Sue Campbell 232A Eighth Avenue, Inglewood 6052 ABN: 46 101 448 805 Home: 61 8 9371 0641 Mobile: 0421 473 217 Email: [email protected] Qualifications

2008 Master of Business Administration, Curtin University of Technology, WA. 2006 Diploma of Government (Contract Management), Major Training Services, NSW. 1998 Certificate IV Tour Guiding, Central TAFE, WA. 1994 Graduate Certificate in Public Sector Management, Griffith University, NSW. 1990 Postgraduate Diploma in Health Sciences: Health Education and Promotion, Curtin University of Technology, WA. 1984 Bachelor of Social Work, Western Australian Institute of Technology, WA.

Profile I am a professional, committed to the development of sustainable projects and places in Western Australia. I possess planning, development and marketing skills gained in managerial, administrative and specialist positions. My career spans 30 years and includes experience working in local, regional, state and federal government agencies, private enterprise and the not-for-profit sector. My knowledge of the state’s diversity and assets has been gained through living and working in metropolitan and regional communities.

Core skills  Building collaborative partnerships with government, industry and communities to plan, develop and deliver infrastructure and initiatives.  Strategic and business planning to focus effort on maximising opportunities to achieve the objectives of organisations and communities.  Collaborative marketing of regions and destinations to increase visitation and to attract private and public investment in product, service and business development.  Developing and managing projects to achieve the outcomes sought by partners.  Building the capacity of team members and stakeholders to achieve project outcomes and to reach their personal goals.

Outcomes (Highlights 2005 onwards) I steered a collaborative process that engaged representatives from all spheres of government together with the cycling, recreation and tourism industries to identify, investigate, assess and prioritise opportunities to grow Cycle Tourism in ’s Eastern Region. Partnerships were formed to implement priority regional projects, including; o production of a 64 page ‘Cycle Perth’s Eastern Region’ publication connecting river and rail bike trail experiences; o incorporation of cycle tourism events within the annual ‘Perth’s Autumn Festival’ regional event programme; o scoped and secured funding to develop a regional cycling infrastructure plan to provide connectivity of paths between employment and activity nodes across the region.

I initiated implementation of the Swan and Helena River Management Framework (2007) by scoping and managing consultancy projects that delivered the following comprehensive plans: o Swan and Helena Rivers Regional Recreation al Path Plan, 2009; and o Heritage Audit and Statement of Significance, 2008.

Sue Campbell Profile & CV

These documents have received recognition at state and national levels as providing benchmarks. The reports are guiding construction, signage and interpretation of the river foreshore trail along the eastern reaches of the Swan River.

I prepared the briefs and co-authored regional strategies that provided clear objectives and focus for action for the EMRC at the regional level, aligning and leveraging the work of its six member Councils.

o Regional Integrated Transport Strategy & Action Plan, 2010-2013; o Regional Tourism Strategy, 2010-2015; o Regional Economic Development Strategy, 2010-2015; and o Regional Business Case to National Broadband Co. (2010).

I participated on the WA Top Trails project steering committee to guide the development and implementation of a sustainable multi-media strategy to market the state’s top trail experiences.

I facilitated a functional review of the Regional Development Business Unit of the Eastern Metropolitan Regional Council (EMRC) which resulted in position reviews and a successful proposal to increase staffing which in turn led to improvements in productivity, morale and staff retention.

I wrote funding and policy submissions, advocacy briefings, project plans and proposals, Council report items and delivered presentations at public fora and conferences on a range of issues and priorities for Perth’s Eastern Region, including:

 Trail development and promotion;  Regional integrated transport;  River foreshore restoration;  Economic profile and opportunities;  Indigenous tourism enterprise development;  Tourism destination development priorities.

Attributes I am a friendly and confident person who is organised and follows through to achieve outcomes. I am flexible and readily adapt to changing circumstances and situations.

My energy and drive motivates others to perform at their best. I enjoy leading and working in teams whose members share my work ethic and are professional in their focus on effective delivery of quality products and services.

Goal To apply my passion and broad community, economic and regional development experience to achieving sustainable development of Western Australia’s communities and special places.

I perform at my best in work environments with clear objectives, a focus on results and where achievement is valued and celebrated.

Sue Campbell Profile & CV

CAREER SUMMARY 

SELF EMPLOYED 2011 -

I am working as a consultant and casual contractor for the following clients:

 Australian Bureau of Statistics Contracted Area Supervisor with responsibility for recruitment and training of Census collectors and quality assurance of the delivery and collection process for the 2011 Census of Population and Housing.

 Tourism WA Consultant supporting implementation of the Naturebank programme including project planning and preparation of funding submissions.

