Michelle is Tourism Victoria’s content marketing specialist. She is passionate about creating and delivering strong content strategies through data-driven, creative inbound marketing and content development.

She knows that authenticity is the name of the content game, and works with Tourism Victoria and industry partners to identify key target markets and deliver strategies that will intuitively guide customers down the path to purchase. Since joining the team at Tourism Victoria in 2015, Michelle has increased social media engagement and blog traffic by 400% and significantly grown Tourism Victoria’s social media audiences across multiple platforms.

Michelle comes from a festivals and events background, having worked with major brands including Whistler Blackcomb, Crankworx and the World Ski and Snowboard Festival in Whistler, as well as Atomique Productions, Rock the Shores and Rifflandia Festival in Victoria.