role description general manager marketing - …...general manager,marketing page 1 of 13 1....

General Manager, Marketing of 13

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 http://www.destinationnsw.com.au 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.

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: http://www.destinationnsw.com.au

http://www.destinationnsw.com.au/

http://www.destinationnsw.com.au/


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 % RESPONSIBILITY Role Specific KPI’s

Marketing Management

30% 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 www.visitnsw.com and www.sydney.com 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

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

http://www.visitnsw.com/

http://www.sydney.com/



Develop and implement plans and budgets to deliver on the Government’s objectives and agenda in relation to the 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.

provides high quality service to internal and external stakeholders, within DNSW brand guidelines

Marketing Strategy/Research

20% Undertake rigorous campaign and brand evaluation including market effectiveness, brand tracking research, market segment analysis, target market identification and competitive tracking analysis

Interpret and draw on the research results to recommend 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.

Detailed pre and post research is conducted with the DNSW Research Business unit and external agencies.

Strategies and metrics are reviewed, adapted and implemented to achieve DNSW objectives and deliver optimal ROI.

Relationship Management

15% Develop, foster and maintain strategic working relationships with key stakeholders at the most senior level including media partners and advertising agencies to ensure that Destination NSW’s marketing campaigns and strategies are effectively managed

Build strategic partnerships 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

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

Strategic briefing and information sessions are conducted with key stakeholders.

An accurate database and meeting minutes is kept with all stakeholders to further engage and develop relationships.

Strategic partnerships with event owners, workshops, Committee meetings and briefing sessions are implemented.

Agreed KPI’s and outcomes are optimised and issues resolved in a collaborative manner.



objectives of the Authority.

Staff Development & Management

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.

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.

Operational and financial management (including reporting)

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.

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.



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.

Team work and collaboration

10% Provide operational direction and leadership to establish and

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.

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.

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.


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)


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


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.


8. ESSENTIAL REQUIREMENTS

QUALIFICATIONS

Tertiary qualifications in marketing, business management or other field plus extensive relevant experience in the tourism and events industries

EXPERIENCE

Extensive senior management experience in strategic tourism/destination/events marketing and promotion

Extensive expertise in consumer brand development and the implementation of successful marketing campaigns, including a thorough understanding of all aspects of the marketing mix.

Proven expertise in developing campaigns to leverage tourism benefits from the opportunities presented by major events.

Substantial experience in dealing with the machinery of Government and understanding of the political processes and resulting impact on the industry.

Extensive expertise in the management of relationships with advertising and design agencies.

SKILLS AND COMPETENCIES

Thorough understanding of the domestic and international tourism markets and their challenges and opportunities.

Contemporary understanding of and expertise in the use of digital channels to market.

Commercial acumen, including the ability to negotiate and secure value-add benefits from media partners.

High level of business planning, analytical and conceptual skills to identify key issues and develop innovative solutions that result in growth in tourism.

Superior relationship management, interpersonal and leadership skills and capacity to lead and motivate a team of skilled specialists.

Well-developed analytical, conflict resolution, research, strategic planning, problem solving and negotiation skills to address a range of complex tourism issues.

Superior oral and written communication skills and capacity to prepare complex and sensitive papers and documentation for the Board, Government, Department and tourism industry.

Capacity to provide specialist advice to the Board, Department and Government and maintain confidentiality.

OTHER

Current Australian Driver’s licence.


9. CAPABILITIES FOR THE ROLE The NSW Public Sector Capability Framework applies to all NSW public sector employees. The Capability Framework is available at www.psc.nsw.gov.au/capabilityframework.

Below is the summary list of capabilities and the level required for this role. The focus capabilities of this role can be found below in bold. Refer to the next section for further information about the focus capabilities.

NSW Public Sector Capability Framework

Capability Group Capability Name Level

Display Resilience and Courage Advanced

Act with Integrity Highly Advanced

Manage Self Advanced

Value Diversity Advanced

Communicate Effectively Advanced

Commit to Customer Service Highly Advanced

Work Collaboratively Highly Advanced

Influence and Negotiate Advanced

Deliver Results Advanced

Plan and Prioritise Highly Advanced

Think and Solve Problems Advanced

Demonstrate Accountability Advanced

Finance Advanced

Technology Adept

Procurement and Contract Management Advanced

Project Management Advanced

Manage and Develop People Advanced

Inspire Direction and Purpose Advanced

Optimise Business Outcomes Advanced

Manage Reform and Change Adept


Focus Capabilities- The focus capabilities for the role are those in which new occupant/s of the role must demonstrate immediate competence

