Download Job Description: Brand Manager – Fixed Term

Job Description: Brand Manager – Fixed Term
Wellington Regional
Economic
Development
Agency:
The Wellington Regional Economic Development Agency (WREDA)
has been established to further improve the Wellington Region’s
prosperity and global reputation as a centre of creativity,
enterprise, diversity and liveability. WREDA has a vision for
Wellington:
1. To become the most liveable, prosperous and vibrant
city region in Australasia by 2025
2. To be globally recognised as a city region of innovation
and inspiration; and
3. To be Australasia’s “Place of the Possible” – Agile,
Resourceful, Innovative, Connected and Distinct.
As a result, the Region will be more attractive to visitors, investors,
migrants, students and entrepreneurial businesses, and will also
retain existing enterprises and enable them to grow.
WREDA is a forward-looking agency committed to a can-do
culture of success, industry leadership, collaboration and
innovation.
Purpose of Role:
Overall responsibility for delivery and management of Campaigns,
Brand Management, Media Programme and Corporate
Communications in the Destination Marketing & Communications
team. This includes day-to-day-management of associated
partnerships and ensuring all WREDA activities are true to the
Wellington brand values and creative disciplines. This includes
responsibility for budget setting and human resource delegation to
deliver these activities.
Reports to:
General Manager Destination & Marketing
Direct reports:
Australia Campaign Manager
New Zealand Campaign Manager
Media Programme Manager
Communications Executive
Brand Executive
INTERPERSONAL CONTACTS
Internal:
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External:
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KEY RESULT AREAS
Works directly with the, GM Destination & Marketing, Chief
Executive, GM Foresight & Research, Digital Marketing
Manager, Travel Trade Manager and GM Events & Partnerships.
Functional and positive working relationships with all teams and
staff
Current and potential partners, funders and stakeholders.
Wellington City Council Marketing, Communications and other
related staff.
Marketing & Communications staff at regional councils and
agencies
Media
Creative agencies and media buyers
A wide range of public, private and non-government
organisations, businesses and individuals associated with or
aligned to the visitor economy, creative industries, education
and other key industry sectors
Specific projects and/or work programmes and performance
standards will be developed from the annual business plan,
discussed with the employee and set annually.
The employee will be accountable for achieving the KPIs set out in
the business plan.
Strategic Planning
 Strategic Planning, development and management of the
implementation of all of WREDA’s brand, marketing
campaign and communications activities
 Working hand-in-hand with all teams to ensure that
marketing, communications and brand activities are
delivered in a coordinated way.
 Ensuring all plans align to the needs of partners and
stakeholders.
 Work alongside and with other regional agencies, national
entities and other stakeholders to establish a stronger
platform for WREDA activity.
International marketing
 Overseeing the planning and management of WREDA
international marketing, when required.
 Collaboration with the Trade Marketing Manager.
Australia & New Zealand Marketing
 Overseeing the planning and management of all aspects of
WREDA’s Australian and New Zealand marketing, including
staff management.
Events Marketing
 Work collaboratively with the GM Events & Partnerships to
play a lead management role in the coordination and
delivery of destination marketing relating to events in order
to encourage maximum visitation and profile.
Communications & PR
 Work with the Media Programme Manager to develop an
integrated communications plan that amplifies the
Wellington story and ‘place of the possible’ brand essence.
 Work with the Communications Executive to coordinate the
delivery of WREDA’s corporate communications and
marketing communications activity.
 Set and oversee tone of voice; management of WREDA’s
brand tools such as imagery, moving footage and copy.
 Oversee the relationships with Australia and New Zealandbased PR agency partners.
 Oversee all in-market experiential marketing projects.
Brand Wellington
 Overall responsibility for the brand guardianship,
championing and consistent delivery of the Wellington story
and associated essence.
 Overall responsibility for the brand guardianship of the
WREDA corporate brand.
 Strategic responsibility of relationship with creative agencies.
Partner Liaison
 Maintain both formal and informal relationships with key
stakeholders.
 Actively identify new businesses WREDA should have a
marketing relationship with and prepare investment pitches
for new and existing partners.
Other
 Manage budgets and deliver agreed business plan
outcomes within areas of responsibility.
