Olivia Wirth Wikipedia, Biography
Olivia Wirth is an accomplished Australian business executive with over two decades of experience in public affairs, marketing, and executive leadership roles. She earned her Bachelor of Arts in Communications from Charles Sturt University in 1996.
Wirth began her career in public relations and corporate affairs, holding positions at Tourism Council Australia and Tourism Australia. In 2009, she joined Qantas Airways, where she served in various senior roles, including Group Executive for Brand, Marketing, and Corporate Affairs. In 2018, she was appointed CEO of Qantas Loyalty, overseeing the airline’s Frequent Flyer program. Under her leadership, the program expanded its offerings and membership base, contributing significantly to Qantas’ profitability.
In October 2023, Wirth resigned from Qantas to pursue other opportunities. Shortly thereafter, she joined the board of Myer Holdings, a prominent Australian department store chain. In March 2024, she was appointed as Myer’s Executive Chair, and in June 2024, she assumed the role of Chief Executive Officer.
Early Life and Education
Born in 1980, Olivia Wirth hails from Australia. She pursued higher education at Charles Sturt University, where she earned a Bachelor of Arts in Communications in 1996. This academic foundation equipped her with the skills necessary for a successful career in corporate communications and public relations.
Professional Career
Tourism Sector
Before joining Qantas Airways, Olivia Wirth gained invaluable experience in the tourism industry, where she developed her expertise in public relations, corporate communications, and stakeholder management. This phase of her career laid the foundation for her future success and established her as a respected leader in the corporate world.
Olivia began her career with roles at Tourism Council Australia, a peak industry body that advocates for the development and growth of the tourism sector in Australia. During her tenure, she worked on promoting Australia as a premier travel destination, collaborating with government entities, businesses, and community stakeholders to enhance the sector’s competitiveness. She contributed to creating strategies that supported tourism operators while addressing challenges posed by global economic trends and environmental concerns.
From there, she transitioned to Tourism Australia, the government agency responsible for marketing Australia as a global travel destination. Here, Olivia demonstrated exceptional skills in branding and international marketing. She worked on large-scale campaigns aimed at attracting international visitors to Australia, boosting the country’s tourism revenue, and positioning it as a must-visit destination on the global stage.
One of Olivia’s standout achievements in this role was her involvement in high-profile marketing initiatives that highlighted Australia’s unique offerings, such as its natural wonders, cultural diversity, and world-class hospitality. These campaigns not only increased international visitor numbers but also fostered a sense of national pride within the Australian tourism industry. Her ability to deliver results in a competitive market earned her recognition as a skilled communicator and strategist.
In addition to her work in promoting Australian tourism, Olivia Wirth developed expertise in managing industry partnerships and stakeholder relationships. She worked closely with airlines, travel agencies, hotel chains, and regional tourism operators to ensure cohesive messaging and coordinated efforts across the sector.
Qantas Airways
Olivia Wirth’s tenure at Qantas Airways, spanning 14 years from 2009 to 2023, marked one of the most significant phases of her career. Her time at the airline was defined by key leadership positions, innovative strategies, and substantial contributions to the company’s growth and reputation. Here’s a breakdown of her notable roles at Qantas:
Group Executive for Government Relations and Corporate Affairs
Olivia Wirth joined Qantas in 2009 as the Group Executive for Government Relations and Corporate Affairs. In this capacity, she was responsible for managing the airline’s complex relationships with governmental agencies and regulatory bodies, both domestically and internationally. Her expertise in public affairs allowed her to advocate for Qantas’ interests effectively, navigating regulatory challenges and fostering stronger ties with policymakers.
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Group Executive for Brand, Marketing, and Corporate Affairs
In her next role, Olivia Wirth took on the responsibility of overseeing the Qantas brand as the Group Executive for Brand, Marketing, and Corporate Affairs. This position placed her at the helm of one of Australia’s most iconic brands. Under her leadership, Qantas undertook several rebranding and marketing initiatives to maintain its competitive edge in the aviation industry.
Olivia worked to enhance customer perception of Qantas by launching innovative campaigns, including its “Feels Like Home” advertising campaign, which resonated deeply with the airline’s Australian customer base. She also focused on sustainability initiatives, introducing programs that highlighted Qantas’ commitment to reducing its environmental impact, including carbon offset programs for passengers.
