ROLE DESCRIPTION. General Manager, Communications

Transcription

1 ROLE DESCRIPTION General Manager, Communications Division: Communications Location: Sydney, Australia Work Level Standard: Senior Executive Band 2 Kind of Employment: Ongoing ANZSCO Code: PCAT Code Date of Approval: January 2019 Agency Website: 1. OVERVIEW Destination NSW is a Public Service Executive agency with responsibility for devising and implementing strategies to grow the visitor economy. Our particular focus is on driving tourism and acquiring and developing major sporting and cultural events for Sydney and Regional NSW. In addition, Destination NSW is the major investor in Business Events Sydney with the aim to secure more international conventions, incentive travel reward programs, corporate events and exhibitions for Sydney and Regional NSW. Destination NSW is headquartered in Sydney, with offices and representatives in Singapore, Hong Kong, Shanghai, Beijing, Chengdu, Guangzhou, London, Frankfurt, Los Angeles, Auckland, Tokyo, Mumbai and Seoul. See for further details. VISION To make Sydney and NSW one of the world s most successful tourism and events destinations. MISSION To double overnight visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW. CORPORATE GOALS Position Sydney and New South Wales as Australia s premier tourism and major events destinations. Attract and secure high value Major Events. Maximise yield and dispersal from the Visitor Economy. Build a sustainable Events Calendar for NSW. Create and sustain a high performance organization. STRATEGIC OBJECTIVES 1. Achieve Visitor Economy targets and implement the 2020 Visitor Economy Action Plan. 2. Position Sydney & NSW as Australia s premier tourism and events destination. 3. Develop the strongest and most compelling events calendar in Australia. 4. Ensure strong industry, stakeholder and customer engagement. 5. Deliver value in our partnership/co-op programs. 6. Attract and retain the best staff and build staff capacity and capabilities. General Manager, Communications Page 1 of 12

2 2. PRIMARY PURPOSE OF ROLE Lead the development and implementation of proactive national and international communications strategies and action plans, which guide media and stakeholder relationships in building awareness of Sydney/NSW destinations and events, in addition to enhancing the reputation of Destination NSW. This is delivered through Publicity, Ministerial & Corporate Communications and Editorial & Content Development Programs. Guide and direct the activities of the Ministerial Communications unit to ensure the provision of high quality and timely responses, information, reports and media/stakeholder communication materials to the Minister, Chief Executive Officer and other Government Departments. Develop, manage and deliver corporate communications programs for Destination NSW including Vivid Sydney Festival, the annual report, corporate website, staff intranet and social media channels. Manage the organisation s communications response to sensitive and potentially adverse incidents, provide specialist communications advice to the Chief Executive Officer (CEO) and Executive Team, and substantially contribute to the development of Destination NSW strategic policies, crisis management plans, overall management and the execution and monitoring of major initiatives, including the Visitor Economy Taskforce report and approved Action Plans. Plan, deliver and manage a strong image and footage asset bank. Ensure photographic, video/digital and destination content is effectively catalogued, managed, updated and accessible, and all regions and experiences are well represented. 3. KEY ACCOUNTABILITIES KEY RESULT AREA % RESPONSIBILITY Role Specific KPI s Communication Leadership & Strategy 30% Define, implement and evaluate results of an integrated Communication Plan for Destination NSW that builds awareness of and visitation to Sydney/NSW destinations and events. The plan covers International markets and will align with the domestic organisation s marketing strategy. Lead and drive the development and delivery of Destination NSW s stakeholder, trade and consumer media communications strategy, which ensure all media, stakeholder, trade and Government communications, are consistent, high quality and aligned to the core business objectives of Destination NSW. Counsel, advise and take a lead with the CEO and Executive Management Team to manage reputation issues. Develop and manage the implementation of crisis communication strategies ensuring effective media management of sensitive and potentially adverse incidents. Identify and assess current tourism and events issues in local and international media and determine appropriate and effective responses. Provide substantial input into the development, implementation and evaluation of the annual Business Plan and Budget for Destination NSW. Communications Activity Plan delivered Strategy is effectively implemented and understood across the business. Reputation issues appropriately managed. Crisis management plan developed and implemented Positive Ministerial and Government Department feedback. Improvements to DNSW communication activities identified and implemented. Increase EAV, ARV of DNSW s assets and communications activities. Effectively manage the Vivid Sydney Communications Program. Ensure appropriate Communications personnel and coverage at Government Control Centre during Vivid and New Year s Eve. General Manager, Communications Page 2 of 12

