Job Description: Brand Manager Fixed Term

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1 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 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: Reports to: Direct reports: 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. General Manager Destination & Marketing Australia Campaign Manager New Zealand Campaign Manager Media Programme Manager Communications Executive Brand Executive

2 INTERPERSONAL CONTACTS Internal: 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 External: 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 KEY RESULT AREAS 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.

3 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

4 SPECIFIC TECHNICAL SKILLS, QUALIFICATIONS & EXPERIENCE mail outs, answering incoming phone calls, and general administration as required. 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 Relationship Management/ Customer focus 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. 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

5 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 Initiative, Analysis & Problem Solving Teamwork 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. 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. 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.

6 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

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