Download Specific Function/Responsibilities

Position Description
Southern Metropolitan Cemeteries Trust
MARKETING MANAGER
Background
Established on 1 March 2010, the Southern Metropolitan Cemeteries Trust (SMCT) was formed due to
an amalgamation of the Cheltenham & Regional Cemeteries Trust and the Trustees of the Necropolis
Springvale. SMCT is a not-for-profit organisation that provides a range of specialised burial,
cremation and memorialisation services and products to the community.
Our essence is ‘Honouring and Celebrating Life’. Offering a wide range of first-class services, SMCT
successfully delivers memorials, cremations and burials to over a third of Victoria’s population. In
addition to providing these funeral services to clients, SMCT currently interacts with the community
through research, hosting regular events and offering historical tours.
Our current workforce consists of over 275 employees that are regarded as passionate, highly
motivated individuals. Employee loyalty is apparent by the longevity of tenure of service within the
organisation.
SMCT comprises of the following cemeteries and memorial parks:












Springvale Botanical Cemetery (SBC)
Covering 422 acres, SBC is our largest cemetery employing over 170 employees onsite. Established in
1901 it is renowned for its landscaped gardens, water features and botanic atmosphere.
Melbourne General Cemetery (MGC)
MGC was established in 1852 and hosts significant historical monuments. Covering 109 acres, MGC
offers a variety of graves, cremation memorials and mausoleum crypts.
St Kilda Cemetery (STK)
Established in 1855 covering 18 acres, STK is SMCT's third smallest cemetery.
Cheltenham Memorial Park (CMP)
Established in 1933, CMP is SMCT's fourth largest cemetery consisting of 50 acres and hosting an
Italian Mausoleum.
Cheltenham Pioneer Cemetery (CPC)
Established in 1865 CPC is SMCT's smallest cemetery consisting of 6 acres and houses a period
residence onsite.


Brighton General Cemetery (BGC)
Established in 1854, BGC covers 30 acres of land and hosts a period residence and office.


Bunurong Memorial Park (BMP)
SMCT's youngest cemetery, BMP was established in 1995 and consists of 300 acres hosting a variety of
landscaped gardens and water features.



Dandenong Community Cemetery (DCC)
Covering 11 acres, DCC was established in 1857 offering monumental and lawn graves.
For further information please visit our website www.smct.org.au
1. Primary Responsibility
Reporting to the Executive Sales & Marketing Manger, the Marketing Manager is responsible for
providing clear leadership to the Marketing team through inclusion, collaboration and open
communication to ensure that the team meets the changing needs of the organisation. Along with
other key internal stakeholders, the Marketing Manager will have input into sales and marketing
strategies and will be responsible for ensuring marketing related elements are implemented
effectively and efficiently.
2. Reporting Relationships
Reporting to: Executive Sales & Marketing Manager (ESMM)
Key Internal Relationships: Marketing Team, Creative Director, Sales Managers, Consumer Insights
Manager, Cemetery Operational Managers, IT Manager, Media Buying Agent, PR consultant.
Direct Reports: Campaign and Media Specialist, Online Communications Coordinator, Online
Communications Officer, Marketing Coordinator and Historian & Manager of Cultural Heritage.
External Relationships: Client families, Funeral Directors, Suppliers, Media.
3. Specific Function/Responsibilities
Marketing
 Work with the ESMM and Sales Managers to:
 develop a “client-centric” culture that strives for revenue targets, yet is appropriate
for the nature of the industry
 actively drive/promote the SMCT wide Pre-Paid Sales Strategy at every opportuntiy
 leverage the opportunities provided by the CRM system
 Partner with the ESMM and Sales Managers to deliver tactical marketing plans that support
revenue budgets, ensuring all expenditure is appropriately managed within the expense
budget
 Contribute to the development of the Sales Strategy for all of the SMCT sites and take
ownership in developing and implementing integrated promotional plans that are campaign
driven and align with key revenue targets
 Continually monitor the progress of intergrated advertising/promotional campagins and
ensure accurate and regular reporting on results/ROI
 Ensure ongoing tracking and management of marketing budgets and accurately forecast and
report on an at least monthly basis
 Working with the Maketing and IT teams, improve the CRM database to ensure accurate
tracking of campaign performance and efficiencies in terms of leveraging data to improve
outcomes
 Working with the ESMM, Consumer Insights Manager and Sales Managers collate and
interpret market intelligence and develop solutions in line with organisational stategy

