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Former On the Run (OTR) Chief Operating Officer and Westfield Marketing executive Michaela Webster is the new chief operating officer at Australia’s largest holiday park company, Discovery Parks.

Discovery Parks chief executive Grant Wilckens said Ms Webster, having recently worked on Discovery Parks’ licensed park strategy as a consultant, was ideally placed to oversee the next stage of the company’s growth and transformation agenda.

“Discovery Parks moves at an incredible pace – this year alone, we’ve built a new licensed park subsidiary, acquired the Top Parks brand, unveiled a new rewards program, acquired five parks, developed a dynamic pricing model and introduced market-leading digital marketing tools.

“Michaela, with her creative flair for understanding and delivering what the customer wants, will help us build on the work of outgoing COO Adam Koch to make life easier for our customers and staff.

“Adam has been fantastic for our business during a period of rapid national expansion, developing the systems we need to ensure a high-quality customer experience.

“We’re delighted to have Michaela to oversee our next stage, embedding our dynamic pricing model, customer relationship management system and loyalty offerings across our network,”Mr Wilckens said.

Former South Australian Telstra Businesswoman of the Year Award winner – Corporate, Ms Webster oversaw the growth of the South Australian OTR fuel business into a fast food, coffee and convenience store network and has worked in senior marketing roles with Westfield in Australia and the UK.

“I’m excited to be joining Discovery Parks which has a reputation as a market leader in using digital technology to enhance the customer experience.

“For me, this new position is about making life easier for staff so that they can solve problems for the customer and, together, we can achieve the best experience possible. Having worked across marketing and operations, I feel you are having your best impact when you are, not only creating the strategy, but executing it.

“But even more than that, it’s the broader purpose of the Discovery Parks business that excites me. It’s about disconnecting in order to reconnect with your family and discovering what is important in life – it very much aligns with what I personally value,” Ms Webster said.