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Tourism - Marketing & Communications

Full Time

Tourism Top End is the peak Tourism Association in the Top End of Australia's Northern Territory and has been representing the interests of the Tourism Industry since 1973.

As a not-for-profit, membership-based Association, Tourism Top End is responsible for regional destination development, marketing and advocacy, We promote the Top End for both leisure and business events supporting our 500 plus members. The Association operates the Top End Travel and Information Centre in Darwin, being one of the leading tourist booking facilities in Australia.

Tourism Top End serves the area known as the 'Top End' in the Northern Territory which includes the Cities of Darwin and Palmerston, World Heritage Listed Kakadu National Park, Katherine region including Nitmiluk National Park, Douglas Daly Region, Arnhem Land, Litchfield National Park and the Tiwi Islands.

The Association also manages a variety of tourism industry programs in partnership with Northern Territory Government, City of Darwin and the Australian Tourism Industry Council.

About the role

The purpose of this role is to lead the development and delivery of the strategic marketing plan for TTE, covering consumer direct, membership communications and supporting partnerships development, on a mostly n intra-Territory basis. The role supports both the marketing of the Top End region, the Travel & Information Centre and the Association. 

Reporting to the General Manager, you will play a key role in leadership team, developing then maintaining an ongoing multifaceted marketing and communications plan, including the management of the Association’s own events. 

The role will also support the Partnerships and Industry Services team in capacity building services in relation to improving member digital connectivity and marketing capability. You are passionate about tourism and travel marketing and are willing to go the extra mile. 

You have a significant commercial marketing background with a successful track record of business improvement by driving highly engaging content opportunities. The ability to maintain a regular travel program around the Top End region is an essential requirement to of this role.

Key Duties and Responsibilities: 

  • Lead the Associations Marketing and Events team creating a high-performance culture;
  • Create and deliver considered marketing activities, including management of internal and external brand standards to implement the Association’s strategic priorities;
  • Ensure an effective digital and traditional activities are maintained and relevant, and to budget;
  • Manage and develop TTE’s Cooperative Tourism Advertising Fund (CTAF) ensuring member investment, along with the creative and budgetary aspects in collaboration with Tourism NT;
  • Regular contact with the marketing executives of Tourism NT, NT Major Events, other partners and major members to comprehensively understand their campaign activities;
  • Continually develop a pipeline of improved marketing programs for the Association and members;
  • Develop and manage content strategy delivery for consumer, membership and partner activity;
  • Management of owned assets including consumer, corporate and business events websites, image and video asset library and social media channels;
  • Manage and develop the Association’s corporate brand, communication platforms and content;
  • Manage the development and implementation consumer marketing programs conjunction with members, external contractors (including media, event and brand agencies);
  • Maintain strong executive relationship with Tourism NT, NT Major Events, NT Business Events, Tourism Australia, corporate partners, major members and other relevant organisations;
  • Continually identify and evolve marketing opportunities with partners in sectorial, event, aviation, sporting and third-party partners;
  • Develop and manage the consistent communications platforms for the Association’s members. corporate partners and stakeholders;
  • Support the General Manager in advocacy, public relations and media strategy;
  • Facilitate cooperative opportunities for members across owned digital channels;
  • Manage marketing, project and event expenditure ensuring accounting requirements are met;
  • Ensure all aspects of the partnership service level agreement (SLA) including that acquittals are properly completed including financial analysis;
  • Develop and maintain effective consumer and business event local direct marketing initiatives aligned with the Associations strategy;
  • Facilitate and participate in relevant member and industry events including strategic panels and member networking events;
  • Develop marketing strategies aligned to identified strategic focuses of the Association’s to grow membership and corporate partnerships;
  • Work closely with the Travel and Visitor Information Centre team improving assets for consumer campaigns and member investment opportunities;
  • Work closely with the Partnerships and Industry Development team improving proposals and pitches assets on brand for the Association;
  • Market the brand and benefit of Quality Tourism Framework (QTF) to consumers across the NT;
  • Market the QTF accreditation and star ratings to and Tourism Enhancement Programs to members and businesses across the NT;
  • Manage the Association’s Marketing Committee processes;
  • Work with the General Manager and the Board in ensuring the marketing and events activities align with the Association’s strategy;
  • Ensure all reciprocal funding projects and marketing programs are properly acquitted to partners.
  • Grow and develop durable relationships with a variety of stakeholders across the marketing and event aspects to achieve mutually beneficial outcomes;
  • Manage regional consumer marketing initiatives and projects, support local tourism associations, identify opportunities, event partnerships, implementation and monitoring;
  • Develop, maintain and influence collaborative marketing partnerships with members and stakeholders across the Top End;
  • Develop and manage the marketing, projects and events strategy and budget of the Association;
  • Ensure that members and partners are kept engaged on all marketing and event activities, including insights on trends particularly in tourism;
  • Must have a current NT Drivers Licence and be able to drive independently;

Specific Skill Requirements

  • Experience leading and managing marketing talent and innovative communication initiatives in tourism or travel;
  • Ability to build and maintain strategic relationships at a senior executive level;
  • Extensive experience in marketing, events and communication management within tourism with an understanding of the priorities of the private and public sector;
  • A proven track record of achieving success through strategic planning, to deliver objectives and achieve set targets;
  • Superior stakeholder management skills, including the ability to gain influence and present across all organisational levels;
  • Develop a broad active network of marketing contacts within the community, cultural and business sectors;
  • Have a strong understanding of tourism distribution for both leisure and business travel markets;
  • Manage all partners to ensure benefit fulfillment and renewal outcomes, ensuring strict adherence to agreed marketing and project related SLA's providing intervention if required;
  • Develop and maintain appropriate processes, administrative systems and procedural standards.

General Skill Requirements

  • You will believe in our destination, have a passion for tourism and our members
  • You are a team player, creative, driven, enthusiastic with a collaborative and proactive mentality.
  • You will believe in our destination, have a passion for tourism and our members;
  • You will have the ability to flex above standard operating level to drive revenue and increase membership connectivity;
  • Challenge the status quo and be an innovative and creative thinker;
  • Ability to work independently and as part of a team managing high pressure situations and competing deadlines;
  • You will have strong interpersonal and communication skills (verbal and written) and process a friendly and mature approach to your work and have the proven ability to work collaboratively across government, industry and key stakeholders;
  • Communicate effectively and regularly within the senior management team and the Board, including successes and escalations as required;
  • Demonstrated time management, prioritisation and attention to detail skills;
  • You will be proficient with Microsoft Office Suite, and possess a strong business acumen;
  • A strong focus on planning and execution, and be highly organised;
  • Experience in a similar role within a tourism business or association (4+ years);
  • Commercial acumen and ability to understand the Association’s not-for-profit model and its role with current and potential stakeholders;
  • Monitor market trends, competitors and current/potential partners;
  • Ability to work flexible hours as required;
  • Ability to travel Intra-Territory is essential;
  • Must have a current NT Drivers Licence and be able to drive independently;

Click here to apply

Please note that only shortlisted applicants will be contacted. 

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