Job description
Agency Department of Tourism and Hospitality Work unit Tourism and Events NT – Destination Marketing
Job title Director Global Storytelling Designation Senior Administrative Officer 2
Job type Full time Duration Ongoing
Salary $157,334 - $171,482 Location Darwin or Alice Springs
Position number 44397 RTF 355668 Closing 04/10/2026
Contact Staci Mellman, Chief Marketing Officer at [email protected]
About the agency http://www.tourismandeventsnt.com.au/
Apply online https://jobs.nt.gov.au/Home/JobDetails?rtfId=355668
APPLICATIONS MUST INCLUDE A ONE-PAGE SUMMARY ABOUT YOU, A DETAILED RESUME AND COPIES OF YOUR TERTIARY
QUALIFICATIONS.
Information for applicants – inclusion and diversity
The NTPS values diversity. The NTPS encourages people from all diversity groups to apply for vacancies and accommodates people with disability
by making reasonable workplace adjustments. If you require an adjustment for the recruitment process or job, please discuss this with the contact
officer. For more information about applying for this position and the merit process, go to the OCPE website.
Primary objective
Lead the Global Storytelling team to position the Northern Territory (NT) as Australia's most distinctive leisure travel destination and a leading
destination for major events through compelling, authentic and evidence-led storytelling. The Director is responsible for global public relations,
strategic communications, social media and the content strategy, media, influencer and content creator familiarisation programs, and the
development of a whole-of-organisation storytelling framework that guides how the NT’s stories are told across all communications. The Director
leads this integrated function in order to drive a single, consistent NT narrative across earned, owned and paid channels and to build connected
storytelling capability for the NT. Through these integrated functions, the role drives awareness, consideration and destination reputation, inspiring
visitation and supporting sustainable growth of the visitor economy.
Key duties and responsibilities
1. Develop and lead Tourism & Events NT's destination storytelling strategy and framework, ensuring consistent application of the destination
brand, narrative and messaging across all communications and campaigns.
2. Lead integrated public relations, strategic communications, social media, content, and media, influencer and content creator familiarisation
programs that generate earned and owned media, increasing awareness, consideration and advocacy for the Northern Territory.
3. Lead and integrate the work of specialist public relations, content and social media teams so they operate as one connected storytelling
function, while retaining the technical depth, channel expertise and quality standards of each discipline.
4. Build strategic relationships with domestic and international media, influencers, content creators, industry, government agencies and
commercial partners to amplify authentic NT stories and strengthen destination reputation.
5. Provide strategic leadership on destination reputation, issues management and emerging storytelling opportunities, ensuring Tourism &
Events NT remains at the forefront of destination marketing and communications.
6. Lead, mentor and develop a high-performing team, fostering a culture of collaboration, innovation, accountability, inclusion and continuous
improvement.
7. Lead the procurement, negotiation and performance management of external agencies, production partners and suppliers, ensuring delivery
against agreed objectives, budgets and key performance indicators.
8. Identify and leverage emerging consumer trends, digital platforms, technologies and storytelling opportunities to continually evolve Tourism
and Event NT's marketing capability and maintain a competitive destination brand.
9. Establish and oversee reporting frameworks that measure the effectiveness of PR, content and social media investment across owned, earned
and paid channels, using insights and data to optimise performance and demonstrate return on investment.
Selection criteria
Essential
1. Demonstrated experience providing strategic leadership and building high-performing teams through collaboration, innovation, accountability
and a strong customer focus.
2. Extensive experience in a senior leadership role in consumer marketing, destination marketing or communications, with responsibility for
strategy development, budget management and organisational outcomes.
3. Demonstrated expertise in strategic storytelling, content strategy, public relations, social media and integrated marketing, with the ability to
translate consumer insights into measurable marketing outcomes.
4. Strong strategic, conceptual and analytical skills, including the ability to interpret research, market intelligence and performance data to inform
decision-making and continuous improvement.
5. Highly developed stakeholder engagement, negotiation and communication skills, with demonstrated ability to influence executive
stakeholders, industry leaders, government agencies and commercial partners.
6. Demonstrated experience leading complex projects, procurement processes and external agencies to deliver high-quality outcomes within
agreed timeframes and budgets.
7. Demonstrated ability to drive innovation and adapt marketing strategies in response to changing consumer behaviour, digital platforms and
emerging industry trends.
8. Strong working knowledge of the current earned, owned, social and content platform landscape, and the ability to interpret performance
measurement across these channels to guide strategy and demonstrate return on investment.
Desirable
1. Tertiary qualifications in marketing, communications, tourism, business or a related discipline.
2. Knowledge of destination marketing practices, the Northern Territory tourism industry, visitor economy strategies, or the demonstrated
ability to rapidly acquire this knowledge.
3. Experience working within government or complex stakeholder environments.
