Former Tourism Australia Marketer To Become RedBalloon CEO

Former Tourism Australia Marketer To Become RedBalloon CEO
SHARE
THIS



RedBalloon today announced the appointment of Nick Baker as its new CEO. Baker joins RedBalloon after seven years as chief marketing officer of Tourism Australia.

Baker, who was named as the Australian Marketing Institute’s Marketer of the Year in 2014, ended his seven-year stint at Tourism Australia at the end of January and claims he was drawn to the entrepreneurial role at RedBalloon due to it being a “very marketing and consumer-focused company.”

Baker starts his role at the gift experience company on Monday, replacing the current CEO, Kristie Buchanan, who is leaving to start a family.

Fresh from camping in in the snowy Grand Canyon with his family, British marketer Baker told B&T how he plans to expand and grow the business, which already offers more than 3000 unique experiences from in excess of one thousand providers across Australia and New Zealand.

Baker said: “The foremost thing is to really understand the consumer and suppliers, and how the consumer is working today and how we need to go out to market with them.

“I really need to get my feet in there and look under the bonnet a bit to see what channels they’re using.

“One of the things that has drawn me to RedBalloon, apart from it being a very successful company, is that it’s a very marketing and consumer-focused company, and they’re obviously spaces that I know and enjoy.

“And also the use of technology, they’ve done very well there and that’s something that’s going to be very interesting to continue to be part of. Data is a way of informing what we do – it’s the really important one – and I’m really looking forward to seeing the data and analytics behind RedBalloon.

“I think you still need that massive absolute sort of customer-centricity focus in an entity like that when there are lots of other people out there and they’ve done a great job so far in looking after the customer, and I think as that changes with the use of devices and how you interact and engage with customers changes, we want to make sure that we’re there.”

RedBalloon is jointly owned by Naomi Simson and Peter Simson, who both sit on the board as non-executive directors, and offers everything from shark dives for thrill-seeker, to cookery classes for the culinary connoisseur.

“I look forward to be able to trial the experiences,” laughed Baker. “I quite like the idea of the micro brewers course, and a photography one – and the more traditional activities like fishing. Although driving a Ferrari or Lamborghini would be fun!”

Baker had a highly successful record as CMO of Tourism Australia. He took over in the wake of the ‘So Where the Bloody Hell Are You?’ campaign, and went on to create and manage three of its most successful campaigns, as well as high-profile events, including bringing Oprah Winfrey to Australia.

During his time at Tourism Australia, visitor numbers to Australia grew steadily and it is Baker’s ability to further grow business that RedBalloon is counting on.

He added: “I had many highlights at Tourism Australia but the last one I think was the development of the campaign and strategy around Restaurant Australia. And doing Oprah, as showing the power of the big idea to rally teams behind was fantastic and just getting a brand that everyone could stand behind for years and years like Australia was really pivotal in terms of how that area developed.

He added: “RedBalloon is obviously a very successful company with a very strong brand and my first job is to get in there and look at what’s been going on, how they go about their business and get a really good solid understanding of it. And then hopefully to work together with the team to expand and grow the business.”

 

 

Please login with linkedin to comment

dataroma Ugg Australia

Latest News

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
  • Media

Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat

As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
  • Advertising

BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign

Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]

Jodie Oddy Makes Return To Radio, Scoring Nova Show
  • Media

Jodie Oddy Makes Return To Radio, Scoring Nova Show

Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine