Each year on 8 March, International Women’s Day offers an opportunity to pause and recognise the many women whose drive, talent and commitment continue to shape the attractions industry. From creative studios and marketing teams to operations, ride management, sales and human resources, women are increasingly visible in leadership roles across our global sector – and their influence is being felt at every level.
Progress in the attractions industry is often measured in new destinations, innovative technology and standout guest experiences. Just as important, however, are the people behind those achievements. The growing number of women stepping into senior, technical and strategic positions reflects an industry that is evolving, opening doors and benefiting from a wider range of perspectives and expertise.
To mark International Women’s Day, InterPark has spoken with a number of women from across the industry to hear their personal stories. Our interviewees come from a broad mix of disciplines – including marketing and design, operational leadership, ride management, sales and HR and share the experiences, lessons learned and pivotal moments that have helped shape their careers. What follows is a collection of individual journeys that highlight both the diversity of roles available and the many paths to leadership within the attractions business.
Giulia Negri
Sales Manager – Fabbri Group
I “landed” at Fabbri Group in 2007, almost by chance.
I was employed as the order and shipping office manager for another company, operating in a completely different field—food—when I was given the opportunity to explore this company.
Before that moment, the world of amusement was a field I only knew from the outside, as a passenger on the rides I saw in amusement parks and at local fairs, and I was astonished to see how big it really is and how many subsectors and people it involves.
I immediately had a good impression of the environment and the people who worked there, and it seemed like a good opportunity for my personal and professional growth, allowing me to put into practice the skills I had acquired through my studies while expanding my knowledge of languages, business, and other countries and cultures.
I am currently part of the sales team and am responsible for the organisation of the sales office regarding sales, marketing, and promotional activities, thus supporting the sales team in general.
I take part in the most important annual exhibitions, which gives me the opportunity to meet customers, colleagues, and journalists in person.
Expos always give new insights, suggestions, and positive vibes. Being on the floor clearly gives an idea of how diverse this field is and how much amusement brings people together.
I feel comfortable in my office, where I can sense a family atmosphere, and with my colleagues, with whom I have a friendly relationship after so many years of working together.
They jokingly say I am “the Boss”, as I am the only woman in the sales office.
I graduated in European languages and cultures at the Italian university in Modena. I have always been attracted to learning new languages, getting to know new cultures and people, and travelling.
Curiosity and the desire to challenge myself have always been the driving forces that made me look beyond, find new paths, and try to improve my knowledge.
Becoming a mum has been one of the crucial points in my career: at that moment, I understood that it would be more difficult to combine my job and my family (especially when travelling abroad), and I had to run the double. So, every day is a challenge, but nothing is impossible.
To young people starting their job experience, I would suggest believing in themselves and their abilities, welcoming different opportunities, giving themselves a chance, and never stopping learning.
Being ambitious, patient, and curious, being part of a team, living experiences with a critical eye, and trying to take advantage of them can make the difference from both a personal and professional point of view.
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Give to Gain: Why Generosity Is the Most Powerful Career Strategy
Penny Flanders
Head of Marketing – Luna Park Melbourne
There’s something fitting about working in an industry built on joy, shared experiences and collective moments of fun — because at its best, that’s exactly how strong careers are built too.
Today, as Head of Marketing at Luna Park Melbourne, I’m the proud custodian of one of Australia’s most loved and enduring entertainment brands. It’s a role that blends brand strategy with joy-spreading every single day. Luna Park is entrepreneurial, creative, fast-paced and deeply human — everything I love about this industry rolled into one iconic destination.
My role spans brand stewardship, seasonal campaigns, events, partnerships, PR, digital, performance marketing and CRM — ensuring Luna Park shows up with creative integrity, cultural relevance and commercial impact across every channel. At its heart, the job is about turning moments of fun into lifelong brand loyalty — and leading a talented team to do just that.
From agency life to amusement parks
My path into the attractions industry wasn’t a straight line. I spent more than 25 years on the agency side of advertising and brand strategy, holding senior roles at agencies including J. Walter Thompson, Clemenger Harvie Edge, Singleton Ogilvy & Mather and Spinach Advertising. I worked across advertising, PR, digital, social, content and activations for brands such as Myer, Jetstar, Village Roadshow, Mattel, Kraft and Harris Scarfe.
For a long time, I assumed my future would remain agency-side. But as I reflected on where I wanted my career to go, an opportunity emerged that aligned perfectly with my desire for a more entrepreneurial, hands-on role — and, quite literally, close to home. I’ve lived in St Kilda for over 20 years, and Luna Park was already close to my heart. Becoming a guardian of such an iconic brand felt both humbling and deeply motivating — a responsibility I take very seriously.
Learning curves, not just highlights
One of the biggest learning curves came with the shift from agency to client side. I’d always believed advertising was the centrepiece of marketing — until I sat in the client chair. The reality is that creative is just one small (albeit important) part of a much broader, more complex puzzle. Truly understanding the commercial, operational and organisational context changes everything.
