CHIEF EXECUTIVE OFFICER INTERNATIONAL CONVENTION CENTRE SYDNEY & GROUP DIRECTOR CONVENTION CENTRES | ASM GLOBAL (APAC)
He also serves as Group Director of Convention Centres Asia Pacific for leading venue management specialists, ASM Global. The Asia Pacific arm of the business, formerly AEG Ogden, operates major facilities in Australia, Asia and the Middle East.
Originally a school teacher with airline and hotel industry experience, Geoff headed the Cairns region’s tourism bureau for five years during its successful development of international visitation growth.
After advocating for its development, he was appointed to manage the 1996 opening of the Cairns Convention Centre, voted as the “World’s Best Congress Centre” in AIPC’s 2004 and 2014 APEX Awards. As CEO of Suncorp Stadium from 2003, he oversaw the redevelopment of the Brisbane’s 52,000 seat venue, recognised one of the world’s leading rugby venues, for AEG Ogden.
Geoff has also been part of the AEG global team in successful global venue management bids, which included the Los Angeles and Hawaii Convention Centres.
Geoff served two terms as President of the International Association of Congress Centres (AIPC) following several years as a board member and was their representative on peak global body, the Joint Meetings Industry Council (JMIC), where he was a longstanding member of its executive committee.
In the five years from 2005, he served as Chair of local peak body, the Business Events Council of Australia (BECA), where he steered greater government recognition for the industry and has recently been reappointed to the board as Deputy Chair, to assist in driving industry advocacy initiatives during the COVID-19 crisis. During this period he was also appointed to the Australian Chamber of Commerce and Industry (ACCI) Tourism Recovery Taskforce.
He has been a member of several industry and Government boards, including Queensland’s tourism and event corporations and was an inaugural director, then Chair of North Queensland’s world heritage rainforest management authority.
Geoff was awarded the Australia Centenary Medal by the Federal Government in 2001, the Australian industry’s Outstanding Contribution Award in 2009, the Joint Meeting Industry Council’s 2010 Global Power and Profile Award and the 2016 IMEX Academy Award for outstanding Asia Pacific industry service and has been a regular convention speaker and leading media spokesperson on business events industry matters. In 2021, Geoff was inducted into the USA based Events Industry Council’s Hall of Leaders – a prestigious international recognition program in the global meetings, conventions and exhibitions industry.
Specialising in pre-opening and opening phases, Adam played a pivotal part in delivering the revitalised Darling Harbour precinct and opening of ICC Sydney in December 2016 which has changed the face of the city for generations to come.
With exceptional attention to detail in delivering the best international practice and standards, Adam is known for his ability to think laterally with absolute consideration for the local environment.
He is equally passionate about maximising the flow on benefits of ICC Sydney’s operations to reach a broad section of the community as he is about upholding Sydney’s reputation as a world class business events destination on the world stage.
Adam has a keen interest in leadership and talent development, working with ICC Sydney’s current and future leaders to hone their skills and reach their individual aspirations.
For Adam, ICC Sydney was a natural next step in an esteemed career that has seen his involvement in opening some of the world’s top convention centres including the Durban International Convention Centre, Cape Town International Convention Centre, Kuala Lumpur Convention Centre, and most recently, the Qatar National Convention Centre.
DIRECTOR OF BUSINESS DEVELOPMENT
In her role as Director of Business Development, Beverley oversees the venue’s business development strategy. She is a renowned event professional who has attracted some of the world’s most prestigious business events and conferences to ICC Sydney, establishing partnerships across Australia and the world including North Asia, North America and Europe.
She has played a pivotal role in establishing ICC Sydney’s reputation on the global stage since its opening in December 2016, successfully building the venue’s international and national event pipeline before its doors were officially opened. The venue’s track record for welcoming clients back on repeat business is a further endorsement of her leadership.
Prior to joining ICC Sydney, Beverley was the Director of Sales and Marketing with the former Sydney Convention and Exhibition Centre and has held senior executive roles with Four Seasons Hotels and Resorts and Accor Asia Pacific.
Having worked with some of the country’s most well regarded brands, Beverley has an innate ability to establish and nurture strong relationships, working collaboratively towards successful outcomes time and time again.
She is an inspiring leader with the proven ability to forge and sustain high performance teams, mentoring her staff and taking pride in their success and career development.
