Download TOURISM NEW ZEALAND

TOURISM NEW ZEALAND
POSITION DESCRIPTION
Marketing Manager - Premium
Tourism New Zealand is a Crown Entity governed by nine Board members who are appointed by the
Minister of Tourism. Our core leadership team, based in Auckland and Wellington has responsibility
for the overall leadership and management of the organisation. Offshore, our in-market general
managers oversee activity in the 12 international markets we are represented in.
Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a
visitor destination. The major tool we use to do this is the 100% Pure New Zealand marketing
campaign, a campaign that has evolved over the past 14 years to make New Zealand one of the
world's most well-respected tourism brands. Further information can be obtained from
www.tourismnewzealand.com.
At Tourism New Zealand we are committed to a set of values that define us and guide the way we
work. These values embody the global spread of the organisation and the shared understanding of
what we’re part of, the passion and enthusiasm for the work we do and our can-do approach to this
work.
Position Title
Marketing Manager – Premium
Team
Premium Sector
Reporting Manager
Sector Manager – Premium
Direct Reports
None
Position Location
Auckland
Regular Points of Contact
Premium Sector Trade Managers, Regional Marketing,
Communications and Public Relations Managers,
Communication Agencies, Contractors
Position Type
Fixed Term, Full Time
Key Objectives: The primary objectives of this position are; Managing and coordinating the
Marketing Communications and Public Relations activities for the Premium Sector, working closely
with the in-market premium sector trade managers to coordinate the successful delivery of each
marketing activity within the premium sector strategy and activity plan, while ensuring the very
highest quality output is achieved, resulting in positive stakeholder experience and return on
investment.
Key Tasks
Performance Indicators
Content Marketing Management
Generate specialized and high quality
content and successfully distribute it
through targeted channels delivering a
higher Equivalent Advertising Value
and ROI than traditional marketing.
Working directly with content creators as well as
content marketing organisations such as agencies and
media companies to establish an efficient system by
which customized and specialized content can be
produced for distribution through targeted
communication channels for both trade and consumer
audiences. This content will be mostly digital in nature
and require a high degree of knowledge with digital
content tools, publishing and distribution platforms and
social media.
Work with recognised travel partners to create custom
content for distribution through their independent
channels.
Website Tools and Content Management
In conjunction with the digital content team, create a
Premium Sector section within the
tourismnewzealand.com (Trade Website) and
newzealand.com (Consumer Website) where relevant
content and tools will be developed and maintained.
Brand Guideline Management
In conjunction with the brand team maintain the
Premium Sector brand and communications guidelines
(TOHU) to ensure all Premium Sector Marketing and
Communications follows these guidelines. Review and
update guidelines as necessary informing all
stakeholders of any changes.
Communications and Public Relations
Working with the in-market Public Relations, Marketing
and Communications Managers, coordinate the creation
and delivery of content relevant to that specific market
for addressing, translation and distribution to agreed
media and influencer contacts.
 KPI: Create the Premium Sector
section and upload relevant
content and implement a
sustainable process to keep content
and tools current
KPI: Distribute and actively manage the
Premium Sector TOHU (Brand
guidelines).
 Creation and maintenance of a
global media and influencer CRM
database for the Premium Sector.
2
Last Reviewed:
October 2015
Key Tasks
Performance Indicators
Joint Venture Marketing Management
 Successful delivery of joint venture
marketing programs as identified in
the Premium Sector activity plan
Working with trade partners such as airlines, destination
management companies and in-market consortia to
scope, develop and manage joint venture marketing
initiatives, ensuring all agreed initiatives support the TNZ
premium strategy and meets the cooperative funding
model that is required by all TNZ JV partners.
Budget Management
Working with the in-market Premium Sector Managers,
Regional GM’s, PR Managers, Marketing Managers, and
other TNZ staff that utilize the premium sector
marketing budget to manage and track budget spending
to ensure it aligns with the agreed marketing and
communications activities that support the premium
sector strategy.
Competencies
 KPI: Accurate maintenance of the
premium sector marketing and
communications budget that
delivers a balanced budget on a
quarterly and yearly basis.
Performance Indicators
Marketing Campaign Accurately scopes out length and difficulty of campaign requirements; sets
Management
objectives and goals; breaks down work into the process steps; develops
schedules and task/people assignment; anticipates and adjusts for
problems and roadblocks; measures performance against goals; evaluates
results.
Interpersonal Skills
Verbally expressing thoughts, information and ideas in a clear, appropriate
manner. Establishing a connection and affinity with others easily and
quickly, demonstrating interpersonal sensitivity.
Relates well to all kinds of people – inside and outside the organisation.
Builds appropriate rapport, and constructive and effective relationships.
Uses diplomacy and tact, and can diffuse even high-tension situations
comfortably.
Peer Relationships
Can quickly find common ground and solve problems for the good of all,
can present his/her own interests and yet be fair to other groups, is seen
as a team player and is cooperative. Easily gains trust and support of peers
and encourages collaboration.
3
Last Reviewed:
October 2015
Results Orientation
Working through each aspect of a task or project; driving a task or project
through to completion.
Stakeholder Focus
Ability to develop strong rapport and trust quickly. Understands the
importance of ensuring relationships are maintained and supported
regularly.
Understands various stakeholder perspectives, that these may not always
be congruent with those of the organisation, and works positively to
achieve resolution.
Written
Communication
Expressing ideas and information in writing using appropriate structure,
format, grammar and language to create informative, clear and concise
documentation and reports.
Oral Communication
Possesses and projects a confident, warm, intelligent and polite speaking
manner over the phone and in person.
Judgement Decision
Making
Considering all relevant information to draw reasonable and appropriate
conclusions, appreciating the consequences of decisions, reaching an
appropriate decision in a timely manner to meet specific outcomes.
Flexibility
Maintaining effectiveness while adjusting to a changing work environment,
varying tasks, people, responsibilities and priorities.
Person Specification
In making it happen, the ideal person for this role will have;
A sincere and authentic character that people can easily relate to and who easily builds trust and
partnerships.
A patient and diplomatic professional who has an authentic approach to educating and positively
influencing stakeholders in order to create motivated advocates to deliver a broad range of new
communication approaches that in many cases will be different to the norm.
The ability to quickly and calmly manage multiple tasks within given time and resource constraints.
A creative and independent thinker who can easily grasp new ideas and concepts
Knowledgeable of New Zealand, it’s culture, people, geography and premium tourism product and
service offerings.
Ability to travel domestically and internationally when needed.
An enthusiastic team player that inspires and energizes those around them.
4
Last Reviewed:
October 2015