3 KEY RESULT AREA % RESPONSIBILITY Role Specific KPI s Communication Leadership & Strategy cont. Stakeholder and Trade Communications Ministerial & Parliamentary Services Consumer Media Communication Work closely with all Destination NSW Divisions to identify media opportunities for DNSW, the Minister/s and other senior officials as appropriate. Occasional out of hours work to attend functions, conferences, meetings and familiarisation trips. 10% Develop and implement stakeholder communications plans and media opportunities to advance the understanding and profile of Destination NSW s achievements and activities. Participate as Destination NSW representative on industry, cross-government and/or multi-agency committees in the development of contingency plans, response frameworks, policies and procedures relating to issues/incident management. 15% Oversee the delivery of succinct, informative and accurate briefings, papers, correspondence and reports for the Minister, the Chief Executive Officer, and Government Agencies such as Department of Premier and Cabinet including information for Parliamentary Questions, Ministerial correspondence, House Notes and Estimates Committee. Work closely with Minister for Tourism and Major Events Office to identify opportunities to profile the Minister s involvement in the tourism and events portfolio and coordinate the Minister s participation as required. Also manage associated media opportunities for the Premier, Deputy Premier, Minister for Sport and MP s representing the Minister at official event launches. 10% Drive the implementation of consumer media communication programs including management of external PR contractors where required and activities to enhance the profile and positioning of New South Wales to international and domestic visitors. Oversee national and international development of Destination NSW editorial assets, including content, imagery, and film to support the overall marketing and communications strategy for Destination NSW. Increase in targeted media opportunities that deliver increased awareness. Effectively represent DNSW s interests. All Ministerial requests serviced in a timely, effective and accurate manner. Positive feedback from the CEO/Minister s office. Positive feedback from other Ministers/MP s Increase DNSW s share of voice Improve DNSW s management of its content Improve DNSW s content General Manager, Communications Page 3 of 12

4 KEY RESULT AREA % RESPONSIBILITY Role Specific KPI s Relationship Management Staff development and management 10% Develop, foster and maintain strategic working relationships with key stakeholders including media representatives, journalists, and industry representatives to inform, educate and provide support which aids the promotion of Destination NSW and NSW tourism and events destinations. 5% Provide leadership and direction to a multifunctional Communications team. Coach, mentor, and develop direct reports enabling them to achieve business objectives in an environment with a strong internal and external customer focus. Provide effective, consistent and regular performance feedback and address performance issues in a timely manner to maximise individual and team outcomes. Ensure staff has access to approved training and development opportunities to build their skills and capability. Lead direct reporting colleagues through the performance management and development process that provides an overall context and framework to encourage employee contribution and includes goal setting, feedback, and performance development planning. Positive relationship with key media and stakeholders developed Create/ prepare and discuss all KPIs for new financial year with the CEO for the Half-Year review by Dec. 1st & Yearly Performance reviews by April, 1st. Past financial year personal Yearly Performance reviews discussed with the CEO and approved by June, 30th. All personal Learning & Development needs identified, discussed and approved by the CEO by June, 30th. All Half-Year and Yearly Performance reviews discussed with the staff (direct reporting colleagues), including training needs, areas for development, potential career opportunities and motivation, and completed by June, 30th. All Learning & Development (L&D) initiatives provided to Corporate Services and approved for delivery through the L&D plan by June, 30th. All Performance issues addressed in a timely fashion and documented as required. All personal Learning & Development needs identified, discussed and approved by the CEO, by June, 30th. All Performance issues addressed in a timely fashion and documented as required. General Manager, Communications Page 4 of 12

