Petrina Convey
Chief Marketing Officer
Experienced Marketing Strategy Consultant and Brand Growth Expert with Global Reach
About Petrina
Petrina Convey is a Fractional CMO and Brand Strategist who helps ambitious businesses turn marketing into a commercial growth engine. With more than two decades of executive marketing experience across Australia and Asia-Pacific, she has led international campaigns, built culturally relevant brands and advised founders, executives and creative businesses on how to scale sustainably.
Known for challenging conventional thinking, Petrina combines commercial strategy with creative problem-solving to uncover opportunities others often miss. She works with organisations to define their market position, identify new avenues for growth and align brand, marketing and commercial strategy around measurable business outcomes. Whether entering new markets, launching products or repositioning a business for growth, she brings original thinking, practical execution and commercial focus to every engagement.
Experience
UNITY Mgmt Group
Founder & Principal Consultant (2021 – Present)
Founded UNITY Mgmt Group, a strategic marketing and business consultancy providing executive advisory, marketing strategy and international growth consulting to artists, founders and creative businesses. Known for combining commercial strategy with creative thinking, UNITY helps organisations solve complex challenges, uncover new opportunities and build brands with lasting commercial impact.
Warner Music Australia
Marketing Strategy Consultant (2021 – 2026)
Provided strategic marketing consultancy for Warner Music Australia, focusing on international market development, export strategy, and long-term brand growth. Led global marketing strategy for various artists, developing strategic growth plans and aligning creative strategies with commercial objectives.
Sony Music Entertainment Asia Pacific
Vice President, Cultural Marketing & Artist Development (2017 – 2021)
Led regional marketing strategy for Sony Music's international artist roster in Asia Pacific. Developed a cultural marketing initiative and delivered internationally recognised experiential campaigns for global artists including Travis Scott and Diplo. Supported the international development of Australian artists like The Kid LAROI and Ruel.
Xposed Media PR
Founder & Managing Director (2007 – 2017)
Founded Xposed Media PR, a specialist PR and communications consultancy serving entertainment, live events, and consumer brands. Managed integrated marketing campaigns, PR, brand communications, and event marketing for clients like Sony Music Entertainment, Live Nation and Warner Music.
Key Skills
Qualifications
Human Resource Management (2024)
RMIT
Key Industries
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