Tourism Tasmania is looking for a strategic PR/earned media leader who is creatively driven, acts quickly, and is a talented communicator.

As a senior member of the Marketing Leadership team, you will lead our PR team to tell Tasmania’s brand and destination story authentically through effective earned media coverage and brand activations.

You will work collaboratively with teams across Tourism Tasmania to deliver global earned media strategies and tactics that effectively deliver on objectives and challenge category norms, while managing risk and being responsive to changing market conditions. 

If earned media, communication, and creativity are your lifeblood, you have a passion for the Tourism Tasmania brand, and you excel at leading a high performing team in a way that supports their personal growth, we’d love to hear from you.

What you'll be responsible for

You’ll lead a high performing PR team to develop international and domestic strategies and implement marketing activities that connect visitors culturally and emotionally with Tasmania’s tourism brand and destination. You will inspire and coach your team to challenge category norms and deliver high quality, brand aligned earned media outcomes. You will build and foster strong relationships with internal and external stakeholders to ensure positive and productive results are achieved by Tourism Tasmania’s PR program.

What you'll work on

• In collaboration with the Chief Marketing Officer, develop global PR strategies based on market and consumer insights that deliver on business objectives. These include ‘always on’ and campaign-based earned media activities including brand activations.
• Lead the PR team in the successful implementation of PR strategies and responsive earned media opportunities, striving for effectiveness, efficiency, agility, and creative bravery.
• Lead the PR team’s performance planning and provide ongoing coaching and support for their learning, development, personal growth, and successful performance.
• Lead the relationship and performance management of our global and domestic PR agency partnersto ensure effectiveness and efficiency, while achieving strong collaboration and integration across the ‘agency village’.
• Monitor and react quickly to evolving news stories that may present risk or opportunity for our brand.
• Collaborate with the Marketing Leadership team – Brand, Content, Digital, Partnerships, Planning, and Research & Insights - to ensure PR initiatives are brand aligned, effective, and integrated across the full Tourism Tasmania marketing program and relevant channels.
• Collaborate with the broader Tourism Tasmania team to ensure PR initiatives are managed well regarding risk, cost effectiveness, and timeliness.
• Seek opportunities to improve processes and outputs for increased efficiency and effectiveness.
• Communicate the objectives, key details, and results of PR initiatives to a variety of internal and external stakeholders to ensure the work is understood, embraced, and leveraged.
• Ensure compliance with all relevant laws, regulations, and ethical standards in all PR activities.

Who you are

You are a highly experienced consumer marketing professional with a focus on PR/earned media, who is driven by strategic thinking, creativity, responsiveness, and effective communications. You look for opportunities to inspire and develop your team, coaching and mentoring for their personal growth while delivering value to the organisation via efficiency and effectiveness.

You have a strong connection with and an authentic passion for Tasmania as a brand and destination and are excited to make a difference to our brand, our team, and our industry.

Supporting documents

 Statement of Duties (pdf)

 Statement of Duties (docx)

 Advice to Applicants (pdf)

For further information

Please contact Lindene Cleary, Chief Marketing Officer, on 0409 841 508 or email lindene.cleary@tourism.tas.gov.au

How to apply