Senior PR Manager (005811)

We are seeking an experienced and strategically minded Senior PR Manager to drive and evolve Tourism Tasmania’s global PR function – optimising earned media outcomes that contribute meaningfully to our broader marketing strategy and build awareness, meaning and distinctiveness for our brand across domestic and international markets.

As a member of the PR, Social & Advocacy team, you will develop and implement effective, brand-aligned PR programs tailored to priority markets and integrated where possible to maximise efficiencies and unlock synergies. You will focus on priority markets including Australia, New Zealand, Singapore, Greater China, the US and UK, as well as emerging markets as required.

You will build and manage strong relationships with the PR team, global PR agencies and contractors, as well as key partners including Tourism Australia – driving the execution of campaigns, overseeing press office activity, media famil programs, and PR-led in-market events and activations, while monitoring and reporting on coverage across consumer and trade media, and demonstrating clear ROI.

As an organisation, we strive to be contemporary and brave, and invest in our people to support ongoing learning and development. If you thrive in an environment where innovation is embraced, creativity is encouraged, and you enjoy building meaningful relationships, bring a genuine passion for Tasmania and the Tourism Tasmania brand, we’d love to hear from you.

What you'll be responsible for:

• Leading the day-to-day development and management of Tourism Tasmania’s global PR strategy in collaboration with the Chief Marketing Officer and Head of PR, Social and Advocacy, and developing and implementing integrated, brand-aligned PR programs that strengthen the Tasmania brand and drive awareness and visitation across domestic and international markets.
• Providing leadership and support to the PR team, including line management of direct reports, performance planning, coaching and ongoing development to build capability.
• Managing and foster strong relationships with global PR agencies and contractors, ensuring effective localisation, alignment, collaboration and integration across the global agency village.
• Partnering with global PR agencies to execute campaigns, managing always-on press office activity, and delivering media famil programs, and PR-led events and activations across key markets.
• Driving the Global Story Factory and PR EDM strategies, galvanising the in-house PR team and global agencies to identify and develop compelling global angles, stories, pitches and announcements that can be effectively scaled and localised across priority markets.
• Overseeing the development of PR materials and outputs, ensuring all content – including press releases, media kits and press office activity – is brand-aligned, insight-led and of a high standard.
• Overseeing day-to-day budget management, ensuring investment is strategically sound, well-governed and accurately tracked and reported, and monitor, evaluate and optimise PR activity to ensure it delivers against strategic objectives, with a clear focus on performance, impact and ROI.
• Ensuring all PR activity is delivered in line with relevant legal, regulatory and ethical standards. 

What you'll work on:

• Managing collaborative relationships with global PR agencies and contractors, overseeing day-to-day contractual requirements to ensure compliance, value and performance, and building relationships with key target media across priority markets.
• Overseeing the development of high-quality, brand-aligned content packages, including press releases, pitches, EDMs, media kits and other PR materials.
• Driving the media famil program across markets, managing proactive and reactive opportunities in collaboration with PR agencies and key partners – including Tourism Australia – and ensuring a strategic approach to planning, coordination and hosting to maximise coverage and impact.
• Identifying and responding to timely opportunities, acting with agility to maximise impact and coverage, and maintaining a strong understanding of media trends and the evolving media landscape.
• Collaborating cross-functionally to ensure a consistent, brand-aligned presence across markets, integrating PR into broader marketing campaigns and delivering earned amplification opportunities.
• Working closely with Social & Advocacy Managers to drive integration and amplification across program streams, extending social and advocacy content into earned media, while building and maintaining strong stakeholder relationships across domestic and international markets.
• Ensuring PR activity delivers against objectives and KPIs, with a consistent approach to performance trac