Beverley is passionate about promoting Sydney as a world class business events destination and lives and breathes all the city has to offer.
DIRECTOR OF CORPORATE AFFAIRS, COMMUNICATION & SUSTAINABILITY
A founding member of ICC Sydney’s leadership team, Sam developed the communications and marketing strategies that have resulted in establishing one of the business events industry’s strongest brands. Storytelling, building emotional connection and strong stakeholder engagement have been core to ICC Sydney’s successful brand development throughout its pre-opening, launch and operational phases.
Sam steered the venue to major communication accolades including Best Business to Business Campaign at the Public Relations Institute of Australia (PRIA) National Golden Target Awards, PR Asia B2B Campaign of the Year and the UFI Sustainable Development Award 2020. Sam contributed to ICC Sydney’s 25 awards in its first year of operation, with 89 awards being won to date.
As a champion of sustainability and social justice, Sam founded ICC Sydney’s industry leading Legacy Program, Corporate Social Responsibility (CSR) Plan and Reconciliation Action Plan. She leads the venue’s CSR Steering Committee and is chair of ICC Sydney’s Reconciliation Action Plan Working Group that is committed to fostering acknowledgment, inclusion and opportunities for Australia’s First Nations people.
Her global Industry participation includes the founding of and ongoing participation in the International Association of Convention Centres (AIPC) Future Shapers Taskforce and support of the Joint Meetings Industry Council that was responsible for establishing the Net Zero Carbon Events pledge. Sam is chair of the Sustainability Council – an arm of the newly formed Australian Business Events Association – where she leads industry-wide action to protect the environment and drive social impact.
Proactively shaping Sydney, Sam participates on several city advisory groups including the Sydney Business Events Coalition and New Sydney Waterfront Company, advocating the benefits and impact of business events to city shapers, influencers and decision makers.
A passionate brand ambassador, Sam is an integral part of ICC Sydney’s world class team in delivering extraordinary experiences for clients and patrons and positive outcomes for the Sydney community.
DIRECTOR OF CULINARY SERVICES
Lynell leads a team of more than 500 people to deliver an extraordinary culinary experience at ICC Sydney. She has set new culinary standards across the board with ICC Sydney’s presentation, imagination and product sourcing, including an emphasis on collaborating with an extensive network of NSW-based food and beverage suppliers and producers.
Lynell is deeply passionate about innovation, creativity in business and collaboration as a pathway to achieving excellence. Her current focus is ensuring ICC Sydney grows its reputation as a world class event precinct and maintains, and further enhances, its status as one the world’s most successful major convention, exhibition and live entertainment venues.
The exceptional service and commitment displayed by Lynell and her teams has been recognised through numerous accolades including, NSW Savour Australia Restaurant & Catering HOSTPLUS Awards for Excellence 2018 Sydney Metropolitan Function/Convention Centre Caterer.
Prior to joining ICC Sydney, Lynell spent 17 years of her career with Australian Turf Club Ltd across a variety of senior operational leadership roles. Earlier in her career, Lynell held senior food and beverage management roles with a range of international 5star hotels including the Park Lane Hotel (now Sheraton on the Park) and previous to this, she worked with the Regent International Hotel Group in Australia, America and New Zealand.
DIRECTOR OF EVENT SERVICES
She is a seasoned ASM Global executive, having successfully launched three of the global venue management group’s facilities prior to undertaking her current role of Director of Event Services at ICC Sydney.
Malu previously held the position of Events Director of the Brisbane Convention and Exhibition Centre, General Manager of the Darwin Convention Centre, and General Manager of Sydney Exhibition Centre @ Glebe Island, where she ensured the seamless transition of events from the interim facility to ICC Sydney.
Malu was an instrumental member of the ICC Sydney opening team and has since overseen the delivery thousands of world class events since it’s opening in December 2016.
In her role as Director of Event Service, Malu oversees the teams involved in ICC Sydney’s event planning, event operations, customer service and live events. Her team is often considered to be the engine room of ICC Sydney, working hand in hand with clients to bring their extraordinary event visions to life.
Under her guidance, ICC Sydney’s operations have gone from strength to strength and have been recognised with numerous industry accolades. This includes the Exhibitions and Events Association of Australasia (EEAA) Best Venue Team in 2018 and 2019 and being awarded the Best Event Venue – Capacity over 1500 from the prestigious Meetings and Events Australia (MEA) 2019 National Awards, amongst others.
