Tourism New Zealand has announced a new leadership appointment of Andrew Waddel to the role of general manager Australia.

Waddel joins Tourism New Zealand from organic syrup manufacturer Soda Press Co, which he joined after founding his own consultancy Freewheelers & Co. and prior, was the marketing director at Red Bull Australia.

He has extensive marketing experience with Fonterra and leading brands including Stella Artois, Beck’s and Red Bull.

Tourism New Zealand chief executive Stephen England-Hall said Andrew has a passion for all things New Zealand and is a strong advocate of understanding consumer needs.

“Andrew’s senior leadership experience across UK, South Africa and Australia markets, make him an excellent fit for this key role which manages New Zealand’s largest tourism market.

“His growth mindset for developing brands coupled with a deep connection to New Zealand was a stand out.

“Tourism New Zealand is delighted to welcome Andrew on-board, we look forward to working with him.” Born in Wellington, Waddel studied marketing at the University of Otago and is a brand marketer by trade.

“I’m hugely excited to lead the 100% Pure New Zealand brand in Australia and help shape Tourism New Zealand’s story.

After travelling and working abroad for over 15 years, I’m honored to be in a role that’s brought me back to my roots.”

Waddel will be based in Tourism New Zealand’s Australian office in Sydney, with his appointment effective immediately.