Marketing Lead Behavioural Insights

Company description:

About Us
The Department of Transport & Planning brings together all transport modes to design, plan, build and operate Victoria's transport system. Our job is to further integrate the transport network and improve the delivery of services to Victorians for simpler, quicker and safer journeys that connect people and places and support Victoria's prosperity and liveability.

We're focused on outcomes that deliver more choice, connections and confidence in our travel, ensuring the whole transport network works as one to deliver better services and outcomes.

The department is an equal opportunity employer and welcomes applicants from a diverse range of backgrounds, including veterans, people who identify as Aboriginal and Torres Strait Islander, have a disability, are from varied cultural backgrounds and those who identify as LGBTIQ+. The department provides workplace adjustments for applicants with disabilities.

Communications, Customer and Engagement is a Group within DTP that supports the Government's transport and precincts agenda. We do this through clear communications, genuine engagement and marketing campaigns that resonate with people because they are focused on delivering better outcomes for people, wherever they live. The division innovates with communications approaches to support organisational, cultural and behavioural change.

Job description:

About the Role
*This is a Fixed Term Position until June 2026*

Join the Department of Transport and Planning as a Marketing Lead - Behavioural Insights for the Future Public Transport Ticketing (FPTT) project. This pivotal role involves developing a cutting-edge ticketing system, replacing the current card-based setup with Account Based Ticketing (ABT) for enhanced travel choice and flexibility. As part of the Customer workstream, you'll define customer cohorts, collaborate on design approaches, and align outcomes with DTP principles. Your responsibilities include delivering customer insight analysis and ensuring seamless coordination of customer channels for FPTT communications and marketing campaigns. This critical role ensures an intuitive and integrated ticketing experience, fostering customer confidence and information.

Join us in shaping the future of public transport ticketing through collaboration and optimisation of customer outcomes across the FPTT project team.

To access the Position Description, please click here.

Position Outcomes / Accountabilities
• Seek out, aggregate and analyse customer insights from data available across the organisation and share to inform the delivery phase of the FPTT project.
• Synthesise customer segmentation and migration data with broader DTP programs to assist the FPTT Customer workstream with tracking Customer Experience Metrics that support the project's results.
• Provide advice, develop briefs and manage supplier contracts for delivery of customer research including, but not limited to, the DTP Customer panel, product device testing, Contact Centre portal and other Human Centred Design activities.
• Ensure the customer channels (Contact Centre, social media and PTV Hubs) are prepared and equipped for all communications and marketing campaigns required for the FPTT project.

Key Selection Criteria
• Outcomes Thinking: Establishes mechanisms to monitor impact of work on the community; Ensures team/organisation's operating and delivery model is designed in ways that creates a positive impact on community
• Flexibility and Adaptability: Adapts systems & processes quickly to changed priorities & situations.
• Systems Thinking: Assesses situations and identifies the best systems tools for analysing, understanding the system and addressing problems; Can apply system archetypes to identify common dynamics that appear in different situations; Identifies & understands the impact of particular courses of action on other parts of the organisation or more broadly.
• Data literacy: Considers data sources, collection, and structure impacts in the delivery of data analysis. Generates descriptive statistics and relevant data visualisation leading to decisions under the guidance from subject matter experts. Ability to utilise advanced excel formulas, pivot tables and generation of data charts is required.

Qualifications and Experience
Mandatory
• Tertiary qualification or equivalent experience in marketing, market research or a related field.
• Proven data analytical skills to aggregate and analyse customer focused data then turn into insights to inform decisions.

Desirable
• Understanding of customer channels, including preparation of channels for communications and marketing campaigns.

Role Specific Requirements
• This role provides services to the Future Public Transport Ticketing project. It is expected that the person will embed within the project including attending their offices and off-site meetings as required.

What we offer
• Meaningful work making Victorian communities more accessible and liveable.
• Professional growth and development opportunities across the department and the wider Victorian Public Service.
• A hybrid working model focused on collaboration and teamwork.
• Optimal work-life balance initiatives including flexible working arrangements.
• We prioritise the development of a safe and inclusive culture.

Culture Value
We are an equal opportunity employer, embracing a diverse range of applicants such as veterans, and people who identify as Aboriginal and/or Torres Strait Islander, LGBTQIA community members, individuals with disabilities and/or health conditions, as well as those from varied faith and cultural backgrounds. At our department, we prioritize the development of a safe, inclusive, and high-performance culture through shared actions and behaviours that align with our strategy and direction. This empowers our employees to effectively contribute to our goals.

How to Apply
Click the ‘Apply' button and follow the prompts. Applications should include a resume and a cover letter. Applications close 11.59pm on Tuesday, 20th February 2024. For further information about the role please contact Mark Meade - Manager - Customer Insights via **********@transport.vic.gov.au.

Preferred applicants may be required to complete a police check and may be subject to other pre-employment checks. Information provided to the Department of Transport and Planning will be treated in the strictest confidence.

Please let us know via phone or email if you require any adjustments to ensure your full participation in the recruitment process or if you need the ad or any attachments in an accessible format (e.g., large print) due to any viewing difficulties or other accessibility requirements.