Justine Lally is proof that there’s strength in vulnerability, that good things can eventually grow from the cracks of adversity. That kindness is a super power. As Executive General Manager of Marketing and Product at Journey Beyond, she has cultivated a culture that prioritises authenticity and connection, setting a powerful example of compassionate leadership.
“You can’t be what you can’t see,” Justine Lally says, reflecting on the unconventional example set by her parents: a working mother with a high-powered career and a stay-at-home father. This reversal of traditional roles in the 80s shaped Justine’s perspective on leadership and life. Yes, she’s risen through the ranks, but she is dedicated to leading by example, fostering a culture of openness and support, and encouraging her team to be the best they can be by being their whole selves.
This commitment to authenticity has become a cornerstone of Justine’s leadership style. She believes that when leaders are transparent, it sets the stage for their teams to be equally genuine. Justine knows firsthand how vital this is, especially after navigating the complexities of personal tragedy and professional responsibilities.
That annoying kid
From an early age, Justine fell in love with travel.
“My parents took us on some really big travels around the world. I loved travel. I loved the airport and I was obsessed with flight attendants. I thought that they were the most glamorous people ever,” she recalls.
But she had another obsession, one that perhaps her family didn’t find quite as endearing.
“I was that annoying kid who would talk all the way through the TV show the family was trying to watch, and then as soon as the ads came on, I was silent.
“I was like, ‘Quiet! Quiet! All the ads are on!’”
She eventually took her combined passions and landed her first job as a sales and marketing administrator at P&O Resorts.
I asked her how she knew she was on the right path. “After my first couple of weeks at P&O Resorts, I put together a full on presentation, complete with slides, to show my mum, dad, and brother all the properties we had and what I was doing,” she says. “I was so proud.”
From there, Justine’s career flourished and her love for the industry remains as strong as ever, and she encourages others to find their passion too.
“Maybe it’s because I do love what I do, but I think it’s so important to find something that you really love doing because life’s too short, and we spend a lot of time working,” she says.
“It’s about what you bring to the world and how you leave it. And that’s easy in travel.”
Learning from loss
“Sometimes I can speak about my brother easily, and sometimes I can’t,” Justine says. “But it’s so important to talk about, and normalise talking about mental health.”
In 2020, Justine’s younger brother took his own life during the COVID-19 pandemic. And the shock of losing him was compounded by the physical distance between her and her family. She was in Melbourne, and they were in Brisbane, separated by lockdowns and travel restrictions.
“Losing my brother has definitely made me more vulnerable and honest and open with my team at work,” Justine admits.
“We talk about mental health a lot more, and I share a lot more now than I would have previously.
“I think previously, I had a work persona and a home persona, or a friend-outside-of-work persona. But COVID changed that as well, in that now we all see that we are whole people all the time, and that means that some days you don’t know what’s going on in someone’s whole world.”
“It’s probably also made me deal with challenges and stress better, because now I think, ‘This is actually not a really big deal. This is not worth stressing over,’” she says.
“Before, problems seemed bigger. Now I probably don’t get as stressed or worked up over things as much, because it’s just so insignificant compared to some of the other challenges we face.”
“And I’ve always been really grateful for every opportunity or experience I’ve had, because, particularly working in travel, you get to go to places you’ve never been or you experience things you never thought were possible.”
For the love of selling travel
Justine’s love for the travel industry and her marketing expertise have been the driving forces behind her successful career. Her roles at APT, Food + Wine Victoria, and now Journey Beyond have allowed her to work on iconic brands, connecting people with experiences that stay with them long after their journeys end.
“There’s no job in the world like it,” she says, speaking of the unique challenge of marketing in the travel industry.
“We’ve got an intangible product, and people are purchasing that product well in advance. It’s a purchase built on the trust and promise of that brand.”
Mentors and work wives
Throughout her career, Justine has been supported by strong mentors, particularly Deb Fox, who has been a guiding force during key moments.
“Whenever I faced a significant challenge or career obstacle and needed guidance from senior leadership, I turned to her,” she says.
“While we never had a formal mentoring program, she became a trusted confidante. She’s always been open, a great listener, and has a remarkable ability to guide you without you even realising it.”
“She just knew how to guide me without either suffocating me, or knew when I needed additional support, or knew when to just let me go and fail on my own.
“I know even now that I can call her anytime regardless of where she is in the world and she will ask the right questions. She won’t give me a direct answer but poses all the challenging questions I need to talk through to get my answer.”
This mentorship has been invaluable, especially when Justine balanced her work with furthering her education, ultimately earning her Masters of Marketing while at APT.
But mentorship isn’t the only support Justine relies on. She also values the collaboration with her colleague and ‘work-wife’ Alicia Triggs.
“Alicia challenges me more than anyone would expect, but she’s always a safe space to bounce ideas off,” Justine shares.
“She’s a dynamite who inspires me to be better, and working together and leading our sales and marketing collaboratively is key to driving Journey Beyond’s success.”
“It’s now a genuine friendship that is built around wanting to be part of each other’s successes and she has made Adelaide home for me (something that still baffles me as her taste in country music is incredibly painful and she’s a terrible flyer to travel with).”
Curiouser and curiouser… and why curiosity is valuable
Justine’s leadership philosophy is rooted in clarity, high expectations, and a commitment to continuous learning.
“I really want everybody to know exactly the role that they play in the team and how we’re achieving the goals,” she explains.
“Everyone needs to be really across what the goals are. I would say I’ve got really high expectations. We want to be the best travel business in Australia, most definitely one of the best train brands globally. So there is certainly a drive and competitiveness to that, but we do want to have fun along the way as well.”
Her insatiable curiosity also plays a significant role in her leadership style. “I’m constantly curious about life and customers and brands, so I try to create a team that’s constantly curious about what’s happening out there as well,” she says. This culture of curiosity and learning ensures that her team remains engaged, innovative, and always looking for ways to improve.
The journey beyond
For Justine, the journey is ongoing. Her disciplined routine, which includes morning exercise and a strict start time of no earlier than 9am, helps her manage stress and maintain a balanced perspective. But beyond the day-to-day, her focus is on creating an environment where her team feels valued, supported, and empowered to bring their whole selves to work.
Justine Lally’s story is a powerful reminder that true leadership is about being real, being vulnerable, and always striving to understand the challenges others face. As she continues to navigate her journey at Journey Beyond, Justine remains committed to fostering a culture where authenticity thrives, and where every member of her team feels valued, supported, and inspired to reach new heights. Her leadership isn’t just about driving business success; it’s about creating a lasting impact on the lives of those around her, proving that in the world of travel—and beyond—it doesn’t matter how long we’re in someone’s life, but what we leave behind.
