Andrew Waddel joined Tourism New Zealand in 2018 from organic syrup manufacturer Soda Press Co, which he joined after founding his own consultancy Freewheelers & Co. and prior, was the Marketing Director at Red Bull Australia. Andrew has extensive marketing experience with Fonterra and leading brands including Stella Artois, Beck’s and Red Bull. His international senior leadership experience across UK, South Africa and Australian markets, sees him lead New Zealand’s largest tourism market.

As Tourism New Zealand’s General Manager - Australia, Andrew is a strong advocate of understanding consumer needs and developing brands. Born in Wellington, Waddel studied marketing at the University of Otago and is a brand marketer by trade.