A standout moment was breaking an all-time single-day revenue record in the park’s 113-year history through an event our team revitalised. It was hugely rewarding — not just for the result, but for what it represented. Success didn’t arrive overnight; it was the outcome of collaboration, persistence and shared belief. A powerful reminder that success is a journey, not a destination.
Career growth is a confidence game
If there’s one thing I’ve learned, it’s this: don’t try to do it alone. Seek advice and mentors at every stage of your career. Be clear about what you want to achieve, but flexible about how you get there. Use every resource available — relationships, training, mentors — and don’t be afraid to ask questions or challenge the status quo.
It’s also important to say this out loud: it’s okay to fail. Confidence grows through experience, not perfection. Progress often comes from trying, learning and backing yourself again.
Give to Gain: the power of mentoring and generosity
This year’s International Women’s Day theme, Give to Gain, resonates deeply with me. I’ve been incredibly fortunate to have had generous mentors throughout my career — particularly during moments when confidence wavered, and impostor syndrome crept in. Honest, open relationships make all the difference. When people feel safe to voice ideas, concerns and opinions, everyone benefits.
Today, I’m passionate about offering that same openness and support to others. At Luna Park, I aim to lead with positivity, encouragement and accountability — creating an environment where people feel supported to grow. I’m also fortunate to work alongside inspiring leaders, from our Executive Director and General Manager to a collaborative, supportive CEO. That generosity of leadership is infectious — and it lifts performance across the entire organisation.
Because when we give our time, knowledge and trust, we don’t lose anything. We multiply opportunity. And when women thrive, the whole industry rises.
After all, we’re here for one reason — Just for Fun — and there’s nothing more powerful than building that future together.
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Natalie Parker
Digital Marketing Co-ordinator – Luna Park
IP: Your current role and responsibilities
Natalie Parker: No two days are the same at Luna Park! In an average week, I may find myself rolling out a Halloween event campaign, managing (sometimes unusual) print material, or shooting social media content with the Easter Bunny. I certainly love the weird, wonderful, and unconventional, and I think that’s what drew me to my current role as Marketing Coordinator for Melbourne’s iconic Luna Park. My position falls within a small team, working across key events, campaign creative, digital platforms, owned or paid channels, and all things brand-related.
IP: Your background and route into the attractions industry and what this industry means to you personally
Natalie Parker: As a junior in the industry, my route wasn’t linear but provided foundational skills for a fast-paced and creative workplace. Graduating university during the pandemic, I juggled mostly part-time roles before transitioning to a more permanent position at a small skincare brand. I watched many of my peers take on entry-level corporate roles, but the average desk job simply didn’t appeal to me. Instead, I applied for full-time work that piqued my curiosity and scratched a creative itch, which is how I found my place at Melbourne’s Luna Park.
The blessing of this industry is that it reminds you not to take life too seriously. Happiness is at the core of what we do, and whilst work can’t always be fun and games, it certainly helps when your job is to advocate for joyous experiences.
IP: A standout moment (or learning curve) in your career or that helped set your sights on a career in the attractions industry
Natalie Parker: Selling experiences rather than tangible products was quite different from my retail background. At first, this seemed like a challenge, although I soon learnt we can use this to our advantage to create stronger brand experiences – whether that’s via an activation, a unique event, or simply a sensational team member shouting out the birthday kid on their favourite ride. We are all about lifelong memories, and at the end of the day, those are what people treasure most. Whenever I find myself lacking direction in a project, coming back to this sentiment ensures the guest experience comes first.
IP: Thoughts on career development and what helps people progress. Is there a particular skill or qualification which helped you?
Natalie Parker: When you finish uni and enter the workforce, you realise not everything is clean-cut briefs and unlimited budgets. You learn to be creative and resourceful beyond the ad taglines, and expand your scope to meet objectives in a meaningful way. Something I’ve noticed amongst all my mentors along the way is this ability to think outside the box. I believe demonstrating creativity and intellect beyond your resume is important for progression in the field, no matter your prior education or work experience.
IP: Any mentoring you’ve received – or now offer to others at Luna Park.
Natalie Parker: I am grateful to work with such an experienced and diverse team of individuals from all walks of life. I’ve been especially fortunate to learn a lot through the lens of advertising and public relations in this unique media landscape, reporting directly to Penny not only as Marketing Executive but also as a mentor. It’s evident that Penny’s extensive agency experience and media connections have paved the way for some incredible brand opportunities at Luna Park, but above all, her passion and drive to go above and beyond is inspiring.
This trait is consistent among those I look up to in this business, and I don’t think we could produce such unique experiences without it. There are so many moving parts within the attractions space, and it’s important to keep your mind open to exploring new skills and opportunities for success in this ever-evolving industry.
