The Team
We’re united by our love of surfing, support for each other and ensuring our members and guests are stoked. Fairness, honesty and commitment are the foundations of our shared success.
Team work makes the dream work
JENNIFER VANDEKREEKE
CHIEF EXECUTIVE OFFICER
Jennifer was appointed CEO of URBNSURF in May 2024. She brings to the role over two decades of experience leading and growing travel and leisure companies including Carnival Cruise Line, the NRMA and Club Med.
As a lifetime outdoor adventure addict, she is working with the surf coaches at URBNSURF to improve her decidedly mediocre surfing skills.
BRETT IRELAND
CHIEF FINANCIAL OFFICER
Brett joined URBNSURF Group in May 2024, and is responsible for financial management and reporting, budgeting, capital management, governance and compliance. He has over 20 years of experience in senior financial and operational roles with rapidly growing organisations.
Including ParaFlare Pty Ltd, Realside Financial Group Pty Ltd, Atrium Investment Management, and Brevan Howard.
SHAUN HUTCHINSON
GENERAL MANAGER, SYDNEY
Shaun joined URBNSURF Group as Group Operations Manager in June 2018. Overseeing URBNSURF Melbourne’s park operations and now Sydney as General Manager, Shaun has over 17 years’ experience in management positions at leading sports, entertainment and attractions venues in the Middle East and Australia, including for Village Roadshow, Meraas Holdings and Jumeirah International.
In his spare time, you can find Shaun bodyboarding in the URBNSURF Melbourne lagoon and searching for rare South African food ingredients for his next barbeque.
BRENDON DAVIS
GENERAL MANAGER, MELBOURNE
Brendon joined URBNSURF as General Manager in October 2023. Brendon, more widely knows as ‘BD’ has been a familiar figure in the URBNSURF community since its inception in 2020, having previously served as the president of URBNSURF / Melbourne Boardriders Club, as well as an ambassador for URBNSURF and Flowstate. BD is an experienced sales, brand and general manager across global boardsports, denim and lifestyle companies.
When he is not at the pool he is chasing waves at the ocean, camping in the outdoors, playing and watching live music and hanging with family and friends.
SHELLEY ARMSTRONG
PEOPLE MANAGER
Shelley joined URBNSURF as People Manager in May 2022.
Shelley has spent over 20 years’ working in sports events and marketing, delivering People programs and leading brand campaigns.
Shelley is passionate about employee engagement and making work great and meaningful.
Career highlights; Leading Nike She Runs the Night, Australia’s first women’s only night race, Nike the Chance looking for untapped football talent (round ball). In her spare time, you can find Shelley hanging out with her family, at yoga or pilates or finding the next best eats in Melbourne.
JAMES MILES
HEAD OF SALES AND PARTNERSHIPS
James joined URBNSURF Melbourne as Sales Manager in August 2019. James has over 20 years’ experience in sales and growing business partnerships across media, fashion, travel and technology, including at Bellroy (where he led the brand’s sales expansion into the USA (East Coast), Europe and the Middle East), Flight Centre and News Corp Australia.
In his spare time, you can find James co-hosting Lipped, The Surfers Podcast (which he founded), commentating surfing events for Surfing Victoria including the Rip Curl Pro Bells Beach, chasing waves around Victoria and spending time with his family.
HAYLEY WALLACE
HEAD OF MARKETING
Hayley joined URBNSURF Group as Head Of Marketing in December 2021, and is responsible for leading the brand and marketing strategy for URBNSURF Melbourne and Sydney. Hayley has 9 years experience in marketing and events across hospitality and the surf industry, with major groups including Rockpool Dining Group and Surfing NSW.
LACHLAN KIRWAN
GROUP DEVELOPMENT MANAGER
Lachlan joined URBNSURF Group as Development Manager in September 2023, and is responsible for the commercial, leasing and delivery of URBNSURF Sydney. Lachlan will be leading other key new ventures for the business, including the Master Plan Redevelopment at URBNSURF Melbourne.
Lachlan has 11 years’ experience across the property industry including commercial leasing, Industrial and Commercial Development working for Global Real Estate company, Goodman.
In his spare time you will find Lachlan on a golf course, basketball court, watching almost every sport and trying to squeeze in time for his family.
JEROME DEANE
FACILITIES MANAGER, MELBOURNE
Jerome joined URBNSURF Melbourne as Facilities Manager in June 2020. Jerome has over 18 years’ experience working in leisure, attractions and industrial environments, including for an ASX-listed packaging company and at large Australian theme and water parks. Jerome has also applied his technical skills in conducting assessments of water park developments in the USA and China.
In his spare time you can find Jerome riding motorcycles, practicing self-defence, watching live music and restoring vintage cars.
EMILY PILLING
CX MANAGER, MELBOURNE
Emily joined URBNSURF Melbourne as CX Manager in October 2019. Emily has over 15 years’ experience in sport, ticketing and community engagement, including within AFL football and NBL basketball. Highlights of her career include the delivery of Carlton’s first AFLW game and organising a second AFL Grand Final in 2010.
In her spare time, you can find Emily surfing with URBNSURF Melbourne’s members, enjoying great food, and collecting exceptional red wines.
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