Penny Rowland leaves the House for the ballet

The Australian Ballet has lured Penny Rowland from the Opera House to take on its sales and marketing director role.

Rowland, who was behind the Opera House’s award winning Ship Song Project campaign, will move to Melbourne to take up the roll.

See the full release below:

"The Australian Ballet today announced the appointment of Penny Rowland as its Sales and Marketing Director. Penny will commence her new role with the company at the end of January.

As Sales and Marketing Director, Penny will have responsibility for revenue streams associated with The Australian Ballet’s performance activities and will provide leadership to the company’s marketing, media relations, customer relationship, digital communications, box office and customer services functions.

Penny brings with her a wealth of marketing and communications experience from some of the biggest and most globally recognised arts and entertainment organisations in Australia.
She has previously worked at Sony Entertainment, Virgin Music Australia (as Head of Label), EMI Music Australia (as General Manager, Marketing, and Head of Digital) and most recently as Head of Marketing at Sydney Opera House.

The Executive Director of The Australian Ballet, Libby Christie, said Penny was a valuable addition to the team.

“We are delighted to welcome Penny to The Australian Ballet. Her creativity and extensive experience in large-scale marketing campaigns, digital and new media, along with brand and reputation development, will be of significant value to the company as we embark on a new five-year strategic plan.”

During her tenure at Sydney Opera House, Penny led her team to numerous industry awards for The Ship Song Project, including B&T and Mumbrella Marketing Team of the Year in 2012. She also completed her MBA at UNSW’s AGSM in 2012.

Currently a board member of the not-for-profit organisation Weave Youth & Family Services, Penny will relocate to Melbourne from Sydney to take up the new position.

“I’ve long admired The Australian Ballet for its progressive approach, artistic vision and reputation as a world-class company. I look forward to leading the sales and marketing team as we explore a new world of opportunities to engage more people in the art form,” said Penny.

The Australian Ballet begins its 2014 season in Brisbane next month. The company will perform Sir Kenneth MacMillan’s masterpiece Manon and the double bill Imperial Suite, which pairs George Balanchine’s Ballet Imperial with Serge Lifar’s Suite en blanc, at Queensland Performing Arts Centre from February 21, before seasons in Melbourne and Sydney."

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