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Lena Lee
Executive Vice President – Attractions & Destination Experience – Resorts World Sentosa
IP: My current role and responsibilities
Lena Lee: In my current role as Executive Vice President of Attractions & Destination Experience (ADX), I oversee the end-to-end guest experience across our attractions, entertainment, and destination programming. At Resorts World Sentosa (RWS), we have a suite of world-class attractions comprising Universal Studios Singapore, Singapore Oceanarium, and Adventure Cove Waterpark, and host exciting international events, concerts, and pop-ups throughout the integrated resort. I lead various teams in shaping the strategic direction of our attractions portfolio, driving operational excellence, enhancing guest satisfaction, and anchoring RWS’ positioning as a destination defined by purpose-driven, memorable experiences. A key part of my role is connecting the commercial, creative, and operational elements of the business so we move as one integrated destination.
IP: My background and path into the attractions industry
Lena Lee: My career path has been shaped by a passion for guest experience, leading teams, and creating experiences that resonate emotionally with people. I’ve worked across sports, theme parks, and esports, and over time my roles expanded into larger portfolios that covered loyalty programs, F&B, merchandise, operations, and integrated resorts.
My entry into the attractions industry came from the opportunity to shape not just individual products, but entire journeys – how guests feel from the moment they arrive to the moment they leave and the memories they take home with them. Attractions are among the most multi-sensory and emotionally rich components of any destination, and that drew me in. Early on in my career, I was part of the opening team for Universal Studios Singapore so it’s come full circle for me to rejoin RWS and contribute to its evolution. Most recently, I was Senior Vice President, Park Operations Division at Universal Studios Japan. The industry allows me to bring together strategic planning, creative development, and operational leadership in a way that few sectors can.
IP: A standout moment or key learning in my career
Lena Lee: A key learning for me is the importance of collaboration across teams. Our best experiences – whether a major seasonal event, a new attraction launch, or a transformation initiative – have only been possible because multiple teams came together with shared ownership. No single team in an integrated resort can succeed on its own.
IP: Thoughts on career development and what helps people progress
Lena Lee: I believe career growth comes from staying curious and genuinely having fun with the work you do. It’s about taking every opportunity that comes your way and treating each one as a chance to learn something new.
Challenging yourself and embracing moments that push you out of your comfort zone is essential. When you do that consistently, growth becomes a natural and rewarding part of your journey.
IP: Any mentoring I’ve received or now offer at RWS
Lena Lee: Throughout my career, I’ve benefitted from leaders who gave me the space to try, fail, and learn, and their guidance taught me the value of clarity, resilience, and bringing people along through change. At RWS, I try to pay that forward by focusing on grooming talent from within and creating opportunities for our people to grow. My hope is to cultivate leaders who are courageous, collaborative, and passionate about elevating the guest experience across the entire destination.
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Tami Dean
President – RDC
My journey in the attractions industry may look straightforward on paper, but it has been shaped by persistence, trust, and values passed down long before I ever entered the industry.
I joined RDC twenty-nine years ago as a part-time employee, learning the business from the ground up. Early on, I spent time living and working in Asia – an experience that broadened my worldview and eventually led me into International Sales, where I helped expand the company beyond the United States.
Three years later, I was entrusted with managing the company, and in time, I became President. That progression was not driven by a desire for titles, but by a steady commitment to understanding the business, earning credibility, and leading with consistency.
Building a career as a woman in a traditionally male-dominated industry has not been without its challenges, but I stepped into those challenges with a strong foundation already in place.
I was raised by parents who emphasized honesty, integrity, and respect for others – not as abstract ideals, but as everyday expectations. Those values became my compass as a leader and remain central to how we operate as a family-owned business.
At RDC, leadership is expressed through relationships. We believe in treating people – clients and employees alike – with respect and authenticity. Our team is deeply committed to delivery, but more importantly, to trust. It may sound old-fashioned, but we treat our clients like long-time friends. Their success is inseparable from our own. That philosophy is reflected in our small sales force, which is often supplemented by referrals from existing clients who have grown alongside us and believe in what we do.
My proudest moments are not measured by titles or revenue achieved.
They are rooted in preserving the culture of a family-owned company in an industry that often prioritizes scale over substance. The notion that bigger is always better has never guided us. Instead, we have chosen focus, craftsmanship, and accountability.
We design and manufacture bumper cars – and only bumper cars. That specialization is deliberate and deeply ingrained in our company culture. It reinforces the idea that excellence comes from knowing your purpose and honoring it, a lesson we strive to pass on to every employee.
In many ways, my leadership journey began long before my first day at RDC. I am simply continuing the example set by my parents – leading with integrity, humility, and care for people. That is the true legacy of RDC. Not the growth we’ve achieved, but the values that have sustained us across two generations.
