Glen brings to the Effektiver Team extensive strategy consultancy experience in the indigenous tourism sector across Australia, including projects for Tourism Australia, Indigenous Business Australia and the South Australian Tourism Industry Commission.
Prior to arrival in Australia, Glen was an “industrial gypsy” and lived and worked for extensive periods in China, Hong Kong, Mexico, USA and Germany, fulfilling various general management and marketing roles both in the services and manufacturing sectors.
He is particularly interested in innovation and has long been involved in the entrepreneurship sector as founder, angel investor, advisor and competition judge of numerous ventures in Germany, China and Australia. He teaches undergraduate and postgraduate entrepreneurship courses at the University of Adelaide and the International College of Hotel Management.
Glen holds a Master of Applied Innovation and Entrepreneurship from the University of Adelaide, Master of Business Administration from Thunderbird School of Global Management and Bachelor of Liberal Arts in German from the University of Michigan.
Petra is a marketing expert, who brings a strong management and media background to Effektiver. At the centre of her approach to any project is the connection between you and your target audience. Value, meaning and authenticity will forge long lasting relationships between your brand and your customers. She loves to uncover the hidden stories that are relevant for the travellers you want to reach and help you tell those stories.
When it comes to communication mix, Petra focuses on optimising your budget to achieve your goals. Innovative engagement via social media might be the right path for one project, a traditional or digital ad campaign, events, sponsorships or consistent public relations and agenda setting activities for another project. Having worked for companies of all scales – local heroes and international groups - her experience reaches from research and product development to successfully implementing and managing brands. .
Petra holds a Master’s degree from the University of Vienna and completed her trainer-training with Conecta – Vienna School of Organization Consultancy. She is a graduate of Modul, one of Europe’s leading tourism high schools. Recently she has been lecturing at the International College of Hotel Management, Adelaide in Bachelor- and International Bachelor programs in Marketing, Brand Management and Economics.
Shirley Fraser is a wine strategy professional in Australia. As an innovative problem solver, she draws on over 20 years of wine industry experience to facilitate change that is relevant and effective. A Roseworthy Wine Marketing graduate and 2017 Future Leaders alumni, Coaching Mastery participant for Future Leaders 2019, Shirley was also top 3 Finalist for Marketer of the Year 2018 Australian Women in Wine Awards and a judge for the WISA Impact Awards 2019.
Current clients include The Riverland Wine Show, Fermoy Estate Margaret River and Ricca Terra. In her roles with Byrne Vineyards, sales growth saw bottled wine double in volume and triple in value between 2014 and 2019; with new market penetration and representation established in North America, China, and UK while managing Domestic sales accounts and building new product portfolio ranges. At Constellation Wines, in the role of Senior Global Brand Manager, Shirley managed brands such as Hardys, Tintara, Houghton, Brookland Valley, and Leasingham internationally. Consulting in-between to a broad range of businesses focused on value chain development for Riverland Alternative Wine Group, Brothers in Arms, Yalumba, Parker Coonawarra, St Johns Road, Eight at the Gate, Basshams, Plantagenet, Sorby Adams Barossa and Tusmore Wine Brokers. All on the FMCG base with Nestle with national product management including P&L responsibility for the rural pet food portfolio in the 1990s. Shirley is also part-time State Branch Manager in SA for Australian Water Association (AWA)
Dedicated to unlocking the potential of each brand she works with regardless of size, Shirley is a collaborative solver of gap analysis to work with wine business. Cultivating authentic stories, innovation and causes, to build connections between brands in routes to market to achieve sustainable success.
Cassandra Douglas is the Director of Short Event Productions an event management company specialising in event concepts, production and delivery. A well organised, creative, personable individual with a proven record in successfully delivering major and minor events, community activations, indoor and outdoor activations and non-for-profit events. Creating new event ideas, concepts, budgets, booking procedures, policy development, risk management, building relationships with community and business.
Ana is a communications strategist and visual thinker who is totally obsessed with beautifully designed communications. She is also the talent behind Ink Between, a creative studio for people who love making strong first impression and drive powerful results without paying the higher prices and overhead of an agency.
The studio is a collaboration of reliable and experienced professionals in the fields of communications, marketing, graphic design and copywriting. From brochures, annual reports, corporate stationery, flyers, invitations, presentations, websites, newsletters to social media graphics, Ink Between help people wanting to produce visual communications that are not big enough for an agency but beyond their own capabilities.
With a creative communication and production background in a tourism and destination marketing context covering 20 plus years, John’s photography is what you would call ‘honest’ . . . not over-processed — not over-produced. Whether a single image or photographic essay, his intention is to always communicate the essence of the subject in it’s authenticity.
John’s work has been published in Gourmet Traveller, House & Garden, Mindfood, and the Qantas inflight magazine. Amongst those who’ve used his services are Tourism Australia, Audi Australia, University of Adelaide and the Adelaide Oval Stadium Management Authority.