Melbourne Convention Bureau appoints Chief Sales and Customer Experience Officer

October 10, 2024

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.

13th May 2024 - Melbourne Convention Bureau champions sustainable business events with latest Melbourne eGuide

21st February 2024 - Melbourne Convention Bureau releases its First Peoples Engagement Guide

16th February 2024 - Melbourne Convention Bureau set to impress at AIME 2024

5th February 2024 - Melbourne Convention Bureau announces new Regional Director for North Asia and Greater China

27th November 2023 - Melbourne Convention Bureau surpasses expectations for 2022/23 financial year

3rd July 2023 - Melbourne Convention Bureau secures events across range of industry sectors

21st March 2023 - Melbourne Convention Bureau launches second edition of popular interactive Melbourne e-Guide

28th November 2022 - Victoria’s business event recovery driven by success of Melbourne Convention Bureau

4th July 2022 - Melbourne Convention Bureau unveils its interactive e-guide

3rd May 2022 - Melbourne Convention Bureau launches its latest digital innovation

28th April 2022 - Melbourne Convention Bureau welcomes back international incentive groups

22nd November 2021 - Melbourne Convention Bureau secures additional 40 business events worth $150 million

21st May 2021 - Melbourne Convention Bureau welcomes Victorian Government long-term investment

12th April 2021 - Melbourne Convention Bureau announces available funding to offset business events costs

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.