CV
CLIVE DWYER
Address: 360 Kooyong Road, Caulfield South, 3162, Australia
Te: +61 3 9235 8213 (BH) M: 0410 220 521
E: clivedwyer@gmail.com
PROFILE
Executive with a record of driving successful business outcomes through: marketing, strategic
management, brand management, complex stakeholder management and business acquisition.
Proven strategic, financial and staff management skills and extensive experience in government and
commercial relationship management. Over 20 years experience in the development and execution of
business plans, marketing campaigns, communication strategies and bid processes
PROFESSIONAL STRENGTHS
High Level Network within Industry, Government, Media and Community
Business Development, Licensing and Sponsorship
Strategic Management
Award Winning Destination and Event Marketing
Media Management and Negotiation
Extensive Corporate Governance Experience
CAREER SUMMARY
2006 – Current
Melbourne Exhibition & Convention Centre
Director – Business Development &
Club Melbourne Ambassador Program
2004 – 2006
Melbourne 2006 Commonwealth Games
Group Manager Marketing
1993 – 2004
Tourism Victoria - Melbourne
1999 – 2004
1996 – 1999
1993 – 1996
Group General Manager Marketing – Events &Product Marketing
General Manager - Marketing & Events
Manager - Marketing
1988 – 1993
Mt Buller Ski Resort
Marketing Manager
1985 – 1988
Victorian Ski Association (VSA)
Executive Director
1983 – 1985
CBC College
Director of Sport
PROFESSIONAL STRENGTHS
Business Development, Licensing and Sponsorship
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A career highlighted by the integration of commercial partners, media and government supporters
to deliver seamless communications strategies:
Business engagement with industry sectors, hosting international conferences
Outstanding international and local networks
Negotiated corporate sponsorships with major enterprises, including Qantas, Telstra,
American Express, Toyota, Visa and Coca Cola
Designed the tourism business model for the Melbourne Grand Prix, which is still applicable today
and used for the Presidents Cup, Masters Games, Melbourne 2006 Commonwealth Games, AFL
and international cricket
Directly negotiated marketing partnerships for over 22 International events
Strategic Management
A career that has provided a unique range of management experiences and networks:
 Director of Australia’s largest convention and exhibition centre focusing on business acquisition now generating annual revenues over $66m
 Board Member Victorian Events Industry Council
 Government interface at the most senior levels
 Deputy Chairperson of Destination Melbourne
 Member of Victoria University Curriculum review board
 Board Member Yarra River Business Association
 Participated in three reviews of the Tourism Victoria strategic business plan
 Chair of the MCEC Corporate Social Responsibility Committee
 Experience in complex management, e.g. $11m annual budget, 42 staff with remote offices
 Formulated and implemented innovative digital strategies
 Implemented a range of Victorian industry reform strategies
 Responsible for strategic business plan and creation of the highly successful ‘Destination Melbourne’
Award Winning Destination and Event Marketing
 Award winning $1.2bn Melbourne Convention & Exhibition Centre and South Wharf precinct
business plan (2006-2009) and ongoing business management (2009-2012)
 Director of the acclaimed Club Melbourne Ambassadors program (2006-2012)
 International Marketing of the Melbourne 2006 Commonwealth Games, attracting 90,000 visitors the most successful Games on record
 Received both National Sports and Tourism awards in 2006
 Designed and launched the award winning ‘You’ll love every piece of Victoria’ marketing campaign
for Tourism Victoria in 1993, which remains in place today
 Managed the marketing of Mt Buller Ski Resort (1988-1993), with record visitation
 Developed the Melbourne Hallmark events marketing program with 22 annual events including
Grand Prix, Australian Open, Spring Racing Carnival, international cricket and rugby
 Created dedicated marketing programs for ‘one off’ events including The Presidents Cup, The
World Masters Games, the Three Tenors and the Rugby World Cup
 Managed major advertising accounts with blue chip agencies including the recruitment and strategic
review of four accounts
 Over 20 tourism and marketing awards
Media Management and Negotiation
Extensive experience in all areas of media management and digital communication:
 Developed the international business development program for the new Melbourne Convention &
Exhibition Centre
 Tendered, managed and reviewed advertising agency contracts with blue chip international
agencies, including Mojo, Clemenger, Optimedia, and Foote Cone & Belding, for a range of accounts
 Developed above the line advertising programs in excess of $4.5m per annum
 Launched the media campaigns and managed media negotiations for Mt Buller, Tourism Victoria
and the Melbourne 2006 Commonwealth Games campaigns
 Experience in media appearances at all levels of broadcast
PROFESSIONAL EXPERIENCE
MELBOURNE CONVENTION & EXHIBITION CENTRE
Company:
The Melbourne Convention & Exhibition Centre (MCEC) was redeveloped between 2006 and 2009 whilst
maintaining full operations. Now Australia’s largest convention and exhibition centre, MCEC is ranked
number one in Australia through the international rankings and hosts over 1500 events and exhibitons
annually. It was the first ‘6 Star Green Star’ environmentally rated convention centre in the world and has
increased revenue over this period by 30%.
Position:
DIRECTOR – BUSINESS DEVELOPMENT
Dates:
2006 – Current
Responsibilities:
 Development and delivery of business acquisition program for Australia’s
largest exhibition and convention centre
 Director of the Club Melbourne Ambassador Program
 Represent the MCEC on a range of Industry and Government boards.
Achievements:
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Successful business program developed during construction that saw a 30%
increase in revenue
Exceptional domestic and international marketing results with revenue
forecasts in excess of $66m
Integrated destination and industry marketing programs
Strategic partnerships across all Victorian industry sectors.
