Event Specialist

Her passion lies in customer advocacy and creating unique and innovative experiences, that set new benchmarks within the industries she has worked with.
As a freelance consultant, Justine has the ability to integrate into the clients existing team structure to ensure she is always aligned with the business goals (potentially ever-changing), leverage existing skills and resources to ensure the project at hand is delivered on time, on budget and is a roaring success!
Justine has enjoyed working on both the client side and agency side of the events industry which has provided a valuable insight into the needs, processes and expectations of each. Combined with her early experience working within conference and event sales for venues, she has gained a good understanding of how to work with a range of event businesses and stakeholders.
She is also well practised in goalposts moving numerous times during event planning and with her calm and solutions focused attitude she has a knack for adapting quickly to ensure continuity.
Justine's dedicated approach and commercial experience has made her a changemaker for the companies she has worked for – building new profiles for their businesses and establishing strong partnerships and relationships with both customers and suppliers alike.
Armed with a creative mindset and keen eye for detail, Justine is ready to assist you with any event or marketing related tasks at hand.
Justine Cummins
9+ years experience in luxury marketing (jewellery category) including events, client management, public relations, brand and strategic partnerships.
14+ years experience in the tourism and hospitality industry (hotels and resorts) including sales, events, marketing and promotions.
Paspaley Pearls was my foray into the luxury events and marketing sector. Working with some of the best marketers, retail managers, PR, design and event agencies, I was immersed in a world where attention to detail was key and being a market leader was king. We didn't want to benchmark ideas we wanted people to benchmark what we did.
During my time with Paspaley Pearls I was responsible for the research, planning and execution of a year round calendar of events (100+ held nationally) which included jewellery collection launches, major event sponsorships, VIP client sales events and partnership events with the primary focus being new client acquisition.
Hamilton Island is the most popular holiday destination on the Great Barrier Reef. It was an absolute peak moment in my career within the hotel industry to join this tourism powerhouse.
Based in Sydney within the Conference and Incentive Sales Department, I was tasked with selling and marketing Hamilton Island as the ultimate business destination – not a bad environment to get some work done in!
I grew up professionally at Hamilton Island, learning to navigate some of the most challenging times for the tourism industry including the September 11 attacks, the Ansett collapse a few days later and the arrival of Jetstar (a non-business or group travel friendly airline at the time) to take over the Qantas services to the island.
Working with some of the strongest leaders in the industry I learnt that challenges were actually ‘opportunities’, the importance of networking, how to work hard-play hard and work harder (!) and how putting together the right team is fundamental to success.
During my time with Hamilton Island at the helm of the Conference and Incentive department – this area of the business increased by 54% within a four year period and became one of the most well known and popular destinations for business tourism. I had the pleasure of launching the new five-star resort qualia to the market nationally as well as expanding my portfolio and taking on the management of the iconic Hamilton Island Race Week event working with major sponsors and stakeholders to bring this epic 10 day event to fruition.
Justine Cummins
Event Specialist
Justine Cummins
In my view, events and partnerships are core to any sales strategy - whether it be for short term sales or for a long term advocacy play for market share. My skill is in creating an event that will meet commercial imperatives whilst also ensuring your customers enjoy your brand values and sales messages in the form of a wonderful experience. Something they will remember … and photograph, post, rave about to anyone who will listen.
Event and marketing projects
I look forward to hearing from you and discussing your event and marketing project needs.