Sandra has an outstanding career in international and domestic tourism, business events and major events. She has lived and worked in Europe and the USA with Tourism Australia and was Executive Director of Australia’s largest offshore promotion at World Expo 2000. Prior roles include CEO of the Melbourne Convention & Visitors Bureau and most recently as Board Director and CEO Destination New South Wales, the State Government’s tourism and major events agency, with 14 international offices. Sandra also served concurrently as Executive Producer of the renowned Vivid Sydney Festival – the world’s largest festival of light, music and ideas.

Sandra oversaw the organisation’s investment in musical and theatrical productions and major sports events. She has spearheaded multiple partnership agreements with airlines, tourism wholesalers, national and international sports organisations, music festivals, media organisations, film and television production houses and worked with some of the biggest global brands to secure business opportunities eg; VISA, American Express, Warners Bros, Disney, Manchester United, Arsenal FC, Chelsea FC, Major League Baseball, NBC, News Ltd, China Union Pay, Westpac, Sony Music, Samsung and Intel.

Sandra has worked with Australian Film and Television producers on content, promotional and investment packages to support movies such as UnIndian, Ruben Guthrie, Palm Beach and Ladies In Black and television programs from Cooking shows set in regional locations, to a Wine spoof series (Plonk) aimed at promoting wine to younger audiences and support of If You Are The One (a Chinese Dating show). Sandra was given a creativity award by Sony Music for commissioning and subsequent work on Sydney to Me by Jess+Matt; the first Australian artists to record a song in Mandarin.

Sandra has extensive Board experience and recently served as Chair of the Australian Government’s Bushfire Recovery Events Grants program and Chair of its Business Events Covid Recovery grants program and served on the Council of the National Museum of Australia.

Sandra is currently Chair of On Stage Australia and a business development partner in Impresario Productions.