ABORIGINAL MARKETING SPECIALIST BRANCH/UNIT TEAM LOCATION CLASSIFICATION/GRADE/BAND POSITION NO. Communications and Marketing Marketing Optional TWL8 TBA ANZSCO CODE 225113 PCAT CODE TBA TAFE Website www.tafensw.edu.au 1. ORGANISATIONAL ENVIRONMENT TAFE NSW s purpose is to skill the workforce of the future. It is Australia's leading provider of vocational education and training with over 500,000 annual enrolments and a proud history for setting the benchmark for quality service. As the NSW public provider, it supports the NSW Government's priority to grow skills for the economy and jobs of tomorrow. Critically, TAFE NSW plays a vital role in providing vocational education in rural and regional NSW, and job training pathways for the most vulnerable in the community. TAFE NSW offers the best of campus-based delivery as well as flexible, online and work-based learning. The TAFE NSW values of Customer First, Collaboration, Integrity and Excellence guide our team in strengthening communities, delivering world-class training for our students and producing job ready graduates for employers. The operating environment for TAFE NSW is dynamic as we leverage our scale, expertise, passion and reputation to meet the rapidly changing VET landscape. TAFE NSW is committed to its students and customers and the role it plays in changing lives and opening up opportunities through learning. 2. POSITION PURPOSE The Aboriginal Marketing Specialist is responsible for the development and execution of the Indigenous marketing plan and program, to deliver engagement and enrolment targets. Last Updated: March 2017 Version 1 Page 1 of 5
3. KEY ACCOUNTABILITIES 1. Develop and implement the Aboriginal marketing program, including content marketing plan and activity calendar to achieve engagement and enrolment targets. 2. Manage and own relationships with key Aboriginal community organisations and government departments to build strong TAFE NSW brand awareness. 3. Execute targeted campaigns, events and PR through indigenous channels to facilitate interest and engagement. 4. Act as the indigenous Subject Matter Expert (SME) to the broader marketing and industry team to support their marketing and campaign efforts and adapt overarching campaigns to be relevant to an indigenous audience. 5. Provide comprehensive analysis and reporting on all content items and campaigns to ensure learnings are captured and implemented into the future. 6. Manage briefs and development of content with internal resources and external agencies to support the delivery high quality documentation. 7. Be a brand champion and ensure all creative and messaging is aligned to TAFE NSW brand positioning. 8. Ensure all execution is aligned and integrated into the overall Marketing calendar. 9. Reflect TAFE NSW s values in the way you work and abide by policies and procedures to ensure a safe, healthy and inclusive work environment. 10. Place the customer at the centre of all decision making. 11. Work with the Line Manager to develop and review meaningful performance management and development plans. 4. KEY CHALLENGES Ensuring delivery of culturally sensitive, engaging and community relevant campaigns while managing the production of quality briefs, insights and campaign deliverables in a fast paced environment with evolving deadlines. Promoting and maintaining a brand perception that positions TAFE NSW into being the first choice of vocational education and training provision in NSW for the Aboriginal and Torres Strait communities. Effectively and regularly collaborating with the broader marketing team to ensure key messages are integrated into broader campaigns, manage relevant team inputs, whilst maintaining campaign progress and delivery. 5. KEY RELATIONSHIPS WHO WHY Internal Senior Manager Campaign Team Receive leadership, support and advice. Head of Digital Media, Head of Events and Sponsorship, Head of International Marketing and Wider Teams Marketing and campaign integration. Last Updated: March 2017 Version 1 Page 2 of 5
Industry Marketing Team Marketing and campaign integration. Creative Services Manager Campaigns briefs and resource allocation. Creative Design Team Campaign development. Research and Insights Team Campaign tracking/reporting, research briefs and insight development. Head of Student Recruitment Support sales targets. 6. POSITION DIMENSIONS Reporting Line: Senior Manager Campaign Team Direct Reports: Nil Indirect Reports: Nil Financial Delegation: Budget/Expenditure: Decision Making: Makes decision on complex and sensitive issues that have a high level of impact on the immediate work area and the potential to impact more broadly on agency operations and externally. Matters requiring a higher level of approval are referred to the Reporting Line Manager. 7. ESSENTIAL REQUIREMENTS 1. Degree in marketing or communications. 2. Minimum of 7-10 years experience in marketing having effectively managed high volumes of stakeholder requests. 3. Ability to develop strong relationships and consult with key Aboriginal TAFE NSW departments and community stakeholders. 4. Proven success in managing the building and delivery of online and offline marketing campaigns. 5. Proven ability and experience in achieving revenue and/or lead generation targets and commercial outcomes in a competitive environment. 6. Proven experience and ability across marketing including: Planning, campaign development, event management, sponsorships, digital marketing, social media, activations, content production, public relations, SEM, SEO, website development, market research and analysis, lead generation, marketing optimisation 7. Ability to address and meet focus capabilities as stated in the Position Description. Last Updated: March 2017 Version 1 Page 3 of 5
8. CAPABILITIES Below is the full list of capabilities and the level required for this role as per the NSW Public Sector Capability Framework. The capabilities in bold are the focus capabilities for this role. Refer to the next section for further information about the focus capabilities. Capability levels are as follows and reflect a progressive increase in complexity and skill: > > > Advanced > Highly Advanced CAPABILITY GROUP NAME LEVEL Display Resilience & 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 FOCUS CAPABILITIES The focus capabilities for the Aboriginal Marketing Specialist are the capabilities in which occupants must demonstrate immediate competence. The behavioural indicators provide examples of the types of behaviours that would be expected at that level and should be reviewed in conjunction with the position s key accountabilities. NSW Public Sector Focus Capabilities Group and Capability Level Behavioural Indicators Personal Attributes Value Diversity Seek to promote the value of diversity for the organisation. Recognise and adapt to individual differences and working styles. Support initiatives that create an environment in which diversity is valued. Relationships Tailor communication to the audience. Last Updated: March 2017 Version 1 Page 4 of 5
Group and Capability Level Behavioural Indicators Communicate Effectively Relationships Commit to Customer Service Relationships Commit to Customer Service Results Plan and Prioritise Business Enablers Technology Clearly explain complex concepts and arguments to individuals and groups. Monitor own and others' non-verbal cues and adapt where necessary. Create opportunities for others to be heard. Actively listen to others and clarify own understanding. Write fluently in a range of styles and formats. Support a culture of quality customer service in the organisation. Demonstrate a thorough knowledge of the services provided and relay to customers. Identify and respond quickly to customer needs. Consider customer service requirements and develop solutions to meet needs. Resolve complex customer issues and needs. Co-operate across work areas to improve outcomes for customers. Take responsibility for delivering high quality customer-focused services. Understand customer perspectives and ensure responsiveness to their needs. Identify customer service needs and implement solutions. Find opportunities to co-operate with internal and external parties to improve outcomes for customers. Maintain relationships with key customers in area of expertise. Connect and collaborate with relevant stakeholders within the community. Understand the team/unit objectives and align operational activities accordingly. Initiate, and develop team goals and plans and use feedback to inform future planning. Respond proactively to changing circumstances and adjust plans and schedules when necessary. Consider the implications of immediate and longer term organisational issues and how these might impact on the achievement of team/unit goals. Accommodate and respond with initiative to changing priorities and operating environments. Apply computer applications that enable performance of more complex tasks. Apply practical skills in the use of relevant technology. Make effective use of records, information and knowledge management functions and systems. Understand and comply with information and communications security and acceptable use policies. Support the implementation of systems improvement initiatives and the introduction and roll-out of new technologies. Last Updated: March 2017 Version 1 Page 5 of 5