Consultant and Director, Taylored Consulting Pty Ltd

RESUME JOHN MORLEY Consultant and Director, Taylored Consulting Pty Ltd

CONTACT DETAILS PO Box 127 RUNDLE MALL SA 5000 By appointment only: Apt 1706/ 104 North Terrace ADELAIDE SA 5000

8410 4774 (Message bank available) 0418 835 039 (Mobile) [email protected]

CAREER SUMMARY  3 years Director (current) Maestro Travel P/L  19 years Director (current) Taylored Consulting P/L  3 years Chief Executive Officer Kirra Holidays

 13 years Principal Consultant Blue Sky Marketing Consultants  6 years International Marketing Rail Australia Manager  8 years Marketing Manager Australian National  8 years National Sales Manager James Hardie / RCI

CORE SERVICES

Strategic planning Business planning and positioning Business management Marketing strategy and plan development; evaluation and audit Marketing management Business development Brand development Sales planning and management Market segmentation studies Research, design, production and distribution of products Leadership of sales and marketing teams Development and leadership of stakeholder consortia to maximise market penetration Wholesaler negotiations International marketing representation Pricing strategy development

REFEREES Available on request

Consultant and Director John Morley – Taylored Consulting Pty Ltd 1 CORE COMPETENCIES

Sound relationship building skills gained through activities in Australia, Asia, Japan, North America and Europe in creating and maintaining effective business partnerships.

Extensive knowledge and experience in sales and marketing management within the agricultural, transport and domestic and international tourism sectors.

Proven ability to provide decisive leadership to sales and administrative teams to achieve stated business objectives in a climate of cultural and organisational change.

Tourism marketing experience across various distribution channels: retail travel agency, wholesale, in-bound tour operator, and direct customer and web sales.

Strong problem solving skills with an ability to quickly identify and focus upon key issues without losing sight of the importance of detailed procedural issues.

Excellent interpersonal skills with a broad range of people and cultures.

Extensive Board and executive experience: Chairman My Planet Australia, Non - Executive Director Bentours Pty Ltd, Committee Member CATO (Council of Australia Tour Operators), Attended Board meetings Kirra Holidays as Strategic Adviser and Chief Executive, executive management meetings AN.

Government and private enterprise employment experience.

CAREER HISTORY

April 2009 – 2 March 2012 Kirra Holidays

Chief Executive Officer

Responsibilities

Leadership and management of a major travel wholesale business (turnover $35M, staff 50) with offices in Adelaide, London and Christchurch

Consultant and Director John Morley – Taylored Consulting Pty Ltd 2 Achievements

 Created a new brand image and restructured the organisation to better meet the needs of changed consumer buying behaviour.

 Implemented positive change with major stakeholders to improve cooperative marketing promotional opportunities.

 Secured additional preferred relationships with key travel networks Travelscene Amex, ATAC, Travellers Choice and Jetset/ Travelworld.

 Created better strategic alignment by closing the retail sales office in Adelaide to focus on the core wholesaler business and grow the businesses web sales potential.

 Developed and wrote the 3 year Strategic Business Plan

May 1995 to Current Taylored Consulting Pty Ltd

Director

Taylored Consulting is an organisation development consultancy specialising in corporate governance and workforce strategy development and implementation. John Morley has been Director of the business since inception, now operating also as a Consultant working in various sectors in business development, marketing and sales strategy primarily.

November 1997 to June 2013 BLUE SKY Marketing Consultants Pty Ltd

Owner and Principal Consultant

BLUE SKY Marketing Consultants provided advice, business plans and strategic market planning to various enterprises. The operation continued to provide international market management for Rail Australia after the purchase of Australian National’s passenger assets by GSR for three years until December 2000.

BLUE SKY Marketing Consultants Pty Ltd Principal Consultant

Responsibilities:

 Provide consulting services to major clients including business strategy, research, project implementation, counselling, personnel management and resource alignment.  Prepare and present marketing plans for specific market driven segments. Consultant and Director John Morley – Taylored Consulting Pty Ltd 3  Establish and operate a high quality consulting company taking the main lead role. Achievements:

 Traded successfully for many years from a zero-base start up  Established a market position of international specialisation in the tourism areas of indigenous tourism, transport and independent travel segments.  Managed a significant strategic growth-planning project for Queensland Rail to enable them to enter new markets through redevelopment of product and aggressive marketing plans.  Established a positive relationship with key members of the indigenous community to ensure that Blue Sky became an integral part of their business strategic thinking.  Strategic advisor to the Board of Kirra Tours before being asked to assume the role of CEO. June 1991 to October 1997 Rail Australia

Rail Australia is a marketing organisation set up in June 1991 to manage and co-ordinate all international market activity for the passenger rail systems of Queensland Rail, Countrylink (NSW), V/Line (VIC), commonwealth Railways (Including South Australian Railways), and Westrail (WA).

