Michelle Barry - Digital Marketing Consultant,

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Work Background

Pure SnorkellingOperations Supervisor

Sep. 2024 - Jun. 2025Cairns, Queensland, AustraliaAs Operations Supervisor for a brand-new marine tourism venture on the Great Barrier Reef, I played a leading role in launching and scaling Pure Snorkelling from the ground up. My work spanned business operations, guest experience, digital strategy, compliance, and environmental stewardship. Operations & Compliance • Developed and implemented SOPs and emergency procedures, ensuring compliance with AMSA, GBRMPA permit conditions, and the Queensland Code of Practice • Led daily vessel operations, including snorkel coordination, guide training, safety briefings, and guest hosting • Created and enforced accessible tourism protocols and onboarding systems for new staff Brand & Marketing • Directed the digital launch, including SEO-optimised website content, blog writing, and metadata strategy • Managed social media content across Instagram, Facebook, TikTok, and YouTube, building a strong brand presence • Delivered campaigns across email, influencer outreach, and Google Business Eco Certification & Sustainability • Led the Ecotourism Australia certification process, developing policies for sustainability, cultural responsibility, and compliance • Founded Pure Impact, a conservation initiative involving guest citizen science and a crew-led can recycling campaign raising $1,300 for turtle rehabilitation Infrastructure & Growth • Supported the launch of a custom solar-powered floating pontoon office for check-in, guest services, and merchandise • Assisted with industry engagement through TEQ and TTNQ to attract charter business, cruise passengers, and partnerships This role combined my strengths in marine tourism, operations, digital strategy, and sustainability into one transformative project.

Blue Adventures GroupDirector of Operations & Innovation Strategist

Nov. 2023 - Jul. 2024Port Douglas, Cairns, FijiKey Responsibilities: - Booking and Reservation Management: Efficiently handle all aspects of customer booking and reservations, ensuring a smooth and hassle-free experience for clients seeking adventure in Far North Queensland and Fiji. - Schedule Coordination and Rostering: Develop and maintain precise schedules, ensuring optimal staffing for private group adventures, scuba diving sessions, guided reef trips, and wildlife experiences. - Team Leadership and Management: Lead a dynamic team with a focus on service excellence, foster a collaborative environment, and manage day-to-day operations to meet and exceed our service standards. - Digital Marketing Initiatives: Craft and execute innovative digital marketing strategies to enhance brand visibility and increase our footprint in the adventure travel market. - Sales Growth: Drive sales through strategic planning and execution, leveraging market trends and customer insights to achieve revenue targets. - Crew Management and Development: Manage crew operations, including recruitment, training, and professional development, to ensure a highly skilled team that delivers exceptional customer experiences. Key Contributions: Delivered unparalleled guest experiences, contributing to a marked increase in customer satisfaction and repeat business. Streamlined operations through the introduction of efficient booking systems and effective crew scheduling, significantly reducing overhead costs and increasing operational efficiency. Lead a robust digital marketing campaign that boosted online presence and engagement, resulting in a substantial increase in adventure bookings. Designed and implemented a comprehensive training program for new crew members, enhancing service quality and operational safety.

Citizens of the Great Barrier ReefProject Logistics Coordinator

Aug. 2020 - Mar. 2023Cairns, Queensland, Australia

Cairns Dive SchoolOwner, Director, Master Scuba Diver Trainer

Dec. 2012 - Dec. 2017Cairns, Queensland, AustraliaCairns Dive School is a new resort style scuba diving training center here at the heart of the Great Barrier Reef, Cairns, Australia. At CDS we instruct PADI (Professional Association of Diving Instructors) dive courses of the highest standard. PADI is the largest diving association on our blue planet and is the best way to learn how to dive! Cairns Dive School is as unique as you are. Catering to a student’s individual needs and learning styles, our “no student left behind” guarantee is just that! Students are given as much in-water time and classroom time as needed to master the scuba skill set that will be utilized for life. Design your own dive course! We know that life gets hectic- that's why here at the CDS we will set up your Open Water course to suit your needs. During our orientation night we will sit down and map out you’re personalized learn to dive plan. You can learn at home with our e-learning course, or in our state of the art classroom. You can schedule your confined water pool sessions any time during the day, evening or weekends!

