Jessica Douglas led Adelaide University’s “make history” campaign, highlighting graduates from Nobel prize winners to the nation’s first female Prime Minister.

“Jess’s extensive strategic marketing and brand management experience will be vital in re-establishing Brand SA to position South Australian products locally, nationally and internationally,” Trade and Investment Minister Nick Champion said.

Douglas will start her new role next month. She has also worked for Coca-Cola Amatil as a trade marketing executive developing and overseeing marketing plans nationally.

“I’m thrilled to be taking on the role of manager, Brand SA. It’s an exciting opportunity to build a strong state brand that generates local pride, strengthens global reputation and ultimately, takes our state to the world,” she said.

“As a born-and-bred South Australian, I’m passionate about our state and all it has to offer. This is a chance to shine a light on that and drive significant benefit for local industry and the economy.”

Champion said the State Government had budgeted $6.2 million over four years to re-establish Brand SA after it was shut down by the former Liberal Government.

Former Department of Premier and Cabinet communications chief Jayne Flaherty had been working on a new structure for Brand SA, now part of the Trade and Investment Department, before leaving for a new role as chief of staff at Flinders University.

Brand SA was previously a standalone organisation, managing the I Choose SA campaign and the distinctive State Brand trademark. There are now currently almost 8000 businesses registered and using the brand.

It was in 2019 that the Marshall Government controversially cut Brand SA’s $1.6 million annual funding with its former chair Peter Joy and chief executive officer Karen Raffen later announcing it meant they were forced to shut its Leigh Street office doors.

Champion said Labor announced during the state election campaign that it would bring Brand SA back.