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Chief Marketing Officer
Statement of Duties
The job
Leading the development and implementation of Tourism Tasmania’s global marketing strategy and managing
its marketing programs and resources.
Duties
 Provide vision and innovation while maintaining a disciplined approach to leading and managing the
organisation’s marketing strategy
 Lead, inspire and coach the marketing team by harnessing their energy, willingness and innovation
 Develop evidence-based marketing plans, oversee controls and budget execution, and ensure marketing
plans and programs deliver a strong return on investment
 Make content the hero and deliver it to the market through multiple complex channels, including digital,
social and media
 Foster global brand-aligned commercial partnerships to maximise the reach of our destination’s appeal to
a growing customer base
 Engage marketing partners, our tourism regions and our industry to create a powerful and cohesive
market force
 Represent Tourism Tasmania locally, nationally and internationally
Direction/Supervision received
While reporting to the CEO and consulting with Tourism Tasmania’s Board on overall strategic direction,
you will have the autonomy to deliver the organisation’s marketing strategies and priorities, and allocate its
marketing resources.
Level of responsibility
You will be responsible for leading and inspiring your team through personal demonstration while also
developing and implementing the marketing strategies that build demand and attract more leisure visitors to
Tasmania. In doing so, you will be expected to consult extensively within your team, collaborate with
industry, government and the community, build and maintain networks and high level working relationships.
What you need to have
The ability to shape strategic thinking, inspire a sense of purpose and direction, and integrate ‘big picture’
views with how to achieve them.
A results orientation with the skills to ensure marketing activities deliver on intended results while building
organisational capability and responsiveness, harnessing professional expertise and driving change.
The professional expertise needed to develop and implement marketing strategies and programs and
establish commercial and collegial partnerships.
The ability to build productive internal and external working relationships, while valuing difference in
facilitating cooperation and partnerships.
Personal drive and integrity along with a commitment to upholding shared values, demonstrating
professionalism, engaging with risk and showing personal courage.
A passion for great communication and ability to influence by listening, understanding, adapting to the
audience and negotiating persuasively.
Desirable requirements:
 Relevant tertiary qualifications, preferably in marketing, journalism and/or management.
 A record of experience and achievement in similar senior roles.
What we do
We create demand for travel to the state by connecting people culturally and emotionally to
Tasmania through domestic and international marketing programs that lead and activate the
Tasmanian brand and create economic and social value for Tasmania. Our aim is to attract more
leisure visitors to the state by focusing on:

Brand marketing
Identifying and concentrating on key aspects of the State that are both good and different to develop a
clear, consistent and compelling marketing message that positively differentiates Tasmania from other
travel destinations

Content development and distribution
Creating, curating, publishing and sharing content about Tasmania that best conveys the destination
brand and creates demand for travel to the state

Brand Advocacy
Facilitating the sharing of Tasmania’s rich stories, harnessing the power and passion of Tasmanians to
tell our story and adding depth to the Tasmanian visitor experience

Partnerships for conversion
Developing and nurturing commercial marketing partnerships with a range of international and
domestic travel partners to stimulate travel sales and holiday bookings for Tasmania
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705835 – Chief Marketing Officer

Stakeholder engagement
Engaging and collaborating with other government agencies and organisations to ensure the growth in
visitor numbers is matched with the supply of adequate air and sea access, new tourism experiences,
accommodation, visitor services, infrastructure and a suitably skilled workforce.
How we go about it
The principles that guide our actions focus on understanding Tasmania’s uniqueness, challenging traditional
thinking, being consumer-centric and being accountable, yet fearless.
We work within an environment that aims to inspire creativity, bravery and dynamism in decision
making with ongoing learning and development. We support safe work practices, diversity and equity
and are committed to valuing and respecting each other as colleagues and peers. We value the
contributions of all employees and treat each other and our customers with respect.
Other Information
Employment Type: Full-time
Hours: 73.5 hours per fortnight. Out of hours work is required on a regular basis.
Location: Hobart. Intrastate and interstate travel is required on a regular basis
Award/Classification: Senior Executive Service Level 2, Equivalent Specialist
The State Service Act 2000 including the State Service Principles and Code of Conduct applies to our employees.
These can be located at www.dpac.tas.gov.au/divisions/ssmo.
Position number
705835
Mark Jones
…………………………………………
DIRECTOR OF OPERATIONS AND PLANNING
Certified Correct
Date
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John Fitzgerald
…………………………………………
CHIEF EXECUTIVE OFFICER
Approved / Not Approved
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Date
705835 – Chief Marketing Officer
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