FORMER On the Run chief operating officer and Westfield Marketing
executive Michaela Webster has taken over the role of chief operating
officer at Australia's largest holiday park company, Discovery Parks.
South Australian Telstra Businesswoman of the Year Award winner (corporate)
Ms Webster oversaw the growth of the South Australian fuel business into a
fast food, coffee and convenience store network and has worked in senior
marketing roles with Westfield in Australia and the UK.
Discovery Parks chief executive Grant Wilckens said Ms Webster
‒ who recently worked on Discovery Parks'
licensed park strategy as a consultant ‒ was
ideally placed to oversee the next stage of his
company's growth and transformation agenda.
"Discovery Parks moves at an incredible pace," he said.
"This year alone, we've built a new licensed park subsidiary, acquired the
Top Parks brand, unveiled a new rewards program, acquired five parks,
developed a dynamic pricing model and introduced market-leading digital
He said her creative flair for understanding and delivering what customers
wanted would help his company build on the work of outgoing chief
operating officer Adam Koch to make life easier for its customers and
"Adam has been fantastic for our business during a period of rapid
national expansion, developing the systems we need to ensure a
high-quality customer experience.
"We're delighted to have Michaela to oversee our next stage, embedding our
dynamic pricing model, customer relationship management system and loyalty
offerings across our network."
"I'm excited to be joining Discovery Parks which has a reputation as a
market leader in using digital technology to enhance the customer
experience," Ms Webster said.
"For me, this new position is about making life easier for staff so that
they can solve problems for the customer and, together, we can achieve the
best experience possible.
"Having worked across marketing and operations, I feel you are having your
best impact when you are, not only creating the strategy, but executing
"But even more than that, it's the broader purpose of the Discovery Parks
business that excites me.
"It's about disconnecting in order to reconnect with your family and
discovering what is important in life. It very much aligns with what I
personally value," she added.