TOURISM VICTORIA

Item 1

Job Description
Clause 2(1)

Job Title

Item 2

Duties
Clause 2(1)

　　1. Develop and implement Tourism Victoria’s marketing strategy for Greater China, including mainland China, Hong Kong and Taiwan.

　　2. Establish long-term marketing relationships with key wholesalers, retailers, airlines, E-commerce and special interest travel marketers to feature, sell and promote Victoria in the region.

　　3. Liaise with and leverage Tourism Australia in the region to maximise marketing, Public Relations and promotional opportunities.

　　4. Negotiate with key wholesalers to increase the range of bookable Victorian content in their product range.

　　5. Develop and implement channel management strategies to distribute product and destination information to targeted consumer segments – both in the traditional and online environment.

　　6. Increase destination and product awareness within the travel industry through educational seminars, familiarisations for key influencers of travel, organisation and management of trade missions and representation at trade shows.

　　7. Establish a sound public relations strategy, lead and manage a PR agency in market.

　　8. Deliver strategies in-line with brand building objectives.

　　9. Monitor and analyse the regional environment and provide current and accurate market intelligence.

　　10. Provide advice and marketing platforms to Victorian tourism operators to assist them in marketing their product in the region.

　　11. Manage the financial and human resources allocated to the region and maximise co-operative revenue from industry partners.

　　12. Represent Tourism Victoria’s interests at senior levels of the industry and across government.

Item 3

Key Selection Criteria
Clause 2(1)

　　1. A proven record of achievement in Business or Marketing Management preferably in the tourism industry.

　　2. The ability to establish and maintain key relationships at a senior level in the industry and across government.

　　3. Experience in undertaking high level negotiations with the tourism and travel industry in the market.

　　4. The ability to integrate E-marketing strategies across all campaigns and promotions.

　　5. A proven record of creativity in marketing and the demonstrated ability to undertake product development and merchandising initiatives.

　　6. Excellent interpersonal, communication and public speaking skills.

　　7. High level Chinese (Mandarin/PuTongHua) and English language skills.

　　8. Demonstrated managerial experience and capacity to relate to a diverse organisational structure.

　　9. Ability to represent the Government and Tourism Victoria at major international and local tourism exhibitions / conferences.

　　10. Strong leadership skills and proven ability to manage and develop a team of dedicated staff.

Item 4

Other Relevant Skills,
Knowledge, Experience
Clause 2(1)

　　1. Tertiary qualification in marketing and/or business administration.

　　2. Experience in the negotiation and implementation of integrated marketing campaigns with travel industry and non-traditional partners, across a range of distribution channels.

　　3. Sound conceptual skills and analytical ability.

　　4. Familiarity with the Australian tourism industry.

　　5. Destination Knowledge

Item 5

Other Relevant Information
Clause 2(1)

　　1. This description is indicative of the range of job requirements. The job comprises other duties as required.

　　2. This position is based in Shanghai