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Nick Baker

Executive General Manager Marketing
Tourism Australia

It’s difficult to quantify success in tourism marketing, admits Nick Baker, who explains, “I don’t have targets from the previous year and the P&L is structured differently because there is no ‘P’.” But Baker can point to Tourism Australia’s “Best Job in the World” campaign, which drew 612,000 applicants from 196 countries, competing for the opportunity to serve as Australia’s “Chief Funster,” and to his company’s five million Facebook fans. Baker was honored in 2013 as Marketer of the Year by the Association for Data-driven Marketing and Advertising. He is also lobbying Australian hotels for a national free WiFi policy to facilitate social media sharing about Australia – “priceless” user-generated advertising.

Born in Britain, Baker began his career in the British hotel industry. He came to Australia in 1997 to handle marketing and sales for Voyages Hotels and Resorts. He has been with Tourism Australia since 2007.

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