Amanda is an accomplished visionary in brand marketing with an impressive track record of transforming Australian brands. With over twenty years of experience in senior marketing roles consistently delivering exceptional results, she has contributed to esteemed companies such as Myer, Westpac, Priceline, Endota Spa, doTERRA and most recently, Total Beauty Network, where she serves as the Global CMO for health-conscious beauty brands Inika Organic, DB Cosmetics, and RAWW superfood skincare.
Renowned for leading thriving, differentiated brands, Amanda is a visionary leader known for her ability to inspire and guide large teams and stakeholders. She has a unique talent for instigating change, effectively articulating a brand’s vision, and motivating her team to not only realise that vision but also to disrupt the market.
Amanda’s career is marked by her consistent leadership, cultivation, and inspiration of teams in various sectors, including brand strategy management, visual identity, new product development, loyalty programs, eCommerce, digital marketing, sponsorships, ambassador programs and cause related marketing.
In her role as Global CMO of Total Beauty Network, Amanda oversees Brand portfolio management, Marketing, New Product Development (NPD), Digital Marketing and eCommerce. Previously, as the General Manager of Marketing and Executive Director at endota spa, she transformed the brand from a cottage business to widely recognised Australian name. At Priceline, as Marketing Director, she was instrumental in rebranding the company from a discount retailer to a premier beauty and pharmacy enterprise, creating the well-known Priceline Sisterclub loyalty program and the Sisterhood charity. Before her tenure at Priceline, Amanda was at the forefront of Brand and Sponsorships at Westpac, developing the bank’s new visual identity and brand campaign.
Fundamentally, Amanda is the epitome of an earth mother, adopting a holistic approach to life and ensuring she takes time to connect with nature. Amanda was previously an Executive Director for the endota spa board (2018 -2019) and Australian Loyalty Association Advisory Voluntary Board Member (2018-2020).
Amanda holds a Master of Business Administration from Newcastle University.