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Kirsty Balthazaar-Proctor
Head of Marketing – Gumbuya World Theme Park
IP: Your current role and responsibilities
Kirsty Balthazaar: I currently head up the marketing team at Gumbuya World Theme Park. My main tasks include marketing strategy, overseeing the direction of the brand, partnerships (sourcing & contract negotiations), stakeholder management, budgeting & forecasts. With my media background I also like to get quite hands on with our traditional and digital media working really closely with our agency partner.
IP: Your background and route into the attractions industry
Kirsty Balthazaar: I started my career over 15 years ago in the media world working on large state based, national & global clients with spends of up to $50M+. This really laid my foundation of consumer knowledge, cut-through and budget management. From here I ventured into Australian politics with Senator Jacqui Lambie running the advertising of a successful double dissolution campaign and I absolutely loved the pace. As this was based in Tasmania & Canberra I moved back to Melbourne and wanted to find a role that could match that speed. Where else but a Theme Park! Gumbuya World was just a year old when I joined so I had a lot of freedom to help shape the brand and marketing direction alongside the CEO & Commercial director.
IP: A standout moment (or learning curve) in your career
Kirsty Balthazaar: I love breaking records and 24/25 was just one of those dream seasons where everything came together. The Gumbuya team smashed every record; highest attendance day, month & year and highest revenue with a 30% uplift yoy.
Outside of that I feel like the standout moments have actually been the moments where I’ve failed or was challenged.
In marketing you take calculated risks and you try so many different things that don’t always pay off but with persistence that can lead to a dream campaign or finding an insight that can have significant impact on the brand.
IP: Thoughts on career development and what helps people progress
Kirsty Balthazaar: I would say continuing further studies into areas that will have a big impact on your industry and trying to get ahead of the curve eg. AI. I also think stepping outside of your comfort zone and being prepared to go to events alone so you are forced to meet new people. I never used to like attending events alone but when I finally started going alone I expanded my network so much and it really progressed my career.
IP: Any mentoring you’ve received – or now offer to others at Gumbuya World Theme Park
Kirsty Balthazaar: Our Commercial Director Michael Taylor has been a mentor to me at Gumbuya World Theme Park. He has a wealth of knowledge from the attractions/tourism industry with over 35 years’ experience and I’ve worked alongside him for the last seven years.
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Anja D’Hondt
Co-founder & co-owner – BoldMove Nation
As co-founder and co-owner of BoldMove Nation I drive the operational and organisational side of the business, supporting our team and streamlining processes. As Queen of Happy Hearts I connect with customers, fans, suppliers to build an engaged eco-system and community. We regularly meet up and involve them in focus groups, at trade events and we also visit a lot of parks to understand their needs and how we can help them thrive
Benoit and I were colleagues in an early-career employed marketing role in an international company, which significantly shaped our future. I founded and run an international B2B tech agency during twenty years. Following a transition period I ran into Benoit again and he asked me to help him build a stronger reputation for his company. We introduced new dark ride concepts and collected international awards for successful projects. During Covid we decided to start with BoldMove Nation, joining dark ride and PR expertise to Create Happy Worlds together. So I’m now for my 10th year and 10th IAAPA show in this industry, and I absolutely adore the passion and dedication of all the people I met and worked with!
The biggest challenge during the past five BoldMove years, running the business side by side with Benoit, has certainly been to gain the trust of the parks with new concepts, even if they are based on proven technologies. Meanwhile we built a strong portfolio of great projects with our creative theming approach, new trackless dark rides and even designing a rollercoaster! The biggest and hardest learning has been the partnership side. We always intended to build a strong nation of like-minded exclusive partners, but every company has its own culture, ambitions and goals. It’s not always easy to align between everyone, we learned from this and have forged fewer but more valuable and two-directional sustainable partnerships. And we built a strong network of reliable suppliers and subcontractors to support our projects and developments.
Since it’s a women-oriented feature I would like to add something about my experience as a woman leading a business. I would not call myself a feminist, but I would like to see women getting equal chances as men. I believe that the combination can create the best balance. Our leadership is as yin and yang, and also in our team we have two strong women on board. Of course I’d like to see more female tech and engineering profiles, we now have one female candidate for an internship but it’s quite rare. Women are certainly not ‘softer’ in business than men, but often more communicative and collaborative. My ideal is a well-balanced working environment where everyone feels safe to be themselves, to speak up, to contribute so they feel they matter, and to continue learning and growing every day again. I’m very grateful with the friendships and energy this gives me, and I hope to support our team and community for many more years to come.
As for live-work balance, I don’t really make this split – if you like what you do working does not feel like a burden but a pleasure and a challenge that keeps you relevant and sharp. This being said, for my family at home – my daughter working as our marketing manager and my husband supporting behind the screens and even my son coming to the aid when needed – I do sometimes hold back and make sure we don’t talk only about work at every family dinner. During weekends and free time, I like to learn new things and discover places, walk in nature and at the seaside where I live, enjoy books and movies, and of course visit theme parks as these have conquered a special place in my heart.
