Top 40 Women To Watch 2022, Emma Campbell On The List

Until 2019, Fiji was buzzing with tourists from all over the world. The same year, Emma Campbell, with more than 15 years of Asia-Pacific ex­perience, was hired by Tourism Fiji as its chief marketing officer.
02 Oct 2022 11:52
Top 40 Women  To Watch 2022, Emma Campbell  On The List
Tourism Fiji chief marketing officer, Emma Campbell with her husband Rob and children Nico and Molly.

Until 2019, Fiji was buzzing with tourists from all over the world.

The same year, Emma Campbell, with more than 15 years of Asia-Pacific ex­perience, was hired by Tourism Fiji as its chief marketing officer.


Soon after settling in, COVID made global headlines and took a bite of the country’s most important industry: tourism.

Her extraordinary leadership abili­ties, deep valuation of customers, and people-first culture proved inspira­tional to everyone around her.


And today she earned a spot at the Campaign Asia-Pacific top 40 women to watch this year, celebrating outstanding talent in marcomms (marketing communications).

“It’s a wonderful recognition as a marketing professional,” she said.

“There are some amazingly talented ladies in the list and it’s great to sit amongst them. But really, I see it as a strong reflection of my marketing team in Fiji.

“We are collectively doing work that is recognized as best practice across the world, I may lead that team, but they are all exceptionally talented in­dividuals and I learn from them every day.”

Ms Campbell has now lived in Fiji for three-and-a half years with her hus­band Rob and two children Nico and Molly.

Her kids are now schooling at Kids­first in Martintar.

Before Fiji, they were in Melbourne for 12 years after immigrating from Scotland which is where Ms Camp­bell is originally from.

What impact has COVID-19 pan­demic had on your professional and personal life?

“I’m proud of the work that Tourism Fiji did through the time and grateful I had a husband who was able to be with the kids while they were home­schooled. I feel like I’m more thank­ful in general post-Covid. However, I’m really excited to get back to visit my family in Scotland later on this year.

Tell us about your educational background?

I have a BA Honours in Market­ing from the University of West of Scotland. My degree is a sandwich course, which means I did one years work experience between 2nd and 3rd year. I worked for British Air­ways during that year.

Can you tell us about your role and experience in your role?

Also share your experiences before being appointed to your current role?

In my role I lead the Global Market­ing team based in Nadi. We look af­ter all content, campaigns, websites and social media that goes out across the globe and encourages people to choose Fiji as a holiday destination. Much of the work we do is more vis­ible in global markets than it is here in Fiji, as our audience is based inter­nationally. Prior to coming to Fiji, I worked for a few tourism businesses in Melbourne – Museums Victoria and the Riverland Group. I also worked for 5 years for international brand Hallmark where I had great expo­sure to global marketing practices and brand management. Before that, in Scotland, I worked for national tourism body VisitScotland.

How do you manage the de­mands of professional and personal commitments?

I am very lucky to have an incred­ibly supportive husband! He really helps take care of our family admin to make sure I can focus on work com­mitments and also spending as much time as I can with the kids and doing fun things as a family. I also make sure I prioritize exercise as working out generally makes me more pro­ductive!

Did your family background or where you grew up have an influ­ence on your career choices?

I grew up in the beautiful Scotland which is also an island! So perhaps that influenced me to end up in Fiji? I also really wanted to escape the cold! In all seriousness, I have a lovely family who are very supportive and encouraging despite my career and life choices taking me to the other side of the world. My mum passed away when she was quite young, she always wanted me to travel and have an exciting career so that has really helped to motivate me over the years.

What are some of the challenges faced by the industry?

We’ve come together really well over the last few years, and got through COVID through radical col­laboration. The key thing moving forward is to maintain this momen­tum whilst looking after our natural resources and people. Growing the value of tourism in a sustainable way is a key focus for Tourism Fiji and one that I’m incredibly passionate about.

What is the most rewarding thing about your job?

Without a doubt it’s seeing people back at work post COVID and seeing just how natural Fijians are at wel­coming visitors. I also love seeing my team grow and develop and have opportunities.

What is your philosophy about tourism as a whole?

Connections with people from dif­ferent cultures are just so enriching – travel can truly open people’s hearts and minds!

What have been some of the highlights of your career so far?

Being in Fiji!!!

Re-opening Fiji was so memorable. When the first planes arrived on the 1st December the atmosphere in the airport was so special. We’re also working on some exciting projects at the moment that are sure to be a ca­reer highlight for me! Also working with my wonderful team in Fiji and being part of their journey


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