Associate Director, Brand Strategy

**Associate Director, Brand Strategy**
- Join Destination NSW, the champion and voice for the visitor economy within the NSW Government
- Clerk Grade 11/12 position with a salary range $145,378 - $168,130 per annum plus superannuation
- Ongoing role located in The Rocks, Sydney

**About the role**

The Associate Director, Brand Strategy plays a key role in delivering and sustaining the NSW and Sydney brand strategy. Reporting to the Director, Brand Strategy and Customer Experience, you’ll act as a brand custodian - ensuring alignment across stakeholders and consistency in how the brand is expressed and experienced. You’ll provide strategic input, evaluate marketing and consumer insights, and help shape an integrated brand ecosystem across campaigns, events, and industry engagement. A core part of the role is fostering innovation and exploring new ways to connect with audiences through a digital-first approach, while ensuring all activity aligns with broader business objectives and contributes to the Visitor Economy Strategy 2030 targets.

This is a leadership role, with responsibility for coaching and managing a team of brand professionals and embedding a high-performing, collaborative team culture. You’ll oversee business processes for the Brand Strategy team, including strategic planning, budgeting, brand governance, and reporting. The role also supports the delivery of key objectives and results by working closely with internal teams, agency partners and industry stakeholders. You’ll be guided by our core principles: putting the visitor first, accelerating digital innovation, leading with our strengths, staying agile, and working collaboratively with government and industry.

**About Destination NSW**

Destination NSW is the champion and voice for the visitor economy within the NSW Government. Spearheading a whole-of-government approach to visitor economy growth, Destination NSW influences and shapes the visitor economy through strategic research, policy and thought leadership, stakeholder engagement and consultation, commercial partnerships and investment in visitor experiences, business support, marketing and events. Destination NSW is also the major investor in Business Events Sydney (BESydney) for the purpose of securing more international and domestic conventions, incentive travel reward programs, corporate events and exhibitions.

**About You**

You’re someone who brings both strategic thinking and practical know-how to brand leadership. You’re comfortable navigating complexity and are experienced in shaping and delivering brand strategies that work across a range of audiences and stakeholders. You take pride in your ability to provide clear, thoughtful advice to senior leaders, while keeping a close eye on detail to ensure high-quality outcomes. You’re proactive, adaptable, and confident working at pace - especially when priorities shift or timeframes are tight.

You’re also a natural collaborator who builds strong relationships across teams, government, and industry. You bring a creative mindset and are always looking for new and better ways of doing things. Leading and supporting a team comes naturally to you, and you’re skilled at creating a positive, high-performing work environment. With experience in managing budgets and working within complex approval processes, you’re able to balance big-picture thinking with the day-to-day demands of delivering brand activity in a fast-moving environment.

To learn more about the role, please click here to download the role description.

**How to Apply**

**Closing Date**: Friday 30 May 2025 **[10.00AM]**

**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.
- 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._