Marketing Manager

Responsibilities:

 Provide marketing management leadership to the individual rail operators to achieve stated outcomes in specific timeframes.  Manage strategic planning, project implementation and budget control.  Provide decisive leadership to sales and administrative teams to achieve stated business objectives in a time of cultural and organisation change. • Directly responsible for sales management role, visiting key international accounts in North America, United Kingdom, Europe and Japan  Develop the five-year strategic plan and annual budget.

Achievements:

 Created a new marketing name, image and strategic business plan for the international marketing arm of the Australian Railways – Rail Australia.

Consultant and Director John Morley – Taylored Consulting Pty Ltd 4  Lifted the profile of Australia passenger rail internationally with key tourist organisations such as the Australian Tourist Commission, state tourism organisations and key sellers.  Initiated a strategy to be accepted into the Export Market Development Grant Scheme. This enabled the development of co-operative promotional campaigns to increase market penetration.  Initiated alternate channel strategy to improve market focused position and lift revenue.  Increased international sales from $3 million dollars (1991) to $12 million in 1997.

May 1987 to June 1995 Australian National (AN)

Australian National was responsible for the operation of Freight and Passenger rail services throughout most states of Australia (excluding Queensland). In 1987 it comprised some 12,000 employees. Passenger rail services included a number of intrastate services and the main interstate services connecting Perth, Adelaide, Melbourne, Sydney and Alice Springs.

Marketing Manager Passenger Services

Responsibilities:

 Identify and create markets for Australian National’s passenger business that achieved economic utilisation of Australian National’s current or newly acquired resources.  Marketing management of all passenger train services.  Control of all customer contact areas including phone reservations, information officers, counter sales staff, administrative staff and sales staff.  Manage 46 staff in all sales areas including booking offices, retail travel agency, wholesale travel operation and retail stores at Port Augusta and Cook.  Develop annual marketing plan and attendance at executive meetings.

Achievements:

 Implemented new workforce organisation by restructuring all customer contacts personnel  Major contribution to changing consumer perception and image of the Ghan service. Winner of 1991 National Tourism award.  Wrote the “Strategy for Survival” document and participated in the promotional campaign and media briefings to achieve a $12 million dollar grant from the Federal Government for the upgrade of the Indian Pacific service.

Consultant and Director John Morley – Taylored Consulting Pty Ltd 5  Planned and introduced a new retail travel agency business, Australian National Travel and a new wholesale operation Australian National Holidays to distribute rail holiday packaged product to retail agents and consumers.

January 1984 to April 1987 James Hardie Industries

National Sales Manager – Hardie Irrigation

Responsibilities/Achievements:

 Achievement of the annual agricultural sales budget  Grew annual sales from $4million to $12 over a 3year period  Managed Australia wide field sales force of 18 personnel located in five state offices.  Rationalised and integrated four companies’ product lines, sales strategies, distribution networks, sales and supporting administration personnel.

December 1979 to December 1983 Reed International* *Taken over by James Hardie 1978

National Sales Manager

Responsibilities/Achievements:

 Formulated and achieved sales / margin targets and developed new market opportunities  Built loyal dealer network and expanded market share for existing products  Recommended new product development and changes to current product portfolio  Managed Australia wide sales force.

January 1969 to April 1987 Reed Consolidated Industries

December 1979 to December 1983 National Sales Manager- RIS

January 1979 to November 1979 State Manager New South Wales – Reed Irrigation

November 1975 to December 1978 Sales Representative Barossa Valley and Riverland– Reed Irrigation.

Consultant and Director John Morley – Taylored Consulting Pty Ltd 6 PROFESSIONAL DEVELOPMENT

Relationship Marketing, UniSA School of Marketing Advanced Marketing, UniSA School of Marketing Contemporary Marketing, UniSA School of Marketing Strategic Marketing, Cranfield Institute UK Brand Strategies, Commercial Seminar Strategic Planning, Metabiz Strategic Thinking, Pacific Institute Project Management, Kepner Tregoe Management Development Program 60, Mt Eliza Business School Victoria Best Practice, Australian Centre for Best Practice Problem Solving and Decision-Making, Kepner Tregoe.

INTERNATIONAL EXPERIENCE

EXPORT SALES - Kirra Holidays 2009—2012 Markets: Australia, United Kingdom, Western Europe and New Zealand.

EXPORT SALES - Rail Australia 1991-2000 Markets: United Kingdom, Europe, New Zealand, Japan, South Korea and North America.

EXPORT SALES - James Hardie Industries/ Reed International 1970 –1987 Markets: Middle East, USA, United Kingdom, Japan, Philippines, China and New Zealand.

EXAMPLE CLIENTS

Aboriginal Arts and Cultural Centre, Alice Springs Australian Outback Tours Pty Ltd, Melbourne and Sydney BenTours, Australia My Planet, Denmark Diverse Travel GSR KI Odysseys, Kangaroo Island Kirra Tours Rail Australia RGB Integration Queensland Rail Zanzoo International Retreat, Cairns

Consultant and Director John Morley – Taylored Consulting Pty Ltd 7