Executive Team
Nick Baker
Chief Executive Officer
Hotel Management and Marketing
Nick joined Reflections Holidays in July 2021. He is an experienced CEO in the tourism and visitor experience sector, having led TripTech/CamperMate and RedBalloon.
His vision is for Reflections Holidays to become Australia’s leading nature-driven escapes organisation and to share nature’s playground with its guests in a way that gives back to the communities of NSW.
Nick’s global tourism expertise encompasses parks, hotels, restaurants and camps in the UK, USA, Asia and Australia. He is passionate about sharing NSW and Australia’s natural beauty and vibrant cultures with the world, which he has achieved in leading marketing for Voyages Hotels and Resorts and as the Chief Marketing Officer of Tourism Australia.
Nick’s love of food, wine and nature is reflected in his Directorships. He is the Chair of Ultimate Wineries Australia, and a Director of Australian Regional Tourism & CCIA.
Michelle Griffin
Chief Financial Officer
BComm, FCPA, GradCertHR, JP
Michelle Griffin joined Reflections in January 2016 as Executive Manager Finance and IT reporting to the CEO. In March 2019, Michelle was promoted to the position of Group Manager Corporate Services (including CFO) which expanded her management responsibility to include Work Health & Safety.
Michelle is a respected commercial and financial manager with broad experience across a range of industry sectors in both private companies and public authorities. She has over 20 years’ experience managing business systems, governance and reporting processes across a range of key business areas including accounting, human resources including management of workplace safety, corporate compliance and board activities.
Peter Chapman
Chief Marketing Officer
JWT Leaders Circle | SLSA Silver Medallion
Peter joined Reflections in April 2022 and is a commercially minded senior marketing executive with 18 years’ experience in building brands and growing businesses. He has specific experience working in Consumer Goods, Utility, Tourism, Property, Automotive, Education, Government, Construction and Retail industries.
Peter has worked for global advertising power houses, J Walter Thompson and Clemenger BBDO before joining the executive team of Enigma in 2014. In the eight years since, the Newcastle-headquartered Advertising agency of which he was Managing Director has become one of the strongest independent agencies in Australia.
Peter currently holds a Marketing Advisory Board position at the University of Newcastle, is a former non-executive director of Mercy Services and former member of the HMRI foundation board. Peter is passionate about growing progressive brands and businesses with true purpose.
Emma McKenny
Executive Manager - People and Performance
Emma is an accomplished Human Resources executive with deep experience in ASX-listed entities, healthcare, retail, manufacturing, mining, non-profit and government industries. A trusted advisor to executive leaders and Board directors, Emma possesses proven success in people strategies that optimise human capital in business.
Skilled in scaling business capability during high-growth phases Emma can expertly manage change and business improvement.
With over 20 years in HR Emma is capable at managing all speciality and generalist areas of HR.
Emma is an avid reader and is particularly passionate about contemporary thought leadership philosophies and how to bring those to life in organisations. With this knowledge Emma has demonstrated success in building strong company cultures that unify and align people to deliver corporate goals and growth.
Cameron Tynan
Executive Manager - Property Development & Planning
BBus, DipPropOpsFacMgt
Joining the Reflections Executive Team in March 2019, Cameron’s key focus is to drive the growth and expansion of Reflections’ tourism offerings. This role involves identifying and capitalising on new business acquisitions, managing the development of tourism products and services, fostering strategic partnerships, and developing and executing a comprehensive capital investment strategy that aligns with the organisation’s growth objectives.
Cameron’s career spans over 20 years in property and asset management leading the financial performance, compliance, and customer engagement across large retail assets throughout the East Coast of Australia. He brings significant experience in driving team performance to deliver key asset improvement initiatives to Reflections, specifically as it relates to our Mission to transform our Parks into the most desirable destinations that exceed the recreational and accommodation needs of visitors from Australia and overseas.
Joe Hay
Executive Manager - Park Operations
Joe is a seasoned professional with a successful background in operations and marketing management within the dynamic hospitality and travel industry.
Prior to joining Reflections, Joe worked for almost a decade in the holiday park industry in various operational and marketing roles in South Australia.
With a Business Double Degree in marketing and sports and recreation management, Joe’s strength lies in leadership and effective people management, where he has excelled in developing and leading teams to enhance business performance, customer experience, and overall commercial success.
Scott McShane
Executive Manager - Technology
MBA with Distinction - University of Newcastle
Scott McShane joined Reflections Holidays as the Executive Director of Technology, bringing with him a rich and diverse experience in various industries such as Financial Services, Large Not-for-profits, Manufacturing, and Consulting. His dynamic career spans across Australia and Norway, marked by leadership roles in Technology Consulting, Product Development, Digital Innovation, Design, and Architecture.
Known for his ability to lead and build large technology teams, Scott has steered them towards delivering groundbreaking and innovative products to market. As an advocate for agile methodologies, he has spearheaded digital transformation initiatives in large enterprises, including ASX-listed businesses. His passion for utilising technology as a strategic enabler has been instrumental in creating extraordinary and innovative experiences for customers.
In his current role, Scott is responsible for setting the strategic direction of technology for Reflections Holidays. His vision aligns technology with the organisation’s core mission, leveraging cutting-edge solutions to elevate the guest experience and contribute to the broader community.
Outside of his professional commitments, Scott enjoys exploring new cultures through travel and delights in discovering diverse culinary experiences. His love for new technology and innovation resonates not only in his professional life but also in his interests, driving him to continuously explore and embrace emerging technological trends.
Jacinta Campbell
Executive Manager – Government & Corporate Communications
BA (Communication Studies) | SCMP
Jacinta joined the Reflections Executive team in February 2024. Jacinta is an accomplished executive with over 20 years’ experience leading teams in business transformation and change, stakeholder and community engagement, media relations, issue and crisis management, internal communications, and employee engagement.
In her role as Executive Manager Government and Corporate Communication, Jacinta’s focus is working with Reflections’ many and varied stakeholders including state and local government, business partners, and communities to support our vision to become Australia’s leading nature-based escapes organisation. Jacinta leads our work on reconciliation as Chair of our Reconciliation Action Plan Working Group.
With career experience in the public and private sector, across a diverse range of organisations including City of Newcastle, NIB Health Funds, Greater Bank, Downer, and Ampcontrol, Jacinta is passionate about helping organisations live their purpose and tell their story to inspire, connect and engage.
More about Reflections Holidays
Cabins, tiny homes, campsites and glamping tents, Reflections are changing the game when it comes to holiday park accommodation
Looking for somewhere exquisite, extraordinary and perhaps a little bit exclusive? We have 39 unique destinations across NSW, sure to inspire you.
Save more when you book a Reflections Holiday with our seasonal deals, designed to save, designed to show you life is better outside.