Jessica Helmi

Jessica is an educator and researcher with a Doctor of Philosophy (PhD) in Marketing. Her PhD project was looking at organisational stakeholders' engagement towards Australia Unlimited brand – a nation-brand for Australia that was launched domestically and internationally in 2012. Australia has been one of a few countries that have been successful in creating and implementing a brand for the nation to represent their professional capabilities to the world. Throughout her research, she had an opportunity to work closely with the Australian Trade Commission (Austrade) as well as numerous national industry leaders and business councils in Australia, digging deeper into how the Australia Unlimited brand initiative was implemented and adopted. Jessica has produced several scholarly research papers around nation branding topic published in international journals, such as the European Journal of Marketing (A*) and Journal of Strategic Marketing (A). Besides Branding, Place/Nation Branding and Marketing (general), her principal research interests also lie in the field of Consumer Behaviour, Design and Innovation, Stakeholder Engagement, Digital and e-Commerce Marketing and Service Quality. Her future research plan is to working collaboratively with Austrade in the development and implementation of Australia's new nation brand (2020).

As an educator, she has more than seven years of teaching and course coordinating experience in the Australian higher education sector, with an excellent teaching record across a range of undergraduate and postgraduate marketing subjects. Jessica has received teaching awards and is committed to collaborating with students to practically apply their learning, using real-life industry projects to develop skills and capabilities, personally and professionally, for their career advancement.

Current Research Projects:
- Place brand architecture in a city branding context
- Future Unlimited brand and stakeholder engagement
- Marketing and Artificial Intelligence
- Design Thinking in the context of place branding
- Marketing analytics and e-Commerce