BOARD of DIRECTORS
Ultimate Winery Experiences Australia's Board is comprised of highly experienced individuals who share a passion for Australia's food and wine offering and for the role experiences can play in people's lives.
Director & Chair - Nick Baker
A business leader with almost two decades experience in the tourism industry, Nick Baker specialises in marketing and digital strategy for both long-term growth and meeting immediate business goals. His current role as CEO of Outdoria and Go See Australia, combined with previous roles as CEO at Red Balloom and CMO at Tourism Australia bring a wealth of valuable tourism experience to the Board. During his time at Tourism Australia, Nick and his team were responsible for three of the company’s most successful global campaigns and one of the world’s most effective social media marketing campaigns. Prior to that, he spent 10 years with Voyages Hotels and Resorts as Executive General Manager Sales and Marketing. He has worked across the world in operations, sales and marketing, contributing to global campaigns in B2C and B2B.
Director & Secretary - Anthony Jones
Anthony Jones is General Manager at Montalto, a wine producer and tourism business on Victoria’s Mornington Peninsula. The signature restaurant, piazza café, gardens and sculpture trail provide a rich suite of attractions for which Montalto has received many awards for excellence in hospitality and tourism. Anthony has always worked with wine, starting at Coldstream Hills in 1998 working for Southcorp Wines in grower services and viticulture before starting his own restaurant and wine storage business with a particular interest in international wine and education with the Australian Sommeliers Association. Anthony began at Montalto in wine production and marketing focussing on wine excellence and growing the domestic and international reputation and reach. He now works across the business in wine production, hospitality, marketing and tourism.
Director & Executive Officer - Kate Shilling
Kate Shilling joined Ultimate Winery Experiences Australia (UWEA) as the Executive Officer in August 2018 and is responsible for all aspects of management of UWEA including stakeholder and business management; sales and marketing; and product development, acting as a conduit between the wine industry and the travel trade. Kate’s career spans more than 20 years in a variety of leadership roles at retail, wholesale and online travel organisations including roles at Flight Centre in Australia and the USA, Myriad Marketing, Tourism NT, Territory Discoveries, NRMA Travel, Qantas Holidays, Helloworld and Australian Traveller Media. She is a member of the Australian Institute of Company Directors, a member of Women on Boards and was a Director then Chair of e-commerce not-for-profit Good 360 Australia for four years.
Director - Jo Adamo
Jo Adamo is currently the Brand Homes & Education Director for Pernod Ricard Winemakers based in South Australia, overseeing four key brand precincts in Australia (Jacob’s Creek & St Hugo) and New Zealand (Brancott Estate & Church Road). She contributes to the Pernod Ricard Global Brand Home community in delivering world class brand experiences for consumers and enhancing brand reputation. Prior to returning to Australia at the start of 2018, Jo spent four years in New York as Vice President, Marketing leading the Wine & Champagne division for Pernod Ricard USA. She has also held the role of Global Marketing Director, Australian Wines shaping and delivering brand and portfolio strategies across some 70 international markets including Australia, China, US and UK. Jo has spent a number of years in Sydney and London in various marketing and commercial roles with Pernod Ricard, including General Manager, Marketing & Trade Development and Regional Manager for the UK and Europe.
Director - Simone Furlong
Simone is the Joint Chief Executive of her family winery, Leeuwin Estate with her brother, Justin Horgan. Leeuwin Estate is a boutique producer located in the picturesque Margaret River district of Western Australia, with a reputation for producing wines ranking alongside the world’s finest. The winery has been a pioneer in the business of wine tourism and incorporates a multi-award winning restaurant, tastings, behind the scene tours and stages numerous special events throughout the year. An honours graduate from the University of Western Australia, Simone began her professional career in London before returning to Perth to work in Marketing and Investor Relations. Simone became involved in Leeuwin’s operations whilst raising her own family. Whilst originally looking after Leeuwin’s marketing activities, she assumed the role of Joint-Chief Executive with Justin in 2011. She travels widely representing the Estate in its 30 export markets.
Director - Michael Hodgson
Michael has been involved in a range of food related activities ranging from TV through to festivals. He worked for 7 years at Channel 4 in the UK on food programmes including Gordon Ramsay, Jamie Oliver and River Cottage. Moving to Australia in 2007 he started a food festival business that grew to include Taste of…. in 15 countries, arguably the biggest example of the pop up concept. He also created and launched Margaret River Gourmet Escape that has established itself as one of the world’s leading food festivals in a very short time. He currently looks after the food strategy for Star Entertainment Group.
Director - Mark Wilsdon
Mark Wilsdon is Co-CEO of Mona (Museum of Old and New Art). Drawn to the excitement of David Walsh’s vision Mark started work with the organisation as a consultant to Moorilla Estate 2002. In this role, he facilitated the operational design and opening of the award-winning Ether building. Mark commenced a permanent role at Mona as Hospitality Operations Manager in 2004. In 2006 he took on the new role of Executive Business Manager where he specialised in leading commercial operations and efficiencies, as well as identifying and pursuing growth opportunities. In 2016, Mark was appointed Co-CEO of the Mona group where he was charged with establishing and sustaining a major cultural tourism destination. His expertise include business strategy, product development, destination management, marketing and visitor experience. Mark has over 30 years experience in the tourism and hospitality sector. His original chef’s training in Hobart led him to work in some of Europe’s leading restaurants. He is currently an owner of The Salty Dog Hotel in Kingston, 15 minutes south of Hobart. Mark is a Director of The Tourism Industry Council of Tasmania (TICT), a member of the Drysdale TAFE Management Committee, and a Director of The Unconformity Festival.
Director - Matthew Cameron-Smith
With 28 years of experience within the tourism industry, Matthew Cameron-Smith was appointed Managing Director for Trafalgar and Costsaver Australia in February 2011. Over the past seven years, Matthew has been instrumental in the implementation of both brands strategic vision, values and corporate objectives, while providing leadership and direction to the Trafalgar and Costsaver Australia team. Matthew has played an integral part in Trafalgar’s transformation and brand evolution as the global guided holiday leader. Matthew has previously held positions with Tourism Australia as General Manager - Trade Marketing and Director of Distribution and Partnership Development for UK/Europe. Prior to that, Matthew spent three years with Rydges Hotel and Resorts as the Director of Business Development UK/Europe and Middle East.