More About Me

I am Dylan Reed, sometimes known as dylree.

An experienced leader, communicator, marketer and business owner.

I have over 22 years experience in the destination marketing, hospitality, tourism and retail industries specialising in brand strategy, communications, partnerships, experiential, marketing and events.

After over 10 years as CEO of Brand Activations and Communications agency Kreate, I stepped aside from leading the agency, but remain as an Advisory Partner.

I am now available as a business consultant, strategic partner, mentor and speaker.

My Journey

About Me

With 20+ years in destination marketing, small business, agency management, tourism, and brand strategy, I now partner with like-minded businesses and destinations to spark fresh thinking and impactful collaborations. I bring empathy, creativity, and connection to every project—because the best journeys are shared.

My Background

With degrees in Linguistics, Tourism, and Communications, I’m a natural communicator with a curious mind—fascinated by both history and the future. I’ve lived and worked around the world, but I call Melbourne/Narrm home. I am lucky to have had a career which has seen me in roles including: rolling-out multi-million dollar advertising campaigns, getting in the weeds of running large scale major events; as well as everything from writing copy, producing design briefs, hosting events, pitching to media or conducting strategic seminars.

Where I've worked

City of Melbourne

London Borough of Camden

New West End Company

Media Circus Pty Ltd

Tourism Victoria/Visit Victoria

Southern Cross Austereo

Renascence Group Hospitality

Kreate

Career Milestones

Transforming Kreate Australia from a small promotional business into an integrated Communications and Activations agency; and guiding it successfully through a global pandemic.

Overseeing the Communications of dozens of hospitality, venue and destination launches and campaigns including some of Australia's best restaurants, hotels and destinations.

Being a partner in a hospitality group with 5 successful and award-winning venues: Farmer's Daughters, Morena, Barra and Victoria by Farmer's Daughters

Overseeing the launch and roll out of Tourism Victoria's award-winning Play Melbourne and Remote Control Tourist Campaigns; and their first brand campaign in the China market.

Delivering the UK's first ever cross-city simultaneous Christmas Lights Switch On in partnership with Disney.

My beliefs

I have a firm belief in the power of empathy as a strength, not a weakness.

I am passionate about social justice, human rights and that we ALL need to do more to protect our natural environment.

I believe in collaboration and partnership over competition.

If these align with yours, then let's chat!