5 KEY RESULT AREA % RESPONSIBILITY Role Specific KPI s Operational and financial management (including reporting) Team work and collaboration. 15% Provide leadership and manage the operations and activities of the Communications Division including responsibility for reporting, financial, human resources and audit requirements. Manage the Communications Division budgets and forecasts. Lead the development of division/branch/business unit plans and proactively contribute to corporate strategic planning processes. Monitor and evaluate business processes, systems and procedures to identify best practice. Develop and implement new business processes and systems for increased efficiency and improved service delivery. Establish and maintain relevant controls and feedback systems to monitor the operation of the business unit and ensuring all reporting requirements are accurate and delivered on-time. Ensure tasks undertaken adhere to all policies and procedures, including Occupation Health & Safety operational plan requirements. As a NSW Government agency representative, adhere and comply with all Destination NSW policies and procedures. Ensure all physical and electronic business records are stored and maintained in recordkeeping system as mandated by NSW Government. 5% Provide operational direction and leadership to establish and maintain a culture of teamwork, achievement, accountability and outcome focus. Foster a collaborative team spirit focused on service delivery to both internal and external clients. Proactively keep up to date with issues that may impact the Visitor Economy and actively participate as team member across Destination NSW, contributing to and undertaking special projects and activities, as required. Represent Destination NSW at industry, Government and public forums and on working parties and committees as requested. Promote teamwork and achievement of common purpose by encouraging all Destination NSW colleagues to share information and ideas. Undertake other duties as directed by the CEO Destination NSW Occasional out of hours work to attend functions, conferences, meetings and familiarisation trips. All internal and external reports must be accurate and delivered to deadline. Adhere to budget, with no greater than up to 5% variance. Nil audit or compliance issues. Adhere to all Destination NSW Policies and Procedures. Appropriate storage of all files and documentation must be maintained. All leave records must be recorded and processed with 05 (five) working days of receipt. Proactively contribute to Destination NSW s results. Destination NSW represented in an appropriate manner. Contributes effectively to Destination NSW s operations. Information and advice provided to other Destination NSW business units in a timely manner. All issues regarding the team work addressed in a timely fashion and documented as required. General Manager, Communications Page 5 of 12

6 4. KEY CHALLENGES Effectively handling external communications to ensure that Destination NSW profile is positive and to limit the impact of any potentially unpopular media coverage. Effectively and sensitively managing the Minister s directions and the Destination NSW objectives to ensure a harmonious working relationship. Planning and allocating resources to ensure service delivery of projects on time and within budget. Managing and negotiating external suppliers to deliver communication strategies and outcomes. Developing collaborative and co-operative working relationships with high level executives in the private and public sectors Maintaining current knowledge of business issues raised in the media, and anticipating emergence of new and controversial issues that impact on Destination NSW. Developing and delivering appropriate responses in a professional, timely and credible manner, in conjunction with the Chief Executive Officer. Applying a high degree of analytical, creative reasoning, negotiation and interpersonal skills in dealing with a range of complex issues impacting Destination NSW and the wider industry. Working with very tight decision making deadlines and timeframes Remaining aware of politically sensitive and industry issues which may impact on Destination NSW and providing timely advice on appropriate responses. 5. KEY RELATIONSHIPS REPORTS TO: CEO, Destination NSW DIRECT REPORT/S Director, Ministerial & Executive Communications Director, Media & Public Relations Director, Editorial & Content Group Assistant, Communications INTERNAL Maintains regular contact with the Chief Executive Officer, Minister s Office, and Destination NSW Executive team to discuss the implementation and promotion of communication strategies, business plans and editorial assets. Communication regularly involves face to face briefings and meetings in the preparation of complex briefs and papers and specialist advice to Government, shareholders and stakeholders in the tourism and events industry. EXTERNAL Initiate, develop and manage working relationships and networks with Government agencies such as Department of Industry, Department of Premier and Cabinet to ensure NSW Government issues and activities involving Destination NSW are addressed and represented. Builds and maintains, at a very senior level, key strategic relationships across international and domestic consumer and trade media, public relations agencies and all areas of the tourism and events industries including commercial partners and stakeholders to ensure a collaborative effort in developing and promoting tourism and events in New South Wales. General Manager, Communications Page 6 of 12