Entrada Travel GroupMaster Reef Guide /PADI Master Scuba Diver Trainer Spirit of Freedom

Feb. 2010 - Oct. 2023Cairns, Queensland, AustraliaResponsible for onboard Edu-trainment programs including reef education, data collection for GBR marine park authority, citizen science programs and most importantly facilitating a deep connection between guests and the Great Barrier Reef that will last a lifetime and encourage positive environmental changes in everyday life. I demonstrated versatility and dedication through diverse roles across departments including sales, marketing, operations, reservations, and customer service. Acknowledged as an all-rounder, I played a key role in ensuring seamless business operations 2011 - 2018: Sales and Marketing: During this period, my focus was on driving sales and marketing initiatives. I engaged in a broad spectrum of activities, including product development and cultivating strong relationships with both local booking agents and overseas wholesalers. My direct sales efforts were channeled through the dive shop and a personally operated dive school. I was instrumental in crafting compelling sales and marketing campaigns that resonated with our target audience. Additionally, I actively participated in industry engagement efforts and spearheaded successful product rebranding initiatives. 2020 - 2023: Operations Management I meticulously maintained and developed operations, training, and environmental procedure manuals for a diverse range of products. I played an integral part in formulating and updating environmental procedures, which culminated in our company receiving both Basic and Advanced Eco accreditations for our products. This achievement underscored our commitment to sustainability and responsible business practices. My journey across these roles demonstrates my adaptability, proficiency in sales, marketing, and operations, as well as a dedicated focus on sustainability. I am excited to channel these skills and experiences into a role that aligns with my passion for tourism sales and engagement in the tourism industry.

UMS HealthcareClient Development Specialist

Apr. 2009 - Dec. 2009• Built contract/travel nursing company ground up • Created all legal documentation for clients and staff in compliance with state and government regulations. • Developed a training system, quality management and compliance systems • Developing a sophisticated vendor management system that will revolutionize and automate the contract placement division and in turn drastically reduce recruiting, qualifying, in house labor and overhead costs for the company making UMS the leader in Medical Vendor • Management.

Access NursesSenior Account Manager

Jul. 2003 - Mar. 2009Sr. Account Manager/Team Lead, Business Development July 2004 – March 2009 Access Nurses Inc. • Increased sales in my territory 2,500% in only 2 years • Generate 5.8 million dollars in over 300 plus accounts annually • Negotiate annual profit margins above 23% • Managed 6 direct reports, mentor to 48 plus sales personnel • Responsible for rate and contract negotiations for new and renewing clients • Train, educate, and develop recruiters in addition to mentoring tenured sales people • Developed sales and mass marketing materials for clients and recruiters • Building strong relationships with existing clients to manage their expectations, informing clients on industry changes and best practices, in addition to providing leadership in post-sales activities for client questions and concerns • Computer skills: Microsoft Office (word, excel, outlook, powerpoint), VMS experience (Shiftwise, Medefis, Insite by fieldglass, Prosource, People Click etc.) the ability to grasp software quickly Awards Received: • Star Recruiter - July 2004 • Winning Attitude - September 2004 • Team Leader of the Quarter - Winter 2006 • Making Things Happen Award - Spring Quarter 2007 • Extra Mile Award - Winter – 2008 Recruiter Coordinator, Recruiter, Sr. Recruiter July 2003 – June 2004 Access Nurses Inc. • Generate candidate leads by identifying and recruiting qualified candidates for nationwide positions through various mediums. • Educate prospective candidates. • Build and maintain candidate relationships.

Advantage MarketingMarketing Director

Jan. 2002 - May. 2003Aided clints such as Anheuser-Busch and Pepsi Co by creating marketing and promotional events for business to business clients as well as direct to consumer promotions. I was responsible for budgeting, negotiations, planning and executing, large scale regional product release events such as Sierra Mist, and Michelob Ultra. This entailed working with graphic designers to create promotional materials, “product productions” which are best described as interactive promotional events directly interacting with clients as well as consumers.

Weathervane SeafoodsWaitstaff, Waitstaff Trainer

Oct. 2000 - May. 2003Trained servers with some and no restaurant experience at flagship restaurant in Kittery, Maine. Also worked as a server supplying great experinces (and delish dinners) to tourists and locals alike at our highest volume flagship in the restaurant chain.