Partnering with attractions to create
unforgettable experiences &
drive sustainable growth.
EXPERTise
I founded my consulting business in 2023 to shape a career that supported both my professional ambitions and my family’s needs. Over the years, it also became clear to me that many projects could benefit from more hands-on operational experience. Whilst theory, data, and desktop insights can form the foundation of planning, incorporating an operational lens from someone with practical experience can strengthen the outcome.
Whilst running my own consultancy in Australia, I have also joined the American based consultancy group Canopy Strategic Partners who are a full-service planning and consulting firm dedicated to helping mission-driven organisations, including zoos, aquariums, botanical gardens, conservation organisations and other public green spaces, creating a better future for the planet. Clients I have worked with to-date have included as National Geographic Museum of Exploration, Columbus Zoo, Kentucky Science Center, Association of Zoos & Aquarium and Mystic Aquarium, just to name a few.
You can find my client brochure here.
CLIENTS
Feasibility, Strategy & Operational Planning
Opening a new attraction looks exciting from the outside, but behind the scenes, it’s complex, fast-moving, and often a bit messy. It’s where strategy meets reality, and where good ideas either hold up… or fall apart.
Successful pre-opening isn’t just about timelines and budgets (although they matter). It’s about understanding how everything connects; design, operations, people, systems and making sure it all comes together in a way that actually works on day one. That takes a mix of practical experience, clear thinking, sense of humour and the ability to adapt when things inevitably change.
Over the years, I’ve worked across multiple openings globally, and one of the biggest gaps I kept seeing was how fragmented pre-opening planning can be.
So I've developed tools to bring structure to the process, helping teams map what needs to happen, when, and how it all fits together.
Business & Operational Improvement
Strong operations don’t just reduce costs — they create better guest experiences, more consistent delivery, and businesses that can scale.
I specialise in turning complex operations into streamlined, high-performing systems. That means refining workflows, embedding practical processes, and using data to drive smarter decisions — whether it’s a new opening or an established attraction needing to lift performance.
Across my career, I’ve delivered measurable improvements in both efficiency and experience. This includes reducing operating costs at Park Trek Walking Holidays by ~10% per guest without impacting quality, developing end-to-end operational processes for the world’s first rollercoaster integrated into a waterpark at Yas Waterworld Abu Dhabi, and building the operational, financial, and recruitment frameworks that supported zoOceanarium Group to triple in size.
I’ve also led major systems and infrastructure projects, including sponsoring the implementation of a new POS and ticketing system at Phillip Island Nature Parks, and delivering a full transition from manual to integrated ticketing at Hili Fun City. These projects required everything from defining requirements and procurement through to testing, training, and long-term operational integration.
The common thread is simple: practical, well-designed operations that work in the real world — for staff, for guests, and for the bottom line.
Financial Management & Planning
Commercial success isn’t separate from purpose , it’s what makes it possible.
I work with attractions to build financially sustainable models that support great experiences, ongoing investment, and long-term impact. That means connecting strategy to numbers, aligning pricing, demand, operating costs, and product mix so the business performs in the real world, not just on paper.
My approach combines commercial insight with operational reality. I develop revenue and cost models that are practical, testable, and built to evolve, whether for new developments or established attractions looking to improve yield.
This includes developing full operational cost and revenue modelling for the Twelve Apostles Visitor Centre, and leading a complete pricing review at Phillip Island Nature Parks; covering general admission, tours, and trade distribution. The outcome was higher yield and improved revenue performance, even with reduced capacity, supporting a return to financial sustainability within a year post-pandemic. In this role, I held accountability for a tourism P&L exceeding $15 million annually.
As Executive Director of zoOceanarium Group, I oversaw company and client financial performance across portfolios exceeding $40 million in revenue — including developing pre-opening budgets, forecasting attendance, and ensuring commercial viability from day one.
The focus is always the same: clear, grounded commercial thinking that enables better decisions, stronger performance, and experiences that can thrive long-term.
Product & Experience Development
Developing new experiences and products isn’t just about creativity, it’s about commercial outcomes, operational reality, and giving people a reason to come back.
I work with attractions to turn ideas into experiences that actually perform. That means understanding visitor mindsets, identifying unmet opportunities, pressure-testing concepts, and building products that stack up financially as well as experientially.
Across my career, I’ve developed and delivered a wide range of initiatives — from small, high-margin add-ons through to whole-of-site experience design. This includes shaping the visitor journey and experience blueprint for the new Twelve Apostles Visitor Centre, creating commercially successful products like A Night in the Rainforest and the Explorers Pack at The Green Planet (delivering strong margins and measurable increases in dwell time), and launching new programs across Dubai Aquarium & Underwater Zoo including memberships, internships, and large-scale guest experiences like The Dubai Mall Summer Camp.
At Phillip Island Nature Parks, I’ve led initiatives that extend beyond product into purpose, from positioning the island as the world’s first sensory inclusive destination, to delivering award-winning digital experiences like Penguin Live TV during COVID, reaching millions globally while supporting financial sustainability and community connection.
Whether it’s a single product or an entire experience ecosystem, my focus is the same: practical ideas, grounded in operations, that deliver for both the guest and the business.
AWARDS
2023 Blooloop Top 50 Zoo & Aquarium Influencers
2021 WINNER Tourism Awards: VTIC City of Melbourne Innovation & Resilience Award for Regional Victoria (Phillip Island Nature Parks)
2017 WINNER IAAPA Brass Rings Awards: Best Innovation in a Training Program (The Green Planet, Dubai)
2022 SILVER Tourism Awards: Ecotourism (Phillip Island Nature Parks)
2021 BRONZE Tourism Awards: Ecotourism (Phillip Island Nature Parks)
COMMITTEES & BOARDS
IAAPA Asia Pacific Education Committee Chair 2026 - Current
IAAPA Global Professional Development & Certification Committee 2026 - Current
Penguin Foundation Board 2024 - Current
IAAPA Asia Pacific Advisory Board 2023 - Current
IAAPA Asia Pacific Education Committee 2025 - 2025
Lost Dogs Home Finance and Audit Committee 2023 - 2026
Phillip Island Business Network Committee Member 2021 - 2023
(IAAPA - International Association of Amusement Parks & Attractions)
PUBLIC SPEAKING
2025 IAAPA Asia Expo Shanghai: Beyond the Ordinary - Global Innovations Shaping the Future of Attractions
2025 Victorian Tourism Industry Council Tourism Summit Shepparton: Engaging the Traveller You'll Never Meet
2024 IAAPA Webinar: Cashless Contingencies - Exploring the Benefits and Preparing for the Unexpected
2024 IAAPA Asia Expo Bangkok: Fun For All Unlocking the Power of Accessibility & Inclusion
2024 IAAPA Asia Expo Bangkok: Animal Interaction Trends & Guest Expectations
2023 IAAPA Asia Leadership Summit Vietnam: Why Accessibility is Good for Your Guests & Business
2023 Accessible Tourism Conference Gold Coast: Making the Impossible Possible in Adventure Tourism
2018 IAAPA Conference Orlando: Women in Leadership
EDUCATION
Diploma of Business (Human Resources), Southbank Institute Brisbane, AUS 2007
Certificate IV Assessment and Workplace Training, NMIT Preston, AUS 2003
INDUSTRY LEADERSHIP
Skills
Feasibility, Strategic & Operational Planning Pre-Opening & Business Improvement Product & Experience Development Team Learning & Development Financial Management & Planning Sales & Marketing Plans
Business Operations, Efficiency & Process Improvement Visitor Research & Guest Experience Operational Excellence
