Role Description General Manager Marketing

[Pages:13]ROLE DESCRIPTION General Manager, Marketing

Division: Marketing Location: Sydney, Australia Work Level Standard: Senior Executive Band 2 Kind of Employment: Ongoing ANZSCO Code: Date of Approval: January 2015 Agency Website:

1. OVERVIEW Destination NSW is a Public Service Executive agency with responsibility for devising and implementing strategies to grow the visitor economy. Our particular focus is on driving tourism and acquiring and developing major sporting and cultural events for Sydney and Regional NSW. In addition, Destination NSW is the major investor in Business Events Sydney with the aim to secure more international conventions, incentive travel reward programs, corporate events and exhibitions for Sydney and Regional NSW.

Destination NSW is headquartered in Sydney, with offices and representatives in Singapore, Hong Kong, Shanghai, Beijing, Chengdu, Guangzhou, London, Germany, Los Angeles, Auckland, Tokyo, Mumbai and Seoul. See for further details.

VISION To make Sydney and NSW one of the world's most successful tourism and events destinations.

MISSION To double overnight visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW.

CORPORATE GOALS Position Sydney and New South Wales as Australia's premier tourism and major events destinations. Attract and secure high value Major Events. Maximise yield and dispersal from the Visitor Economy. Build a sustainable Events Calendar for NSW. Create and sustain a high performance organization.

STRATEGIC OBJECTIVES 1. Achieve visitor economy 2020 targets and implement the Visitor Economy Action Plan. 2. Position Sydney & NSW as Australia's premier tourism and events destination. 3. Develop the strongest and most compelling events calendar in Australia. 4. Ensure strong industry, stakeholder and customer engagement. 5. Deliver value in our partnership/co-op programs. 6. Attract and retain the best staff and build staff capacity and capabilities.

General Manager, Marketing

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2. PRIMARY PURPOSE OF ROLE Lead the marketing function and work with the CEO to develop strategies to promote and position Sydney and Regional New South Wales in the domestic and international marketplace Develop and manage strategic relationships with non-tourism & event industry organisations to leverage the use and benefit of Destination NSW brand assets for the benefits of tourism and major events Develop and refine the strategic direction through which the Agency most effectively maximises the return from investment in events, particularly, but not confined to the NSW Events Calendar, and which ensures the strategic integrity of pipeline events. Drive the implementation of digital marketing programs and activities to enhance the profile and positioning of New South Wales to international and domestic tourists and lead the development of digital marketing assets - content, campaigns and web sites to support overall Destination NSW Business Plan KPIs for domestic and international markets. Apply strategic marketing experience in advising on the selection of marketing activities to support events, based on their potential to benefit the State, and any consequent conditions that should accompany that support. Lead and manage Destination NSW's strategic partnerships with stakeholders in the events industry, specifically City of Sydney, to ensure the NSW Events Calendar, particularly signature events, is marketed creatively, effectively and seamlessly in interstate and international markets. Provide strategic marketing expertise in advising on the selection of event support, based on their potential to benefit the State, and any consequent conditions that should accompany that support.

3. KEY ACCOUNTABILITIES

KEY RESULT AREA Marketing Management

General Manager, Marketing

% 30%

RESPONSIBILITY

Establish and direct the global branding and marketing of Sydney and New South Wales

Develop the Tourism & Event marketing plan for Sydney and Regional NSW destinations, which are supported by integrated communication plans across the marketing mix

Oversee the development and implementation of campaigns in the domestic and international market place to promote Sydney & New South Wales as Australia's premier tourism and major events destination

Working within the global marketing strategy, oversee the development and implementation of a range of complex digital marketing programs and activities and manage and enhance websites such as and to provide access of information to the widest audience

Work with the CEO to identify Marketing related issues and opportunities for input into the Visitor Economy Taskforce report and other reporting requirements to the NSW Government

Role Specific KPI's

Brand plans are created and approved by the CEO Marketing plans and campaigns are developed and

implemented to meet the agreed objectives with the relevant business units Global and domestic digital marketing plans are developed, approved by the CEO and implemented to meet agreed KPI's The VET marketing recommendations are reviewed implemented as per the NSW Government response Budgets are developed within agreed parameters and implemented to deliver high ROI Integrated marketing strategies are development with event owners and key stakeholders to optimise overnight visitation and ROI targets

Innovative and `world's first' programs are created and implemented via domestic and international marketing campaigns

Design Studio is created and staffed by professionals and

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KEY RESULT AREA

Marketing Strategy/Research Relationship Management

General Manager, Marketing

% RESPONSIBILITY

Role Specific KPI's

Develop and implement plans and budgets to deliver on the

provides high quality service to internal and external

Government's objectives and agenda in relation to the

stakeholders, within DNSW brand guidelines

development of marketing strategies and campaigns and

manage the marketing budget to ensure resources are

effectively deployed to meet agreed objectives

Develop creative and innovative marketing strategies for

Destination NSW through which the Agency can most

effectively maximise value created from investment in

events. This will range from influencing and shaping

marketing strategies for new events to providing strong

support and direction to optimise marketing and event

outcomes for Signature vents.

