Louise Wallace
Blackheath,NSW
Summary
Dynamic Senior Project Officer with a proven track record at National Parks & Wildlife Service, excelling in stakeholder engagement and project management. Spearheaded a large-scale visitor infrastructure program, enhancing tourism appeal. Expertise in budget management and strategic leadership, driving impactful initiatives that foster community collaboration and elevate visitor experiences.
Overview
19
19
years of professional experience
Work History
Senior Project Officer – Tourism & Infrastructure
National Parks & Wildlife Service
03.2022 - Current
- Deliver a large-scale visitor infrastructure program to enhance Lithgow's tourism appeal.
- Manage stakeholder consultation, Traditional Owner collaboration, and ministerial communications.
- Overseeing contractors, budgets, forecasts, and high-level reporting.
- Leading product development, including internationally rated walking trails and interpretation assets.
Program Leader – Tourism Development
Blue Mountains City Council
11.2021 - 03.2022
- Led initiatives to grow regional tourism and industry engagement
- Led community engagement initiatives to foster public participation and feedback.
- Facilitated workshops promoting sustainable practices within the community.
- Collaborated with local organizations to enhance service offerings and outreach efforts.
- Supported budget preparation for various community development projects and activities.
- Prepared reports and presentations on program activities, progress and outcomes.
- - Strengthened partnerships with local businesses and government agencies
- - Managed two Visitor Information Centres and supported funding applications
Communications Manager
Scenic World Blue Mountains
02.2017 - 11.2021
- Developed and executed an integrated communications strategy for a global tourist attraction.
- Achieved significant media value and digital growth through content and social campaigns
- Managed all media relations, including proactive storytelling and issues response.
- Led creative content production, visiting media programs, and brand promotions
- Coordinated communication strategies to enhance visitor engagement and experience.
- Assisted in planning promotional events to drive awareness of Scenic World attractions.
- Monitored industry trends to inform communication strategies and initiatives.
- Collaborated with teams to produce newsletters and updates for stakeholders.
- Created content for various media including press releases, website copy, newsletters, brochures, and email campaigns.
- Developed and implemented comprehensive communications strategies to increase public awareness of the organization's mission, services, and events.
- Produced monthly analytics reports detailing progress towards goals set by departmental leadership.
- Managed multiple projects and tasks simultaneously while managing client expectations.
- Tracked performance metrics related to communications efforts including website visits, clicks, impressions, conversions.
- Organized promotional activities such as press conferences, interviews with key stakeholders, and special events.
- Produced internal newsletter and employee communications to keep personnel informed of corporate events and programs.
Communications Coordinator
Settlement Services International
07.2015 - 02.2017
- Raised the organisation’s profile as a humanitarian leader via integrated PR and media strategies
- Created campaigns and content across multiple channels, including sensitive issue communications
- Supported executive media engagement, events, and stakeholder partnerships
- Managed multiple projects and tasks simultaneously while managing client expectations.
- Partnered with marketing team to translate product features into customer value propositions to be used in consumer messaging.
- Communicated regularly with executive team members to deliver pertinent details related to progress status and direction for projects.
- Developed public relations strategies to enhance community engagement initiatives.
- Managed communications across multiple platforms to ensure consistent messaging.
- Coordinated events that promoted organizational goals and community involvement.
Editor
TravelBulletin
08.2014 - 07.2015
- Oversaw content and production for a major B2B travel publication
- - Commissioned contributors, managed budgets, and led editorial strategy
- Reviewed submissions and provided constructive feedback to enhance writer quality.
- Conducted interviews with featured individuals to gather insights for articles.
- Maintained relationships with external sources such as advertisers, photographers, designers, illustrators.
- Managed the layout of each issue to ensure that design elements complemented content.
- Supervised production of finished pieces from concept through completion.
- Ensured all deadlines were met by tracking progress of multiple projects simultaneously.
Managing Editor
GuideAdvisor, Canada
10.2013 - 06.2014
- Directed global content and stakeholder programs for a tourism-focused guide network
- Facilitated communication between editorial staff and marketing teams for alignment.
- Managed publishing schedules, editorial calendars and pitch workflows.
- Held weekly editorial meetings to generate publication ideas and review staff recommendations.
Marketing Liaison
Nelson Kootenay Lake Tourism, Canada
06.2013 - 09.2013
- Led international media engagement and developed member communications
- Developed and implemented tourism marketing plans to promote destination awareness.
