Melanie is the Executive Director, Destination Marketing at the Royal Commission for AlUla where she leads a Marketing team of specialists across Customer Insights and Research, Brand, Digital Experience, Trade and Consumer marketing, Public Relations, Partnerships and airline attraction.  

She spearheaded the first domestic brand campaign for AlUla, World’s Masterpiece, in 2022 and earlier this year, the first global marketing campaign Forever Revitalising which launched in nine markets in six languages.  This fully integrated campaign sets the strategic positioning for AlUla as a responsible, forward-thinking, purpose-driven tourism destination premised on an experience economy. 

A marketing leader with an outstanding track record of achievement in the tourism and hospitality industries in Australia and Asia, Melanie was included in the list of Australia's top 50 most innovative Chief Marketing Officers in CMO Magazine 2018.

Prior to her current role, Melanie worked with Visit Victoria, the marketing and events acquisition agency for the state of Victoria, Australia where as CMO she and her global team achieved exceptional results in international and domestic tourism.  During her tenure, both China and India were developed to be critically important export markets.

Previous to Visit Victoria Melanie worked in the private sector in senior marketing roles with the global luxury hotel chain The Oberoi Group of Hotels.