 Various collaborative projects Consultant partnering with colleagues to deliver events e.g. National Indigenous Tourism Conference.

EASTERN METROPOLITAN REGIONAL COUNCIL Manager Regional Development 2006 - 2010

The Eastern Metropolitan Regional Council (EMRC) is a regional Local Government Authority delivering waste management, environmental and regional development services through collaboration amongst its six member Councils, government and industry.

Reporting to the Director, Regional Services my role was:

 To lead and manage the Regional Development Business Unit in the development and implementation of sustainable strategies and projects that delivered economic, social and environmental benefits to communities in Perth’s Eastern Region.

Key Achievements:

 I managed a collaborative process that engaged representatives of all spheres of government, cycling, recreation and tourism industries to investigate opportunities in Cycle Tourism for Perth’s Eastern Region. The process arrived at five priority regional projects which have or continue to be implemented with support of partners, including: - Tour de Perth national road race - developed a Strategic Business and Marketing Plan in partnership with Cycling WA. - Promotion of existing cycle tourism experiences along the Swan River, through the Swan Valley and in the Perth Hills – produced Cycle Perth’s Eastern Region 63 page guide to loop routes accessible from stations along the Midland Railway line. Financial support for the publication was secured through Departments of Sport and Recreation, Transport and Tourism. - Regional festival of cycling – feasibility assessment resulted in the incorporation of from 2010 of cycling events within the existing Perth’s Autumn Festival. - Cycling infrastructure to address connectivity of cycle paths across the Region – matching funds were secured from the Perth Bike Network programme to develop a regional Cycle plan.

Sue Campbell Profile & CV

- Mountain biking infrastructure in the Perth Hills – contributed to an interagency approach to masterplan development.

 I developed the project plans, secured stakeholder engagement and EMRC Council approval to revise regional strategies in areas of tourism and integrated transport and to develop a new regional economic development strategy. These documents provide clear objectives and focus for action at the regional level to complement the work of the EMRC’s six member Councils.

 I engaged EMRC member Councils and industry stakeholders in the review and subsequent redesign of regional destination marketing and event promotion to align with activities of regional stakeholders and to leverage state funding, including; - PerthTourism regional internet portal - Regional Events Calendar - Perth’s Autumn Festival - Avon Descent Family Fun Days

 I commenced implementation of the Swan and Helena River Management Framework by initiating consultancies that delivered the documents guiding completion, signage and interpretation of the foreshore trail and effective treatment of eroded riverbanks. These documents have been lauded by state government agencies and heritage bodies.

 I led the team in a functional review of the Regional Development Business Unit in response to high staff turnover. Improved business planning, position reviews, an increase in staff from three to five successfully contributed to improvements in productivity, staff morale and retention.

COMMONWEALTH DEPARTMENT OF EMPLOYMENT & WORKLPLACE RELATIONS

Solution Broker 2005 - 2006

The Commonwealth Department of Employment & Workplace Relations (DEWR) assumed responsibility for Indigenous employment and economic development programmes in 2004/05. These programmes were administered by staff based in Indigenous Coordination Centres (ICCs) and aimed to increase economic independence of Indigenous people through workforce participation and business enterprise.

Reporting to Indigenous Employment Services Branch Manager and Perth ICC Manager, my duties included:

 To support Indigenous organisations and mainstream employers to develop employment and enterprise projects under the Australian Government Indigenous Economic Development Strategy.  To lead a team of contract managers administering Community Development Employment Programme (CDEP) and Indigenous Employment Centre projects in Nyoongar metropolitan and country areas.  To support the State Manager and Solution Brokers in WA’s seven ICCs to develop DEWR programme contributions to Regional Partnership Agreements and Shared Responsibility Agreements with companies in mining and related industries.

Key Achievements:

Sue Campbell Profile & CV

 I led 2006/07 contract negotiations with four CDEP organisations that incorporated significant programme reform aimed at facilitating greater access for unemployed Aboriginal people to mainstream support agencies.  I facilitated the development and securing of flexible DEWR programme contributions to Regional Partnership Agreements at three Minerals Council of Australia sites in the Pilbara.  I worked with the farm forestry industry to develop a project funding proposal to investigate and facilitate implementation of employment and enterprise opportunities for Indigenous individuals, landowners and organisations in the South West region.  I negotiated with employers in private enterprise and government to develop Indigenous employment strategies aimed at increasing recruitment and retention of Indigenous jobseekers.

PEEL REGION TOURISM ASSOCIATION

Executive Officer 2001 - 2004

Peel Region Tourism Association was the peak not-for-profit tourism industry body responsible for marketing the Peel region as a tourism destination in domestic and overseas markets through strategic alliances with operators, industry, media and all spheres of government.

