The Melbourne Convention Bureau (MCB) is excited to announce the appointment of Nicolena Oborn as its new Chief Sales and Customer Experience Officer, a key role aimed at enhancing global sales strategy and improving customer experience. This appointment highlights MCB’s commitment to reinforcing Melbourne’s position as a premier international destination for business events, while also supporting the growth of the local visitor economy.
In her new role, effective November 25, 2024, Nicolena will work closely with MCB’s Chief Executive Julia Swanson to steer the global sales team and ensure that customer experience remains central to their operations. Her focus will be on expanding MCB’s global reach by leveraging insights, research, and customer feedback to shape strategic decisions.
Julia Swanson, Chief Executive of MCB, expressed her enthusiasm about Nicolena’s appointment, stating, “We are thrilled to welcome Nicolena to the team as we strengthen our global presence. Her extensive leadership and strategic expertise, coupled with her deep understanding of the visitor economy, will be instrumental in driving our global sales strategy and delivering long-term value for Melbourne’s business events sector.”
Swanson added, “This new role will enhance our ability to generate impactful outcomes for Victoria, as we continue to build a strong pipeline of future events that foster economic growth, support government priorities, and leave lasting legacies for the destination.”
Nicolena brings with her over two decades of international sales experience, most recently serving as Director of Sales and Marketing at Capella Sydney, where she successfully launched the luxury hotel as a premier destination. Her background also includes a senior advisory role in tourism, where she played a crucial part in implementing Australia’s National Strategy for Visitor Economy Recovery (THRIVE).
With her proven track record in business development, customer experience management, and collaboration with senior government and industry leaders, Nicolena is well-equipped to shape MCB’s sales strategy and identify key market opportunities that align with government priorities.
Over the past decade, MCB has secured business events worth $2.3 billion, bolstering Melbourne’s international reputation. Looking ahead, MCB’s current efforts are expected to bring $660 million into Victoria’s visitor economy by 2028, attracting 150,000 delegates and driving significant long-term economic benefits.
Nicolena’s appointment reaffirms MCB’s dedication to maintaining Melbourne’s leadership in the global business events industry and ensuring continued growth and innovation in the sector.