7 6. ROLE DIMENSIONS DIRECT REPORTS: 4 INDIRECT REPORTS: 17 BUDGET: $5Million (TBC) 7. DECISION MAKING AUTHORITY DELEGATIONS Financial delegation Level 2: Income and expense approval $500,000 and Contract Engagement $50,000 INDIVIDUAL DECISION MAKING Determines the priorities of the Corporate Communications Group, influencing and shaping the strategic direction and response. Leads and Co-ordinates projects and teams, provides specialist advice on corporate communication aspects of work, monitors work outputs and services and supports relationships with Government agencies and industry associations. IN CONSULTATION DECISION MAKING Consults with the CEO on complex issues and to make judgements and prepare recommendations as to how programs/projects may be best managed within Destination NSW, often with the involvement of Government agencies and industry stakeholders. Prepares detailed reports and briefs. Makes judgements and recommendations as to how programs/projects may be best managed within Destination NSW, often with the involvement of other agencies. Identifies the training needs of staff under his/her control and recommends and encourages participation in appropriate training and professional development. 8. ESSENTIAL REQUIREMENTS QUALIFICATIONS tertiary qualifications in a relevant discipline (e.g. Communications, Marketing, Public Relations or Media Studies) and/or relevant experience EXPERIENCE Extensive and high level experience in media communications and the development and implementation of strategic communication plans across stakeholder, Government and consumer platforms Experience as a senior manager in leading a successful multi-disciplinary team Experienced in communications development involving Government and industry stakeholders at the highest levels Experience in research, planning, development, implementation and evaluation of contemporary, fit for business solutions Proven experience in influencing government communications strategies and policies Experience and understanding of issues and reputation management in a corporate and political context Proven general management experience including budget management, management reporting, resource allocation, project management and performance management. General Manager, Communications Page 7 of 12

8 SKILLS AND COMPETENCIES Substantial working knowledge and understanding of the Australian media industry, particularly the travel media combined with a sound understanding of imaging and content/editorial development and management. Extensive working knowledge of the tourism industry combined with a sound understanding of current topical tourism and events issues covered in the local and international media. Excellent interpersonal skills, conflict resolution and experience in managing relationships, negotiating outcomes and consulting with all major stakeholders. Experience in conceiving, designing and implementing business/strategic plans aligned to organisational strategic objective Developed working knowledge of media campaigns and public relations strategies including design, implementation and evaluation against measurable business targets. Demonstrated business planning, analytical, and conceptual skills to identify key issues and develop solutions, which can effect business improvements or take advantage of emergent opportunities. Demonstrated leadership and management skills in translating Government policy directions into organisational strategy and initiatives followed by successful implementation. Superior writing, editing and presentation skills. Thorough understanding of the machinery of Government, political processes and the requirements of Ministers. OTHER Current Australian Driver s licence. General Manager, Communications Page 8 of 12

9 9. CAPABILITIES FOR THE ROLE The NSW Public Sector Capability Framework applies to all NSW public sector employees. The Capability Framework is available at Below is the summary list of capabilities and the level required for this role. The role capabilities can be found highlighted below in bold. Refer to the next section for further information about the focus capabilities. NSW Public Sector Capability Framework Capability Group Capability Name Level Display Resilience and Courage Act with Integrity Manage Self Value Diversity Communicate Effectively Commit to Customer Service Work Collaboratively Influence and Negotiate Deliver Results Plan and Prioritise Think and Solve Problems Demonstrate Accountability Finance Technology Procurement and Contract Management Project Management Manage and Develop People Inspire Direction and Purpose Optimise Business Outcomes Manage Reform and Change Adept Adept General Manager, Communications Page 9 of 12

10 Focus Capabilities- The focus capabilities for the role are those in which new occupant/s of the role must demonstrate immediate competence NSW PUBLIC SECTOR CAPABILITY FRAMEWORK CAPABILITY GROUP AND NAME Personal Attributes Display Resilience and Courage Personal Attributes Act with Integrity Relationships Communicate Effectively Relationships Commit to Customer Service LEVEL Highly Highly Highly Highly BEHAVIOURAL INDICATORS Create a climate which encourages and supports openness, persistence and genuine debate around critical issues Provide sound exposition and argument for agreed positions while remaining open to valid suggestions for change Raise critical issues and make tough decisions Respond to significant, complex and novel challenges with a high level of resilience and persistence Consistently use a range of strategies to keep control of own emotions and act as a stabilising influence even in the most challenging situations Champion and act as an advocate for the highest standards of ethical and professional behaviour Drive a culture of integrity and professionalism across the organisation, and in dealings crossgovernment, cross-jurisdiction and outside of government Define, communicate and evaluate ethical practices, standards and systems and reinforce their use Create and promote a climate in which staff feel able to report apparent breaches of rules, policies and guidelines and act promptly and visibly in response to such reports Articulate complex concepts and put forward compelling arguments and rationales to all levels and types of audiences. Speak in a highly articulate and influential manner. State the facts and explain their implications for the organisation and key stakeholders. Promote the organisation s position with authority and credibility cross-government, cross-jurisdictionally and outside of government. Actively listen, and identify ways to ensure all have an opportunity to contribute. Anticipate and address key areas of interest for the audience and adapt style under pressure. Create a culture which embraces high quality customer service across the organisation, ensuring that management systems and processes drive service delivery outcomes. Engage and negotiate with stakeholders on strategic issues related to government policy, standards of customer service and accessibility, and provide expert, influential advice. Ensure that responsiveness to customer needs is central to the organisation s strategic planning processes. Set overall performance standards for service deliver y across the organisation and monitor compliance. General Manager, Communications Page 10 of 12

