that will benefit both ASW members and the Western Australian tourism stakeholders.
Tourism Industry Engagement Officer
Emma joined the ASW team in April 2022, and brings 20 years of hospitality experience in luxury Hotels and Resorts to her role. Emma has an extensive background in business events, yield management and revenue, business development, hotel management and sales. She prides herself on her strong professional relationships, and thoroughly enjoys meeting operators and sharing her knowledge with members who seek guidance in the Tourism and Hospitality industry. Emma is also engaging frequently with key stakeholders and local governments, and passionately promotes the South West to the domestic and international markets at trade events.
Emma has a Bachelor of Communications, with a double major in Advertising and Public Relations.
Business Development & Marketing Officer
Janice has a strong background in communication, digital media and business development. Having been in the tourism and marketing space for more than 10 years, she is the perfect conduit between the marketing and membership space, ensuring our members are well-represented in ASW’s marketing efforts. A previous marketing consultant, Janice ran her own successful marketing consulting firm, bringing her passion for business development and marketing together to provide business and marketing solutions to businesses throughout the South West and internationally.
Janice holds a Bachelor of Communications with a double major in Journalism and Theatre and Drama.
Great Southern Tourism and Trade Manager
Glen drives engagement and destination development in the Great Southern Region in partnership with the Great Southern Development Commission. Glen delivers event development, destination management, tourism industry and stakeholder engagement and is the TradeStart manager for the Great Southern. Glen liaises with State Government and private enterprise particularly in the produce, wine and trails sectors which compliments his trade responsibilities to create opportunities for members and tourism stakeholders.
Bunbury Geographe Tourism Manager
Claire has over 30 years’ experience in public and private sector tourism enterprises in the UK and Australia and delivers the Bunbury Geographe Tourism Program on behalf of ASW. Claire has run her own consultancy for over 15 years and brings in depth specialist expertise in strategy development, food and wine tourism, heritage tourism and experience development and marketing. Claire is focused on providing marketing outcomes and support to tourism businesses and stakeholders to meet the strategic objectives of the Bunbury Geographe Tourism Strategy. Claire represents the region at consumer and industry events, and runs the social media channels, website, communications and is responsible for the production of the Found magazine. In addition to her hands on experience Claire has a BA(Hons) in Business, an MSc in Tourism, a Postgraduate Diploma in Marketing and is a Graduate of the Australian Institute of Company Directors.
Great Southern Tourism and Trade Officer
With a diverse background spanning various industries, Karen brings a wealth of experience to her role as the Great Southern Tourism and Trade Officer in beautiful Albany. She has over a decade of expertise in marketing and communications across various sectors and is skilled at building stakeholder relationships. Throughout her career, Karen has orchestrated a spectrum of events, from prestigious TEDx gatherings to vibrant festivals and multifaceted conferences. Karen is a seasoned professional, proficient in photography, graphic design, and writing, and she has a tech-savvy proficiency. Karen is committed to making a positive impact on her community. Her infectious enthusiasm and local knowledge make her a compelling advocate for showcasing the unique beauty of the Great Southern region.
Destination Marketing Officer
Kirby comes to ASW from an extensive and varied career across both the journalism and social media spheres. With her eye for detail and penchant for crafting engaging copy, Kirby is focused on ensuring ASW members stories are told far and wide through captivating and unique marketing. Kirby has worked at a local, national, and international level, to create strategy and structure for businesses within the event, personal development, and media industries. Her passion for delivering inspiring content and high-yield solutions for her clients drove her to the tourism sector, where she greatly looks forward to working with ASW members and key stakeholders.
Kirby holds a Bachelor of Science, with a double major in Zoology and English and Cultural Studies, as well as a Masters in International Journalism.
Administration and Finance Support
Fiona is our administration and finance support, working hard behind the scenes to keep the wheels of the organisation turning. Fiona’s previous experience is in the banking sector and running her own administration services business.