Michaela Chan

Senior Advisor

Core expertise: Marketing Strategy & Implementation | Franchise & Member-Based Organisations | Organisational Design

For over 20 years, Michaela has led marketing functions through periods of genuine transformation, with a career spanning Australia, Asia Pacific, North America and South Africa. As oOh!media's inaugural Chief Marketing Officer, she built the company's world-leading Data, Research and Insights function, and has since led major campaign transformations for Tourism Australia and West HQ, Western Sydney's largest non-government employer.

Michaela's executive career spans energy (Caltex and Chevron), enterprise software (Autodesk), telecommunications (Telstra), media (oOh!media) and Federal and State Government (Tourism Australia), beginning on the McDonald's account across both company-owned and franchise stores. At oOh!media, she commercialised audience data platforms including SingTel mobile data and Quantium FMCG purchase data. She then led brand, campaigns and media for Tourism Australia across 12 international markets, steering the organisation's international and domestic campaign transformation following the 2019-20 bushfires and through COVID-19, while managing its relationships with State Tourism Organisations. Most recently, at West HQ, she led marketing for a multi-venue entertainment, accommodation and fitness precinct operating within a heavily regulated gaming, liquor and privacy environment.

Across every role, Michaela's focus has been the same: partnering with boards and executive teams to shape commercial strategy, then leading and developing the marketing teams who deliver against it, consistently brought in at the point of genuine transformation, whether a new market, a new category or a business in recovery. She is an Executive Board Member of the Western Sydney Tourism Taskforce, holds AI accreditation through the Australian Centre for AI in Marketing, and is a Certified Marketing Practitioner with the Australian Marketing Institute.

At The 24 Hour Business Plan, Michaela brings her marketing leadership experience to the 24 Hour Marketing Plan, working with leadership teams to understand market dynamics, define high-level marketing strategy and KPIs, and set out the programmes and implementation phasing needed to deliver it.

Email Michaela: michaela@24hrbp.com