Joanne Khawaja
Head of Creative and Commercial
Jo brings more than 21 years’ experience in the Australian food, lifestyle, and major events sector. Her career began in publishing, curating and producing events for leading titles including Vogue Australia, GQ, delicious., donna hay, and taste.com.au — before expanding into community, government, sport, and major cultural events. Jo has delivered a seven-year national engagement for NewsCorp managing 100+ events, the American Express delicious. Month Out program across three capital cities, and landmark projects for the Western Sydney Parklands Trust and Sutherland Shire Council. More recently she has led major projects including NRL Fan Fest, SGLMG Laneways Party (2023–2025), Sydney WorldPride, SXSW Sydney, FIFA Women’s World Cup, and the Australian Olympic Committee Paris Welcome Home Gala Dinner.
Professional Bio (Survey)
I’ve spent more than 21 years working across events in food, lifestyle, fashion, media, government, sport, and major cultural spaces — and I still find every project genuinely exciting. As Head of Creative and Commercial at SoldOut, I oversee creative strategy, commercial partnerships, and client engagement across our portfolio. I bring a full event lifecycle approach — from concept and creative development through to on-the-ground delivery — and I care deeply about the people and relationships that make the work meaningful. Bilingual in English and Arabic.
The Olympics or F1 — I find it hard to choose between them. Both represent the absolute pinnacle of global event delivery. The scale, the cultural significance, the way they bring people together across languages and borders — that’s the kind of work that reminds you why this industry matters.
I’m drawn to the work of Martine Emdur — there’s something about the way she captures the ocean that stops me every time. I’ve always been pulled toward the sea, and her paintings feel like they understand that. But honestly, my favourite pieces are the handmade ones — drawings from family, things made with intention rather than craft. Those are the ones I keep.
I don’t have a single favourite — music for me is entirely mood and moment. I move between Arabic music, R&B, soul, and everything in between. The right song at the right time is what matters.
My entire career has been a highlight — and I mean that sincerely. Sydney WorldPride, SXSW Sydney, NRL Fan Fest, the AOC Paris Welcome Home Gala Dinner — these are extraordinary projects to have been part of. But what I value most is what happens between the events: the relationships built, the trust earned, the teams that show up and give everything. That’s the real highlight. Events don’t happen without people, and the people I’ve worked alongside over 21 years are what I’m most proud of.
