YARRA RANGES REGIONAL MARKETING LTD
trading as
POSITION DESCRIPTION
Title:
CHIEF EXECUTIVE OFFICER
Reporting to:
CHAIR, YARRA RANGES TOURISM BOARD
OUR ORGANISATION
Yarra Ranges Tourism is a regional tourism organisation that exists to
partner with local business, government and allied associations to
market the Yarra Valley and the Dandenong Ranges brand strengths
of food and wine, agribusiness, culture, nature based and general
tourism to domestic and international markets, resulting in economic
prosperity, business growth, employment creation and sustainable
community development for the region. For further information go to
www.yarrarangestourism.com.au
Our Vision is that: The Yarra Valley and the Dandenong Ranges Region
will be Victoria’s premier visitor destination for high value wine, food
and indulgent short breaks complemented by nature based, cultural
and village experiences.
Our Mission is that: Yarra Ranges Tourism will provide leadership of
tourism marketing, development and management for the region,
characterised by effective industry and community engagement and
high visitor satisfaction.
POSITION OBJECTIVE
The CEO has responsibility for the overall management of the operation
of the organisation and for supporting and promoting strategic
development and growth. The position works closely and is
accountable to the Board. The role provides a link between the Board
and its Corporate Structure of sub-committees, working groups, staff,
key organisations in the region, funding partners and key stakeholders.
Yarra Ranges Tourism - Position Description CEO
PRIMARY RESPONSIBILITIES
The Chief Executive Officer is the principal officer, strategically leading
and managing the operations of the organisation to provide services to
the key stakeholders in accordance with the organisation’s Vision and
Mission, statutory requirements and strategic objectives.
Specifically, the position is required to:
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Carry the vision
Initiate, develop and implement sound business practices
Development and implement strategic plans and strategies with
the Board supported by sustainable financial management
Be a leader within the local tourism industry
Ensure effective partnerships are established and maintained
Lead and develop a motivated professional team dedicated to
excellence and performance
Identify and manage risks
Provide quality advice and good governance to the Board
KEY RESPONSIBILITY AREAS
Strategic Development
Develop and propose Business and Marketing Plans for Board
approval.
Develop an evidence base for decision making by the Board.
Work with the Board to develop overall strategies for the organisation.
Provide leadership and strategic direction to the organisation ensuring
that high levels of performance output are achieved.
Marketing
Provide insightful strategic analysis and advice on customer segments.
Define and analyse the characteristics of potential customers.
Identify stakeholders and market opportunities domestically, nationally
and internationally.
Promote and sell the region and its products.
Lead the digital infrastructure and content platforms of the
organisation.
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Yarra Ranges Tourism - Position Description CEO
Lead business case development for campaigns, initiatives and
product launches.
Access grants/funds for high profile initiatives through creative and
professional submissions.
Access media opportunities.
Lead the development of a suitable digital platform to ensure the
marketing reach to the consumer. This will include functions such as
integrated bookings, consumer reviews, itinerary planners and product
segment plans.
Develop an effective social media strategy to target specific consumer
segments.
Development of an effective Search Engine Optimisation strategy.
Position Yarra Ranges Tourism as an industry leader through innovative
product development and digital promotion.
Leadership
Lead and manage people from a strategic leadership role to optimise
productivity and create a professional, safe, equitable and rewarding
workplace.
Provide big picture thinking to staff and industry.
Lead a culture of continuous improvement for the organisation and
industry.
Foster trust and transparency.
Show personal courage and resilience.
Translate strategy into practical actions and outcomes.
Product Development
Creativity in the development of products within the region.
Through identification and facilitation, build on and expand the
region’s business opportunities.
Establish mechanisms for reporting to stakeholders on outcomes,
including consumer research on market segments and visitor behavior.
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Yarra Ranges Tourism - Position Description CEO
Implement collaboration opportunities with key businesses.
Ensure all licensing requirements are in place where applicable.
Identify and develop relationships in emerging product areas for the
region.
Finance and Governance
Work with the Board in establishing budgets, and report to the board
on both financial and non-financial indicators.
Manage the organisation within the established budgets and maintain
appropriate records.
Source available grant allocations and financial assistance from
relevant authorities.
Meet financial and other monitoring requirements of funding bodies.
Evaluate programmes to ensure effective and efficient operations.
Develop opportunities and present fully evaluated business cases to
the Board.
Play a critical role in driving return on investment and achieving a
sustainable organisation.
Lead the development of appropriate Board and organisational
policies and procedures to support a culture of strong governance and
continuous improvement.
Monitor and mitigate risk for the organisaiton.
Relationships
Form a positive, collaborative and proactive working relationship with
the Board, in particular the Chairperson.
Develop and maintain relationships with key stakeholders across the
region, including the organisations funding partners of Yarra Ranges
Council and Tourism Vicitoria.
Forge relationships within product segments that are competitive
strengths of the region to promote domestically and internationally.
Represent Yarra Ranges Tourism on advisory committees, or other
relevant functions/meetings conducted by industry bodies.
