Job Description
Unique opportunity to lead the creation, production and distribution of compelling content that elevates NSW as a must‑visit destination.
Senior Executive Band 1, total remuneration package between $232,239 and $257,185
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 experienced, visionary content and digital leader to join our Marketing division as
Director, Creative Content & Distribution ; a role that shapes how NSW is represented across global audiences.
About the role
In this dynamic role, you will lead the creation, production and distribution of compelling content that elevates NSW as a must‑visit destination. You’ll guide a multidisciplinary team of content, creative and digital specialists to deliver world‑class storytelling across websites, social media, digital publishing and emerging platforms. You will drive precinct activations and integrated programs that extend visitor engagement and economic impact, and build strong partnerships across government, industry and international networks to secure major events and create signature experiences.
Your leadership ensures our content aligns with Destination NSW’s brand strategy, engages priority audiences, and supports key visitor economy objectives. Using rich data and analytics, you’ll shape audience‑first content strategies, optimise channel performance, and embed innovation across everything from digital experiences to creative campaigns.
To learn more about the role, please click here to download the full role description.
About you
We’re seeking an inspiring, collaborative leader who brings extensive experience delivering high‑impact digital and content strategies across owned, social and digital channels, ideally within the visitor economy, consumer brand or other high‑profile public‑facing environments.
You have strong capability in overseeing digital platforms, UX, content publishing and engagement strategies, grounded in user‑centred design and performance analytics.
You’ve got a proven ability to craft compelling narratives, guide creative teams and agencies, and influence senior stakeholders.
You thrive in fast‑paced environments, bring strong strategic judgement and value innovation, integrity and public impact.
How to apply
Click Apply Now to access our application portal and submit your online application. Please include a cover letter and brief resume that details your capabilities and experience in relation to the role.
Closing date : Monday, 23rd February 2026 [10.00AM]
Contact : For any questions, please contact Lisa Smith, Executive Talent Partner by email: lisa.smith@dciths.nsw.gov.au
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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