Michaela Chan
Chief Marketing Officer
Experienced Fractional CMO Specializing in Destination Marketing Leadership
About Michaela
Michaela Chan is a seasoned fractional CMO with extensive experience in destination, hospitality, and tourism marketing. With over 20 years of expertise, she has held leadership roles at West HQ, Tourism Australia, oOh!media, and more. Currently, Michaela operates as the Founder and Fractional CMO at eMCe², working on strategic initiatives and AI-enabled marketing. She is also an Accredited Advisor at the Australian Centre for AI in Marketing and a Senior Advisor at 24HR Business Plan. Throughout her career, she has excelled in destination branding, multi-brand leadership, and partnership building.
Experience
Australian Centre for AI in Marketing (ACAM)
Accredited Advisor (2026 – Present)
Accredited Advisor overseeing AI-enabled marketing programs and transformation methodologies.
24HR Business Plan
Senior Advisor (2026 – Present)
Senior Advisor working with CEOs on business strategy and implementation planning.
eMCe² Pty Ltd
Founder and Fractional CMO (2026 – Present)
Founder engaging in fractional roles for marketing strategy and operating models, with a focus on AI integration.
West HQ Limited
Chief Marketing Officer (2020 – 2026)
Led brand strategy, team development, and partnerships in a multi-brand destination setting.
Tourism Australia
General Manager - Brand, Campaigns and Media (2019 – 2020)
Managed crisis-response marketing campaigns and global marketing strategies across 12 international markets.
oOh!media ANZ
Chief Marketing Officer (2015 – 2019)
Drove data commercialisation, growth strategies, and community initiatives at oOh!media.
Telstra Australia
General Manager, Marketing (2014 – 2015)
Led national advocacy marketing programs and drove campaign effectiveness.
FujiXerox Australia
Manager - Brand, Marketing and Communications (2012 – 2014)
Led integrated marketing communications and secured regional marketing investments.
Autodesk
Brand Management Director (2006 – 2012)
Directed brand transformation and sales strategies in the Americas.
Chevron Corporation and Caltex
Global Brand Manager (1997 – 2006)
Led global rebranding efforts and retail brand strategies across multiple regions.
Key Skills
Qualifications
The AI Advantage Program 2026 (2026)
The Australian Centre of AI in Marketing
Mark Ritson Mini MBA (2020)
Mark Ritson
Business Marketing Strategy (2005)
Harvard Business School
Key Industries
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