Susan Coghill

Susan Coghill

Chief Marketing Officer, Tourism Australia

As Tourism Australia’s Chief Marketing Officer, Susan is responsible for driving the organisation’s global marketing strategy, ensuring that Australia’s tourism marketing efforts continue to cut through in the competitive international marketplace.

2:21 pm - 2:51 pm

Holy Shit! The Importance Of Adding Risk To Your Marketing Mix

Is the increasingly rigorous application of marketing science in Australia the end of risk taking in the marketing mix? Or, is it the opposite, and the principles of marketing effectiveness actually require us to roll the dice on some of our decision making to deliver above expectation results?