Company:
MELBOURNE 2006 COMMONWEALTH GAMES
Position:
GROUP MANAGER MARKETING
Dates:
2004 – 2006
Responsibilities:
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Marketing and communications management
Destination marketing strategy
Global media and broadcast leverage strategy
Visitor Services strategy and stakeholder liaison.
Achievements:
 Designed and delivered the Games international tourism marketing strategy
 Managed the international media, travel and tourism industry to leverage the
Games
 Maximised the economic impact and subsequent brand equity of Australia
through the delivery of the Games
 Coordinated the appointment of global alliances and responsible for delivery of
specific marketing campaigns
 Delivered over 90,000 tourists in 12 days, generating $200m direct
expenditure and filling Melbourne hotels
 Established a blueprint for future Australian events.
TOURISM VICTORIA - MELBOURNE
Company:
The Victorian Government lead tourism agency, Tourism Victoria was launched in 1993 to provide a
foundation for industry growth. It builds a framework for greater commercial reach and enables industry
to venture into new territories.
Position:
GROUP GENERAL MANAGER MARKETING - EVENTS
AND PRODUCT MARKETING
Dates:
1999 – 2004
Responsibilities:
Design and deliver expanded marketing opportunities for Melbourne, Victoria’s
events, product segments and regions.
Achievements:
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Success of the globally acclaimed ‘Jigsaw’ campaign
Strategic plans that delivered 35 marketing programs
Implemented 22 hallmark event marketing campaigns
National Marketing Institute award for Melbourne marketing campaign.
Position:
GENERAL MANAGER - MARKETING AND EVENTS
Dates:
1996 – 1999
Responsibilities:
Research, design and implementation of brand and product campaigns. The
focus was to leverage the Jigsaw brand campaign into direct commercial
partnerships with events, product suppliers and the travel industry. With 42
staff and a marketing budget of $11m, delivered one of the most successful
eras of event and destination marketing in Australia.
Achievements:
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Advertising agency contract for the award winning Jigsaw campaign
Expanded the international hallmark event program
Developed an integrated media and public relations program
Restructured trade marketing partnerships.
Position:
MANAGER - MARKETING
Dates:
1993 – 1996
Responsibilities:
Invited by the Kennett Government to join the new management team at
Tourism Victoria to facilitate the launch of the new campaign. The Jigsaw
campaign has been acclaimed as one of the most successful brand campaigns
in Australian history and is now recognised nationally and internationally.
Achievements:
 Repositioned Victoria as a tourism destination
 Established a research and communications program with external agencies
and internal delivery teams
 Managed all campaigns and delivered the new brand to the market place
 Engaged government, industry and media partners for cooperative campaigns.
MT BULLER SKI RESORT
Company:
Victoria’s most popular ski resort, Mt Buller is 3 hours drive from Melbourne. Lift access to over 300
hectares of skiable terrain caters for all levels of ability. Picturesque Mt Buller Village offers ski in, ski
out accommodation and over 30 bars and restaurants to suit all tastes and budgets.
Position:
MARKETING MANAGER
Dates:
1988 – 1993
Responsibilities:
Developed and implemented extensive brand repositioning, media and trade
partnerships that significantly increased above the line advertising and events
at the resort.
Achievements:
 The highest growth period on record for profile and subsequent visitation - to
date, the visitation records set have not been exceeded
 Developed an integrated marketing program that broke the 400,000 visitor
barrier for a season
 Negotiated the largest sponsorship and event program in Australian ski resorts
 Generated extensive media coverage and partnerships.
VICTORIAN SKI ASSOCIATION (VSA)
Company:
Comprising over 150 registered clubs and 10,000 members, VSA was the peak body for ski sports
recognised by International Olympic bodies, state and federal governments. (Now the Victorian
Snowsports Association)
Position:
EXECUTIVE DIRECTOR
Dates:
1985 – 1988
Responsibilities:
Executive management of Victoria’s peak skiing organisation responsible for
the development of the sports and business units, including national
magazines, travel services, ski shows, insurance programs, sponsorship,
media services, merchandise and memberships programs.
Achievements:
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Expanded memberships program by 37%
Increased revenue streams through a range of business units
Managed successful Olympic level sports program.
CBC COLLEGE
Company:
A Christian Brothers College for boys, CBC St Kilda was founded in 1878, is one of Melbourne’s
leading colleges and maintains a proud history in education and sport.
Position:
DIRECTOR OF SPORT
Dates:
1983 – 1985
Responsibilities:
Developed a sports business plan for the College, including asset and real
estate reviews, that was a significant program of sports reform and
development.
Achievements:
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Repositioned the sports program with the introduction of new sports to match
the cultural shift of the students
Significant growth in on field success
Commercial review for eventual sale of external sporting grounds while
maintaining activity levels.
QUALIFICATIONS
Tertiary
Bachelor of Sport & Recreation,
Media Studies & Psychology
University of Melbourne, 1982
Secondary
HSC
Xavier College, Kew
Professional memberships
Victorian Employers Chamber of Commerce
Victorian Events Industry Council
Board memberships
Victorian Tourism Industry Council
Board for the Melbourne Food and Wine Festival
Melbourne International Flower and Garden Show
Board of Destination Melbourne
Victorian Tourism Wineries Council
Yarra River Business Association
Committee for Melbourne
National Tourism and Transport Forum
Australian Cruise Industry Board
Tourism Australia Events Industry Review
Victorian Tourism Award judging panel
Alpine Resorts Coordinating Council
Personal Interests
Sailing, travelling, coaching junior sports
Personal Achievements
8 Melbourne to Hobart and Sydney to Hobart yacht races
National Sports and Tourism award in 2006
My family: Wife Prue and two children (Tom and Millie).