Leadership Profile: Erik de Roos

ATDW Board Member & Executive Director Marketing, South Australian Tourism Commission

Erik de Roos is an award-winning marketing leader known for redefining South Australia’s tourism brand. As Executive Director of Marketing at South Australian Tourism Commission (SATC), he has steered the state’s tourism marketing through challenging times, securing national recognition and forging a memorable brand identity for South Australia.

“Our job is not done unless we help operators fill seats, beds, and tours. That’s how we measure genuine success.”

An experienced marketing and advertising professional, Erik joined SATC in July 2021 with a clear ambition—to make South Australia easy to remember and hard to forget.

Since then, Erik has helped lead the SATC Marketing Team out of the COVID-19 pandemic and through once-in-a century floods to the establishment of a new distinctive, long-term brand platform for South Australia. Under Erik’s leadership, the SATC marketing team was awarded National Marketing Team of the Year in the 2023 Australian Marketing Institute Awards.