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10 steps Tourism Australia’s CMO has taken to remain adaptable in the face of uncertainty Chief marketing officer, Susan Coghill, goes in-depth on the lessons of 2020, her marketing strategy in 2021 and the keys to retaining brand momentum Scenario planning, in-depth consumer and brand research, improving structures and processes and strategic collaboration are some of the ways Tourism Australia’s CMO is working to ensure her team remains adaptable in the face of ongoing challenges in domestic and international tourism. There aren’t many of us who would not agree travel and tourism have been significantly impacted by the COVID-19 global pandemic in 2020. As Tourism Australia marketing chief, Susan Coghill, puts it, “2020 was about crisis management and pivoting without panic”.  

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