About
PAMI CPM · Acting CEO, Australian Marketing Institute
Twenty years of brand leadership that moves people — and organisations.
From destination marketing at Destination NSW to brand strategy at PwC, Kathryn Illy is one of Australia's most experienced marketing executives across tourism, professional services, and financial services.
Work with meA career built on making brands worth choosing.
Kathryn Illy is one of Australia's leading marketing executives, with more than 20 years of experience across tourism, financial services, professional services, advisory, and advertising. She served as Chief Marketing Officer at Destination NSW — one of Australia's most prominent destination brands — leading consumer marketing strategy and large-scale integrated campaigns for NSW as a visitor destination. Before that she was Director of Brand and Marketing at PwC Australia, responsible for leading PwC's national brand and marketing strategy. Her financial services experience spans senior marketing leadership roles at Macquarie Group, CommBank, and other financial services organisations. She began her career in advertising, giving her a practitioner's understanding of both the client and agency sides of the table. Kathryn currently serves as Acting CEO of the Australian Marketing Institute (AMI) — Australia's peak body for the marketing profession — where she oversees member programs, professional certification, and industry capability initiatives. She is also a Senior Industry Advisor to the Australian Centre for AI in Marketing and sits on the UTS School of Communications Advisory Board. She was recognised as one of Australia's Top 25 CMOs and named in CEO Magazine's Women of Influence in 2025.
What I bring to the table
Brand strategy and positioning
Rigorous audience research, competitive analysis, and the clarity to distil what makes a brand genuinely worth choosing — developed across destination, professional services, and financial services brands.
Integrated campaign leadership
End-to-end management of large-scale campaigns across broadcast, digital, PR, and partnership channels — including major national destination campaigns in highly competitive markets.
Marketing leadership and governance
Building and mentoring in-house marketing teams, governing agency relationships, and aligning marketing with commercial strategy at board level — including national governance with the AMI.
AI in marketing advisory
As a Senior Industry Advisor to the Australian Centre for AI in Marketing, Kathryn works with senior marketing leaders to think clearly about how AI creates real value — and real risk — in their organisations.
Credentials and affiliations
- PAMI CPM — Certified Practising Marketer, Australian Marketing Institute
- Acting CEO, Australian Marketing Institute (from April 2026)
- Senior Industry Advisor, Australian Centre for AI in Marketing
- UTS School of Communications Advisory Board member
- Named Australia's Top 25 CMOs and CEO Magazine Women of Influence (2025)
- Graduate, Australian Institute of Company Directors
- MBA and Post Graduate Diploma in Management
- Strategic Negotiations, Harvard Business School
Ready to talk brand?
Whether you need a positioning overhaul, an independent view of your marketing strategy, or a senior advisory voice — let's start a conversation.
Get in touch