Katrina Barry

Katrina Barry

MENTOR OF THE YEAR WINNER

“Given our industry is 80 per cent women, but only 8 per cent of women are in leadership roles, supporting women to thrive is what makes me tick,” says mentor of the year and managing director Contiki, Katrina Barry. This has reshaped Contiki from a “staid advertiser” to a “content publisher and social media leader”, she says.

Since coming to her role at Contiki in 2014, Katrina Barry has made hay reshaping brand image at the company and leading from the front. Under her guidance, Contiki’s brand consideration has gone from 18 per cent to 58 per cent over the last five years, while conversion has moved from 6 to 25 per cent in the same time period. Part of her success has been her nous for innovation – she was the first in the Australian industry to introduce virtual reality. She’s also been shaking-the-tree with organisational focus, putting employees first – not customers.

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