Key appointments: Waldorf Astoria Sydney, Holiday Inn, Pier One Sydney, Naumi Hotels

Patricia Higgins has been appointed Director of Marketing and Communications joining the opening team of Waldorf Astoria Sydney. A French-born marketing leader who has called Sydney home for a decade, she brings more than 15 years of experience across luxury hospitality, major events and destination marketing.

Before joining Hilton, Higgins led the marketing and communications strategy for Sofitel Sydney Wentworth through its $77 million transformation and relaunch. At Tennis Australia, she helped launch the ATP Cup, the World Cup of Tennis in Sydney. Her earlier career includes senior public sector roles in destination strategy, as well as leading national marketing and product strategy for Société Générale’s partnership with Universal Music in France.

Higgins said she is passionate about bringing brands and places to life through culture, partnerships and experiences that stay with people.