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Marketing and Strategy Lead at Gooree Park Mudgee, Rafael Lagdameo works across regional tourism, agriculture and brand strategy. He applies what he learned during the MBA (Leadership and Enterprise) to a business deeply embedded in the Mudgee economy.

Rafael captures Gooree Park Mudgee in a single word: ‘horsepitality’. “Gooree Park began as a renowned Thoroughbred horse farm, but over time we’ve expanded into what we call ‘horsepitality’: an integrated experience encompassing wines, Wagyu beef, farm stays, stud tours and events.”

That evolution has been shaped by longevity and place. “Gooree has been a part of the Mudgee community since 1979, witnessing the evolution of the region and contributing to its growth,” he says. His role is focused on the future. “My role is to identify and develop marketing opportunities that strengthen our brand and lay the strategic foundation for long-term growth.”

Rafael undertook the MBA (Leadership and Enterprise) to broaden his perspective beyond one industry and geography. “Coming from a background in the consumer goods industry, I wanted to broaden my understanding of business beyond my sector and my home country,” he explains. The ������ Business School appealed because of its applied, global approach.

For early- to mid-career professionals weighing up the program, that balance of theory and practice was central to his decision. The MBA (Leadership and Enterprise) also shifted how Rafael understands both strategy and leadership. “Before the MBA, I saw strategy mainly as a plan to achieve business goals,” he says. “The program reshaped that view entirely. It taught me that strategy is just as much about clarity of purpose as it is about execution.”

Leadership took on a different meaning as well. “Leadership became less about directing and more about enabling others,” he says. He also points to “the value of empathy, adaptability, and purpose-driven decision making, especially when navigating uncertainty.” Those lessons now inform his day-to-day work at Gooree Park, where long-term thinking and collaboration are essential.

“Unlike metropolitan markets, where scale and competition dominate, regional strategy requires a balance of innovation, sustainability, and community connection. Success here depends on empowering people, collaborating closely with local partners, and building trust that turns shared goals into shared growth.” Rafael says. “Relationships, trust, and long-term thinking matter more than quick wins.”

Gooree Park became a Capstone project partner during a period of change. After operating privately for decades, the business began opening more fully to the public. “With this transformation came new challenges, defining our brand, scaling our operations, and aligning diverse ventures under one story,” Rafael says. “One of the most exciting milestones has been converting a portion of Gooree Park’s original horse stables into a new cellar door, blending the property’s rich equine heritage with a fresh, welcoming wine experience.”

"Our main challenge for the Capstone project was: How can Gooree Park Wines drive enough sustained demand beyond its current direct and regional channels to justify revitalising its full vineyard capacity, reduce per-unit costs, and gain access to major retail distribution, enabling long-term profitability and competitiveness?"

Rather than narrowing the scope, Rafael encouraged broader thinking. “We encouraged the students to take a holistic approach, leveraging any of Gooree’s business pillars to find synergies that could ultimately strengthen the wines business.” What impressed Rafael most was the way MBA students engaged with the regional business context.

That regional lens shapes how decisions are made day to day. “In regional economies, every decision has a ripple effect,” Rafael explains. “You’re not just influencing a business. You’re impacting jobs, tourism, and community livelihoods.”

Returning to the ������ Business School as a corporate partner was personally significant. “It’s incredibly meaningful,” he says. “The MBA gave me so much, and returning as a corporate partner feels like a way to give back.”

For professionals considering the MBA (Leadership and Enterprise) at the ������ Business School, particularly those interested in work beyond metropolitan centres, Rafael’s experience shows how the program equips graduates to apply strategy in regional contexts where decisions shape local businesses, people and communities.