She has a global reputation for being a first class leader and is well recognised for her expertise and advocacy of business events. Malu was recognised as the inaugural Unsung Hero of the event and exhibition industry by the EEAA in 2017 for her significant contribution over many years.
DIRECTOR OF AUDIO VISUAL SERVICES
Having spent the majority of his life on, near or around a stage, Brian has an immense passion and dedication for event production. With more than 30 years’ experience, he is an exceptionally experienced operator who has worked on numerous touring productions, festivals and venues including the Brisbane Convention and Exhibition Centre, Sydney Opera House and the Sydney Entertainment Centre.
Brian and his team of more than 200 technology experts are responsible for sourcing, testing and delivering creative audio-visual (AV) systems and processes to support a year-round calendar of events across multiple spaces at ICC Sydney.
He oversees the installation, testing, commissioning and operational readiness of all systems and equipment to ensure a seamless transition between the testing and operating phases of events, delivering extraordinary sound, visuals and technology for ICC Sydney clients every time.
Part of ICC Sydney’s landmark opening team, Brian is highly regarded as an industry veteran who has set a new benchmark for venue technology including the launch of ICC Sydney’s world leading Hybrid Event Solutions model, developed in response to the coronavirus pandemic.
DIRECTOR OF HUMAN RESOURCES
ICC Sydney’s Director of Human Resources, Luke Fleming, is a business events and hospitality industry specialist with over 20 years’ experience in managing expansive workforces both in Australia and Asia. Luke was an integral part of ICC Sydney’s pre-opening stage having joined the premier Convention, Exhibition and Entertainment venue in March 2016.
Initially responsible for managing ICC Sydney’s sizable permanent and casual workforce planning requirements, Luke’s strengths in strategic business planning, talent acquisition and onboarding, employment relations and industrial compliance earned him a sound reputation as a highly effective people leader.
Luke was recognised by his peers winning the Extraordinaires Awards in 2019 in the Innovation and Creativity category, in 2021 by the Human Resource Director Magazine as the Australian Human Resource Manager of the Year and in the 2024 HRD Hot List.
Luke is an avid champion of ICC Sydney’s Diversity, Equity and Inclusion program. He is a Diversity Inclusion Trainer, certified DISC Practitioner, trained Mental Health and First Aid Responder and key driver of ICC Sydney’s Disability Inclusion Action Plan working group. Luke was a pivotal member of ICC Sydney’s COVID Taskforce.
A long standing member of the Australian Human Resources Institute, Luke’s Bachelor of Commerce and Master of Human Resources, coupled with being a qualified Trainer and Assessor holds him in good stead to bring business best practices to his role.
Luke is highly respected, skilled leader of top performing, multi-disciplinary teams. He is adept at developing and maintaining key relationships with stakeholders to drive quality and exemplary services in the business events sector while ensuring team member safety, health and wellbeing remains in focus.
DIRECTOR OF BUSINESS SERVICES
Martin is a strategic thinker and is admired for his ability to bring clarity to complex commercial and operational business decisions. He has demonstrated a strong leadership ability, inspiring high performance in teams across the Asia Pacific region, in line with playing a pivotal role in driving business excellence and efficiency through his leadership.
Martin holds a Master’s Degree focused in Professional Accounting (MPACC) from Sydney University. Prior to joining ICC Sydney, he served as Global Chief Financial Officer at Cliftons Group for over five years.
His impressive track record of achievement strengthens ICC Sydney’s commercial and strategic capabilities.
DIRECTOR OF BUILDING SERVICES
Adam joins ICC Sydney following a long tenure at the Australian Turf Club where he led a team of almost 1,500 people. In his role as General Manager, Adam oversaw security, transport, traffic management and construction projects as well as major events in a venue that attracts over a million visitors annually.
Skilled in the management of large facilities and passionate about creating a safe a sustainable venue, Adam’s role at ICC Sydney specialises in security, safety, operational management and the delivery of premium visitor services through the excellent presentation of Australia’s premier convention, exhibition and entertainment venue.
Adam is committed to ensuring premium customer experiences, driving innovation through constant improvements and leading high performance teams. His passion for team, contract, compliance and financial management match his commitment to driving a positive corporate culture and encouragement for ongoing professional development.