11 NSW PUBLIC SECTOR CAPABILITY FRAMEWORK CAPABILITY GROUP AND NAME Relationships Work Collaboratively LEVEL Highly BEHAVIOURAL INDICATORS Establish a culture and supporting systems that facilitate information sharing, communication and learning across the sector. Publicly celebrate the successful outcomes of collaboration. Seek out and facilitate opportunities to engage and collaborate with stakeholders to develop organisational, whole-of-government and cross-jurisdictional solutions. Identify and overcome barriers to collaboration with internal and external stakeholders. Relationships Influence and Negotiate Results Plan and Prioritise Results Demonstrate Accountability Influence others with a fair and considered approach and present persuasive counter-arguments Work towards mutually beneficial win/win outcomes Show sensitivity and understanding in resolving acute and complex conflicts Identify key stakeholders and gain their support in advance Establish a clear negotiation position based on research, a firm grasp of key issues, likely arguments, points of difference and areas for compromise Pre-empt and minimise conflict within the organisation and with external stakeholders Highly Establish broad organisational objectives, ensure that these are the focus for all planning activities and communicate to staff. Understand the organisation s current and potential future role within government and the community, and plan appropriately. Ensure effective governance frameworks and guidance enable high quality strategic, corporate, business and operational planning. Consider emerging trends, identify long-term opportunities and align organisational requirements with desired whole-of-government outcomes. Drive initiatives in an environment of ongoing, widespread change, including whole-of-government policy directions. Design and develop systems to establish and measure accountabilities. Ensure accountabilities are exercised in line with government and business goals. Exercise due diligence to ensure work health and safety risks are addressed. Oversee quality assurance practices. Model the highest standards of financial probity, demonstrating respect for public monies and other resources. Monitor and maintain business unit knowledge of and compliance with legislative and regulatory frameworks. Incorporate sound risk management principles and strategies into business planning. General Manager, Communications Page 11 of 12

12 NSW PUBLIC SECTOR CAPABILITY FRAMEWORK CAPABILITY GROUP AND NAME Business Enablers Project Management People Management Manage and Develop People People Management Inspire Direction and Purpose People Management Optimise Business Outcomes LEVEL BEHAVIOURAL INDICATORS Prepare scope and business cases for more ambiguous or complex projects including cost and resource impacts. Access key subject-matter experts knowledge to inform project plans and directions. Implement effective stakeholder engagement and communications strategy for all stages of projects. Monitor the completion of projects and implement effective and rigorous project evaluation methodologies to inform future planning. Develop effective strategies to remedy variances from project plans, and minimise impacts. Manage transitions between project stages and ensure that changes are consistent with organisational goals. Refine roles and responsibilities over time to achieve better business outcomes. Recognise talent, develop team capability and undertake succession planning. Coach and mentor staff and encourage professional development and continuous learning. Provide timely, constructive and objective feedback to staff. Address and resolve team and individual performance issues, including serious unsatisfactory performance, in a timely and effective way. Implement performance development frameworks to align workforce capability with the organisation s current and future priorities and objectives. Promote a sense of purpose and enable others to understand the links between government policy and organisational goals. Build a shared sense of direction, clarify priorities and goals and inspire others to achieve them. Work with others to translate strategic direction into operational goals and build a shared understanding of the link to core business outcomes. Create opportunities for recognising and celebrating high performance at the individual and team level. Work to remove barriers to achievement of goals. Highly Ensure that organisational architecture is aligned to the organisation's goals and responds to changes over time Engage in strategic workforce planning, and strategic resource utilisation to ensure achievement of both the organisation's aims and goals and government's objectives Align workforce resources and talent with organisational priorities General Manager, Communications Page 12 of 12