Founder of Mayvin Global, Deanna’s highly-attuned business acumen and extensive experience delivers exceptional commercial and revenue generation in tourism, business events, government agencies and the arts. As a creative thinker and avid storyteller, Deanna is highly skilled in implementing sustainable commercial strategies to drive revenue, profit and visitor engagement across leisure and business to business sectors.
With 25 years’ experience across cultural attractions, the media, global hotels, convention bureaux and destination marketing, Deanna is a passionate sales and marketing professional that connects and leverages relationships to inspire change and deliver business growth.
Committed to excellence, Deanna offers solution-oriented leadership to optimise processes, individual capabilities and revenue generation. She provides strategic business reviews with a sales and marketing focus along with implementing and designing business plans that monitor and measure positive outcomes.
As well as being engaged in the cultural sector since 2011, she has worked for the Australian National Maritime Museum as Assistant Director Commercial and Visitor Services from 2013 to 2017.
Her board portfolio includes the position of unpaid/voluntary Non-Executive Director of Transport Heritage NSW, Business Influencer with Biz Events Asia, and panel expert with Arts Tasmania and Screens Tasmania. Past board roles include Dress for Success Sydney, Sydney Improvised Music Association and Business Events Sydney.
Deanna has an MBA from MGSM and a Bachelor of Arts (Tourism Management) from UTS, who recognise her as an expert in her field. In 2018, she was appointed to the teaching panel of the International College of Management, Sydney where she lectures.
With deep conviction about creating women leaders, she has a flexible-work practices within her consultancy and she mentors young females in the sector.
With deep conviction about creating women leaders, Deanna has flexible-work practices within her consultancy and she mentors young females in the sector.
In 2019, she received one of only 10 Global Scholarships to the Professional Convention Management Association Conference in the USA.
Her executive career has included commercial development roles in Tourism Australia, Business Events Sydney (then Sydney Convention & Visitors Bureau), Australian National Maritime Museum and global hotel group Accor.
With offices located in Sydney, Gold Coast and Darwin, and specialising in business growth for government, not for profits and SMEs, within the arts, business events and tourism sectors, some projects have included:
• Women in Tourism 2023 and Beyond Strategy
• National Parks and Wildlife Service Tourism Market Sounding in areas of regional NSW
• Barangaroo Development Authority developing international education markets
• Local Government NSW Tourism 2020 Conference Program revitalisation
• Los Angeles Tourism and Convention Bureau establishing business events in Australia
• Business Events Sarawak developing the revenue skills of their associations sector (NFP)
• Museum of Applied Art and Sciences (Sydney Observatory) and Art Gallery of NSW developing Tourism Strategies
• Destinations International Developing new products for the Australian leisure and business events markets.
Speaking topics includes;
- Commercialisation and what it means to tourism operators and the industry at large
- The importance of stakeholder mapping and leveraging your network
- Securing Board positions – my journey and active involvement on industry boards
- Business events; why should destinations sit up and take notice of this sector and invest
- Impact of COVID on SMEs: The art of adapting, managing obstacles and pushing through barriers