Alexandra Lowes, Global Manager, Media & Partnerships Marketing, Tourism Australia

Alex is currently the Global Manager for Media and Partnerships Marketing for Tourism Australia. She leads the global media strategy, investment, and agency partnership across 12 markets. Media expenditure is one of the largest investments Tourism Australia makes and contributed to a record 2018 during which over a million people a month visited our incredible country, spending a combined $42.5 billion into our economy.

Alex understands what it takes to convince people to jump on a plane and go to Australia because she did that over 15 years ago, when she left England for a sunnier climate and lifestyle.  Alex’s career kicked off in digital marketing in Sydney and she has traversed both agency and client-side roles. Her ‘secret sauce’ is partnership and team building. She loves working with different types of people and nationalities to deliver diverse campaigns – from driving brand perception to making the tills ring.

Alex has worked across numerous industry sectors including some of the country’s biggest brands such as Commonwealth Bank, Foxtel, Bupa, Westpac, ING Direct, Weight Watchers, Samsung and Kelloggs.  What drives and motivates Alex at work is leading and collaborating with amazing teams who produce best-in-class campaigns that drive behaviour change – the best of which have been recognised by Cannes, Spikes Asia, MFA, Mumbrella and IAB.

The role that Alex is most proud of is mum – she has two beautiful boys at home, Hamish and Monty. As a mother, wife, and marketing professional she finds herself life rich but time poor.  She is very passionate about women leading in the workforce and creating a life where she, her peers and friends can thrive at work and at home.

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