Chief Customer Officer
As Chief Customer Officer, Olivia Wirth shifted her focus toward elevating the customer experience. In this role, she was instrumental in implementing initiatives designed to enhance customer satisfaction across every stage of the travel journey.
One of her major achievements was the redesign of the Qantas lounge experience, introducing world-class amenities and services to make it a standout feature of the airline. Olivia also championed the use of technology to improve convenience for customers, such as rolling out mobile boarding passes and streamlining the check-in process. Additionally, she spearheaded efforts to improve in-flight services, ensuring passengers enjoyed a superior experience that matched the airline’s premium image.
Chief Executive Officer of Qantas Loyalty
In 2018, Olivia Wirth was appointed CEO of Qantas Loyalty, a division that proved to be a significant revenue driver for the airline. This position placed her in charge of managing the airline’s Frequent Flyer and Business Rewards programs, which together represented a cornerstone of Qantas’ profitability.
Under her leadership, Qantas Loyalty experienced unprecedented growth. Membership in the Frequent Flyer program surpassed 15 million, making it one of the largest loyalty programs in the Asia-Pacific region. Olivia expanded the scope of the program beyond traditional flight rewards, introducing partnerships with retail, financial services, and health and wellness brands.
Additionally, she spearheaded the launch of the Qantas Wellbeing App, which encouraged members to earn points through healthy lifestyle choices. This innovative approach to loyalty programs demonstrated her ability to combine digital technology with customer-centric strategies, creating value for both Qantas and its members.
Another notable achievement during her tenure as CEO of Qantas Loyalty was the diversification of revenue streams. Olivia led the division’s expansion into data analytics, leveraging customer insights to develop targeted marketing campaigns for partner businesses.
Myer Holdings
In October 2023, Olivia Wirth transitioned to the retail sector by joining the board of Myer Holdings, a leading Australian department store chain. Demonstrating her leadership capabilities, she was appointed Executive Chair in March 2024 and subsequently assumed the role of Chief Executive Officer in June 2024. At Myer, Wirth has been instrumental in integrating new apparel brands, enhancing the company’s loyalty program, and expanding its e-commerce presence to adapt to the evolving retail landscape.
Husband and Children
Olivia Wirth is married to Paul Howes, a former National Secretary of the Australian Workers’ Union. The couple wed in 2014 in a picturesque ceremony in the Byron Bay hinterland. Paul Howes has three children from a previous marriage.
Net Worth and Salary
As of 2024, Olivia Wirth’s net worth is estimated to be around AUD $3 million. During her tenure at Qantas Airways, her total remuneration was approximately AUD $1,158,000. Her current compensation at Myer Holdings reflects her extensive experience and the significant responsibilities she shoulders as CEO.
Conclusion
Olivia Wirth’s career trajectory exemplifies a blend of strategic insight and effective leadership. Her contributions to both the aviation and retail industries have left an indelible mark, showcasing her ability to drive growth and innovation. As she continues to lead Myer Holdings, her vision and expertise are expected to steer the company toward sustained success in the competitive retail market.
FAQs
Who is Olivia Wirth?
Olivia Wirth is an Australian business executive known for her leadership roles in Qantas Airways and Myer Holdings.
What is Olivia Wirth’s educational background?
She holds a Bachelor of Arts in Communications from Charles Sturt University, completed in 1996.
What positions did Olivia Wirth hold at Qantas Airways?
She served as Group Executive for Government Relations and Corporate Affairs, Group Executive for Brand, Marketing, and Corporate Affairs, Chief Customer Officer, and CEO of Qantas Loyalty.
When did Olivia Wirth become CEO of Myer Holdings?
She was appointed CEO of Myer Holdings in June 2024.
Who is Olivia Wirth’s husband?
She is married to Paul Howes, a former National Secretary of the Australian Workers’ Union.
How many children does Olivia Wirth have?
Olivia Wirth does not have biological children; however, her husband, Paul Howes, has three children from a previous marriage.
What are Olivia Wirth’s notable achievements at Qantas Loyalty?
She expanded the Frequent Flyer program to over 15 million members and diversified Qantas Loyalty into various digital ventures.