Working with the broader organisation, develop internal processes and protocols to ensure
the efficient and effective provision of marketing services, as an internal provider to the
program teams
People Leadership
 Lead, motivate and develop the Markerting team to ensure a high level of engagement to
meet current business requirements, planned growth and the introduction of new processes
and procedures
 Ensure the Marketing team maintina a high level of performance and display the PRIDE
values and behaviours expected of all SMCT employees and in line with the PwP process
 Ensure staff meetings, feedback, one on ones and performance appraisals are held timely and
regularly and staff performance management takes place in accordance with SMCT policies
and procedures
 Manage people grievances and issues in your operational area in relation to culture, work
practices and job specific training to ensure a positive, efficient and effective work
environment
 Provide clear leadership to the Marketing Team through inclusion, collaboration and open
communication.
Online/Digital
 Contribute to and oversee the development and implementation of the ongoing digital
strategy while ensuring resulting actions remain within budget
 Oversee the development and implementation of the social media strategy, ensuring that it is
appropriate for the industry
 Inconjunction with the ESMM, the IT Manager and the relevant members of the Marketing
team, ensure the online marketing mix is optimised to drive leads and deliver a positive ROI
 Create and oversee digital marketing campaigns that align with key business
strategies/targets
Communications
 Working with the ESMM build and implement marketing communication solutions in line
with business strategy and internal departmental needs
 Contribute to the development and oversee the implementation of the communication
strategy, including both internal and external communications
 In conjunction with the ESMM and Creative Director, ensure the consistent application of
branding across all channels
 Develop the brand awareness benchmark and play a key role in lifting the brand awareness
Public Relations
 Working with the ESMM build and implement public relations solutions in line with business
strategy
 Create and manage the editorial calendar to maximise positive media coverage
 Coordinate the writing, distribution and pitching of press releases/media responses
 Manage media relationships, with the assistance of the PR Consultant.
 Actively identify PR opportunities and handle all media enquiries (with relevant approvals
where required)
Events and Community Engagement
 Oversee the planing and delivery of all major and minor events, ensuring they meet
stakeholders needs and are leveraged from a sales perspective where appropriate.


Oversee the community engagement activities driven by the Marketing Team (e.g. events
program, historical talks, cemetery tours etc.) to ensure that they are efficiently run and
leveraged where possible e.g. PR opportunities.
Engage with key stakeholders to develop positive relationships and to increase
understanding of the needs of different groups (both internal and external).
SMCT Regulations and WH&S
 Maintain cemetery records in accordance with all relevant Risk Management/OH&S
guidlines.
 If required participate on the organisation’s, industry and other relevant committees and
assume the associated responsibilities. Operational committees may include, but are not
limited to Risk Management, Occupational Health & Safety, and Emergency Planning etc.
 Ensure that the SMCT Vision and Values are adhered to and that you comply with the Trust’s
Code of Conduct, policies and procedures
 Ensure activities comply with relevant Acts, legal demands and standards, in particular
Occupational Health and Safety standards
 Understand, promote and be responsible for compliance with relevant laws, regulations,
codes and organisational standards that apply to activities in day-to-day responsibilities
 Responsible for investigation of all incident’s that are reported within SMCT guidlines
4. Key Competencies
Essential
 5+ years in a comparable Marketing Manager role with proven success/achievement
 Proven success in providing leadership in a fast paced and dynamic environment
 Extensive experience of developing, maintaining and delivering on marketing strategies to meet
business objectives
 Excellent verbal communication and negotiation skills
 Previous experience leading a Marketing team and assessing performance
 Strong leadership skills and the ability to motivate staff in order to bring about required change
 Experience in budgeting and forecasting
 Strong written communication skills and previous experience developing proposals/reports for
review by Senior Management
 PR experience including dealing with potential media issues
 A strong work ethic with the ability to work autonomously and as part of a team
 Ability to prioritise and meet strict deadlines
 Exceptional presentation, communication and interpersonal skills
 Sound knowledge of social and digital marketing
 Proven experience developing and managing a range of projects simultaneously and seeing them
through to the execution
Desirable
 Tertiary qualification in a related field.
5. Standards of Practise & Organisational Responsibilities
Organisational Values
 Passion
commitment in heart and mind
 Respect
by valuing every voice
 Integrity
doing what is right
 Dedication
to the needs of our clients and our people
 Empathy
to listen and reflect with sensitivity
Organisational Responsibilties
 Demonstrate a high level of commitment to the health, safety and wellbeing of our employees,
customers and communities in which we operate
 Communicate in an open, factual and timely manner
 Pursue excellence in all tasks and responsibilities
 Promote and maintain a high standard of respect and conduct when interacting with all
stakeholders; ensuring each and every person is treated with fairness and equality
Print Name:
Date:
Employee Signature:
Print Name:
Date:
Manager Signature: