Leisa Bacon, former Executive Director at Creative Australia and longtime ABC Audience Director, has been appointed Chief Marketing Officer at Queensland University of Technology. A QUT alumna with extensive experience across media, consumer brands, and the arts, Bacon returns to Brisbane to lead the university’s marketing and brand growth strategy.
In a move that brings one of Australia’s leading marketing and media executives back to her academic roots, Queensland University of Technology (QUT) has appointed Leisa Bacon as its new Chief Marketing Officer (CMO).
Bacon joins QUT from Creative Australia, the federal government’s arts investment and advisory body, where she served as Executive Director, Partnerships and Development. Her appointment marks a homecoming to both her alma mater and her home state — Queensland — where her distinguished career in audience engagement, brand strategy, and communications first began.
Bacon’s professional journey spans some of Australia’s most respected institutions and global brands. She spent a decade as Audience Director at the ABC, where she was instrumental in shaping the national broadcaster’s audience strategies during a time of major digital transformation.
Before joining the ABC, she held senior leadership roles across a range of industries — from consumer products and health to the arts — including at the Queensland Performing Arts Centre (QPAC), Procter & Gamble, and The Coca-Cola Company. Her ability to bridge the worlds of corporate strategy and creative engagement has made her one of the country’s most versatile marketing leaders.
At Creative Australia, Bacon was credited with strengthening national and international partnerships and expanding support for the arts sector through innovative audience development strategies. Her deep understanding of both public institutions and commercial enterprises positions her well to lead QUT’s marketing and brand evolution in an increasingly competitive higher education landscape.
For Bacon, the move to QUT is deeply personal. A proud alumna, she holds both a Bachelor and Master of Business from the university. Her appointment represents a full-circle moment — returning not only to Queensland but to the institution that, in her words, “set her up for a great career.”
“I am very excited to be returning to my home state of Queensland and favourite city, Brisbane, at such an exciting time of growth,” Bacon said. “QUT occupies a fond place in my heart; not only did I love my time there as a student, but it set me up for a great career. I look forward to working at the university, to ensure many more students get this opportunity.”
Her remarks reflect a deep sense of connection to QUT’s mission of nurturing real-world learning and innovation — values that align closely with her own professional ethos.
Outside her executive roles, Bacon continues to contribute to Australia’s broader creative and communications sectors through board positions and advocacy work. She currently sits on the boards of the Australian Association of National Advertisers (AANA), the Foundation for National Parks and Wildlife, and Legs on the Wall, a renowned physical theatre company known for its bold, interdisciplinary performances.
Her diverse board engagements underscore a commitment to both cultural sustainability and responsible communication — qualities that will likely inform her leadership approach at QUT.
As higher education faces rapid shifts driven by technology, competition, and changing student expectations, QUT’s appointment of a marketing leader with Bacon’s breadth of experience reflects a strategic vision for the future. Her blend of corporate acumen, creative insight, and institutional understanding makes her uniquely equipped to elevate QUT’s profile on the global stage.
The university’s focus on innovation, industry partnerships, and student experience aligns seamlessly with Bacon’s career trajectory. Her previous success in connecting audiences with content — whether through the ABC’s national storytelling or Creative Australia’s cultural initiatives — suggests she will bring a fresh, audience-centric perspective to QUT’s marketing and communications strategy.
For QUT, Bacon’s return represents more than a senior appointment; it symbolizes the power of alumni influence and the enduring impact of university education on career pathways. As she steps into her new role, Bacon is expected to spearhead initiatives that enhance QUT’s brand identity, strengthen community engagement, and showcase the university’s leadership in research and innovation.
Her appointment also highlights a broader trend in Australian higher education — the growing recognition that universities must operate with the same brand clarity and customer understanding as major corporations. Leaders like Bacon, with experience across public media, consumer marketing, and the arts, bring the cross-sector agility needed to navigate that change.
As she takes the reins of QUT’s marketing operations, Bacon’s vision is likely to focus on strengthening QUT’s reputation as “the university for the real world” — an institution deeply connected to industry, community, and creativity.
Her return to Brisbane, and to QUT, marks both a personal and professional milestone. In an era where universities must continually evolve to remain relevant and distinctive, Bacon’s blend of passion, experience, and strategic foresight positions her as the ideal leader to help shape QUT’s next chapter.
For Leisa Bacon, this isn’t just a career move — it’s a heartfelt return to where it all began.