- Worked closely with management staff to develop innovative marketing campaigns aimed at increasing sales volume.
- Developed marketing materials used in recruitment campaigns targeting specific student populations.
- Trained successful business development personnel to optimize marketing performance and learn industry.
- Analyzed customer behavior, trends, and preferences to develop targeted marketing strategies.
Editor / Senior Journalist
Travel Weekly / Voyager Magazine | Cirrus Media
01.2012 - 01.2013
- - Delivered high-impact tourism content and managed editorial teams and strategy
- Collaborated with writers to improve content quality and accuracy.
- Managed team of writers, providing guidance and feedback on assignments.
- Oversaw production schedules to meet publication deadlines efficiently.
- Managed a team of editors, writers and other staff members responsible for creating high-quality content.
Health Reporter / Editorial Cadet
Australian Doctor / SBS / Cirrus Media
01.2009 - 01.2011
- - Produced clinical and political news content for national medical and media audiences
- Conducted interviews with healthcare professionals for news articles.
- Attended press conferences to gather information on health policies.
- Wrote and published articles on current healthcare issues online.
Broadcast Journalist
4ZZZ
01.2007 - 06.2008
- Presented live radio news segments and collaborated on content delivery
Education
Mini MBA - Marketing
Marketing Week
01.2023
SBS Editorial Cadetship -
Cirrus Media & SBS
01.2009
Bachelor of Journalism (Hons) -
Queensland University of Technology
01.2008
Journalism Masters - Exchange
Oslo University College
Norway01.2008
Bachelor of Music Performance -
Queensland University of Technology
01.2005
German Language - A2
Germany01.2005
Associate Diploma - Music
Australian Music Examinations Board
Skills
- Strategic Leadership: Project Management Stakeholder & Community Engagement Partnerships Budget Management Government Relations
- Project management
- Stakeholder engagement
- Marketing communications
- Brand management
- Public relations
- Infrastructure development
- Tourism strategy
- Communications Expertise: Corporate Communications Crisis Communications Media Relations Campaign Management Executive Support
- Marketing & Digital: Social Media Strategy Content Creation Website & EDMs Digital Campaigns Copywriting Brand Development
- Project Delivery: Tourism Infrastructure Public/Private Partnerships Visitor Experience Team Leadership Performance Reporting
References
Available upon request
Hobbies and Interests
A passionate rock climber, I enjoy exploring remote crags and sharing adventures with my young daughter, Lily. Climbing has shaped my perspective, resilience, and love for the outdoors.
Websites
Accomplishments
- - Secured $4.5M grant to develop a landmark mountain bike network in Lithgow through partnership with NPWS, Crown Lands, and local government.
- - Led multimillion-dollar visitor infrastructure projects for Gardens of Stone SCA, positioning Lithgow as a premier destination.
- - Developed marketing campaigns for Scenic World that increased website traffic by 20% and delivered media value exceeding $20M.
- - Provided strategic media support to Hammons Holdings, contributing to the successful BridgeClimb Sydney bid and launch.
- - Implemented national media strategies for Settlement Services International, generating multi-million dollar media coverage for humanitarian initiatives.
- - Finalist – 2015 National Travel Industry Awards: Best Travel Writer.
Timeline
Senior Project Officer – Tourism & Infrastructure
National Parks & Wildlife Service
03.2022 - Current
Program Leader – Tourism Development
Blue Mountains City Council
11.2021 - 03.2022
Communications Manager
Scenic World Blue Mountains
02.2017 - 11.2021
Communications Coordinator
Settlement Services International
07.2015 - 02.2017
Editor
TravelBulletin
08.2014 - 07.2015
Managing Editor
GuideAdvisor, Canada
10.2013 - 06.2014
Marketing Liaison
Nelson Kootenay Lake Tourism, Canada
06.2013 - 09.2013
Editor / Senior Journalist
Travel Weekly / Voyager Magazine | Cirrus Media
01.2012 - 01.2013
Health Reporter / Editorial Cadet
Australian Doctor / SBS / Cirrus Media
01.2009 - 01.2011
Broadcast Journalist
4ZZZ
01.2007 - 06.2008
Mini MBA - Marketing
Marketing Week
SBS Editorial Cadetship -
Cirrus Media & SBS
Bachelor of Journalism (Hons) -
Queensland University of Technology
Journalism Masters - Exchange
Oslo University College
Bachelor of Music Performance -
Queensland University of Technology
German Language - A2
Associate Diploma - Music
Australian Music Examinations Board
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