Tourism New Zealand has gone outside the travel and tourism industry to fill the vital role of general manager Australia.
Andrew Waddel, who took up his new role yesterday at Tourism New Zealand’s Australian office in Sydney, has a strong international brand marketing background.
He was previously with organic syrup manufacturer Soda Press Co, which he joined after founding his own consultancy Freewheelers & Co. Before that he was marketing director for Red Bull Australia.
General manager Australia is a vital position for Tourism New Zealand, Australia being New Zealand’s biggest tourism market. The role was previously filled for over four years by Tony Saunders, who is now based in Sydney as head of marketing at TravelCard Real-Time Travel Insurance.
Waddel has extensive marketing experience with Fonterra (the multinational dairy co-operative owned by about 10,500 New Zealand farmers) and with leading brands including Stella Artois, Beck’s and Red Bull.
Tourism New Zealand chief executive Stephen England-Hall said Waddel 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.
Andrew Waddel
“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 honoured to be in a role that’s brought me back to my roots.”
Edited by Peter Needham
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