Bold opportunities come to those willing to embrace risk, change, and challenge – and that ethos has shaped my career journey.
Over the years, I’ve worked on complex, high-stakes projects across industries, navigating cultural, logistical, and strategic challenges. Each experience has taught me valuable lessons about leadership, adaptability, and crafting lasting impact.

One of my most formative experiences came unexpectedly—a call to lead the brand for the 15th Asian Games in 2006, one of the largest multi-sport events in the world under the Olympic Council of Asia. Stepping into a new country, culture, and role was daunting, but it reinforced the importance of saying yes, even when you feel out of your depth.

Within weeks, I was leading a USD $100 million project, managing a team of over 400 people from 36 countries to execute an ambitious 44,000-task project plan over 12 months. It was a fast-paced, high-pressure environment that demanded more than technical skills—it required navigating cultural differences, fostering collaboration, and aligning a diverse group toward a shared goal. While managing budgets and deadlines was critical, the most valuable lesson was in building trust and cohesion within such a dynamic and varied team.

Empathy became central to my leadership approach. With everyone far from home and navigating an intense, unfamiliar environment, I quickly realised the importance of supporting my team on a personal level as well as professionally. Taking the time to understand individual challenges and fostering a sense of belonging made a tangible difference—not just in delivering the project but in building a resilient and motivated team culture.

That role led to my involvement in Qatar’s bid for the 2022 FIFA World Cup. It was a complex and visible project that required careful coordination across diverse stakeholders and meticulous attention to detail. The experience strengthened my skills in navigating intricate stakeholder dynamics, shaping strategic messaging, and managing reputational considerations. This experience taught me the value of diplomacy and the importance of understanding different perspectives.

Finally, with ASTAD Project Management and Engineering, I had the opportunity to lead major infrastructure marketing, bringing the journey full circle—from envisioning concepts to delivering the physical assets essential for a significant international event.
While in Qatar, I also completed an MBA via remote learning and became a Fellow of the Australian Marketing Institute (AMI). These experiences not only broadened my expertise but also kept me connected to Australia, ensuring a smooth transition when the time came to return home.

After 15 years abroad, coming back to Australia offered an opportunity to apply those global experiences in a local context. Whether driving successful international marketing campaigns at Visit Victoria or leading the rebranding of Moonee Valley Racing Club and marketing key initiatives like the Cox Plate Carnival, the transition highlighted the importance of understanding local markets while maintaining a global perspective. Leading teams back home further reinforced the value of adaptability. Every organisation has its unique dynamics, and success lies in balancing what you bring to the table with what’s needed on the ground.

In my current role as Head of Marketing, Media, and Communications at Quintessential, my focus has shifted toward long-term brand strategy—reimagining how the company presents itself and ensuring its identity evolves alongside its ambitions. This experience underscored a broader learning: the most impactful work isn’t always the flashiest. It’s the foundational strategies and systems that drive growth and transformation.

If there’s one key lesson from my career, it’s the importance of staying curious and open to change. Leadership is about listening, learning, and adapting, just as great marketing is about crafting narratives that resonate and endure.

Across industries—property, hospitality, tourism, and sports—one constant stands out: true success lies in building connections that foster sustainable growth. While quick wins can create momentum, lasting impact comes from balancing short-term priorities with a clear, long-term vision.

Wherever my journey takes me next, I remain committed to this mindset: embracing challenges, championing meaningful work, and creating lasting impact.

Carmen Smith biography

Carmen Smith is the Head of Marketing, Media, and Communications at Quintessential, bringing over two decades of global experience to the stage. Known for her collaborative, hands-on approach, Carmen has a proven track record of transforming brand visions into reality. With a passion for storytelling and a deep expertise in digital technology, Carmen connects brands with audiences in impactful and memorable ways. Her strategic insights and dedication to building high-performance teams make her a sought-after leader in the marketing world.