Download Manager, Digital Marketing RD

Role Description
Manager, Digital Marketing
Cluster
Department of Planning & Environment
Agency
Office of Environment and Heritage
Division/Branch/Unit
Taronga Conservation Society Australia
Location
Taronga Zoo
Classification/Grade/Band
Clerk Grade 9
Kind of Employment
Ongoing, Temporary, Casual
ANZSCO Code
XXX
PCAT Code
xxx
Date of Approval
November 2016
Agency Website
www.taronga.org.au
Agency overview
The Office of Environment and Heritage (OEH) cares for and protects NSW’s environment and heritage, which
includes the natural environment, Aboriginal country, culture and heritage, and built heritage. Taronga Conservation
Society Australia (Taronga) forms part of the OEH. Taronga’s vision is to create a shared future for wildlife and
people. Through our efforts we protect endangered species, increase understanding of wildlife and inspire community
action.
Primary purpose of the role
To develop and manage the execution of the digital marketing strategies and initiatives that drive visitation and brand
advocacy for Taronga Zoo.
Key accountabilities
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Responsible for achieving annual visitation numbers and associated revenue of $7 million across Taronga Zoo
and Taronga Western Plains Zoo through digital marketing activities, including online ticket sales.
Manage the team to deliver all digital marketing executions within allocated marketing budget and in
accordance with the five-year strategic plan and Taronga’s vision.
In line with Taronga’s five-year strategic plan, contribute to the development of the annual Marketing plan and
budget for Taronga Conservation Society Australia, encompassing both Zoo properties and a broad range of
ancillary products and services across all digital channels.
Ensure the digital marketing team strategically utilise digital channels across the full marketing mix, taking full
accountability for developing and expanding the team’s knowledge, capability and impact in this area.
Manage the team to provide digital marketing expertise and assistance across a broad range of services and
products including Direct marketing, the education program, overnight experiences at both Zoos and Wild
Ropes, providing strategic direction and input as appropriate.
Lead and manage the digital marketing team to maximise efficiency and output whilst developing key talent.
Ensure careful and effective promotion of the Taronga brand
Key challenges
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Managing the needs of a broad range of internal and external stakeholders.
Achieving growth and financial targets utilising a set budget in an ever increasing competitive environment.
Lead a team of diverse role responsibilities and objectives to maximise outputs.
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Key relationships
Who
Why
Internal
Direct Reports/Team
To provide leadership, management, information and performance feedback;
to receive support and information; and to ensure ongoing communication,
professional working relationships, and a positive and productive team culture
Management and other Taronga
colleagues
To work professionally and collaboratively together; to provide/receive
support, information and services; and to ensure ongoing communication and
professional working relationships
External
Stakeholders (which may for example To receive/provide information, direction, excellent customer service and/or
include zoo visitors, consultants,
work collaboratively together; and to represent Taronga in a professional and
contractors, suppliers, sponsors, media, ethical manner.
auditors, government agencies and/or
authorities)
Role dimensions
Decision making
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This position is empowered to make decisions within standard operating procedures and Taronga policies and
procedures.
Decisions outside of this scope are to be escalated to the Head of Marketing, Communications and Tourism.
This role is expected to follow management instructions and uphold Taronga’s Code of Conduct, Policies,
Procedures, Charters (WHS, Customer Service and Animal Welfare) and Environmental Sustainability
endeavours.
Take reasonable care of own safety and ensure own conduct does not adversely affect the health and safety
of others.
Project a positive company image, work constructively as a Taronga team member, and report Taronga
Compliance breaches.
Reporting line
This position reports to the Head of Marketing, Communications and Tourism
Direct reports
The following line managers and functions report directly to the role:
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Digital marketing officer
Digital marketing coordinator
Budget/Expenditure
The role must operate with the financial delegations in accordance with Taronga and NSW Government finance policy
and procedures.
Essential requirements
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Tertiary qualifications in marketing, business administration or relevant discipline, or equivalent experience in
a similar capacity.
Previous extensive experience and commercial achievement as a Manager within a digital marketing
department in a competitive environment.
Recent experience driving the strategic use of digital channels for demonstrable marketing and
communications outcomes.
Role Description Manager, Digital Marketing
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Ability to lead a team under high pressure situations.