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Yarra Ranges Tourism - Position Description CEO
SELECTION CRITERIA
CRITERIA
STRATEGIC
MANAGEMENT
SPECIFIC COMPETENCIES
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MARKETING
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LEADERSHIP
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Visionary outlook
Big Picture thinker
Long term focus
Total organisation perspective
Systems orientated to track achievement of goals
Senior management within a complex environment
Experience in marketing at a national level
Experience in digital innovation and development
of marketing initiatives
Demonstrated entrepreneurial flair
Astute media observer in order to source
opportunities
Commercial business experience
Passion and enthusiasm for the region and its
products
Experience of the key industry sectors in region
including tourism and hospitality
Knowledge of the region will be an advantage
Influential communication skills
Ability to motivate and gain commitment to
strategic direction
Commitment to the creation of an attractive,
efficient, safe, equitable and rewarding workplace
Focus on continuous improvement
Common sense and consistency in decision making
and maturity of judgement
A ‘can do attitude’, e.g. able to function
operationally and strategically.
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Yarra Ranges Tourism - Position Description CEO
GOVERNANCE &
FINANCE
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INTERPERSONAL
RELATIONSHIPS
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QUALIFICATIONS
PERSONAL
Corporate financial management experience and
expertise
Strong and clear financial reporting skills
Understanding of, and commitment to, triple
bottom line management
Corporate governance experience relating to notfor-profit organisations and Limited by Guarantee
company structures in accordance with ASIC.
Knowledge of legislative and statutory obligations
Policy development and implementation skills
Sound track record in managing financial,
information to achieve cost effective outcomes
within budget and strategic financial parameters.
Effective contract management.
Positively influence a diverse range of high profile
stakeholders
Capacity to establish and maintain productive
relationships
Political savvy
Create and sustain a valued public profile
Outstanding people skills
Sensitivity and diplomacy
Strong negotiator and conciliator
Presentation and presence (community appeal)
An effective problem solver, through innovative
solutions.
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Tertiary qualifications, likely to be in the areas of
business, marketing, governance, hospitality and
supported by financial competence and proven
experience working at a senior level.
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High energy levels, and a proactive approach to
identifying and seizing opportunities.
The adaptability, flexibility and resilience necessary
to enable personal performance and productivity
levels to be maintained under pressures.
Strength and presence, with strong and persuasive
communication skills.
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Yarra Ranges Tourism - Position Description CEO
PERFORMANCE INDICATORS AND MEASURES
1.
Strategic Planning
Focus:
Identify, assess and respond appropriately to both the
external and internal environment to formulate visionary
plans and programs.
Indicators:
a) Quality strategic initiatives are clearly identified and
developed.
b) Strategic Plans accurately identify, and give direction to, the
future growth and development of the organisation.
c) Realistic and focused medium and long-term business plans
which are adopted, monitored and reviewed regularly.
2.
Marketing
Focus:
The recognition of the region’s branding, and
understanding and involvement of key stakeholders.
Indicators:
a)
b)
c)
d)
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Promotion and acceptance of Marketing Plan.
Mix of marketing opportunities sourced.
Creativeness demonstrated within the marketing framework.
Feedback from stakeholders on success of campaigns.
Role played in driving yield, the level of sales achieved and
sustainable profitability.
f) Consumer awareness and recognition of the region.
3.
Product Development
Focus:
Developing products that engage the stakeholders and
increase market share to the region.
Indicators:
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b)
c)
d)
Strategic understanding of associated industries worldwide.
Range of products developed and marketed.
Positive response to product range.
Consumer research showing the region is increasingly seen as
a destination.
e) Recognition of Brand.
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Yarra Ranges Tourism - Position Description CEO
4.
Leadership
Focus:
Positioning
standing.
of
the
organisation,
recognition
and
Indicators:
a) Board is engaged with the direction of proposals put forward.
b) Acceptance and recognition of the organisation by
stakeholders.
c) Right people with right skill mix are recruited.
5.
Governance & Finance
Focus:
Organisation sustainability.
Indicators:
a) A long-term financial management strategy for the
organisation is developed and maintained.
b) Confidence of stakeholders through level of investment
demonstrated.
c) Sound financial management practices are implemented.
d) Appropriate and accurate financial reports are provided to
the Board, identifying significant variations.
e) Policies and procedures are developed and implemented to
ensure that the organisation’s objectives are met.
f) The organisation’s statutory and financial plans and
statements are complete and in place.
g) Programs are delivered within budget targets and financial
constraints.
h) Effective oversight of the Company Secretary functions to
support the Board.
i) Risk Management policies, procedures and programs are
clearly defined and achieved.
g) Management of income through the development of a wide
range of stakeholder and revenue sources.
h) Effective contract management.
6.
Relationships
Focus:
Develop and
relationships.
maintain
useful
and
sustainable
Indicators:
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Yarra Ranges Tourism - Position Description CEO
a) Effective communication between the organisation and all
relevant sectors of the community.
b) Stakeholder needs and aspirations are identified and
responded to in a sensitive and professional manner.
c) A co-operative and harmonious climate of trust, confidence
and teamwork is established and maintained with
stakeholders.
d) The Board is kept informed of all significant issues.
e) Concise and informative reports are provided to the Board
with recommended actions, which clearly identify
implications.
f) The quality of advice and direction provided to the Board,
and the high standard of personal input to Board meetings.
g) Board resolutions are accurately implemented.
7.
Human Resource Management
Focus:
Lead and develop staff that are committed to the
organisation and the region, competent in their jobs,
and achieve job satisfaction.
Indicators:
a) The vision of the organisation is communicated to, and
owned by, staff.
b) Quality interpersonal skills and the ability to deal productively
with conflict and tension are demonstrated.
c) A team approach is demonstrated at all levels, promoting
initiative and the acceptance of responsibility through clearly
defined delegations.
d) Accountability and responsibility is appropriately delegated.
e) Equal Employment Opportunity and Occupational Health
and Safety legislative requirements are adhered to
throughout the organisation.
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