Marketing Manager

This is an amazing opportunity to stamp your mark and further your destination marketing career as part of an agile and innovative regional tourism organisation, which promotes and develops destinations and experiences within Australia's Golden Outback (AGO), including Esperance, the Goldfields, Wheatbelt and Gascoyne Murchison regions.

The Role (full-time, although 4 days a week would be considered)

The purpose or prime function of this position is:

To develop, implement, manage and monitor Australia’s Golden Outback operational marketing plan for the promotion of the Region’s tourism destinations, attractions and experiences.

Reporting

This position is responsible to, and reports to the CEO of AGO.

Key Result Areas and Responsibilities

1. Marketing (General) 

• Lead, develop and implement the organisation’s annual marketing plan, including destination marketing campaigns 

• Lead, develop and implement strategic digital transformation and technology to continually optimise the organisation’s marketing effectiveness across multi-channels

2. Stakeholder Management and Industry Communication 

• Develop and implement the annual communication plan for the region’s membership, key stakeholders, trade contacts and the travel media 

• Oversee the development of member newsletter and ad hoc communications 

• Establish and maintain liaison with key tourism stakeholders including Tourism WA, Tourism Australia,  Visitor Centres, Local Tourism Organisations, Local Government Authorities and Development Commissions 

• Oversee the organisation’s membership strategy, working with the Membership and Admin Officer to develop member communications and marketing opportunities 

• Manage member relationships working with the Membership and Admin Officer

• Develop initiatives and/or partnerships for capacity building for the AGO membership 

3. Digital Marketing 

• Lead and develop the digital and content marketing strategy across owned, earned and paid channels including website performance and social media 

• Lead and manage external service providers for web performance, social media, content and paid advertising, as required

• Produce digital content including social videos, website maintenance, direct marketing pieces 

• Regularly review and improve business strategies and processes associated with digital marketing technologies 

• Establish, manage, evaluate and report on the effectiveness of digital performance 

• Maintain a strong working relationship with Tourism Western Australia (Tourism WA) and Tourism Australia’s (TA) digital teams to increase digital and social exposure of regional tourism product and key experiences 

4. Consumer Marketing & Communications 

• Implement integrated destination marketing campaigns and activities including the sourcing of co-operative partners and funding, to increase the region’s intrastate profile and visitor numbers. 

• Work in partnership with Tourism WA and other key tourism partners on co-operative campaigns, photoshoots and video production, visual asset acquisition and other consumer related activities to promote the region 

5. Trade Marketing Activity

• In conjunction with the CEO, develop strategic alliances with product distribution channels, including inbound tour operators, wholesalers and transport tour operators to raise awareness of the region and showcase trade ready product to generate business leads for members. 

• Design and produce copy and imagery for tourism trade brochures and the organisation’s internationally ready product brochure 

• Establish and maintain liaison with key tourism groups including the Australian Tourism Export Council, Tourism Council WA and other relevant industry bodies. 

• When required, participate in and present at national and/or international tradeshows to educate the travel trade on the region’s destinations, experiences and trade ready product.

• Work in partnership with Tourism WA and Tourism Australia’s offices to provide product knowledge, local insights and regional information 

• As required escort tourism trade familiarisations 

6. Media & PR 

• Develop and lead the annual PR plan, liaising with any external agencies and Tourism WA 

• Develop and distribute AGO media releases 

• Provide assistance to Tourism WA with national and international trade media to increase exposure of the region 

• Work closely with Tourism WA’s and TA’s Destination PR teams to increase media exposure of regional tourism product and key experiences. 

7.Staff Management

• Manage AGO's Marketing Co-ordinator and Membership & Admin Officer

8.   Administration & Other

• Assist CEO and Membership and Admin Officer in the maintenance of financial records, invoice/cheque processing, and preparation of financial reports.
• In conjunction with the CEO, produce the communication conduits for distribution to members, the broader tourism industry, TWA and media.
• Perform administration duties as directed by the CEO.
• Other duties as required by the CEO or as directed by the Chairman.

Key Selection Criteria

Essential

1. 3 years + experience in the developing and implementing marketing campaigns, digital marketing, media, public relations 
2. High level of digital expertise, managing and enhancing websites
3. Experience in travel or tourism related fields
4. High level of written, verbal communication skills
5. Analytical and problem solving skills
6. Demonstrated ability to plan and coordinate activities on their own initiative
7. Experience sourcing and managing external marketing agencies
8. Able to work alone, as well as with others and in teams
9. Good working knowledge of Microsoft Office software
10. “A” Class drivers license

Desirable 

1. Tertiary qualifications in Marketing or associated discipline
2. Understanding of tourism marketing and stakeholder network
3. Good working knowledge of design software
4. Knowledge of the Region’s destination, attractions and experiences.
5. Demonstrated experience or skills in print, web and radio or film production/publication.

Applications should be made via SEEK and include a cover letter addressing the key selection criteria and a current resume.

For any queries related to the role, please contact Marcus Falconer, CEO, Australia's Golden Outback, at ***@goldenoutback.com 

Applications close 5pm Friday 31 May 2024

Australia's Golden Outback's is the peak regional tourism organisation, covering the Goldfields, Wheatbelt, Gascoyne Murchison and Esperance & South Coast regions. Its main objectives are to promote overnight visitors to the region from key markets, increasing length of stay and dispersal, as well as developing sustainable tourism destinations by facilitating the development and implementation of local tourism strategies, experience development and capability building.