Oversee the Destination NSW Design Studio and ensures

work is delivered within timeframes and consistent with

Destination NSW & partner brand guidelines.

20% Undertake rigorous campaign and brand evaluation including Detailed pre and post research is conducted with the

market effectiveness, brand tracking research, market

DNSW Research Business unit and external agencies.

segment analysis, target market identification and

Strategies and metrics are reviewed, adapted and

competitive tracking analysis

implemented to achieve DNSW objectives and deliver

Interpret and draw on the research results to recommend

optimal ROI.

where to direct resources to add value over time; and to

develop improved metrics for the contribution of marketing;

and to guide marketing effort by Destination NSW and the

Regional NSW Destination Networks.

15% Develop, foster and maintain strategic working relationships Strategic briefing and information sessions are conducted

with key stakeholders at the most senior level including

with key stakeholders.

media partners and advertising agencies to ensure that

An accurate database and meeting minutes is kept with all

Destination NSW's marketing campaigns and strategies are

stakeholders to further engage and develop relationships.

effectively managed

Strategic partnerships with event owners, workshops,

Build strategic partnerships with non-tourism & event

Committee meetings and briefing sessions are

industry organisations to leverage the use and benefit of

implemented.

Destination NSW brand assets for the benefits of tourism and Agreed KPI's and outcomes are optimised and issues

major events

resolved in a collaborative manner.

Work closely with the Industry Partnerships and Regional

NSW teams on joint activities

Build strategic partnerships with stakeholders in the events

industry to ensure that Destination NSW investment in

events is properly leveraged and is based on the broader

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KEY RESULT AREA

% RESPONSIBILITY objectives of the Authority.

Role Specific KPI's

Staff Development & Management

Operational and financial management (including reporting)

General Manager, Marketing

10% Coach, mentor, and develop the Marketing team enabling them to achieve business objectives in an environment with a strong internal and external customer focus.

Provide effective, consistent and regular performance feedback and address performance issues in a timely manner to maximise individual and team outcomes.

Ensure team members have access to approved training and development opportunities to build their skills and capability.

Lead team members through the performance management and development process that provides an overall context and framework to encourage employee contribution and includes goal setting, feedback, and performance development planning.

15% Provide leadership and manage the operations and activities of the Marketing Division including responsibility for reporting, financial, human resources and audit requirements.

Manage the Marketing Division budgets and forecasts. Lead the development of division/branch/business unit plans

and proactively contribute to corporate strategic planning processes. Monitor and evaluate business processes, systems and procedures to identify best practice. Develop and implement new business processes and systems for increased efficiency and improved service delivery. Establish and maintain relevant controls and feedback systems to monitor the operation of the business unit and ensuring all reporting requirements are accurate and delivered on-time. Ensure tasks undertaken adhere to all policies and procedures, including Occupation Health & Safety operational plan requirements.

Create/ prepare and discuss all KPIs for new financial year with the CEO for the Half-Year review by Dec. 1st & Yearly Performance reviews by April, 1st.

Past financial year personal Yearly Performance reviews discussed with CEO and approved by June, 30th.

All personal Learning & Development needs identified, discussed and approved by CEO by June, 30th.

All Half-Year and Yearly Performance reviews discussed with the staff (direct reporting colleagues), including training needs, areas for development, potential career opportunities and motivation, and completed by June, 30th.

All Learning & Development (L&D) initiatives provided to Corporate Services and approved for delivery through the L&D plan by June, 30th.

All Performance issues addressed in a timely fashion and documented as required.

All internal and external reports must be accurate and delivered to deadline.

Adhere to budget, with no greater than up to 5% variance.

Nil audit or compliance issues. Adhere to all Destination NSW Policies and Procedures. Appropriate storage of all files and documentation must

be maintained. All leave records must be recorded and processed with

05 (five) working days of receipt.

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KEY RESULT AREA

Team work and collaboration

% RESPONSIBILITY

Role Specific KPI's

As a NSW Government agency representative, adhere and comply with all Destination NSW policies and procedures.

Ensure all physical and electronic business records are stored and maintained in recordkeeping system as mandated by NSW Government.

Provide operational direction and leadership to establish and

10%

maintain a culture of teamwork, achievement, accountability

and outcome focus.

Foster a collaborative team spirit focused on service delivery

to both internal and external clients.

Proactively keep up to date with issues that may impact the

Visitor Economy and actively participate as team member

across Destination NSW, contributing to and undertaking

special projects and activities, as required.

