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Melbourne Convention Bureau (MCB) has appointed Nicolena Oborn as its new Chief Sales and Customer Experience Officer – a pivotal new role to drive MCB’s refreshed global sales strategy and enhance Melbourne’s international business events profile.

As Chief Sales and Customer Experience Officer, Oborn will work closely with MCB’s Chief Executive, Julia Swanson, to set the strategic direction for the global sales team. Her focus will be on enhancing MCB’s global positioning and ensuring customer experience remains central to its service delivery by leveraging research, insights and customer feedback to guide its approach.

On the appointment, Swanson noted "we are delighted to welcome Nicolena to the MCB team as we look to strengthen our global presence. Her extensive leadership experience, strategic acumen, and deep understanding of the visitor economy will play a vital role in driving our global sales strategy and delivering long-term value for Melbourne’s business events industry.

“This new role strengthens our capability to deliver impactful outcomes for Victoria, as we continue to build a robust pipeline of future events that will drive economic growth, support key government priorities and leave lasting legacies for the destination."

Oborn who will assume the role on 25th November 2024, brings extensive experience in international sales, business development, and customer experience management having most recently been in the role of Director of Sales and Marketing at Capella Sydney, where she led the opening of the leading luxury hotel.

 With a background as Senior Tourism Adviser supporting the implementation of Australia’s National Strategy for Visitor Economy Recovery (THRIVE), Oborn has demonstrated expertise in navigating complex policy landscapes, engaging with senior government and industry stakeholders, and delivering results that contribute to broader economic goals.

With over twenty years of international sales experience, a strong background in leading diverse, multi-disciplinary teams and a proven ability to foster collaboration, Oborn is well-equipped to guide MCB’s sales strategy and identify key market opportunities that align with government objectives. 

Over the past decade, business events secured by MCB have generated $2.3 billion, strengthening Melbourne’s position on the global stage. MCB continues to play a vital role in Victoria’s visitor economy, having secured events worth $660 million to the state from now until 2028, attracting 150,000 delegates and delivering significant long-term economic benefits. 

With this new appointment, MCB reaffirms its commitment to ensure Melbourne maintains its edge in innovation and influence within the business events world.

Image. Nicolena Oborn, Chief Sales and Customer Experience Officer, Melbourne Convention Bureau as of 25th November 2024.

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