NSW PUBLIC SECTOR CAPABILITY FRAMEWORK

CAPABILITY GROUP AND NAME

LEVEL BEHAVIOURAL INDICATORS

Act with Integrity Highly Advanced

Champion and act as an advocate for the highest standards of ethical and professional behaviour

Drive a culture of integrity and professionalism across the organisation, and in dealings cross-government,

cross-jurisdiction and outside of government

Define, communicate and evaluate ethical practices, standards and systems and reinforce their use

Create and promote a climate

in which staff feel able to report apparent breaches of rules, policies and guidelines and act promptly and visibly in response to such reports

Commit to Customer Service

Highly Advanced

Create a culture which embraces high quality customer service across the organisation, ensuring that management systems and processes drive service delivery outcomes.

Engage and negotiate with stakeholders on strategic issues related to government policy, standards of customer service and accessibility, and provide expert, influential advice.

Ensure that responsiveness to customer needs is central to the organisation’s strategic planning processes.

Set overall performance standards for service deliver y across the organisation and monitor compliance.

Work Collaboratively Highly Advanced

Establish a culture and supporting systems that facilitate information sharing, communication and learning across the sector.

Publicly celebrate the successful outcomes of collaboration.

Seek out and facilitate opportunities to engage and collaborate with stakeholders to develop organisational, whole-of-government and cross-jurisdictional solutions.

Identify and overcome barriers to collaboration with internal and external stakeholders.

Influence and Negotiate

Advanced Influence others with a fair and considered approach and present persuasive counter-arguments

Work towards mutually beneficial win/win outcomes

Show sensitivity and understanding in resolving acute and complex conflicts

Identify key stakeholders and gain their support in advance

Establish a clear negotiation position based on research, a firm grasp of key issues, likely arguments, points of difference and areas for compromise

Pre-empt and minimise conflict within the organisation and with external stakeholders





Plan and Prioritise Highly Advanced

Establish broad organisational objectives, ensure that these are the focus for all planning activities and communicate to staff.

Understand the organisation’s current and potential future role within government and the community, and plan appropriately.

Ensure effective governance frameworks and guidance enable high quality strategic, corporate, business and operational planning.

Consider emerging trends, identify long-term opportunities and align organisational requirements with desired whole-of-government outcomes.

Drive initiatives in an environment of ongoing, widespread change, including whole-of-government policy directions.

Demonstrate Accountability

Advanced Design and develop systems to establish and measure accountabilities.

Ensure accountabilities are exercised in line with government and business goals.

Exercise due diligence to ensure work health and safety risks are addressed.

Oversee quality assurance practices.

Model the highest standards of financial probity, demonstrating respect for public monies and other resources.

Monitor and maintain business unit knowledge of and compliance with legislative and regulatory y frameworks.

Incorporate sound risk management principles and strategies into business planning.

Project Management Advanced Prepare scope and business cases for more ambiguous or complex projects including cost and resource

impacts.

Access key subject-matter experts’ knowledge to inform project plans and directions.

Implement effective stakeholder engagement and communications strategy for all stages of projects.

Monitor the completion of projects and implement effective and rigorous project evaluation

methodologies to inform future planning.

Develop effective strategies to remedy variances from project plans, and minimise impacts.

Manage transitions between project stages and ensure that changes are consistent with organisational

goals.





Manage and Develop

People

Advanced Refine roles and responsibilities over time to achieve better business outcomes.

Recognise talent, develop team capability and undertake succession planning.

Coach and mentor staff and encourage professional development and continuous learning.

Provide timely, constructive and objective feedback to staff.

Address and resolve team and individual performance issues, including serious unsatisfactory performance,

in a timely and effective way.

Implement performance development frameworks to align workforce capability with the organisation’s

current and future priorities and objectives.

Inspire Direction and

Purpose

Advanced Promote a sense of purpose and enable others to understand the links between government policy and organisational goals.

Build a shared sense of direction, clarify priorities and goals and inspire others to achieve them.

Work with others to translate strategic direction into operational goals and build a shared understanding of the link to core business outcomes.

Create opportunities for recognising and celebrating high performance at the individual and team level.

Work to remove barriers to achievement of goals.

role description general manager marketing - …...general manager,marketing page 1 of 13 1....

Documents