Reporting to a Board of industry and government representatives, my duties included:

 To plan and implement cooperative marketing strategies targeting consumers, industry and travel media,  To manage the day to day operations of the organisation by provision of secretariat to the board, financial management, preparation of annual Strategic Business & Marketing Plan, human resource management, securing and acquittal of grants and sponsorship.  To develop and implement industry education activities in partnership with peak state tourism bodies and regional stakeholders.

Key Achievements:

 I managed implementation of a secure regional tourism portal which entailed: designing the content management system; negotiating merchant and security provider; designing and contracting stakeholder training; populating and optimising the site. Peeltour.net.au a first for regional Western Australia, was launched by the Commonwealth Minister for Tourism and received an Ausindustry Innovation award. The portal was completed within budget and increased awareness of the Region amongst both consumers and industry.  I secured media and financial sponsorship to design and conduct the inaugural Channel Nine Peel Tourism Awards held in 2003. This industry development event was entered by over 40 operators of whom five progressed to finalist stage in the 2003 State Tourism Awards.  I negotiated a strategic alliance amongst tourism operators, Challenger TAFE, City of Mandurah and South West Printing & Publishing to design and promote an industry customised training program. Certificate II: Regional Tourism Operations was the first of its kind in regional Western Australia and 70% of successful graduates secured employment prior to completion of the programme.  I coordinated production of a television commercial and billboard campaign to promote the Peel region in the Perth market, using the portal website as the call to action. Success in raising awareness of the region’s tourism product was evident by the number of hits to the website during and after the campaign. Sue Campbell Profile & CV

 I guided the City of Mandurah in the development of a successful 2003 Top Tourism Town award submission.  I represented the region and cooperative marketing partners at national and overseas consumer travel shows and trade events resulting in new group, corporate and leisure travel business being secured for the Peel region.

During 2004 I commenced studies in Master of Business Administration on a full time basis. In this period I worked for the consultancy team implementing key recommendations of the WA Visitor Servicing Study (2004) and accepted an invitation to chair the 2004 Top Tourism Town Awards judging panel.

GREAT SOUTHERN REGIONAL DEVELOPMENT COMMISSION

Senior Development Officer 1999 – 2001

The Great Southern Regional Development Commission is a state government authority promoting economic and social development in a region that at this time faced challenges of population decline and the need to diversify its industry base.

Reporting to the Director, my duties included:

 Development of infrastructure, product and marketing capacity of tourism and related industries through partnerships with community, business, industry and government stakeholders.

Key Achievements:

 I facilitated establishment of the Meetings, Incentives, Conferences & Exhibitions (MICE) Employment Development Program which involved: conduct of a feasibility study; engagement of community, government and industry partners; securing funding and in- kind support from partners and government funding programmes; and joint implementation of programme activities. Extensive community consultation revealed over a hundred MICE leads of which two were bid for and won in the project’s foundation stage. Success of the program resulted in an extension of Commonwealth government funding support.  I supported the Malleefowl Preservation Group to develop and test the feasibility of developing a Malleefowl Interpretative Centre tourism attraction in Ongerup. My role involved: facilitating consultation with community, industry and government stakeholders; engaging a consultant to undertake project scoping and preliminary designs and; using those documents to substantiate successful bids for land allocation by Local government and grant funding from the WA and Commonwealth governments.  I coordinated implementation of the first phase of the Vancouver Waterways major capital works project to investigate and construct jetties and landing facilities at natural and cultural heritage sites around Albany’s waterways. I procured consultants to undertake investigative studies; prepared community newspaper broadsheet as part of the consultation process; represented the agency at public meetings and high level interagency fora.  I managed a project that secured the grant funding and cooperative advertising contributions required to engage a consultant to produce the first Great Southern Food and Wine Map & Guide featuring regional produce available from cellar door, farm gate and restaurants. This publication became the core consumer and trade marketing tool for wine and food producers in the Great Southern. Sue Campbell Profile & CV

 I managed consultancies to investigate the feasibility of tourism product opportunities (e.g. wilderness retreats in the Region’s national parks) and secured funding to develop and expand attractions (e.g. Whaleworld and Kodja Place).  I developed the award submission and conducted the judging site tour that resulted in Albany securing 2001 Top Tourism Town.

PERTH AND BEYOND Director 1996 – 1998

Perth and Beyond was an inbound tour operation designing and delivering creative customised tour and event experiences throughout Western Australia to incentive, corporate, conference and independent traveller markets.

