Job title Online Media & Marketing Specialist Our Goal - To be universally recognised as New Zealand s top tourism experience

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Dale Ambrose Barrett
6 years ago
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1 JOB DESCRIPTION Job title Online Media & Marketing Specialist Our Goal - To be universally recognised as New Zealand s top tourism experience Reports to General Manager with close liaison with the Sales & Marketing Manager Place of work The position will be domiciled at 6 Lakeside Drive, Lake Tekapo. Hours, salary, conditions A minimum 40 hour week or as required to meet deadlines and complete key tasks/projects. Due to the nature of the business, weekend and evening work will be required from time to time. The Online Media & Marketing Specialist position may be in a shared office environment. All the tools required to execute this role will be supplied. Business of the employer is a multi-faceted tourism product offering outdoor hot pools, star gazing, ice rink, snow tube, summer tube, water slide, a day spa and licensed café. Our business is leisure tourism for domestic and international visitors and caters essentially for everyone from the very young to the elderly. We have a high level of family visitors. Values of the employer OUR CORE VALUES are the heart and soul of OUR business. These are the things that will NEVER change no matter what the CORE values are what define us and sets us apart - but more importantly they define our PURPOSE. The Online Media and Marketing Specialist, as part of the team, will be responsible for upholding these values and instilling them by regularly demonstrating them through his/her actions and execution of daily tasks. NOTHING is a problem Our SERVICE second to none EXCELLENCE and REPUTATION of being part of something special and acting accordingly FUN do what you love and love what you do PRIDE we take pride in everything we touch SUSTAINING a valued partnership with the environment PRO-ACTIVE go the extra mile Key customers caters for a wide customer base including but not limited to; Individuals of all ages Couples Retirees Families Schools and other groups Wholesalers who act as are selling agents On-line sales agents Online Media & Marketing Specialist Position Page 1

2 Works with The Online Media & Marketing Specialist will work closely with the General Manager and Sales & Marketing Manager (as required) to identify and address the online marketing, website, database, promotional, advertising and marketing aspects of the business. He/she will also work with; Internally: Externally: Sales & Marketing Manager Day Spa Manager FOH Manager Activities Manager Stargazing Manager Management Accountant Customers, current and prospective Booking agents Christchurch and Canterbury Tourism Corporate Companies Film Crews Schools Social Media Influencers Tourism Export Council Tourism New Zealand SPF website developers Suppliers, including designers, advertising partners, print partners Other business partners The wider Industry Size of the work team N/A Job purpose The Online Media & Marketing Specialist is responsible for driving customers to, using the most efficient and effective means of online promotional and marketing channels available and within budget capability. In conjunction with the General Manager, it is the responsibility of this key role to ensure the annual revenue budget is achieved. The role holds a high level of responsibility for generating sales and traffic to the facility. Duties & responsibilities The Online Media & Marketing Specialist will work effectively independently and within a team, and will demonstrate a very high level of attention to detail to establish valuable and effective partnerships in order to meet the company s revenue goals. Due to the seasonal nature of the business and the variety of activities delivered, the Online Media & Marketing Specialist will be responsible for the following tasks which address those seasonal needs of the business: Category Duties and Responsibilities Expected outcomes Planning Execution of all online strategy and marketing activities for Tekapo Springs Preparation of an annual online strategy plan in line with the company s strategic goals and development of an associated budget for GM approval Online Media & Marketing Specialist Position Page 2