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Julie Kline
Director of Sales & Marketing – Aquatic Development Group
IP: Your current role and responsibilities
Julie Kline: I’m Director of Sales & Marketing at ADG, leading global marketing strategy across all our product brands and overseeing our equipment sales division, focusing on waves and surf.
IP: Your background and route into the attractions industry:
Julie Kline: I graduated in 2016 with a marketing degree and wasn’t originally seeking a career in water parks, but grew up loving theme parks. I landed an entry-level marketing role at one of the leading water park design/build companies near my hometown and have been in the industry for 10 years, growing from marketing coordinator to my current role.
IP: A standout moment (or learning curve) in your career:
Julie Kline: There have been many standout moments in my career, but a highlight was the launch of our deep-water standing wave, EpicSurf. Watching the first wave turn on during a surfer open house and seeing everyone light up was unforgettable. Since then, we’ve grown adaptive surf programming, become the only IBCCES-accredited surf wave, and recently began managing citywave USA across North America. Our newest concept, The Break, represents a monumental step in inland surfing – bringing more access, repetition, and opportunities for surfers to progress faster than ever. Personally, it’s thrilling to continue developing my own surf skills on man-made waves and anticipate many more ahead.
IP: Thoughts on career development and what helps people progress:
Julie Kline: Get involved, put yourself out there, and meet people. Visiting parks, attending industry events, volunteering on committees, and networking are all invaluable. Education is key –not just understanding your own role, but learning from others.
IP: Any mentoring you’ve received – or now offer to others:
Julie Kline: ADG is full of incredible knowledge – many team members have 30+ years of experience. Every day is an opportunity to learn, overcome challenges, and develop creative solutions. Being part of such a collaborative team makes it exciting to create truly remarkable parks and products.
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Carly Beckstead
Design & Communications Coordinator – Aquatic Development Group
IP: Current role and responsibilities
Carly Beckstead: I’m the Design & Communications Coordinator at ADG, responsible for digital marketing, public relations, and both internal and external design and communication materials.
IP: Background and route into the attractions industry
Carly Beckstead: I graduated from Clarkson University in 2024 with a degree in Communication, Media & Design. Before even finishing my degree, I came across this opportunity at ADG, which was such a once-in-a-lifetime chance to step into a fun, immersive industry right out of college. From day one, I jumped into exciting projects that have expanded my knowledge and experience. What’s amazing about this industry is how inviting, hands-on, and engaging it is.
IP: A standout moment or learning curve in your career
Carly Beckstead: A standout moment in my career and one I presume is shared by many in the industry was attending IAAPA Expo (just six months into my role). Traveling to Orlando for the world’s largest attractions industry tradeshow was nothing short of transformative. Walking down the perfectly themed escalators and entering a conference center with over 1,000 exhibitors gave me the chance to have such amazing conversations with colleagues and partners while immersing myself in everything the industry has to offer. It was the most “WOW” moment of my career so far, and I don’t think anything will top that feeling.
IP: Thoughts on career development
Carly Beckstead: Allow yourself grace. This is a fast-moving, information-rich industry, and there is so much to absorb that you can’t just Google it and call it a day. Take the time to learn from those around you, ask questions, and soak in the experience.
IP: Mentoring
Carly Beckstead: I’m fortunate to be surrounded by expertise. With the whole company being under one roof, I have access to knowledge in planning, engineering, manufacturing, construction, and more. There is always something to learn (and someone to learn from) here. My boss, Julie Kline, our Director of Sales & Marketing, who also entered the industry straight out of college, has also been an incredible mentor, giving me the space and opportunities to learn this industry inside and out since day 1.
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Ashlea McGrath
Marketing Manager – ProSlide
IP: Your current roles and responsibilities
Ashlea McGrath: I manage global marketing for ProSlide, working across regions, disciplines, and project stages to support our clients and our internal teams. My role sits at the intersection of brand, product, sales enablement, and storytelling, ensuring that complex, highly technical attractions are communicated in a way that’s clear, trusted, and commercially effective. I’m grateful to work closely with senior leadership, creative, product development, and regional sales teams to bring projects to market, support park openings, and position long-term partnerships.
IP: Background and route into the attractions industry
Ashlea McGrath: I didn’t enter the attractions industry through a traditional route; my background is in marketing and communications, and I was drawn by the unique combination of creativity, engineering, and guest experience in this space. What keeps me engaged daily is the people and the pace: it’s an industry where you’re constantly learning, collaborating across cultures and disciplines, and seeing tangible results of your work in real-world environments.
