The prime function of this position is the planning and execution of Australias Coral Coast (ACC) consumer, media, and trade marketing activities in key domestic and international markets in conjunction with the Chief Executive Officer.

Key Result Areas and Duties

Marketing (General)

• Working with the Chief Executive Officer (CEO) to lead, develop and implement the organisation's annual marketing plan, allocated budget, and calendar of activities.
• Oversee the design and production of marketing and display collateral, including but not limited to, the annual Holiday Planner, Media Kit, Trade Brochure, print advertisements, brochures, and leaflets.
• Oversee the distribution strategy for the region's marketing collateral into core national and international markets.

Stakeholder Management and Industry Communication

• Develop and implement the annual communication plan for the region's membership, key stakeholders, trade contacts and travel media.
• Oversee the development of ACCs member newsletter and ad hoc communications.
• Establish and maintain liaison with key tourism stakeholders including Visitor Centres, and Parks & Wildlife staff.
• Oversee the organisation's membership strategy, working with the team to develop member communications, member collateral and marketing opportunities.
• In conjunction with the CEO, manage and oversee ACC member relationships.
• Provide marketing advice and capacity-building advice to ACCs membership.

Digital Marketing

• Lead and develop the digital and content marketing strategy across owned channels including web, social and influencer outreach program.

• Manage external agencies for web performance, content, and paid advertising.
• Manage and oversee digital content production, including social videos, website maintenance and direct marketing pieces.

• Regularly review and improve business strategies and processes associated with digital marketing technologies.
• Establish, manage, evaluate, and report on the effectiveness of digital performance.
• Maintain a working relationship with Tourism Western Australia (Tourism WA) and Tourism Australias (TA) digital teams to increase digital and social exposure of regional tourism products and key experiences.

Consumer Marketing & Communications

• Implement integrated marketing campaigns and activities, including the sourcing of cooperative partners and funding, to increase the region's intrastate profile and visitor numbers.
• Work in partnership with Tourism WA and other key tourism partners on cooperative campaigns, photoshoots, famils and video production, visual asset acquisition and other consumer-related activities to promote the region.

Trade and Co-operative Marketing campaigns

• In conjunction with the CEO, develop strategic alliances with product distribution channels, including inbound tour operators, wholesalers, and transport tour operators to maximise the distribution and brochure/website pagination of the region's tourism products and experiences.
• Oversee the design and production of copy and imagery for tourism trade brochures and the organisation's internationally-ready product brochure.
• Establish and maintain liaison with key tourism groups including the Australian Tourism Export Council, Tourism Council, and other relevant industry bodies.
• When required, participate in and present at national and international tradeshows to educate the travel trade on the region's tourism assets.
• Work in partnership with Tourism WA and Tourism Australia international offices to provide product knowledge, local insights, and regional information.
• Coordinate and (when required) escort tourism trade familiarisations.

Media & PR

• Develop and lead the annual media plan and budget including production of an annual media kit, media events for domestic/global media, and pitching story ideas directly and via the media network TravMedia.
• Develop and distribute ACC media releases.
• Assist national and international trade media to increase exposure of the region.
• Secure, manage and report on freelance media visits to the region including sourcing in-kind industry support and cooperative partners.
• Coordinate and (when required) escort media familiarisations.
• Work closely with Tourism WAs and TAs Destination PR teams to increase media exposure of regional tourism products and key experiences.

Staff Management

• Daily managing and mentoring of the Marketing Coordinator.

Other

• Undertake other duties as directed by the Chief Executive Officer.

Requirements of the Position

ESSENTIAL:

• 4 years + experience in a related marketing role
• Demonstrated experience and success in the development, implementation and management of marketing and communication strategies and activities.
• High level of verbal, written and presentation skills.
• Recent experience in a wide application of digital and social platforms and technologies.
• Robust research, copywriting, editing and communication skills.
• Public Relations and media experience including the successful written and verbal pitching of story ideas.
• Well-developed relationship-building, stakeholder engagement and negotiation skills.
• Well-developed analytical, problem-solving, organisational and project management skills.

Technical skills:

• Microsoft Office Suite: Word, Outlook, PowerPoint, Excel.
• Social Media platforms including organic posting, paid advertising, and reporting tools.
• Adobe Creative Suite: InDesign, Photoshop, Premiere Rush, Lightroom (desirable)
• Digital Metrics Software: Iconosquare, Google Search Console & Analytics and Meta Business.
• Content Management Systems e.g., WordPress, Roam desirable.
• Marketing Automation Tools: MailChimp, Google Ads, Sked.

DESIRABLE:

• Tertiary qualifications in marketing or a relevant discipline.
• Experience in or an understanding of the tourism or travel industry.
• Knowledge of the region's attractions and its tourism industry.