Chief Sparrow, Giovanna Lever


Giovanna Lever’s first experience of business was as a child working on her family’s vegetable farm in Bundaberg. Mentored by her father, she supported the operations of the family agribusiness. So business became a way of life for her - as natural as sleeping and breathing.

From brand marketing and positioning, product development, through mentoring and training, Giovanna is well known for building and transforming brands into sustainable business models. With 20 years experience working as an integrated commercial marketer in tourism, hospitality, entertainment and sport, Giovanna has held the Director of Marketing for the InterContinental Sydney Double Bay, leading the successful opening of the hotel. As a senior member of Tourism Australia led the Business Events Strategy and as a key member of the commercial team at Australian Rugby Union was responsible for driving awareness and engagement with the Australian Rugby brand.

She began Sparrowly Group with a clear vision to create a better workforce for the future. She has been at the helm of high profile projects across all disciplines for destinations, businesses and brands across Australia, including the Hawkesbury, Destination NSW, Cradle Coast Authority, Macadamias Australia, Inner West Neighbour Aid, Bundaberg Tourism, Ingenia Communities, City of Karratha, City of Shepparton and the Star Gold Coast.

As well as providing strategy and consultation for large and small businesses, she runs impactful leadership and development and reflective mentorship programs. These have previously been utilised by Virgin Australia, Reserve Bank of Australia, Hamilton Island and Bundaberg Tourism, as well as small to medium sized businesses that need support to thrive.

Smart Sparrow - Vanessa Campbell


Vanessa Campbell is an experienced business manager with a demonstrated history of working across a diverse range of industries while always delivering strong commercial outcomes.

With over 30 years experience in arts, media, events, and education she has highly developed skills in the fields of space management, sponsorship, negotiation, event management, compliance management, policy writing, project management and stakeholder management.

During her 3 years with Fairfax Media, Vanessa was responsible for numerous roles across customer service and consumer program delivery. Key milestones during her time included implementing a comprehensive customer service operation into Sydney from offshore and as a club manager the delivery of a sponsorship/partnership program for the Clique Photo Club with over 17,000 national members.

Whilst with the Sydney Harbour Foreshore Authority, Vanessa started as The Rocks Market Manager and quickly transitioned to the role of precinct manager across The Rocks and Circular Quay.

As a business consultant she has collaborated with Vanity Group, InterContinental Sydney Double Bay, Elizabeth Quay development WA and Lady Denman Market.

As an events professional, she has managed entertainment and catering for the Catholic Youth Festival, coordinated entries and nominations for the Actors Equity screen awards and organised the Australian International Education Conference (AIEC Brisbane 2014) with 1250 domestic and international delegates.

Smart Sparrow - Annmarie Liddle


Annmarie Liddle has close to 20 years’ experience supporting innovative and profit-driven businesses to achieve their goals. Her track record in strategic marketing and communications covers a range of industries with a specialty in tourism, events and hospitality.

Annmarie has worked as the Regional Director of Marketing and Communications at InterContinental Hotels Group. In addition to this, she has led a number of communications and marketing projects with NSW Treasury, Staging Connections, The Star Casino, Pacific Retail Management, CJC Management, CaSE International, Tourism NT and NT Conventions.

As such, she possesses broad-based, transferable skills in strategic marketing, stakeholder relations, communications and management, while specialising in creative marcomms strategy, brand/product management, strategic business planning, internal communications management, market research & planning and team leadership. Creative and passionate, she has an excellent ability to remain focused on the big picture without losing sight of the details of projects

Smart Sparrow - Ben Lever

Ben Lever has over 17 years of experience building and leading research and development teams, working with commercial and government organisations across Australia and Asia. His experience spans data analytics and data partnering, to technology evaluation and solution development.

Ben previously led data engineering and research at CISRO’s Data61 prior to operating it as the CTO of the spin-out company Ambiata. There, he was instrumental in evaluating and researching cutting-edge techniques in the areas of data analytics, AI, and computer vision, then developing solutions for their application to pain-points and opportunities in government and business. In the commercial sector, Ben has engaged with tier-1 telecommunication, financial services, retail, and media companies in designing evidence-based work programs and deploying technology-based solutions for automated data-driven decisioning.

In recent years Ben has had an interest in the nascent market garden industry and has completed training in permaculture as well as volunteering with local urban farms. He is also a board member of Inner West Neighbour Aid.

Ben has been an invited speaker on technology and data in Australia, UK and USA, and has strong relationships within the start-up ecosystem.

Smart Sparrow - Jacqueline Hicks


Jacqueline Hicks holds a Bachelor of Tourism Management. She is passionate about the tourism industry and the future of travel within Australia and the world.

Jacqueline has contributed her exceptional attention to detail and thorough research to many of Sparrow Group’s projects. Most recently, she was the lead research and co-authored with Giovanna Lever Sparrowly Group’s white paper on accessible tourism.

Jacqueline was the lead researcher on the Destination NSW Drives Project. Her ability to quickly acquaint herself with operators and their offering through her research skills was an advantage when managing the research component of the program, ready for the development of 12 new driving itineraries by copywriting teams.

She forms part of the Sparrowly Group team delivering the Hawkesbury Destination Management Plan. As part of this, Jacqueline actively supports tourism operators training them on the ATDW platform. She actively reviews operators to identify areas for learning, in particular around visitor experience.

She has also assisted the delivery of several other successful projects for clients in the travel and tourism industry, with the delivery of the infrastructure and investment opportunity review for Ingenia Communities, as well as a city marketing project for Greater Shepparton City Council and a strategic plan for IMPACT Community Services.