IP: A standout moment or learning curve
Ashlea McGrath: I’ve found that the most meaningful contributions in any role often happen quietly. Consistency, trust, and follow-through matter far more than visibility. Early on in my career, I saw how progress was often associated with having the loudest voice or the most polished answer, something I encountered frequently in male-dominated environments. But over time, I’ve learned that credibility is built by asking thoughtful questions, being dependable under pressure, and understanding the realities of other teams’ roles. Many of my most defining moments have been behind the scenes, navigating ambiguity, aligning teams, and helping move work forward when the path wasn’t yet clear.
IP: Thoughts on career development and progression
Ashlea McGrath: I don’t think career growth is linear, and it rarely comes from waiting to be “ready.” Progress often happens when you raise your hand, take ownership, and demonstrate that you can think beyond your immediate remit, even when it feels uncomfortable. I’ve found that the people who advance most effectively are those who combine curiosity with accountability: they genuinely want to understand the bigger picture while still executing the details exceptionally well. Equally important is learning when to listen, when to advocate for yourself, and when to support others doing the same.
IP: Mentoring received and offered
Ashlea McGrath: I’ve benefited so much from leaders who were generous with their time and honest with their feedback, particularly those who encouraged me to trust my instincts and take on responsibility earlier than I might have chosen myself. That support has shaped how I approach mentoring today. I love helping others build confidence, navigate complexity, and recognize the value of their perspective. Mentorship doesn’t always need to be formal, or loud; often it’s about creating space for open conversation, encouragement, and practical guidance at the moments it matters most.
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Giulia Florian
Marketing & Communication Manager – Alterface Projects
IP: Your current role and responsibilities
Giulia Florian: I’m the Marketing and Communication Manager and Graphic Designer at Alterface, which means I get to wear a few different hats. I manage everything connected to Alterface’s image — from PR and media outreach to social media, newsletters, website, trade shows, and visual communication. My role involves a lot of planning, executing a variety of tasks, and collaborating with teams across the company, as well as with external partners and agencies. Every day is different, which is something I really enjoy.
IP: Your background and route into the attractions industry
Giulia Florian: Before joining Alterface, I worked in creative agencies as a graphic designer and creative manager. My entry into the theme park industry was completely unexpected, but somehow it felt like destiny! I had just completed a certification in project management and was looking for a role where I could put both my creative and organizational skills to use. Then, at the opening of a museum exposition, I met Laurence Beckers, and we immediately connected. I quickly discovered that Alterface was looking for exactly that combination of skills. Long story short, one week later, I was working at Alterface!
IP: A standout moment (or learning curve) in your career
Giulia Florian: A standout moment in my career was definitely organizing a two-day press event for one of our interactive dark rides, Popcorn Revenge, at Walibi Belgium. Alongside our Creative Director Laurence Beckers and, at the time, PR partner Anja D’Hont, we planned every detail to ensure the event fully reflected the attraction and its unique IP, culminating in a fully themed popcorn dinner inside the ride, where even each dish included popcorn.
It was exhausting, but so much fun. And it made me realize what I really love: organizing an event with so many creative and logistical details to consider in such a dynamic and crazy environment. It was also inspiring to see and highlight the incredible work of all my colleagues who brought the attraction to life.
IP: Thoughts on career development and what helps people progress
Giulia Florian: In my experience, the most important factor for career development is hands-on experience in the field. The attractions industry is complex, with many areas of expertise involved, but it’s also very close-knit and relationship-driven. Visiting parks and attractions – both those created by others and those we’ve worked on – has been invaluable for me. Along with participating in industry events and trade shows, it helps deepen understanding of the industry’s dynamics and allows you to build strong, face-to-face connections that can make a real difference in your career.
IP: Any mentoring you’ve received – or now offer to others
Giulia Florian: I’ve been fortunate to have Laurence Beckers, our Creative Director, as a mentor. She has always been inspiring and generous, giving me the chance to participate in meetings, planning, and opportunities that allowed me to keep learning. She entrusted me with responsibility while being there to supervise and advise, constantly boosting my confidence and offering constructive feedback. More broadly, Alterface, under the guidance of CEO Stéphane Bataille, is a place where you are encouraged to take initiative, expand your scope, and learn by doing. If you show curiosity, the company gives you the opportunity to grow professionally and take on new challenges.
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Lisa Gosetto
CEO – Gosetto
Working in the attractions industry has never felt like just a job to me, it’s something I grew up with.
Today, I lead Gosetto alongside my brother Luca, with clearly defined roles: I focus primarily on commercial, contractual, and administrative responsibilities, managing client relationships and overseeing the company’s financial side.
As a child, I would help my father with small tasks: basic maintenance, accompanying him on client visits, even translating when needed. Those early experiences gave me something invaluable: a real understanding of the product beyond the catalogue.
One of the most significant turning points in my career came when we began collaborating with larger parks. It challenged me to think bigger, raise our standards, and continuously improve.
Over time, I’ve become convinced that technical knowledge, even at a basic level, is essential in commercial roles. You don’t need to be an engineer, but you must truly understand what you are offering.
