Karyn Primmer

Background

About Karyn Primmer

I am a purpose-driven leader with expertise across sales, marketing, digital and campaign performance, revenue optimisation, event management, and project management. With a strategic mindset and a collaborative approach, I thrive in shaping commercial strategies that drive revenue growth, optimise segmentation, and create long-term value. Currently serving as the Commercial Business Director at Ace Hotel Sydney, I contribute to the execution of forward-thinking commercial strategies that accelerate revenue growth and enhance owner returns. My career is built on leading cross-functional commercial teams, securing high-value contracts, and repositioning hotels in competitive markets. I have a proven ability to refine segmentation strategies, shift market share, and achieved a number one CompSet position across multiple properties. My Perspective I believe in focusing on the bigger picture—pressure and alignment propel success, while stress creates confusion and unnecessary friction. I try not to sweat the small stuff. A successful business requires perspective, collaboration, and a sprinkle of fun along the way, keeping both business performance and team engagement high. My Leadership Style I lead with perspective, empathy, purpose, and strong communication. A natural driver, I have honed my ability to balance this with team empowerment—removing obstacles, fostering alignment, and creating high-performing teams that deliver results. Key Strengths & Expertise - Revenue Optimisation & Market Positioning – Proven ability to shift market share and secure top-ranked CompSet performance- Brand & System Transitions – Expertise in leading brand repositioning and commercial structural adjustments- Segmentation Strategy – Diversifying market segmentation for long-term, sustainable growth- Budget & Financial Acumen – Deep knowledge of forecasting, financial management, and revenue alignment- Event Yield Management for both large scale hotel event spaces and small ones - Project Management – Leading commercial teams across all hotel verticals to maximise profitability- Executive Leadership & GM Responsibilities – Acting General Manager experience with a focus on customer experience, operational controls and commercial success- Team Engagement & Performance – Building highly effective, proactive, and engaged teams that drive business growth.