上海招聘

职位描述：

PURPOSE
This position is responsible for implementing strategic communications to Tourism Australia’s key audiences including media, consumers, internal and industry partners. In conjunction with the Regional Marketing Team, the role will manage brand and/or cooperative advertising campaigns, and ensure that all marketing programmes/activities reflect the brand and are integrated across the relevant media. Additionally, this role provides analysis of market and consumer data to develop business in the region and assist strategic planning.

As Tourism Australia is a multinational organisation, this role may require the incumbent to be flexible in the hours worked and travel.

INTERACTIONS

RoleRelationship
Reports to
Regional General ManagerReceives direction and guidance in relation to the development and implementation of distribution and partnership strategies
Works with
Regional Trade Partnership ManagerWorks cooperatively and collaboratively to achieve regional aims and objectives
Regional Corporate Services Manager
Sydney Finance and Procurement Team
Insights Manager
In MarketGains market insights to better meet customer needs, planning / approval framework and reporting requirements
Sydney Marketing TeamWorks collaboratively to deliver marketing strategies in market according to AOP objectives
International Operations TeamWork cooperatively and collaboratively to achieve regional aims and objectives
SuppliersLeads and manages advertising and media agencies and marketing supplier base
AirlineManages airline relationships for joint campaign development and integration
STOsWorks cooperatively to maximise the potential of activities undertaken and integration
Key industry representativesCommunicates and discuses marketing strategies to key senior industry personnel
Has as direct reportsDigital Marketing Manager
Consumer Marketing Manager
PR Manager
CoordinatorGives direction and guidance in relation to the implementation of consumer marketing strategies


KEY ACCOUNTABILITIES
– Develop local marketing strategies, plans and tactics ensuring all activities are in line with the Annual Operating Plan, working collaboratively with the Sydney office where necessary
– Oversee all consumer marketing programmes (advertising, PR, promotions, online, direct, response) to ensure integration, fit with strategy and delivery to budget and timelines, brand integrity ensuring brand consistency and alignment in all communication matters and compliance with approval processes
– Monitor and report on effectiveness of activity versus Annual Operating Plan, ensure reporting and evaluation are timely and accurate, and that learning is fed into future planning
– Provide monthly input to regional reporting requirements in terms of trends, shifts and general activity in the markets
– Represent the region on global brand team ensuring global campaign meets the needs of the target market(s)
– Manage agency contracts to ensure delivery of objectives on time and to plan and budget, including all associated documentation and reporting around this
– Manage local aspects of Australia.com and track and report all associated shifts with the site and other relevant digital assets
– Responsibility for wider contracted agency relationships and documentation associated with this process
– Manage contracting and procurement needs of the marketing team in accordance with TA procedures and policies
– Manage internal communications to ensure key stakeholders are fully updated on plans and results
– Manage budgets according to audit requirements, with a variance of no more than +/- 1%
– Support trade and Business Events teams in delivery of marketing communications activities
– Plan and control the recruitment, motivation and career development of marketing staff to enable effective delivery of plans, including taking a leadership role across the broader regional team
– On a regular basis provide insights on market developments; initiatives and programs
– Control brand integrity ensuring brand consistency and alignment in all communication matters


ATTRIBUTES

KNOWLEDGE– Highly developed English language skills (reading/writing and oral/aural)
– Highly developed regional language skills (where appropriate)
– Strong working knowledge of MS Office
– Tertiary qualifications in Tourism/Marketing or other related field
– Contemporary communications methodologies and specific country issues
– Australian and local tourism industry
SKILLSProven ability to
– Develop and deliver plans across different and culturally diverse markets
– Balance brand and tactical requirements to achieve objectives
– Communicate and present to a wide range of stakeholders
– Negotiate effective outcomes for TA while still maintaining stakeholder good will
– Work collaboratively within a cross cultural, multi-disciplinary team

Ability to
– Maintain and grow market attention for Australia with limited budget
– Effectively achieve TA objectives within cooperative campaigns
– Meet all AOP objectives and personal/team KPIs
EXPERIENCECompulsory – Demonstrated high level experience in
– Marketing (at least 10 years)
– Research-driven strategic planning and conversion campaign development

Desired, but not essential experience in
– Australian Tourism Product / Industry


DELEGATIONS

Type Conditions
Sign ContractsUp to 60,000 AUD
Pay InvoicesUp to 100,000 AUD



INDICATORS OF ROLE SUCCESS

MeasureArea
Effectively supervise the region/function/role activities and manage performance against agreed KPIsFinance and Governance
Create and promote an open and honest working environment for staff and grow staff performance, morale and capabilityPeople
Effectively manage all applicable budgets Finance and Governance
Ensure that TA is not at risk by actively and professionally following the legal, statutory and corporate governance policies, process and proceduresFinance and Governance
Create an environment of innovation and continuous improvement of products and services in TAPeople
Initiate brand-aligned marketing content, programs, partnerships or tools that support regional projects and segment priorities, and which can be leveraged across multiple markets in the region; ensure brand alignment for similar produced by markets.Consumer
Manage the creative, media and PR agencies to maximise their effectiveness to achieve the AOP objectives (UK will not manage PR component of this KPI)Consumer
Manage the regional Marketing team in the development and implementation of strategies and Annual Operating Plans targeting consumer segments that are in line TA's strategies for the future and Strategic Annual Plan.Consumer
Set PR strategy (corporate, trade, consumer) in line with AOP; oversee PR agency for execution, including setting IMHP guidelines and overseeing execution (Not UK)Consumer
Engage with stakeholders including Australian Embassies/Consulate General, and DIAC through consultation and provide information on the respective region’s market trends, insights and issues where applicableStakeholder
External
Provide timely and relevant information based on local market insight covering market and consumer trends to the business for use by management, ELT, the Board, and industry in decision making.Stakeholder Internal
Provide relevant and timely consultation, advice and information on the respective region’s consumer target segment markets - trends, issues, barriers and opportunities especially in relation to quality issues and delivery, for informing local STOs/RTAs, industry associations and industry in generalStakeholder
External
Effectively work with global brand team in Sydney ensuring that the regional consumer marketing team has input into the development of global Consumer Marketing, Digital and PR strategiesStrategic Leadership

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Everyone has a tale to tell. Tales of adventure and transformation, immersion and escape. Australia is full of stories. This is ours.

Tourism Australia (TA) is responsible for the international and domestic marketing of Australia as a destination for leisure and business travel.

Established on 1 July 2004, TA brought together the collective skills and knowledge of four separate organisations: the Australian Tourist Commission, See Australia, the Bureau of Tourism Research and the Tourism Forecasting Council.

We are a statutory authority of the Australian Government subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act).