Fiona Heron
Burleigh Heads,QLD
Summary
Highly driven and motivated Head of Trade Accounts with a demonstrated history of working in the leisure, travel and tourism industries offering 25 years of industry experience and proven ability to exceed sales goals. Skilled in Business Development, Key Account and Territory Management, Strategic Planning, Commercial Negotiations, Marketing, Tourism Destination Management and Business Planning. Specialist areas include Cruise and International Markets with skills easily transferrable between industries.
Overview
22
22
years of professional experience
Work history
Head of Key Accounts AU/NZ
Celebrity Cruises
Gold Coast - Remote
2025.01 - Current
- Own/execute the trade sales strategy for AU/NZ
- Develop/build on existing revenue growth from portfolio of high performing accounts across AU/NZ ~ 75M
- Negotiate commercials & manage relationships with National Accounts; Flight Centre AU/NZ & various OTA's
- Review revenue performance regularly & identify opportunities for growth
- Understand brand's key differentiators, competitors & target markets
- Ensure commercial/marketing plans maximise ROI
- Manage & achieve targeted budget requirements
- Work across multiple International time zones
Key Account Manager - OTA's
Celebrity Cruises
Gold Coast - Remote
2022.10 - 2025.01
- Drive new business through high value key account portfolio ~ 30M
- Develop existing trade partners & secure new channels of distribution to drive profitable growth
- Implement account plans for key partners including commercial targets, training, promotions & marketing
- Negotiate trade agreements that achieve & exceed financial expectations
- Understand industry, consumer and market trends to maximise opportunities for Celebrity
- Work closely with revenue to review performance, targets and key metrics
- Develop comprehensive & robust co-op marketing plans to maximise ROI
- Identify MICE and Group opportunities to grow market share
Strategic Sales Manager - QLD
Celebrity Cruises
Gold Coast - Remote
2020.03 - 2022.10
- Growth & development of trade distribution for Celebrity in QLD ~ 20M revenue - Retail & Key Accounts
- Develop and execute strategic plans for trade partners
- Achieve brands financial goals, optimise high ROI activities
- Identify and target new high value trade partner opportunities
- Retail sales call plan includes visits, events, activities, negotiations
- Negotiate, manage relationships with key partners to meet booking curve and achieve financial expectations
Sales Development Manager Gold Coast/Nth NSW
Scenic Luxury Cruises & Tours/Evergreen Cruises & Tours
Gold Coast
2018.04 - 2020.02
- Maximise sales for Scenic/Evergreen via planned call cycles to retail agency network
- Relationship management with key stakeholders to develop and increase sales
- Reporting and competitor analysis
- Retail agent promotions presentations, agent visits, training, networking, conference attendance
- Increase sales revenue, profitability/market share within budget by implementing strategic business plans
- Research, qualify and secure new Group business
- Mentor and manage high performance 'Elite' agents within territory
- Event planning and execution
Business Development Manager - QLD
Royal Caribbean International
Gold Coast
2012.05 - 2018.01
- Develop and implement sales and marketing strategy for SEQ territory
- Identify/develop new business opportunities whilst building on existing sales growth with key accounts
- Represent Royal Caribbean/Celebrity Cruises/Azamara Cruise brands within territory and drive pricing, promotions and marketing messages
- Quarterly reviews of key accounts sales growth, past productivity and future targets
- Educate, demonstrate and train travel partners on systems and products (3 cruise brands, 40 cruise ships)
- Prepare and host client educational trips, ship inspections, trade/consumer expos and events
- Develop excellent working relationships with multiple account managers, inside sales, marketing teams to achieve key objectives
Business Development Manager - QLD
Cover-More Travel Insurance
Gold Coast
2011.02 - 2012.05
- Increase sales of Travel Insurance products through retail travel agents
- Territory management - develop sales call plan, manage distribution of product portfolio
- Provide ongoing training and support programs to agents
- Achieve both individual and sales team targets and objectives
- Implement sales/marketing strategies to achieve growth within budget
- Develop and maintain effective relationships with key accounts
- Monthly reporting of activities undertaken and results achieved
International Sales Manager
Q1 Observation Deck (Sky Point)
Gold Coast
2007.10 - 2010.03
- Achieve specific growth targets, set growth forecasts
- Manage international budget and forecasts in alignment with overall company plan
- Develop and implement the sales plan in order to increase visitor numbers and spend, monthly reporting/review
- Establish and build on relationships with key decision makers
- Influence international and domestic distribution channels at point of sale
- Create product awareness through participation at in-market trade events, consumer shows, agent sales calls
Manager - Emerged Markets (SE Asia, China, India, SE Asia)
Gold Coast Tourism
Gold Coast Tourism
2004.01 - 2007.09
- Deliver on the Gold Coasts growth targets from China, India & the Middle East
- Develop strategies to grow arrivals outside of the regular tourism promotional sphere
- Lead & coordinate sales missions, trade events, consumer shows & industry events
- Secure top tier trade agents & media to participate in Gold Coast familiarisation programs
- Develop new & continue to build on existing relationships with key industry partners
- Reporting on sales, distribution and future growth channels to key stakeholders
- Set, monitor & control international advertising & promotional budgets
- Provide leadership to Gold Coast Tourism operators on cultural & business expectations from international clients
Education
Certificate in Travel and Tourism - Travel/Tourism
Gold Coast College of Business
Southport2003
Senior Certificate -
Somerset College
Gold Coast1994
Skills
- Key Account Management
- Revenue Growth & Commercial Partnerships
- Market Expansion & Sales Strategy
- Commercial Contract Negotiation
- Influentially Deliver Positive Business Outcomes
- Presentation Delivery & Training Facilitation
- International Travel Trade Market Expertise
- Tourism Board/Destination Management
- Excel, Word, PowerPoint, Outlook, Concur, BI
Accomplishments
2025 - APAC Salesperson of the Year Winner - CEL Global Sales Conference
2024 - Presidents Challenge Global Sales Award - CEL Global Sales Conference
Personal Information
I have a keen interest in travel and love visiting new countries and experiencing new cultures, my travels have taken me all over the world and I have lived and worked in countries such as Portugal, Austria and the UK. I enjoy a range of outdoor activities including surfing, swimming and snow boarding and lead an active and healthy lifestyle.
Timeline
Head of Key Accounts AU/NZ
Celebrity Cruises
2025.01 - Current
Key Account Manager - OTA's
Celebrity Cruises
2022.10 - 2025.01
Strategic Sales Manager - QLD
Celebrity Cruises
2020.03 - 2022.10
Sales Development Manager Gold Coast/Nth NSW
Scenic Luxury Cruises & Tours/Evergreen Cruises & Tours
2018.04 - 2020.02
Business Development Manager - QLD
Royal Caribbean International
2012.05 - 2018.01
Business Development Manager - QLD
Cover-More Travel Insurance
2011.02 - 2012.05
International Sales Manager
Q1 Observation Deck (Sky Point)
2007.10 - 2010.03
Manager - Emerged Markets (SE Asia, China, India, SE Asia)
Gold Coast Tourism
2004.01 - 2007.09
Certificate in Travel and Tourism - Travel/Tourism
Gold Coast College of Business
Senior Certificate -
Somerset College