In our work, we don’t simply deliver products; we develop tailored solutions together. That collaborative process pushes you to grow technically, professionally, and personally.
I was lucky to receive mentorship from my father and my brother, who taught me determination, discipline, and the importance of believing in myself.
Today, I try to offer the same support to younger colleagues, because in my opinion their energy and forward-looking mindset are essential for the future of our industry.
If there’s one piece of advice I would pass on to the next generation, it’s this: stay curious, understand what you’re selling at its core, and never underestimate the value of relationships. In this industry, imagination and human connection are just as important as technical expertise.”
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Lauren Wood Weaver
VP Marketing & Business Development – Sally Dark Rides
IP: Your current role and responsibilities
Lauren Wood Weaver: I serve as Vice President at Sally Dark Rides, where I help guide business development, marketing, and strategic partnerships for our global projects. My role involves working closely with clients, partners, and our internal teams to bring awareness to our projects, while also supporting our presence at trade shows and industry events.
IP: Your background and route into the attractions industry
Lauren Wood Weaver: While my career began in marketing and events, growing up around the attractions industry with my father gave me an early, firsthand look at the business. It didn’t take long to become captivated by such a creative, dynamic, and genuinely fun industry.
IP: A standout moment (or learning curve) in your career
Lauren Wood Weaver: Standout moments have been when we announce a new ride on the IAAPA show floor. Namely, revealing The Joker on his laughing gas cannon for our Justice League: Battle For Metropolis rides, Mr. Krabs for our SpongeBob attraction, Big Bird for our Sesame Street ride at PortAventura, and most recently, two handsomely blue characters for our new Phantom Theater ride at Kings Island. We’ve had some wonderful turnouts, and when the curtain drops, there’s nothing like seeing the faces of the crowd. Other than initial excitement, internally I know this is supporting our clients from the very start, and that sets a great tone to carry throughout the project.
In addition, I’ve been fortunate to be at a number of our attractions on opening day and have watched guests experience them for the first time. Big smiles and genuine child-like excitement (even from “grown ups”!) is about as rewarding as it gets.
On the learning side – working on complex, international projects taught me how important clear communication and adaptability are, especially when coordinating across cultures, time zones, and disciplines. Those experiences reinforce that successful attractions are truly the result of strong teamwork.
IP: Thoughts on career development and what helps people progress
Lauren Wood Weaver: Progress in this industry comes from curiosity, relationship-building, and a willingness to learn beyond your immediate role. The attractions industry is highly collaborative, so understanding how different disciplines work together is incredibly valuable. Networking and involvement in industry associations also makes a big difference.
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Ros Pullen
General Manager – Raging Waters Sydney
IP: Your current role and responsibilities
Ros Pullen: I am the General Manager of Raging Waters Sydney a role I have held for the past 5 years. My role sets the direction of the Park while shaping the vision, backing strong ideas and supporting the team to do their best work for each other and our guests.
I am also the Immediate Past President and Board Member of AALARA (Australian Amusement,Leisure & Recreation Association) – Australia’s peak body representing the amusement, leisure and recreation industry of Australia.
IP: Your background and route into the attractions industry
Ros Pullen: I have worked in the sport, leisure and aquatics industry in a variety of roles over the last 20 years initially managing, marketing and operating sport, leisure, fitness and recreation centres in Local Government.
I moved into the waterpark industry in a Sales and Marketing capacity before moving into my current role as General Manager in 2021. I enjoy the diversity of my role and the opportunity to collaborate in an industry that is innovative, exciting and challenging.
IP: A standout moment (or learning curve) in your career
Ros Pullen: I love to collaborate and learn – I think often as leaders there is a misconception that you need to be the expert in everything all the time and this can be a road to burn out.
The most effective leaders bring together people with the right skills and perspectives for the team – and the business to succeed.
IP: Thoughts on career development and what helps people progress
Ros Pullen: Saying YES to the opportunity instead of hesitating that I may not have all the skills and knowledge – take on the challenge as the fun part is learning along the way.
Listen and collaborate – the industry is filled with those who have experiences that may not be dissimilar to yours and may just have the perspective, insight or solution you are looking for.
IP: Any mentoring you’ve received – or now offer to others either at Raging Waters or from the perspective of AALARA
Ros Pullen: I have been able to meet and work with some brilliant people that have made such a positive impact on my career and I am always open to connecting and collaborating with others.
Industry Bodies such as AALARA provide a valuable space to share knowledge, learn from peers and contribute your own experiences. In my role as President and Board Member I hope that I have been able to open that space to others in the industry in Australia.
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Una de Boer
Chief Marketing Officer – WhiteWater
Background
My Career is a testament to how you can traverse industries, I’ve marketed everything from legal services to hygiene products, software as a service to waterslides. The common thread has been that I help international business to business companies match what they make with customers who need that by building compelling brands and amazing marketing teams. It must be said marketing aquatic attractions is the most glamorous and relatable my career has been and I’m really proud of the incredible Marketing team I’ve brought together, and the global brands we’ve built across waterparks (WhiteWater), surf (Endless Surf) and attractions management software (Vantage).
