FCM Meetings & Events has appointed Kellie Howard as its new Head of Sales for Australia, strengthening its senior leadership team as it sharpens its focus on sales transformation and business growth.
Howard joins the company with more than 28 years of experience in the global business events sector, having held senior sales roles across high-profile venues including the Australian Turf Club, ICC Sydney, Adelaide Convention Centre, and most recently as Director of Sales at Adelaide Oval.
Relocating from Adelaide to Sydney for the position, Howard’s remit will be to lead the company’s national sales strategy and support its expansion into new business channels across both domestic and international markets.
Leadership boost for national and global MICE ambitions
FCM Meetings & Events Global General Manager Simone Seiler said the appointment comes as the business doubles down on building a best-in-class sales and marketing engine.
Seiler said Howard brings deep expertise across sales, marketing, and business development, with a particular focus on building strong growth pipelines.
“We’re thrilled to welcome Kellie to the FCM Meetings & Events team,” she said. “Her vast experience in the global business events industry, combined with her passion for the sector and her dynamic leadership style, align perfectly with our vision to innovate and excel.”
She added that Howard’s background spans the full spectrum of new business, including brand strategy and client engagement.
“Her expertise will be invaluable as we continue to expand our footprint in both national and international markets.”
According to Seiler, Howard’s proven track record in sales growth and business transformation will “help drive the business to new heights”.
General Manager, Operations Katie Fraser added: “It’s great to have Kellie in the business with the strategic direction she will bring to the leadership team. We’re thrilled to have her lead the growth of our sales teams, as they build partnerships with new customers.”
A return to agency roots
Howard described the move as a return to her agency-side roots.
“I’m incredibly passionate about the business events sector and I’m looking forward to reconnecting with my colleagues and friends in Sydney, where my journey began, following my relocation from Adelaide for the position,” she said.
“This role presents a fantastic opportunity to leverage my experience and contribute to FCM Meetings & Events’ continued success.”
In addition to her professional background, Howard is a keen golfer, cook and traveller. She also enjoys painting and is a mother to two teenagers.
KARRYON UNPACKS: Kellie Howard’s appointment signals a clear push by FCM Meetings & Events to accelerate sales growth and market reach. For the trade, expect tighter alignment across domestic and global teams—and more proactive client acquisition strategies.