Ability to obtain and maintain a valid working with children check
Capabilities for the role
The NSW Public Sector Capability Framework applies to all NSW public sector employees. The Capability Framework
is available at www.psc.nsw.gov.au/capabilityframework
Capability summary
Below is the full list of capabilities and the level required for this role. The capabilities in bold are the focus capabilities
for this role. Refer to the next section for further information about the focus capabilities.
NSW Public Sector Capability Framework
Capability Group
Capability Name
Level
Display Resilience and Courage
Adept
Act with Integrity
Intermediate
Manage Self
Adept
Value Diversity
Intermediate
Communicate Effectively
Adept
Commit to Customer Service
Intermediate
Work Collaboratively
Adept
Influence and Negotiate
Intermediate
Deliver Results
Advanced
Plan and Prioritise
Intermediate
Think and Solve Problems
Adept
Demonstrate Accountability
Adept
Finance
Intermediate
Technology
Adept
Procurement and Contract Management
Intermediate
Project Management
Adept
Manage and Develop People
Adept
Inspire Direction and Purpose
Adept
Optimise Business Outcomes
Advanced
Manage Reform and Change
Intermediate
Focus capabilities
The focus capabilities for the role are the capabilities in which occupants must demonstrate immediate competence.
The behavioural indicators provide examples of the types of behaviours that would be expected at that level and
should be reviewed in conjunction with the role’s key accountabilities.
Role Description Manager, Digital Marketing
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NSW Public Sector Capability Framework
Group and Capability
Level
Behavioural Indicators
Personal Attributes
Adept
 Look for and take advantage of opportunities to learn new skills and
develop strengths
 Show commitment to achieving challenging goals
 Examine and reflect on own performance
 Seek and respond positively to constructive feedback and guidance
 Demonstrate a high level of personal motivation
Adept
 Tailor communication to the audience
 Clearly explain complex concepts and arguments to individuals and
groups
 Monitor own and others' non-verbal cues and adapt where
necessary
 Create opportunities for others to be heard
 Actively listen to others and clarify own understanding
 Write fluently in a range of styles and formats
Adept
 Encourage a culture of recognising the value of collaboration
 Build co-operation and overcome barriers to information sharing and
communication across teams/units
 Share lessons learned across teams/units
 Identify opportunities to work collaboratively with other teams/units
to solve issues and develop better processes and approaches to
work
Advanced
 Drive a culture of achievement and acknowledge input of others
 Investigate and create opportunities to enhance the achievement of
organisational objectives
 Make sure others understand that on-time and on-budget results
are required and how overall success is defined
 Control output of business unit to ensure government outcomes are
achieved within budget
 Progress organisational priorities and ensure effective acquisition
and use of resources
 Seek and apply the expertise of key individuals to achieve
organisational outcomes
Adept
 Research and analyse information, identify interrelationships and
make recommendations based on relevant evidence
 Anticipate, identify and address issues and potential problems and
select the most effective solutions from a range of options
 Participate in and contribute to team/unit initiatives to resolve
common issues or barriers to effectiveness
 Identify and share business process improvements to enhance
effectiveness
Adept
 Prepare clear project proposals and define scope and goals in
measurable terms
 Establish performance outcomes and measures for key project
goals, and define monitoring, reporting and communication
requirements
 Prepare accurate estimates of costs and resources required for
Manage Self
Relationships
Communicate
Effectively
Relationships
Work Collaboratively
Results
Deliver Results
Results
Think and Solve
Problems
Business Enablers
Project Management
Role Description Manager, Digital Marketing
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NSW Public Sector Capability Framework
Group and Capability
Level
Behavioural Indicators
more complex projects
 Communicate the project strategy and its expected benefits to
others
 Monitor the completion of project milestones against goals and
initiate amendments where necessary
 Evaluate progress and identify improvements to inform future
projects
People Management
Advanced
Optimise Business
Outcomes
Role Description Manager, Digital Marketing
 Develop workforce plans that effectively distribute organisational
resources to achieve business goals
 Plan for strategic use of human resources that links to wider
organisational aims and goals
 Encourage others to strive for ongoing performance improvement
 Align systems and processes to encourage improved performance
and outcomes
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