3 Be the primary communicator of online activity internally and externally Website / online Oversee and support the maintenance and upgrade of the company s website and manage all social media activity Regular updating of the Tekapo Springs website Regular updating of the facebook and other social media pages Advise and recommend changes and updates that will support the sales drive of product to the general public online vouchers/sales etc Ensure that initiatives recommended and subsequently implemented dovetail into Tekapo Springs booking and POS system Print Advertising Collateral Design work Relationship Management Initiate pro-active online sales activities for the local, domestic and international markets, organic and paid The development and delivery of collateral including brochures, posters, stickers, vouchers and other sales aids to promote, in conjunction with the General Manager and Sales & Marketing Manager Support the internal preparation of design work including advertisements, marketing collateral and other design requirements as requested Effective relationship management of all primary sales contacts in conjunction with the Sales & Marketing Manager Development of a robust social media plan with the specific purpose of increasing awareness of the product and increasing visitation Identify and initiate activities that increase the database and social media following Report measurable results of all sales and marketing activity and where possible identify Return On Investment (ROI) Support the preparation of seasonal or annual brochures for distribution throughout agreed channels Support the development of posters and other promotional material in line with the sales and marketing plan Contribute to the preparation and display of all the signage associated with both on and off site ensuring it is presentable, relevant and meets brand requirements Deliver high quality design work consistent with the brand image of Initiate and grow relationships with the media market and in bound operators and identify ways to influence more direct visitation to Online Media & Marketing Specialist Position Page 3

4 Communications Reporting Working relationship Manage all online communications internally and externally Development of key online metrics (for example, conversion rate from Social Media engagement) and regular reporting of initiatives and activities to the General Manager Work collaboratively with the various Managers to ensure a seamless integration of activities, ensuring reputation for professional delivery is maintained Develop and maintain mutually beneficial relationships with media agents (predominantly on-line) to effect increased sales, especially during the shoulder seasons and through online presence Develop and leverage relationships in travel industries & Social Media Ensure timely and regular newsletters are distributed to the database and club members via word fly Regularly update and maintain the integrity of the word fly program Develop and distribute local flyers updating holiday makers, locals and businesses in the immediate region of specials/activities happening at Identify and support the distribution of media releases, leveraging activities, products and offerings, ensuring the newsworthiness of all releases Keep staff fully informed of online marketing initiatives, updating the appropriate files/booking system s etc to ensure clear communication of events and activities Prepare quarterly reports on social media activity and outcomes Deliver online sales activity reports In conjunction with the Management Accountant, ensure that sales targets and revenues are met and where possible exceeded. Prepare variance reports to support the increase/decrease against budget Meet regularly to discuss independent activities and ensure they dovetail into the wider sales and marketing and strategic plans. Work collaboratively to deliver best outcomes Maintain and keep Social media policy updated. Make sure all members of staff are aware of any implications. Online Media & Marketing Specialist Position Page 4

5 General Perform any other tasks or duties that supports the growth of Tekapo Springs Be open to team work and project based opportunities Education/qualifications The successful applicant will have Proven digital/social media and online marketing experience A marketing degree and/or a minimum of 3 years experience in the tourism industry Demonstrable knowledge of the tourism hierarchy Person Specification Well organised and outcome focussed Possesses a can do attitude, A go getter who sees opportunities and grabs them A high level of understanding and involvement in the tourism industry and a passion to deliver a first class product A multi-tasker with the ability to juggle a number of key projects at the one time Professional and exceptionally well presented Someone who can be let loose to deliver on agreed outcomes Someone who demonstrates initiative and who is innovative Technical knowledge/skills Excellent knowledge of websites, social media and online solutions including Google AdWords and Facebook advertising Experience with CRM files, Photoshop, InDesign and illustrator Is capable of preparing and delivering presentations Is competent with systems and processes and demonstrates the ability to decipher new programmes Has a strong marketing background Can provide knowledge and insight through data analytics Performance appraisal process conducts an annual review on the anniversary of employment to consider, performance, training needs and remuneration. This review maybe timed to a financial year end to measure KPI performances but adequate notice will be given. The General Manager has an open door policy and is available anytime, within reason, which allows both parties to discuss any issues/concerns the Online Media & Marketing Specialist may have. Physical requirements This role requires a physically fit person The ideal candidate will be practical, be very hands on and with a can do attitude Other takes great pride in its position within the tourism industry and constantly strives to improve its offerings to customers, delivery of service and presentation of its facility. The Online Media & Marketing Specialist is an integral part of this continuous improvement and we have an expectation of staff to constantly identify areas for improvement and to provide solutions for implementation. We demand the highest level of service and team work internally and externally from all our staff. Second best is not an option. Online Media & Marketing Specialist Position Page 5

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