 Managing the staff of WREDA’s Brand team, including
performance appraisals and engendering a strong and
effective team.
 Work closely with all Managers to integrate with all relevant
programmes.
 Undertaking and managing other projects as directed by
the Chief Executive and GM Destination & Marketing from
time to time in consultation with the employee.
 Working in an efficient small team environment, the Brand
Manager may be called on to assist in all tasks including
mail outs, answering incoming phone calls, and general
administration as required.
SPECIFIC
TECHNICAL SKILLS,
QUALIFICATIONS &
EXPERIENCE
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Has at least six years’ relevant marketing and communications
experience.
Has demonstrable advertising campaign experience from an
agency and/or client perspective.
Has demonstrable digital marketing integration experience and
knows how to leverage digital as a channel as part of a
successful marketing campaign.
Has experience in delivering highly engaging, creative,
innovative campaigns with real, proven results.
Has advanced computer skills.
Has demonstrated superior stakeholder and partner relationship
skills.
Has excellent project management skills.
Experience managing a team in a high pressure and political
environment.
Sound demonstrable ability and experience in monitoring and
managing finances to remain within acceptable variances.
Has a tertiary qualification with preference given to a
qualification in a related discipline.
Has a passion for Wellington and its development.
Ability to manage multiple projects efficiently and to prioritise
competing commitments.
Is a team player.
KEY COMPETENCIES & BEHAVIOURS
Communication
Communicates information clearly, adjusting the way they
communicate to suit the intended audience.
 Uses a range of appropriate communication tools and
methods to communicate effectively.
 Can write in a style that is grammatically correct, well
organised and easily understood.
 Communicates technical information and/or complex
information in an easy to understand manner.
 Uses appropriate listening techniques to show interest.
 Shares information willingly with others.
 Presents arguments logically and summarises accurately.
Relationship
Management/
Customer focus
Proactively has an awareness of and acts to meet customer/ client
needs.
 Helpful and honest when dealing with clients.
 Provides clients with the appropriate levels of information in a
timely fashion.
 Strives to be consistent in the way they deliver customer
service
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Seeks opportunity to interact with clients.
Responds quickly and appropriately to customer complaints
and facilitates solutions to preserve a win-win situation.
Seeks feedback on quality of service.
Understands the importance of partnerships with
commercial and non-commercial operators and is
confident in dealing with multi-partner projects.
Work Organisation
Effectively organises all aspects of work in order to achieve high
quality and timely output.
 Plans work effectively in order to meet deadlines set by
projects/managers or clients.
 Negotiates workload and priorities.
 Uses available resources and tools as appropriate
(computers, things to do lists etc.).
 Keeps manager informed of plans and actions.
 Addresses escalating or conflicting demands.
 Ordered and methodical in the way they approach their
work.
 Has the ability to work under pressure and deliver quality work
within short time frames.
 Is flexible enough to work in a rapidly changing environment.
 Is a strong multi-tasker who can manage multiple projects at
one time without compromising work quality.
Initiative, Analysis &
Problem Solving
Uses relevant information in analysis of issues and applies reason
to reach conclusion from which practical recommendations are
made.
 Takes ownership of problem and develops solutions.
 Uses a range of information gathering techniques to identify
all relevant information.
 Considers potential implications of decision.
 Takes action.
Teamwork
Cooperates and consults in order to get a task done. Establishes
and maintains relationships as appropriate and contributes to the
achievement of objectives.
 Is prepared to adhere to the organisational culture
programme, Wellington Inspired, and associated values.
 Acknowledges the contribution of others and participates
effectively in teams.
 Addresses the issue rather than the person.
 Always maintains effective working relationship despite any
difficulties caused by conflicting roles or differing viewpoints.
Will resolve differences of opinion by seeking mutually
acceptable solutions.
 Contributes to a supportive team environment by providing
support and back up to team members and sharing
expertise with others.
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Seeks feedback from other team members.
Is highly motivated and energetic and has “can do”
attitude.
Is able to work in teams from across the organisation, not just
within their area of speciality.
Employee _______________________________
Date ________________
Chief Executive Officer ______________________
Date _________________