The Tasmanian Walking Company – Launceston TAS
The Tasmanian Walking Company (TWC) have been walking for over 30 years, offering amazing wilderness experiences to our guests in some of Tasmania's most special and remote wilderness locations. We work to deliver a truly immersive experience as we create connections between people and place in remote cultural landscapes through our boutique multi-day walking experiences. Whilst our roots lie in Tassie, we operate on mainland Australia as The Australian Walking Company (AWC) and are excited to be experiencing a growth phase in the business as we introduce a number of new walks. This role is also responsible for leading the sales and marketing function for our Guided by Nature brand and international product line.
About the role
Our Head of Sales and Marketing is responsible for directing sales and marketing strategy across our business and leading the Sales & Marketing team. The most senior commercial role within our executive team, you will be accountable for lead generation, driving sales and developing our brand and marketing strategies. You'll be responsible for developing a commercial plan to support the expansion of TWC over the next three years, including into international markets.
This is a full-time permanent position, based either in our Launceston or Brisbane office. Regular travel will be required between Tasmania and Queensland.
Key Responsibilities
Provide leadership to the Sales & Marketing team and influence across the organisation, fostering a collaborative work environment.
As an active and influential participant of the Senior Leadership Team you will provide Managing Director commercial input into the process of product development including consideration of new product opportunities.
Develop and implement a comprehensive multi-year Sales & Marketing strategy that acquires, engages, converts and retains target consumer segments and aligns with TWC's vision.
Lead TWC's digital activity and platforms, including website, content, search engine optimisation (SEO), generative engine optimisation (GEO), search engine marketing (SEM), social media, and email marketing, to engage with consumers.
Develop understanding of customer mindsets, attitudes, and behaviours (competitive dynamics) and translate those insights into compelling marketing strategies.
Oversee TWC's PR and Crisis Communications activities ensuring alignment to strategic priorities.
Lead a sales culture to drive revenue growth across B2C & B2B channels to exceed budgeted revenues while remaining consistent with TWC vision and values.
Analyse market trends, competitive landscape, and customer needs to make data-driven decisions and recommend appropriate sales initiatives.
Lead yield management function including pricing, discounting, FOCs, agent commissions, peak, shoulder and off-season management, departure schedule, capacity and density.
Design and implement strategies, including establishing benchmark performance reporting, to enhance the customer experience, such as rewards, lifecycle marketing and targeted promotions, to drive customer satisfaction and loyalty.
Align all commercial strategic growth strategies with principles of sustainability.
What you will bring
To succeed as our Head of Sales and Marketing, you should have the following skills and experience:
Essential Skills/Qualifications
Bachelor's degree in business or marketing (or other relevant qualification)
Demonstrable experience in dealing with key national and state-based industry partners
Proven track record of at least 10 years in either marketing or sales management within relevant industry, with a track record of successfully leading and motivating sales and marketing teams to achieve targets
Familiarity with CRM software and sales analytics tools (with Peak 15 and/or Hubspot being highly regarded)
Strong business acumen and a deep understanding of market dynamics and customer needs in the tourism sector
Desirable Experience/Qualifications
Experience in the eco-tourism industry
Demonstrated experience working with Boards and preparing recommendations for the Board's consideration
Demonstrated experience developing Expressions of Interest, Award and Grant submissions
What we can offer you
Annual KPI-based bonus structure
Long term incentive program
Opportunities to travel to the places in which we walk
Opportunities for ongoing training, social events and professional development
Exclusive pro-deals program for access to discounted adventure gear
Opportunities to experience our walking products
Family & friend discounts across our walking products
How to show your interest
Please provide your current resume and cover letter explaining why you are interested in the position with Tasmanian Walking Company.
Tasmanian Walking Company is committed to fostering a diverse, inclusive and respectful workforce and we strongly encourage applications from people of all genders, cultures and walks of life.
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