Eden Retreat has appointed Sophie Lorenz as Head of Marketing, bringing more than a decade of luxury hospitality, tourism and agency experience to Australia’s longest-running health and wellness focussed retreat.
Based on-site at Eden Retreat in the Gold Coast Hinterland’s Currumbin Valley, Lorenz will lead brand, marketing and partnership strategy as the retreat continues its evolution as a luxury wellness destination.
The appointment comes during a period of growth for Eden Retreat, which recently launched its first-ever corporate and executive retreat offering, opening the 380-acre sanctuary to leadership teams, boards and incentive groups for the first time in its 41-year history.
Lorenz joins from Sheraton Grand Mirage Resort Gold Coast (Marriott International), where she has been Marketing Manager since 2022, leading strategy across leisure, MICE, weddings and food and beverage. During her tenure, the resort was named a finalist for Best Marketed Hotel at the 2023 QHA Awards, and her work was recognised as a finalist for Best Marketing Campaign at the 2023 HM Awards.
“Sophie brings a rare combination of luxury hospitality expertise, commercial focus and a genuine understanding of the Gold Coast market,” said Dan Hastings, CEO of Eden Retreat.
“As Eden continues to evolve, having someone on the ground who can tell our story with clarity and care – to guests, industry partners and the wider trade – is incredibly valuable. We’re thrilled to welcome her to the team,” added Hastings.
Prior to Sheraton Grand Mirage, Lorenz spent seven years as a Marketing Account Manager at Sunshine Coast agency Social Tap delivering social, digital and influencer strategy for hospitality and lifestyle clients. She holds a Bachelor of Arts in Communications, with a double major in Marketing and Journalism, from the University of the Sunshine Coast.
“Eden Retreat has been part of the Gold Coast’s story for more than four decades, and there’s something special about a place with that kind of heritage choosing to keep evolving,” Lorenz said.
“Wellness travel is changing, and guests are looking for experiences shaped around their own needs rather than a fixed program. I’m looking forward to working with our trade and industry partners to share what makes Eden so different.”
In her new role, Lorenz will oversee Eden Retreat’s brand positioning, digital and direct marketing, trade and partner marketing, and content across all channels.
