Tourism New Zealand

Position Description

Position Title / Digital Content Specialist
Team / Digital Team
Reporting Manager / Digital Experience Manager
Direct Reports / Nil
Position Location / Auckland
Regular Points of Contact / Insights, Brand, Marketing Communications (NZ-based and offshore), Social media, Business development and Business events, IMP
Position Type / Permanent full time

Key Objectives

The primary objectives of this position are:

  • Deliver high quality branded destination content for the 100% Pure New Zealand campaign across Tourism New Zealand’s web and mobile channels
  • Produce digital content which drives preference, maximises engagement and encourages conversion, meeting online and organisational KPIs
  • Provide consultancy and support for TNZ staff to effectively deliver tactical campaigns via online channels
  • Providing expertise for the implementation of a continuous improvement programme for web and mobile channels
  • Recommend solutions to optimise production processes, user experience, and content quality
  • Assisting in the delivery of a high quality and robust channels by working closely with content contributors and web developers

Person Specification

In making it happen, the ideal person for this role will demonstrate an intermediate understanding of digital content and user experience through their previous experience in the tourism and/or internet marketing industry. The DCS will have successful experience in content production and projects, delivering work which balances users’ and business needs. A highly effective communicator and influencer, this person will be able to collaborate with a wide variety of stakeholders to deliver results. They will be solutions- and achievement-focused with an eye for detail.

Competencies and Performance Indicators

To make it happen, this person will demonstrate competencies in the following areas:

Competencies / Performance Indicators
Digital content management and marketing / Content is managed to time, quality and editorial specifications on a day-to-day basis
newzealand.com content supports tactical marketing campaigns, search engine marketing and social media activity
Relationships / Productive relationships maintained with internal and external website contributors.
Develops rapport quickly and easily. Can quickly find common ground and solve problems; can represent organisation’s position effectively. Negotiates effectively in reasonably tough situations, can settle differences with a minimum of noise, can win concessions without damaging relationships, can be direct and forceful and diplomatic, gains trust quickly of other parties and has a good sense of timing.
Interpersonal and written communication / Verbally expressing thoughts, information and ideas in a clear, appropriate manner. Establishing a connection and affinity with others easily and quickly, demonstrating interpersonal sensitivity.
Expressing ideas and information in writing using appropriate structure, format, grammar and language to create informative, clear and concise
Best practice writing and communicating on digital channels
Collaboration / Projects delivered in cross-functional teams with personnel across the organisation deliver expected results
Results oriented / Digital content quality clearly supports the achievement of online and organisational KPIs
Opportunities for improvement are seized upon and constructively recommended
Project and process management / Initiatives are delivered efficiently and effectively – on time, to scope and to budget
Recommendations to optimise processes are made

Key Tasks and Activities

Content development and production

  • Assist in the creation, publishing, delivery and management of quality content which inspires user action and encourages re-visits
  • Produce and publish digital content to newzealand.com and other channels using in-house web publishing tools
  • Support internal and external stakeholders in the publishing of quality content by providing training and advice
  • Quality-assure all Tourism New Zealand content and appropriately moderate user-contributed content
  • Ensure digital content is directly aligned with the 100% Pure New Zealand brand and that technical standards are met
  • Provide advice on website development and new features
  • Lead or support projects which enhance digital channel performance and user experience. Act as the digital content subject matter expert and user advocate throughout

Business (content) analysis

  • Identify opportunities for content creation and optimisation through website analytics, user and market research
  • Assess content production processes and publishing workflows and recommending continuous improvements to efficiency and quality

Digital marketing support

  • Work with offshore marketing teams to align web content and its management with search engine marketing
  • Recommend and develop content to support tactical marketing campaigns, ensuring content is effectively integrated and re-used
  • Manage relationships with international marketing teams and digital agencies from project concept to delivery
  • Provide advice for website implementation based on previous performance analytics and user insights