Executive Director, Marketing

Play a key role in delivering the 2035 Visitor Economy Strategy for NSW Senior Executive Band 2, total remuneration package between $314,781 and $352,200 Ongoing role based at The Rocks, Sydney CBD Destination NSW is the lead agency driving the growth of the visitor economy in NSW, championing Sydney and regional destinations through strategic research, policy, partnerships, events and marketing. We are seeking an outstanding marketing leader to join our executive team as Executive Director, Marketing. This pivotal role will lead Destination NSW's marketing agenda in support of the 2035 Visitor Economy Strategy, driving world‑class campaigns and partnerships to grow visitor expenditure from $55 billion to $91 billion and strengthen the global reputation of Sydney and NSW. About the role:

Reporting to the CEO, this role will be instrumental in delivering the strategic pillars of the 2035 Visitor Economy Strategy for NSW. Through world‑class marketing and partnerships, the role will drive visitation, increase expenditure and elevate Sydney and NSW's global reputation. You will lead digital platforms, data‑driven campaigns and event marketing to create exceptional customer experiences, while building strategic partnerships with government, industry and media to maximise reach and impact. Working closely with Tourism Australia, you'll position Sydney as Australia's gateway and collaborate with regional Destination Networks to drive visitation across the state. This is an exciting time to join with a new NSW brand launch on the horizon, Sydney's new airport opening later this year, and growing international connectivity. You'll lead Marketing and PR, and Content and Digital teams as part of a refreshed executive team focused on delivering greater efficiency and return on investment. As a senior leader, you will inspire high‑performing teams and provide expert advice to the CEO, Board and government stakeholders on marketing strategy. The role requires strong capability in navigating government approval processes and building stakeholder alignment across diverse partners. The market focus spans international, interstate and intrastate visitation, requiring creativity and strategic thinking to achieve expected annual growth over the short to medium term. About you:

You are a senior marketing executive with extensive experience in brand development, tourism or events marketing, and the delivery of integrated global campaigns. You will bring proven expertise in digital marketing, stakeholder engagement, strategic partnerships, and leading specialist teams in complex environments. Essential for success in this role:

Government acumen : Experience working in or with government, or strong understanding of government stakeholder management and approval processes Collaborative leadership : A confident leader who is also a genuine team player - down to earth, open, honest and authentic Stakeholder influence : Proven ability to bring diverse stakeholders along on the journey and build consensus across government, industry and internal teams Marketing excellence : Strong digital marketing capabilities, creativity, and dynamism to deliver world‑class campaigns with measurable ROI Strategic partnerships : Experience working across complex stakeholder landscapes, ideally with understanding of international markets While tourism and adjacent industry experience will be highly regarded, we're open to exceptional marketers who have had demonstrated success working with government directly to drive outcomes. Ideally, you have tertiary qualifications in marketing or related field, and you must have demonstrated experience at the executive level in marketing strategy, brand management and stakeholder engagement. This is a rare opportunity to lead marketing for one of the world's most dynamic destinations and contribute directly to the economic and social prosperity of NSW. Ready to shape the visitor economy in NSW?

This is a rare opportunity to join the Destination NSW Leadership Team, making a tangible impact on domestic economic prosperity, while showcasing NSW’s extraordinary destinations within Australia and beyond. To apply, please send your CV and a one-page covering letter to Omera Partners at destinationnsw@omerapartners.com, or to receive more information about this exceptional leadership opportunity. Closing date for applications is COB Friday 6th March 2026. Working at the Department of Creative Industries, Tourism, Hospitality and Sport

At the Department of Creative Industries, Tourism, Hospitality and Sport we bring vibrancy to NSW by growing our creative industries and workforces, driving strong visitor and night‑time economies, ensuring a responsible hospitality sector, and putting arts, culture and sport at the heart of our communities. Together we:

create social and economic opportunities for the state support the creation of jobs across the creative, visitor and night‑time economies prioritise First Nations artists, stories and culture ensure arts, culture and sport are at the heart of every community to be enjoyed and accessed by all drive visitation through events, campaigns and visitor experience development activate our night‑time and creative economies to unlock unique precincts and community spaces deliver a vibrant and responsible hospitality, liquor, racing and gaming environment support NSW's key Cultural Institutions to ensure access for all, enable community experiences and education and preserve the state's diverse cultural assets and history. We believe diversity across our department allows us to be a true reflection of NSW citizens. We are a respectful workplace committed to diversity, equity, and inclusion. If you do require an adjustment during the recruitment process, please notify us on your application form. A talent pool may be created from this recruitment action for ongoing and temporary roles for this role or similar roles that may become available over the next 18 months.

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