Standout Moment
What you put in is what you get out – I’ve led with my purpose which is to do my bit to make a more equitable and sustainable world.
When I joined the Attractions industry in 2015, not knowing anything or anyone, I was surprised how few female peers I saw – so I started an informal pre tradeshow drink back in 2017 for all of us setting up booths to connect. With the help of Susan Story, Emmily Popovich and Marah Rodriguez our 2025 pre IAAPA Expo ‘Women of Attractions’ event was 300 women! Marah had already started a small LinkedIn group ‘Female Leaders of Amusement Parks and Attractions’: https://www.linkedin.com/groups/14161065/ and invited us to collaborate so we can continue the in person community we’ve built online, now its heading towards 500 members providing support for each other.
I also am an advocate for Sustainability in Attractions; it’s an area I also lead for WhiteWater and seeing the progress we are making (and it isn’t easy to make fiberglass and continuous water pumping greener) is really rewarding.
Words of wisdom
You must believe you can be the change you want to see (thanks Ghandi) because if you don’t step up and act you are sustaining the problem.
mentoring question:
I spoke at IAAPA Expo in November on a panel about female leadership and I stand by what I said, as you become a female leader it is your responsibility to pay it forward, to make sure that you support the younger women rising in their careers by helping them open doors and encouraging them to have the confidence to grasp opportunities.
I have only ever found the most successful women around me to be encouraging, and I would shout out Franceen Gonzales and Anne Mart Agerbeek as role models.
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Megan Mo
Senior Manager – APAC, Marketing
IP: Your background and route into the attractions industry
Megan Mo: With over 10 years of B2B marketing experience, I specialize in helping international brands grow and localize across Asia-Pacific, with a growing remit that extends beyond the region. My background spans the attractions, tourism, and leisure industries, including roles with Tourism Tasmania, and Visit Vuokatti leading China market initiatives. I joined WhiteWater five years ago. I oversee APAC marketing strategy and regional office operations from Shanghai. I’m amazed by the industry especially how it brings happiness to guests around the world. I’m also one of the members in IAAPA APAC M&S Committee.
I enjoy exploring the deeper truths that underpin real-world practice. With the support from Una and WhiteWater, I’ve just completed an MBA at UBC and now look forward to continuing to deepen my expertise and grow within the industry.
IP: A standout moment (or learning curve) in your career
Megan Mo: One standout realization in my career has been the power of women in shaping industries like tourism and attractions. I’ve long believed that women play a decisive role in family travel decisions – winning the trust and preference of mothers often means winning the family market, especially in the APAC market. After joining WhiteWater, I was inspired to see that both the APAC business development team and the global marketing team are led by exceptionally talented women. This strong female presence brings greater sensitivity, empathy, and awareness to subtle market shifts, enabling the brand to respond with agility and insight. It is something she is deeply proud of in WhiteWater’s marketing approach.
IP: Word of wisdom: thoughts on career development, what helps people progress, any mentoring you’ve received – or now offer to others
Megan Mo: I have always believed that learning and respecting different cultures makes us more inclusive and the world more vibrant. One key lesson in my career is the importance of truly listening – not just hearing, but understanding others within their own cultural context. Taking the time to learn how people think, communicate, and make decisions in different regions is essential for any international brand to grow globally.
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Katrina Verweel
Tradeshows & Events Manager – WhiteWater
Background
My career began in large-scale charity fundraising events, followed by conference and workshop planning in the legal sector. Event management has always been a strong thread in my professional journey, but I knew I was ready for something new.
At a networking event, I learned about a unique tradeshow coordinator role at WhiteWater. I had never coordinated a tradeshow booth before, and I didn’t have a background in the attractions industry – but the challenge excited me. I took a leap, applied for the role, and stepped into an industry that blends creativity, engineering, storytelling, and global collaboration in a way I had never experienced before.
Standout moment
One of the biggest learning curves early on was realizing that tradeshows in this industry are far more than booths and banners – they’re immersive brand experiences that takes an entire marketing team to bring to life. Understanding how to translate a broad portfolio of complex ride technologies and large-scale projects into engaging, approachable displays across the globe has pushed me to think strategically, not just logistically.
Seeing a booth concept come to life on a show floor, watching industry peers connect with our team, and knowing that our work helps bring joyful guest experiences to life around the world is what I love most.
Words of wisdom
You don’t need a traditional or perfectly aligned background to succeed in this industry. Many skills are transferable – organization, relationship-building, adaptability, and a willingness to learn go a long way. Growth happens when you challenge yourself, stay curious, and remain open to learning.
All images courtesy of interviewees