Proactively contribute to Destination NSW's results. Destination NSW represented in an appropriate manner. Contribute effectively to Destination NSW's operations. Information and advice provided to other Destination

NSW business units in a timely manner. All issues regarding the team work addressed in a timely

fashion and documented as required.

Represent Destination NSW at industry, Government and public forums and on working parties and committees as requested.

Promote teamwork and achievement of common purpose by encouraging all Destination NSW colleagues to share information and ideas.

Undertake other duties as directed by the CEO Destination NSW

Occasional out of hours work to attend functions, conferences, meetings and familiarisation trips.

General Manager, Marketing

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4. KEY CHALLENGES Managing and leading a team which is diverse in its skills base and in the services it provides, ranging from high level marketing and advertising services to brand assets and online image library services. Establishing a position of influence and trust across Destination NSW and within the Executive team in order to implement change and achieve corporate goals and marketing strategies and the needs of the Tourism Industry. Working in a Government environment and coping with the cyclical downturns and vagaries of the international marketplace. Identifying and addressing brand and marketing services and increasing the competitiveness of New South Wales as a tourism and major events destination, often requiring a great deal of lateral and strategic thinking and planning. Applying a high degree of analytical, creative reasoning, negotiation and interpersonal skills in dealing with a range of complex projects associated with the development of the global marketing strategies and campaigns. Working with very tight decision making deadlines imposed by the Government, Department, industry stakeholders, and business and tour operators. Balancing the priorities and demands of the tourism industry and maintaining a collaborative approach in developing marketing strategies and campaigns in the tourism and events industry. Working within an environment that is characterised by diversity in both size and type of operators, groups which are often in competition with each other. Building and maintaining effective working relationships and networks with clients, stakeholders and Government agencies to facilitate the identification and development of Destination NSW projects and initiatives. Keeping abreast of relevant industry trends, tools, marketing programs and legislative requirements. Balancing a range of competing priorities and multiple projects in a constantly changing environment and working within very tight decision making deadlines imposed by Government and industry stakeholders. Developing and maintaining knowledge of industry sectors and developing strategies for managing impediments to development in those industry sectors.

5. KEY RELATIONSHIPS

REPORTS TO CEO, Destination NSW

DIRECT REPORT/S: Director, Marketing Director, Digital Marketing Services Manager, Marketing Services Manager, Design Studio Vivid Commercial Partnerships Manager Group Assistant - Marketing

INTERNAL CEO, Destination NSW (regular project and WIP reports) Board Reports (update on the status of marketing programs and initiatives)

General Manager, Marketing

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 Senior Manager Executive Team Marketing Team (ensure all activities and resources are coordinated and meet agreed KPI's) Other DNSW Business Units (as required)

EXTERNAL Minister's Office (via CEO and Corporate Communications team) DPC (Strategic Communications and Government Advertising / RFT) Tourism and Industry Stakeholders Event Owners and key Stakeholders Media and Creative Agencies Steering Committees and Project Groups Research, Design and Advertising agencies

6. ROLE DIMENSIONS

DIRECT REPORTS: 6 INDIRECT REPORTS: 33 BUDGET: $TBA

General Manager, Marketing

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7. DECISION MAKING AUTHORITY

DELEGATIONS Financial: Level 2 ? Expenditure $500,000 and Contract Engagement $50,000

INDIVIDUAL DECISION MAKING Determines the priorities of the Marketing Group and has influence in shaping the development and implementation of global marketing strategies to promote Sydney and Regional NSW as a tourism and major events destination. Exercises a significant amount of discretion in determining and driving the work and activities of the Group and specifically the management and implementation of marketing campaigns and directly accountable for any recommendations and decisions made. Provides specialist advice, co-ordinates projects and teams and provides guidance on operational aspects of work. Day-to-day management and decision-making responsibility for tasks and program/project teams under his or her control including the performance of staff. Provides strategic decision-making within Destination NSW's overall corporate direction and exercising of significant levels of judgement. Identifies key issues and resolve potential conflicts at an early stage.

IN CONSULTATION DECISION MAKING Works closely with the CEO and Senior Management of the Department in setting and developing marketing strategies. Prepares recommendations to the CEO and the Board in the development of marketing strategies that mat have implications for and/or affect relations with other Government agencies, stakeholders and tourism industry, Consults with the Executive Team and other Divisions (including Regional Offices) in the establishment and maintenance of digital marketing programs and activities and management and use of Destination NSW brand assets. Prepares detailed reports and briefs. Works with the CEO and Executive Team to make judgements and prepare recommendations as to how programs/projects may be best managed within Destination NSW, often with the involvement of Government agencies and industry stakeholders. Identifies the training needs of staff under his/her control and recommends and encourages participation in appropriate training and professional development.

General Manager, Marketing

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