As partner in this small business my responsibilities included:

 Business planning, financial and operational management, including the design and delivery of tour product and services throughout the state.

Key Achievements:

 I successfully planned and coordinated delivery of conference tours and events for groups of up to 350 delegates. Experiences were creatively themed around wine & food, natural, Indigenous and colonial heritage and culture.

 I designed and led the first regular wine tours to the Swan Valley wine region.

In 1996/97, whilst undertaking studies to assist my career transition into the tourism industry, I held contract positions as coach captain, escort and tour guide with luxury coach companies Australian Pacific Tours and Once in a Lifetime Tours.

COMMONWEALTH DEPARTMENT OF HEALTH AND FAMILY SERVICES

Manager, Planning and Development Unit WA 1991 – 1994

The Commonwealth Department of Health and Family Services was responsible for research, policy development and delivery of a range of programs aimed at promoting the health and wellbeing of all Australians.

Reporting to the State Manager, my duties included:

 Coordinating development of the annual state strategic business plan.  Facilitating development of regional needs analyses by program areas and regional offices.  Administering Health and Emergency Relief programs in cooperation with State, Local Government and not-for-profit organisations.

Key Achievements:

 I evaluated the department’s strategic planning processes and lead implementation of a new 'Issues Based' approach which resulted in greater engagement of staff in the planning process and improved accountability.

Sue Campbell Profile & CV

 I coordinated implementation of a regional planning approach across the agency which resulted in better informed programme planning for the needs of regions.  I facilitated consultation, in cooperation with government agencies and the community sector, on changes to the Emergency Relief programme funding allocation formula. Adoption of the resulting recommendations provided greater equity in allocations.

COMMONWEALTH DEPARTMENT OF HEALTH AND FAMILY SERVICES

Various positions 1991 – 1994

Initially I was employed by the department as secretariat to a ministerial consumer advisory body (Consumer Forum for the Aged). I advanced to hold senior program and regional management roles and was seconded twice to national office to work on national projects.

Key Achievements:

 I was invited to join the Regional Focus Evaluation Team to evaluate the efficiency, effectiveness and appropriateness of the Department's regional focus strategies which included regional planning, regional offices and cross program initiatives. I contributed to the evaluation methodology and tools and had sole responsibility for planning, organisation and conduct of consultations via interviews and focus groups with consumers, service providers, peak bodies, government departments and staff of the Department in NT, SA and WA.

The evaluation report was completed to deadline, receiving strong support from State, Territory and Regional Offices of the organisation. The evaluation process and report was commended in the Senate and its findings used by Standing Committees during reviews and evaluations of other Commonwealth agencies.

 As Area Manager, Country South, I managed the transition from a program to regional operational structure with minimal disruption to service and staff. Self-managing teams that I lead achieved outcomes in all program areas in three regions of the state. I also established and supported local offices in Kalgoorlie, Albany and Bunbury.

 I developed subsidiary legislation and program guidelines to enable national implementation of the Community Aged Care Packages initiative. Guidelines were endorsed by all state and territory offices and the program successfully introduced.

 As secretariat to the Consumer Forum for the Aged ministerial advisory committee I developed a community consultation approach involving the three spheres of government and seniors interest groups. Policy advice gathered through consultations informed a package of Commonwealth Carer Support initiatives implemented in the 1992/93 budget.

 In this role I also coordinated community and industry consultation activities in WA to inform Stages I and II of the Mid-Term Review of the Commonwealth Aged Care Reform Strategy.

Between 1984 and 1991

I was employed by the Commonwealth Department of Defence to establish a new community development role based in Rockingham that worked to overcome barriers to community engagement Sue Campbell Profile & CV

experienced predominantly by women and children in defence families.

In this period I also worked for the City of Swan and Swan Caring Inc. in the development and delivery of community based aged care services funded through the Home and Community Care programme.

Details of my specific duties and achievements during this period can be provided upon request.

PROFESSIONAL MEMBERSHIPS 

Australian Institute of Company Directors Economic Development Australia Western Australian Council of Social Service

BOARD PARTICIPATION & VOLUNTARY WORK 

Current Executive Committee member - Forum Advocating Cultural and Eco Tourism Inc. Volunteer - Swan River Guardians

Previous Board Director - Perth Regional Tourism Organisation (Trading as Experience Perth): 2007 to 2009 Board Director - Tourism Council Western Australia (TCWA): 2002 to 2004 Chair - Judging Panel, Top Tourism Town Awards 2004 Judge - State Tourism Awards 1998, 2003 & 2004

DRIVING LICENCES 

C and F classes. No demerit points

REFEREES 

Available on request.

Sue Campbell Profile & CV