Marketing

Kendra has spent her life working in theatre and live entertainment, both in Australia and around the world.

After graduating from Edith Cowan University with a Bachelor of Arts in Media and Public Relations – she started her career as a publicist for the legendary Suzie Howie, working on a stellar line up of productions including Chicago, Les Misérables, The Phantom of the Opera, RENT and many more.

She then moved to London where she was as Head of Marketing and Press for theatre impresario Cameron Mackintosh for seven years.

Kendra was Managing Director of the theatrical marketing agency Aka, working with Adam Kenwright to set up the Australian arm of the international agency, working on Australian tours of Disney’s The Lion King, Mary Poppins, Matilda the Musical, Les Misérables, amongst many others.

In 2015 she set up KLR Consulting– working as a Strategic consultant for White Night Melbourne, Kinky Boots the Musical, Disney’s Aladdin the Musical, Frozen the Musical, and Beauty and the Beast, Marriner Theatre Group and Found Entertainment.

Kendra was the Marketing Director for the record-breaking season of Harry Potter and the Cursed Child and the Marketing Director for Global Creature’s Moulin Rouge! The Musical in Australia.

Kendra has been an ambassador for Entertainment Assist – which supports Mental Health within the Entertainment industry and was also on the advisory committee for Arts Centre Melbourne’s Wellbeing Collective – an Arts Centre Melbourne initiative that comprises a consortium of arts and cultural organisations whose shared vision is to effect better mental health and wellbeing for performing arts workers.

An experienced music and entertainment industry marketer, Tess most recently served as Marketing Manager at the Sydney Symphony Orchestra.

Leading the Sydney Symphony Presents portfolio – a portfolio of major commercial live concert events – Tess managed strategy and campaign execution for an array of events, from concerts with international artists including Lea Salonga and Ben Folds, to blockbuster films-with-orchestra such as the Harry Potter™ and James Bond series.

With a love of all things brand and audience, Tess has collaborated on rebrands, e-commerce website redevelopment, data research and segmentation, as well as product pipeline strategy.

Previously, Tess has worked with the Michael Cassel Group on the leading productions of Priscilla Queen of the Desert: The Musical, Beautiful: The Carole King Musical and Kinky Boots.

An experienced communications and publicity leader, she brings more than 15 years’ experience across the music, entertainment, and live performance industries.

Having spent many years at Sony Music Entertainment Australia, she served in senior leadership roles including Senior Director, National Promotions, where she led national publicity and promotional strategy for a wide range of Australian artists and major international acts including Hozier, Jennifer Hudson, Meghan Trainor, and Leon Bridges.

Most recently, she held a senior role at independent label and management company Rage More, contributing across publicity, commercial partnerships, and touring strategy.

With a background in Theatre and Film from UNSW, and language studies at the Sorbonne University in Paris, she brings a strong understanding of storytelling, culture, and live entertainment to her work.

With 14 years of experience in the ticketing industry, Brent has built a successful career managing diverse and complex ticketing operations for major entertainment events. He began his journey in Ticketmaster’s National Groups Department and went on to hold key roles within the box offices of prestigious organizations, including the Marriner Group Theatre, Melbourne Theatre Company, Melbourne International Film Festival, and Melbourne Fringe Festival. His experience also includes serving as Assistant Ticketing Manager at the Melbourne International Comedy Festival.

Throughout these roles, Brent has developed a comprehensive skill set, gaining invaluable experience with high-profile events and complex ticketing challenges. Prior to his current role at Michael Cassel Group, he served as Account Manager and Pricing Analyst for Antix Management, overseeing ticketing operations for  the Disney productions of  Frozen and Beauty and the Beast.

Passionate about dynamic pricing, inventory management, and travel distribution, Brent is dedicated to optimizing revenue strategies and delivering seamless ticketing experiences for live events and performances.

Prior to joining Michael Cassel Group, Mitchell was an Account Director at entertainment marketing agency Anthem, where he oversaw the strategy and campaign execution for major commercial productions, including Disney’s The Lion King, Frozen, and Beauty and the Beast, as well as Harry Potter and the Cursed Child, Miss Saigon, Les Misérables: The Arena Spectacular, Beetlejuice the Musical, and Hadestown.

Before joining Anthem, Mitchell worked at the Sydney Opera House as Marketing Associate, Contemporary Performance.

Across these roles, Mitchell has developed a skill set that blends creative storytelling with data‑driven insight, delivering campaigns that connect audiences with world‑class experiences.

Mitchell graduated from the Western Australian Academy of Performing Arts with a Bachelor of Arts (Arts Management).

An accomplished marketing professional with a love of theatre and live events, Tayla joins Michael Cassel Group after seven years at entertainment marketing agency ACMN. As Account Director at ACMN, Tayla developed and executed campaigns for major theatrical productions, including the Australian tours of WICKED, The Woman in Black, Madagascar The Musical, and 9 to 5 The Musical.

Passionate about connecting audiences with unforgettable live experiences, Tayla combines creativity with data-driven decision-making to deliver impactful campaigns. She holds a Bachelor of Arts (Music Theatre) from the Western Australian Academy of Performing Arts (WAAPA) and a Graduate Certificate in Marketing and Digital Communications from Monash University, equipping her with a unique blend of industry knowledge and strategic expertise.

Vanessa has extensive experience in event ticketing ranging from musical theatre, to concerts, sports and festival ticketing.

Vanessa started her career in ticketing at Ticketmaster, moving her way up from Call Centre Casual to Box Office Manager, before moving on to her first of three Sydney Festivals. Other ticketing roles have included Ticketing Manager at ANTIX Management, Ticketing Services Manager at City Recital Hall and Guest Ticketing Coordinator for Sydney Worldpride. Vanessa also has vast experience with Front of House and Stage Door at Sydney’s Capitol and Sydney Lyric Theatres.

Vanessa is beyond thrilled to be joining the team at Michael Cassel Group.

Prior to joining Michael Cassel Group, Lily worked in the Education Department at Melbourne Theatre Company. Previously, she has worked in ticketing roles at Melbourne Theatre Company and RISING and as the Education Consultant on BBC Earth Experience.

With a passion for the performing arts education of young people, Lily currently sits on the Youth Advisory Body for the Australian Theatre for Young People.

Lily holds a Bachelor of Arts (Media and Communications) and a Master of Arts and Cultural Management from The University of Melbourne.

Jordan is highly passionate about theatre and brings a dynamic blend of creativity, organisation, and data-driven thinking to her work.

She began her journey at the Michael Cassel Group as the Receptionist and Office Assistant, where she developed a strong foundation in company operations and industry insight.

She later transitioned into the role of Publicity and Marketing Coordinator, working across the marketing department to deliver campaigns and strengthen the brand presence of major productions and concerts, including Hamilton, & Juliet, A (Very) Musical Christmas, Titanique, MJ The Musical, Beetlejuice The Musical, The Picture of Dorian Gray, and Dracula.

Jordan has recently stepped into the position of Marketing and Data Executive, where she combines her creative background with analytical capability to support strategic decision-making and enhance marketing campaign performance.

She holds a Bachelor of Commerce (Management) and a Bachelor of Creative Arts (Theatre) from the University of Wollongong.