Flaherty is taking on a new role as chief of staff at Flinders University, but the government says a new leader for Brand SA will be announced soon.

“In recent weeks, the State Government has publicly advertised for the role of Manager – Brand SA and interviewed a number of applicants,” a government spokesperson told InDaily. “This process is close to completion and, excitingly, we will be able to announce the new manager in the coming weeks.”

Flaherty was brought in to run DPC communications by former chief executive Nick Reade, and more recently was seconded to the Department of Trade and Investment to get the ball rolling for a new version of Brand SA with $6.2 million funding.

A government spokesperson said Jayne Flaherty was “briefly seconded to the Department of Trade and Investment to undertake some preliminary works prior to the re-establishment of Brand SA”.

Her former boss Nick Reade, who she also used to work with at Bank SA, was sacked as the state’s most senior bureaucrat by the Labor Government as it began reshaping the public service when it was elected earlier this year.

Jayne Flaherty

Brand SA was formed under the Weatherill Government but was abruptly shut down after the Liberal Marshall Government was elected. The once stand-alone organisation managed I Choose SA, regional business promotions and the State brand.

The State Government has announced $6.2 million over four years to re-establish Brand SA, which will focus on marketing South Australian-made products and grown produce to markets intrastate, interstate and overseas.

Flaherty, previously executive director, Strategic Communications for the Department of the Premier and Cabinet, was most recently heading the re-establishment of Brand SA as a dedicated agency within the Department of Trade and Investment.

This includes running a new Buy Local campaign to encourage South Australians to switch $1 in every $20 of their spending to local products.

“Delivering a new purpose and public sector employer brand, re-establishing Brand SA, and working with outstanding colleagues across government to support SA’s covid response, are just a few of the projects I’ve valued being a part of,” Flaherty said.

There are currently almost 8000 businesses registered and using the State Brand.

Flaherty starts at Flinders University today and will be “responsible for providing high-level strategic and policy advice, and leading strategic projects, as well as overseeing key external functions, including media and communications, alumni and advancement, government and external relations, and key administrative functions.”

“It’s a privilege to take on this role in a leading international university in Australia, with a record of excellence in innovation, teaching and research,” she said.

“The contribution of a thriving university sector is immense and I’m excited to be a part of it.”

Reade is now chief executive officer of the state’s motoring and insurance business the RAA.

Before his move into the public sector, Reade led Bank SA and the Westpac Group in SA from 2014 to 2021, and played a leading role in lobbying against the former Weatherill Government’s bank tax.

His career in the banking sector also included senior roles with CommSec and ANZ.

It was former Premier Steven Marshall who chose Reade to lead the Department of Premier and Cabinet from February 2021 but Reade’s time in the job was cut short after Labor’s March election victory.

The Malinauskas Government headhunted Queensland bureaucrat Damien Walker to replace Reade. Walker took over as DPC CEO in April.