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Visit Victoria has appointed Shae Keenan as its new Chief Marketing Officer (CMO).

Shae has an extensive marketing career spanning two decades at Visit Victoria and Tourism Victoria. She brings to the role a deep understanding of the travel and tourism industries, government, marketing trends and the Victorian tourism landscape.

As CMO, Shae will oversee the strategy and delivery of domestic and international marketing campaigns aimed at revitalising Victoria’s visitor economy.  

Shae has held senior leadership positions at Visit Victoria including as acting CMO (2020-21) and Head of Marketing Communication and Customer Experience (2018-20). She initiated the development and delivery of the ‘Click for Vic’ and ‘Stay close, go further’ campaigns, encouraging Victorian to buy locally and travel within the state in response to challenges brought about by the 2019/20 summer bushfires in regional Victoria and the coronavirus pandemic.

As Group Manager Regional Marketing (2009-18), Shae developed Tourism Victoria’s comprehensive and integrated regional marketing strategy including the implementation of major brand campaigns and cooperative marketing programs. Prior to this, she was Regional Marketing Manager (2006-09).

Shae will commence in the role immediately. Please join us in congratulating her on this well-deserved appointment.