Our Team
Catrin Allsop
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.
Emma Brown
Tourism Engagement MANAGer
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.
Donyale MacKrill
Lumenesse & Co - Project Lead
With over 20 years of experience in brand, marketing, and communications, including 12 years developing, implementing, and measuring strategies, Donyale has a proven track record of helping executive teams achieve growth in both B2B and B2C arenas.
Passionate about forging strong connections between brands and their target audiences, Donyale specialises in nurturing loyalty and driving referrals through innovative strategies. For over a decade, She has led full-service marketing teams, provided creative direction, and orchestrated corporate and customer communications to resonate with diverse audiences. Donyale’s industry expertise covers tourism, luxury hospitality, and SaaS technology.
Kirby Spencer
Destination Marketing SPECIALIST
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.
Glen Thompson
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.
Claire Savage
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.
sophie zalokar
Great Southern Tourism Manager
Over the past 30 years Sophie has been engaged in the Hospitality, Tourism, Events and Agribusiness industries with positions across the domestic and international marketplace.
Sophie is a creative and dedicated hospitality and tourism professional with extensive knowledge and industry experience in destination marketing and the promotion of primary production in the South West region of WA and more recently the Lofoten Islands, Northern Norway.
Her past work as a chef, food writer, author and storyteller has been driven by her love of connecting people with an authentic sense of place.
She has a passion for uncovering the treasures of regional destinations, through telling their stories, large and small.
Having visited and participated in many events over the years, the Great Southern Region holds a special place in Sophie’s heart.
HANNAH MARSDEN
Marketing and Communications Officer
Hannah holds a Bachelor of Commerce, with a double major in Public Relations and Event Management. She brings a wealth of experience across not-for-profit, tourism, retail, beauty, and wedding industries, specialising in event coordination, social media management, and marketing strategy. In her role, Hannah supports the team with marketing initiatives, tourism promotion, and administrative services, excelling in content planning and creation.
Having grown up in the South West, first on a family farm and later in Busselton, Hannah has a deep connection to the region. She is passionate about showcasing its unique attractions and driving visitation through impactful storytelling and strategic communications. Known for her analytical thinking, attention to detail, and ability to engage warmly, Hannah thrives in delivering results that foster strong stakeholder relationships and support the growth of the South West as a premier destination.
Fiona Duyvestein
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.